The UK's most affluent generation, people born between 1946 and 1964, control the lion's share of household wealth, spend more, travel more, and stay more loyal than any other generation.
Yet most brands talk to them with one-size-fits-all advertising, that 88% of them say they actively dislike.
We exist to fix this; with our unique insights, tools and workshops we empower brands to engage this generation more effectively with their marketing.
Let us tell you a jackanory!
Insights make us tick
Humbug has invested 18 months understanding how the UK’s most affluent generation ticks. Our Black Paper on funerals, Blue Paper on travel, and Green Paper on health and wellbeing, go far beyond ‘desk’ research. Add two academic market reviews, and a white paper on mature consumer marketing communications, and we have a view of these consumers most brands simply don’t have.
Mature Consumer Marketing Review Paper
Black Paper
Blue Paper
Unique insight tools and workshop
We’ve created two unique tools, funded by the Innovate UK Creative Catalyst programme, to help brands deliver more effective advertising to people aged 61 plus today.
These tools reveal the 'why' and 'when' this audience thinks, feels and behaves in the way they do towards advertising, and combined with our Ideaologists expertise in delivering Real Deal Workshops, help brands craft bigger, braver ideas that will truly engage older consumers.
Our unique segmentation tool uses advanced algorithms and a touch of AI to distil over 400,000 data points into 9 critical questions, placing anyone born between 1946 and 1964 into one of 6 unique segments, each with 7 sharp lenses for advertisers to develop more effective campaigns.
Maps 22 key life events against customer age to reveal spending triggers, media usage, social values, advertising responsiveness and digital behaviour, enabling brands to target customer journeys with more relevant content and grow lifetime value.
A unique space, real or virtual, your shout, where Humbug Ideaologists use proprietary tools, real‑world experience and AI to frame challenges, uncover insights and create Big Ideas that drive sales.