It's not that age is irrelevant; it's that it's insufficient. What truly shapes how people live, spend, and connect are the transitions and life stages they're moving through. That's why two women at 55 may share a birth year, but not a worldview. And why the categories they prioritize, the messages they respond to, and the products they seek out will look nothing alike. If your brand sees all of them as one "55-year-old woman," you'll miss both the nuance and the opportu

Consumers don't stand still. Your marketing playbook shouldn't either. If consumers lived in neat boxes, strategy would be easy. 18-34. 35-54. 55+. Moms. Gen Z. Empty Nesters. But people don't live that way. The biggest consumer shifts don't happen on birthdays. They happen when life changes.