Life Stage Marketing and Segmentation

Issue 29: November 11, 2021

When managing a multigenerational workforce and understanding a customer audience, there are many theories and models that tap into different segmentations. Creating personas and groupings is helpful to understand, interact, engage, inspire, motivate and convert. The current debate is whether segmentation approaches and practices should be based on chronological age, geolocation, life events, values, attitudes, and lifestyles – or even one’s journey to self-actualization with a nod to Maslow’s Hierarchy of Needs.

At 2040 we work with clients to find the perfect balance of combining segmentation models for both the workforce and audience. With the power of data and analytics, segmentation is made more relevant and can be targeted to specific audiences. However, we raise the red flag on the temptation to overclassify and stereotype generations, professions, and age bands, without recognizing the distinct influences of culture, situations and life stages. As an …