Lydia Martin

Jan 7, 2025 | mediacat.uk | Svilena Keane |Lydia Martin |Phillip Katz |Natasha Randhawa

Brands are ‘asleep at the wheel’ when it comes to targeting single-person households, according to Dr Peter McGraw, a professor of marketing and psychology at the University of Colorado Boulder. Single-person households accounted for 30% of all UK households and a of households worldwide in 2023. However, only 6% of marketers surveyed for WARC’s Marketer’s Toolkit said they considered this segment ‘strategically important’.

Nov 28, 2024 | mediacatmagazine.co.uk | Kieran Hughes |Ed Cox |Svilena Keane |Lydia Martin

As brands scramble to capture the attention of Gen Z and millennials, they risk overlooking two of the most financially potent and media-savvy generations: baby boomers and Gen X. With established careers, paid-off mortgages, and accumulated savings, boomers are in a financial position to spend. In fact, they are said to hold the lion’s share of household wealth — some estimate this is over 50% — in many developed countries. This makes them one of the most influential consumer groups worldwide.

Nov 27, 2024 | mediacatmagazine.co.uk | Ed Cox |Lydia Martin

They lived through the end of the Cold War and the triumph of capitalism, the demise of apartheid and the defeat of the organised working class. They were known as the ‘latchkey’ kids as ‘free-range’ parenting and soaring divorce rates meant they came back from school to empty homes. And they are just about to inherit trillions from their baby boomer parents. I’m talking about Generation X of course.

Nov 26, 2024 | mediacatmagazine.co.uk | Svilena Keane |Lydia Martin |Eaon Pritchard |Becks Collins

Shoe Tim. Tunnel mouth. The Nutter Butter man ‘whose intentions are unknown’. For the past year or so, cookie brand Nutter Butter has been serving surreal content with disturbing visuals and distorted sounds to its followers on TikTok. Other brands are increasingly embracing what has been labelled by industry commentators as ‘unhinged’ content, too.

Nov 21, 2024 | mediacatmagazine.co.uk | Harry Kinnear |Svilena Keane |Lydia Martin |Eaon Pritchard

Clients, marketers and researchers are keen to unlock the secrets of how to appeal to Gen A and Gen Z, and what that all means for established wisdom and strategy for their brands.  However, is it possible they are focused on the wrong generations? The tone in reports on Gen A is often one of fear, fuelled by how un-childlike their youth appears to be, and articles carry titles such as ‘Who’s Afraid of These Gen Alpha Queens?’.