Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability.

Topics covered:   

• [00:55] "Ageism Kills Brands"
• [01:55] New brands attract younger buyers
• [04:15] Why young-only appeal can lead to failure
• [05:25] Dead brands skew younger
• [06:20] The importance of age-diverse customers
• [07:50] Examples of age-transcendent products 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Anesbury, Z. W., Bellman, S., Driesener, C., & Page, B. (2021). Ageism Kills Brands. Australasian Marketing Journal, *29*(4), 350-365. https://doi.org/10.1177/18393349211017316  
 

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