I highly recommend you enjoy this entire column by scriptwriter Rob Long who’s trying to get another tv series on air. Most of the article is not about marketing, but about dealing with Hollywood, but somehow it all comes back to figuring out how to separate people from their money. Marketers who are trying to build relationships with their audience will just sigh.

Telegraph | Opinion: "So 40 is the new 30, I say to the network executive. No, he explains, 40 is 30 with money" by Rob Long

According to market research, at a certain age – they peg it, I think, at 35 – a person just suddenly knows who he is. What he likes to eat. Which beer he prefers to drink. What car he wants to drive, which paste he wants to brush his teeth with, and how he wants his underarms to smell. So after about 35, the average consumer is unreachable. No matter how much money a company spends trying to convince him to smell spicier or sexier, he’s unlikely to change. But the 18 to 34 crowd, apparently, are disloyal brand sluts. They hop and whore around the place, trying this new beer or that new car or body sprays and tooth whiteners: they can be bought, in other words. And that makes them desirable.