Marguerite Lorenz, MCIT, CLPF’s Post

Here's a great example of a cohort, ripe for the picking, that's being virtually ignored by the #cannabis industry. And they have 💰💰💰💰 to spend. If the heart of your strategy says the Budtender holds all the keys to the city, you're likely to never secure a buy from this group. Stop spending your entire sales and marketing budget on trade shows and free samples. Instead consider, how, where and when you could connect with a specific consumer group, with a unique, value based offer. I'd bet, if an adult-use brand doubled down on serving this particular cohort with a modern wellness play, they would crack open a whole new market segment with little competition. 👀

In the face of ageism increasing in the workforce, I share the post below as a reminder that people over 50, 60 and 70 not only exist, but thrive. There is no end date unless you stop learning. While the post is geared to marketing, I would encourage anyone hiring to stop ignoring the over 50 population because they are "over-qualified" or whatever other excuse you tell yourself. #ageism #recruiting #leadership #learning #qualified

When the 60s are the new... 60s! People aged 60 and above are active, full of life, and eager to live. They have significant spending power and a desire to travel, move house, and have unforgettable experiences. Yet, many brands are still overlooking them. They are not represented in advertising and are often seen as a single, indistinct group. It’s time to rethink how we segment and target these vibrant consumers. Brands, let's wake up to these incredible people! 😊🚴♂️✈ And stay tuned because at Fidelidade, we have something amazing coming soon. 🚀 #LongevityLeadership #ROARforward #ActiveAging #Newdemographics #CustomerExperience #SilverEconomy #GenerationalMarketing #BrandStrategy

Wonderful post highlighting how widespread #ageism is for both men and women, and what a bad decision it is for companies not to market to the 60+ demographic! 60 is the new 40, people are living and working longer, and have significant financial means, time to flip this paradigm! Let’s also hope some of this spills over to the workplace!

New year, new goals 📈! It’s 2024 planning season. And we’ve got some insider intel on what’s in (and what’s out) in advertising, marketing, media and creativity from the very best in the biz (our clients)... 🔮 ⭐ IN: Thriving mindsets, Humorous creative, Mindful purpose, Cultural relevance, Respect and more rights for Creators, Queer voices and Creators leading the way, Immersive formats, Virtual worlds, Data transparency   ❌ OUT: Surviving mindsets, Sentimental messaging, Self-promotional storytelling, Tokenism, Performative moments, Binary gender roles, Third party cookies    Read more predictions from our clients DAVID New York , EP+Co, Happylucky, My Code, New York Times Advertising and PPK in Adweek ➡️ https://bit.ly/48Fg68O Quad, Ep+Co, and PPK in Digiday ➡️ https://bit.ly/3H4WBeb And verb. and HappyLucky in Ad Age  ➡️ https://bit.ly/3RE0TxW Thanks to Paul Prato, John Cornette, Raquel Bubar, Ben Hennes, Victoria Jordan, André Toledo, Tom Krell, PhD, Sarah Morris, Joshua Lowcock and Yadira Harrison for sharing your insights.  📣 What’s on your 2024 bingo card for the ad industry? Tell us below! #advertisingandmarketing #marketing #media #Creators

Move over Girl Math, it’s time for GrandpaCore! 2023 was officially the year of the girl, from Girl Math to Barbie memes, socials were awash with trends related to all things girl. But what could possibly be next after the Girlification of 2023? Say hello to #grandpaCore! 🔍 If you were on social last year, then you will know the chokehold everything girlish had on its users, transforming everyday tasks into celebrations of femininity.  It was fun, it was pink, and it was everywhere. But as we go hard into Q2 2024, we’re seeing new trends emerge that signal we're ready for something new. The conversations are changing, and there's a sense that as much as we loved the girly vibes, we're now also craving new ways to connect that reflect a broader scope of what it means to be a woman today. 📈 The ‘year of the girl’ saw an explosion of girly trends, from lazy girl jobs, hot girl walks, girl dinner, soft girls, and girl maths. Remember the viral buzz around 'Barbie'? That was just the tip of the iceberg. These trends weren't just over and out; they sparked conversations and turned heads, setting the tone for the year.. 🔮 Fast forward to now, and there's a noticeable thirst for ways to connect that dive deeper, moving past the surface to celebrate the complexity of being a woman. Sure, the girly aesthetic isn't disappearing overnight (we're eyeing you, girlcore interiors), but there's a growing pull towards styles that challenge the norm—think androgyny, the huge rise of grandpa core, and thrifted, timeless tailored looks.  💡 For brands, this is an oppurtunity to engage with the TikTok community in new, authentic ways.  By tapping into these evolving trends with genuine, creative content, your brand can stand out as not just relevant, but as a forward-thinking and inclusive voice on TikTok and beyond. 🌐 At Dream Lab Studios, we're all about riding the wave of these cultural shifts, crafting strategies and content that culturally resonate. Let's collaborate to create content that taps into this zeitgeist and have fun whilst doing it. #TikTokTrends #BrandInnovation #CulturalShifts #DreamLabStudios

Brands and marketers are going to ruin demure this week 🥲 And as someone who identifies more as demure and cutesy and less brat summer, it’s breaking my heart. But let's back up. Jools Lebron (@joolieannie) spoke her truth into the world earlier this month about being very demure, very mindful at work. 33.3M TikTok views later and everyone wants to be demure. 🎀 Penn Badgley showed how he doesn’t do too much after playing a romantic icon for 5 seasons—he’s very modest, very mindful. 🎀 Lindsay Lohan and Jamie Lee Curtis are showing how very demure and very mindful they are on the set of Freaky Friday 2. 🎀 The White House pointed out that Biden cancelling student debt is very mindful, very demure. On the roller coaster ride that is a trend cycle, we’ve hit the peak and are rushing headlong into widespread brand adoption…the decline. Right now, we’re on the precipice looking down. At any moment, there’s going to be a brand that takes it too far—who is not very mindful. And honestly, it sucks. It always feels awful when unrelated businesses try to make money off of shared joy. But there really are only two important things here. 1️⃣ From the success fo her videos, Jools is now able to fully fund her transition and receive the gender affirming care that everyone deserves. 2️⃣ Think long and hard before your brand participates in this trend. Don’t be the person who sends this Barbie-movie-feeling moment crashing into cringe. Before we hit cringe, tell me your favorite demuresty moments in the comments 💕 #demure #verydemure #verymindful Branch & Bramble

You say we’re old? We say, takes one to know one. That’s because our ageist culture is just that, OLD. (We're looking at you Media and Business.) Marketing messaging to the 50+ demographic is still stuck in the dark ages of Life Alert and Depends. Data abounds showing that 50+ is when we really start to get going - on new ventures, travels, lifestyles, and social good. And for the first time in our lives, we have more money and time to spend doing all of the above, to the tune of 51% of all consumer spend in the U.S. So why aren’t advertisers embracing us and our buying power? Are they afraid of the stigma that “old” carries? Seems like it’s time to retire our perception of OLD and serve this market or miss out on the GOLD that it is.

WARC's spotlight series on Gen Alpha with The Insights Family is extremely insightful and one that brands, especially in the EMEA region, should pay attention to. Here's why: - A staggering 31% of 10-14 yr olds and 28% of 6-9 yr olds in this region are earning their own money 😧 - They are socially-conscious, financially independent digital shoppers with a strong preference for purchases that help them enhance their individuality (66%); - Their purchase decisions are influenced by their Millennial parents, who consider value for money, well-being and convenience as top factors; - TV (43%) and YouTube (29%) are the most influential channels (with varying degrees of memorability) to reach this demographic, being mindful of ethical and responsible messaging; - Gaming, sports equipment, and FnB are the top spending categories. This article also emphasises the need for cross-generational considerations when crafting communication strategies to Gen Alpha and their parents. An increasing timeline of CLV including broader reach through multiple channels highlight how lucrative this generation is as a new consumer bracket. Interested to see how brands leverage this! #warc #genalpha #millennials #consumertrends #emea #advertising #marketing #strategy #dataanalytics #branding

Meet Gen Alpha – the kids born since 2010 🐥 Their millennial parents believe they’re the generation that will save the world. But how do brands fit into this mission? Introducing WARC's new Spotlight: 'Generation #Alpha: What Marketers Need to Know'. We include research from Beano Brain, involving over 200 hours of interviews with 2,000 parents. The study shows a shift in parenting from 'do as I do' to 'fix what we did'. Parents are more involved, asking, 'What would my child do?' before purchasing 🤔 Brands need to align with these values to earn trust and loyalty. Find more from Helenor Gilmour, Beano Brain, Emma Worrollo, Founder of Playful Den, Harriet Kingaby and Jake Dubbins, Co-Chairs of the Conscious Advertising Network, Cheryl Calverley & Paul Billingsley, leaders of the #IRLrevolution and founders of THE DEN, Stavros T. and Sophie Tanner, The Insights Family, and Catherine Driscoll, #WARC in our latest Spotlight 👉 https://loom.ly/ioAho7I #EMEA #Strategy #GenAlpha #MillennialParents