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The Perennials book excerpt: why marketers chase millennials too much

Mauro F. Guillén isn't just sick of generational thinking he says the "navel-gazing" marketing industry is missing out on billions.

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Advertisers portrayal of older people isn t just alienating, it s self-defeating

Treating broad age cohorts as an ‘amorphous lump’ is a costly form of ageism

United kingdomDebbie mcgeePaul mcgrathOlder people councilsUnited kingdom centre for betterOlder peopleDiet cokeThin lizzyPure cremationBetter ageingCarolyn odgersDebbie mcgeeEmmett scanlonJim gibneyOrlaith carmodyPaul mcgrath

Diversity is more than a box-ticking exercise

Evidence shows initiatives drive better outcomes but need to be considered carefully to maximise potential

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