[The Relationship Between TPO and Marketing, Part 3] ~Seeds of Marketing 104

This is the third article in our “TPO and Marketing” series. → [Link to Part 1] → [Link to Part 2] Is Age-Based Marketing Obsolete? Exploring the New Axis of Targeting ⏳ “Learn, Work, Retire” — That Era Is Over Do you feel that age-based marketing is becoming obsolete? In today’s world, the key is value-based marketing, which focuses on customer values. As futurist Lynda Gratton points out, the once-standard “three-stage life” model is outdated, and marketing methods are also facing a time of transformation.

• People starting businesses in their 20s
• People returning to university in their 50s
• People taking on new job challenges in their 70s

…Such individuals are no longer the “exception” in today’s reality. In other words, being in the same generation no longer means being in the same life stage. 🔄 An Era of Connection Through Style, Not Age This shift is creating waves not just in the fashion industry, but across all sectors. Take the music market, for example── 📻 The Music Market of the Past:

• Teens: J-POP and idols
• 30s: Western rock
• 50s: Classical and Enka

Age and genre preferences were almost perfectly aligned. But now… 🎧 With the rise of streaming services like Spotify and Apple Music:

• Teens are getting into Showa-era pop songs.
• People in their 60s are adding K-POP to their playlists.
• Parents and children are listening to the same artists.

The “generational wall” has already crumbled in the world of music. 🎯 Does “Age-Based Targeting” Truly Reach Anyone? In the marketing world, we still see it frequently:

• “Brands for women in their 40s”
• “Apps for seniors”
• “Protein for men in their 20s”

Admittedly, this approach is “easy to design” and “easy to explain internally.” But actual consumer behavior is far more cross-cutting and free. For example:

• A woman in her 50s who loves her gaming chair.
• A man in his 20s who subscribes to a traditional Japanese sweets service.
• A person in their 60s reviewing camping gear on Instagram.

…These users are no longer “exceptions.” 💡 The Key to Value-Based Marketing: Targeting by “Style” and “Values” So, from what perspective should we approach targeting? 🔑 The hint lies not in “age,” but in “lifestyle” and “values.” For example:

• ✨ People who prefer a minimalist lifestyle with few possessions.
• 🧳 People who love to travel solo on weekends.
• 🧘‍♀️ People who prioritize “tuning” their mind and body.
• 👨‍👧 People seeking experiences they can enjoy with their children.

Grouping people by these behaviors, preferences, and values is more reflective of reality and more likely to resonate. 📊 Data Also Shows the “Collapse of Age” In fact, purchase data from a major e-commerce site reveals:

• Approximately 26% of male users in their 40s regularly purchase from a “skincare line for teens.”
• About 31% of female users in their 60s browse and purchase from the “outdoor gear” category.
• Roughly 45% of users in their 30s purchase health foods considered “for seniors.”

What these numbers show is that consumer choices are far more free and flexible than companies assume. ✍️ Summary: Shifting from Demographics to Value-Based Marketing As the first step in marketing design, we need to shift our questioning from: “To what age group are we selling this product?” to “With what kind of lifestyle will this product resonate?” Age is now nothing more than a “reference point.” The real clues lie in the diversity of individual values and lifestyles. Next time, I will introduce case studies of brands that have successfully designed promotions that transcend age 📈 (To be continued)