The Marketing Architects Nerd Alert: Don't Age Out Your Audience
Jul 24, 2025
09:20
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob challenge the assumption that older consumers stick with older brands. Real purchase data from over 88,000 grocery trips shows older shoppers buy a mix of brands based on size and relevance, not age or nostalgia.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Phua, P., Kennedy, R., Trinh, G., Page, B., & Sharp, B. (2020). Examining older consumers’ loyalty towards older brands in grocery retailing. Journal of Retailing and Consumer Services, 54, 101893. https://doi.org/10.1016/j.jretconser.2019.101893:contentReference[oaicite:2]{index=2}
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
In this episode, Elena and Rob challenge the assumption that older consumers stick with older brands. Real purchase data from over 88,000 grocery trips shows older shoppers buy a mix of brands based on size and relevance, not age or nostalgia.
Topics covered:
- [01:00] "Examining Older Consumers' Loyalty towards Older Brands in Grocery Retailing"
- [02:00] What the data revealed about older shoppers
- [04:00] Do these findings apply beyond grocery categories?
- [05:00] Financial services and credit card research
- [06:00] Cars, durables, and 25 years of cross-category data
- [08:00] Your brand preferences are like your closet
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Phua, P., Kennedy, R., Trinh, G., Page, B., & Sharp, B. (2020). Examining older consumers’ loyalty towards older brands in grocery retailing. Journal of Retailing and Consumer Services, 54, 101893. https://doi.org/10.1016/j.jretconser.2019.101893:contentReference[oaicite:2]{index=2}
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.