Aditya Khajuria’s Post

Smart Marketers have long known the co-relation between changing #demographics and product usage. I read an interesting news item today, about how this has actually made a company change product lines completely. A Japanese #diaper manufacturer has decided to stop its line of baby diapers due to the significant downturn in demand and instead switch completely to producing adult diapers. Apparently, sale of #adultdiapers has surpassed that of #babydiapers in Japan since over a decade due to persistently low birth rates and increase in aging population.   This made me think about the category in India. While we regularly boast about having the world's largest youth population, our share of 65+ population is also on the rise. This segment comprises of 7% of total population in 2022 as against 5% in 2012. Interestingly the 0-14 population has shown a decline in the same time period – 25% in 2022 as against 30% in 2012.   A decade ago, adult diapers availability was not as common and neither was the acceptance. 20 years ago, it hardly found place in #supermarket shelves. Today, the situation is different. There are multiple brands and multiple channels available for adult diapers. Product acceptance has grown fuelled by a rising need as well as rising incomes of families.   My tryst with adult diapers began 3 years ago when my mother and mother-in-law had major health debacles. After a lot of trial and error, I narrowed down on the best brand which was also probably the oldest one in the category- Friends Adult diaper. While baby diaper prices have come down significantly over the years making the category accessible to a wider market, adult diaper prices continue to be steep and out of reach for many. I did a quick comparison of prices and was taken aback at the gap in average prices of baby vs. adult diaper. An average adult diaper costs 3-4 times that of an average baby diaper! An average baby diaper after discounts sells @Rs 14/ pc while the same for an adult diaper is Rs 37/pc. If I look at what I perceive as the best brands in the segment, a Pampers Premium pack is priced at Rs 1399 for a pack of 54 (Rs 26/pc) and a Friends overnight pack is priced at Rs 800 for a pack of 10 (Rs 80/pc)!! I have no idea about the manufacturing process but this seems too wide a chasm for a product whose function is similar for both user groups.   Is there a #marketgap to be addressed here? #MMmusings #shopperinsights #brands #fmcg #categoryinsights #retail #retailinginindia #indianretail

Creative facebook ads examples for maternity brands #facebookads #creativeideas #dtcsales #ecommerce #facebookadtips #maternityfbads #maternityfacebookads #maternitybrands #scalingwithcreatives

🤔 IMAGINE knowing creators' key life moments and events they are attending to in 2024 in advance...AT SCALE. 🤓 Imagine no more and say hello to the birth of #paid very own ---> The Creator Editorial Calendar 👉 We have 178 creators that are going to be engaged this year! 👉 We have 1072 creators expecting to move homes this year! 👉 We have 674 expecting a newborn this year! What does this mean for you as anyone who touches influencer marketing for the brand? You can now integrate into creators' real life moments proactively vs reactively. 👉👉 Ie: You are a baby product brand and now, you can be a part of 50 creators' pregnancy journey and be part of one their biggest life moments...authentically. I can see the happy tears already :) QUESTION: Brand marketers, either brand direct or at agencies, would this information be valuable to you? #creatormarketing #creatoreconomy #influencermarketing

I read that a Japanese nappy maker announced that it has stopped producing diapers for babies and will instead make them for adults.   This is purely a market-driven decision with birth rates dropping faster than Sunak’s approval ratings and an ageing population with 35% aged over 65.   The older generation is clearly a growing market. And often a wealthy one too.   Seniors are already the wealthiest age group in the US, projected to be spending $15tn per annum within the next 10 years. They also have an average wealth of $834,000, double that of Generation X and far more than Millennials with $68,871 per person.   And yet we’re obsessed with youth marketing. Industry statistics suggest that only 5% of advertising is aimed at people over 50. Understandably, marketing directors want to attract the next generation of consumers that they hope to hold onto. But we also know that pressure from investors means immediate ROI is often a leading factor in marketing. So why wouldn’t you want to aim at a wealthy, growing audience with a high disposable income? Do we really think it’s easier to get a 25yr old to buy a new car when they can’t afford their rent? Especially when you know that over 75% of new car purchases each year are made by Boomers or Gen X. And if you think that the young person will stay with your brand for a long time, that’s very wishful thinking with a demographic who are exceptionally quick to change brand loyalties. Perhaps you think the older demographic is hard to target and stuck in their ways. Then you may not realise that over 90% bank online and own a smartphone and 84% regularly post on social media. Most importantly, 52% said they were open to switching brands and trying new things. So why isn’t this a growing sector in the advertising industry? Why aren’t more agencies showing a better understanding and expertise of this lucrative and growing audience? Why do ads show this audience either struggling on stair lifts or smiling while skydiving. It’s ignorant and insensitive to a hugely diverse audience with a wide variety of interests. Maybe it’s because just 5% of ad agency employees are over 50, and we know that most are not in the creative department. It seems to be a twofold problem. Marketers are obsessed with targeting youth and agencies don't appreciate the value and skills of experienced creatives. Just like the nappy manufacturer who saw an opportunity to pivot their business, it’s time for us to see the clear opportunity of this audience and tailor our expertise towards it.  

Here’s a quick read from Panos Conti on the why marketing is skewed towards youth. 💡

"Prega News Leveraged Influencer Marketing for a Successful Campaign" Recently, Prega News the trusted pregnancy test brand, launched an impactful campaign titled : #KyaMaaBanegi ? which resonated with millions of expectant mothers in India. By collaborating with micro-influencers and relatable content creators, they effectively created a community-driven conversation around the emotions of pregnancy. The campaign encouraged real stories from users, allowing mothers to share their experiences, challenges, and joy, amplifying the message that every pregnancy journey is unique. The result? A significant increase in brand engagement and a stronger emotional connection with their audience. This campaign is a fantastic example of how leveraging user-generated content can enhance brand trust and foster a sense of community. Key Takeaway: Authenticity is key in influencer marketing. By sharing genuine stories, brands can build deeper connections with their audience. What do you think about the power of user-generated content in influencer campaigns? Let’s discuss! #preganews #influencermarketing #brands #marketing #socialmedia

Great piece of research that once again demonstrates there is no substance to arguements of age bias towards older audiences in duration based attention measurement. As we all already know, different people consume content differently, which stays true within interruptive advertising. Finding the right duration of attention that accompanies business outcomes and your audience is key, which isn’t always (and rarely is) the LONGEST duration of attention possible. Besides all the research out there showing duration as the key attentive component in linking creative and media, this research adds onto the landslide of reasons for why any advertiser must consider duration as a necessity when building out their attention toolkit. Thanks Karen Nelson-Field PhD, Alex Brownsell and WARC for the Boomer report! Side note: AdTechGod(™) Pod the misinformation that’s been floating around the industry on this could be an excellent topic for the next pod!

Our latest Global Ad Trends report is all about Baby Boomers. Advertisers might find themselves overlooking this critical group... but that's a mistake 😲 Our Head of Content, Alex Brownsell, explains key data you can find in our carousel below: 1) One of the big things we set out to understand with this report is whether people take their media habits with them through their lives or if their behaviours change. We examined this through the lens of Baby Boomers and found that they are changing how they interact with media and content. 2) We compared how a specific age cohort behaved a decade ago versus today - in this case, people born between 1959 and 1970. The results showed that those same people spent far more media time with digital channels and platforms than in 2013. 3) Interestingly, the biggest growth area hasn't been social media but rather the digital extensions of the channels that host professionally produced content. Think connected #TV, digital audio, and online press. 4) Social media matters – there are many more grannies and granddads on #TikTok and #Instagram – but these platforms are ‘appointment viewing’ for older audiences. In markets like the UK and Australia, we’ve barely seen an increase in time spent with social media among Baby Boomers over the last decade. Tell us, did you forget about Baby Boomers? To dive deeper, check out the full report. Find the links in the comments 👇 #Boomer

Baby Boomers are dominating this social media platform—can you guess which one? It's no secret that Baby Boomers are primarily active on Facebook, with 34.7 million preferring the platform to stay connected with friends and family. 👉 Key Insights: 🛍️ 60% of Baby Boomers prefer to shop in-store 📚 76% are more likely to purchase with ample information This generation values recommendations, online reviews, real-life context, and imagery. Brands should tap into nostalgic, family-oriented, and emotionally resonant content, highlight their heritage, and ensure outstanding customer service. Learn more about effectively marketing to Baby Boomers in our latest blog! Link in the comments. 👇 #BabyBoomers #SocialMediaTrends #DigitalStrategy #InfluencerMarketing #CPG #BrandManagement

Baby Boomers and the significant change our branding efforts brought to their experience—and ours . In my previous company, I had the incredible opportunity to work closely with financial advisors from the “Baby Boomer” generation. *the term "Baby Boomers" refers to the generation born during the post-World War II baby boom, a period marked by a significant increase in birth rates from around 1946 to 1964. When we first started collaborating, it was clear that many of them were unfamiliar with how brand identity and personality could enhance their marketing efforts. This was a crucial moment for us to emphasize why it is important to talk to your customers and understand their unique needs and perspectives. We realized that simply handing over marketing materials wasn’t enough. We needed to guide them through the entire branding process, so we conducted in-depth training sessions to help them grasp the importance of a cohesive brand strategy. Although dedicating significant time to these training sessions was a trade-off, the ROI became evident as our partners began applying what they learned. They started using our materials, co-branding once their brand identities were established, and sharing their new brand stories on social media. This not only boosted their visibility but also positively impacted our brand by showcasing our commitment to their success. Have you experienced a similar journey in evolving your brand or supporting others in their branding efforts? #Branding #Marketing #BrandExperience #ClientSuccess #BrandEvolution