... they follow their own life courses
Having a baby, going to college, getting a first job, buying a house… There are dozens of events that occur in the course of a lifetime and that deeply change the behavior of your consumers.
Nowadays age groups are no longer a reliable indicator for anticipating these changes. Individuals have become the core of personalized marketing, which must adapt to their singularity.
More than ever, brands must identify and anticipate the major life events that consumers are going through. And be there at the right time.