The IAB UK Podcast

Futurescape: 2030 & beyond: Ageing redefined & the rise of responsibility


Listen Later

In the third episode of ‘Futurescape: 2030 & beyond’, we explore how stereotypes about age are breaking down – and what that means for advertisers by 2030. From festival-loving 40-somethings to Gen Z living at home but splurging on designer handbags, people’s behaviours and priorities are no longer predictable by life stage. And with older audiences redefining ageing, holding more spending power, and expecting brands to act responsibly on issues like sustainability, traditional targeting just doesn’t cut it. 


James Chandler, IAB UK’s Chief Strategy Officer, is joined by Lisa Boyles, Head of Go To Market and Media, giffgaff, and Kristie Naha-Biswas, Global Head of Media and Digital Marketing, Karo Healthcare. Together, they discuss why the obsession with youth marketing overlooks where real income potential sits, how five generations will need to co-exist in the workplace and why values-led targeting will be crucial as consumer expectations shift. 


From cash-rich Gen Zers selling clothes on Vinted to older consumers expecting brands to promote healthy tech habits, this episode reveals why advertisers need to think beyond demographics – and how planning for 2030 means understanding values, behaviours and need states, not just age. 


Listen now or watch via our YouTube: https://youtu.be/PLY8d2xvkMk?si=TFLkos3SLTnFSi5P

 

Explore Futurescape: https://www.iabuk.com/futurescape

Hosted on Acast. See acast.com/privacy for more information.

...more
View all episodesView all episodes
Download on the App Store

The IAB UK PodcastBy IAB UK


More shows like The IAB UK Podcast

View all
Football Weekly by The Guardian

Football Weekly

2,483 Listeners

Table Manners with Jessie and Lennie Ware by Jessie Ware

Table Manners with Jessie and Lennie Ware

1,609 Listeners

Happy Place by Fearne Cotton

Happy Place

1,092 Listeners

Uncensored CMO by Jon Evans

Uncensored CMO

38 Listeners

Katherine Ryan: Telling Everybody Everything by kathbum

Katherine Ryan: Telling Everybody Everything

593 Listeners

Parenting Hell with Rob Beckett and Josh Widdicombe by Keep It Light Media / Spotify Studios

Parenting Hell with Rob Beckett and Josh Widdicombe

971 Listeners

The Overlap by The Overlap

The Overlap

232 Listeners

The Rest Is Politics by Goalhanger

The Rest Is Politics

3,044 Listeners

The News Agents by Global

The News Agents

909 Listeners