Thursday 29 Oct 2015

SKIM presented on how to target ‘healthy (ageing)’ consumers

Becoming more aligned with this growing target group

At SKIM, we’ve been digging into how different generations (Baby Boomers, Generation X and Millennials) make purchase decisions and what information they use to inform their decision. On October 29th at the Bridge2Food Healthy Ageing conference, we shared insights on how to align with the healthy, ageing consumer.

Finding relevant consumer stratifications: Who to target as a ‘healthy (ageing)’ consumer?

Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam

If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.

About the session

In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.

Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?

This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!