The conundrum
Mature consumers, born 1946–1964, control a huge chunk of UK wealth, yet most brands still talk to them as group of ‘55+’.
Marketing dashboards track customer interaction brilliantly - visits, dwell time, device, contact points and purchases. But what they can’t tell you is the ‘why’. What life stage drives a purchase, or which values drive emotions, that sway behaviours.
Ozzy can. Our unique segments reveal motivation, values, media trust, advertising receptivity and spending triggers about your customers and map 22 key life events to their timing and spend, so you know more about the ‘when’ and ‘why’ a customer is most likely to act.
Together, they create a valuable relevancy layer - so content reaches the right customer at the right moment, and resonates.
After all, Kantar's Beyond Age research confirms life-stage targeting is up to 4x more efficient than age-based or behaviour-only targeting.
How?
Funded by Innovate UK’s Creative Catalyst programme, Ozzy 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.
Deliverables
6 Ozzy segments, each offering 7 lenses into increasing advertising effectiveness to mature consumers:
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Brand loyalty and propensity to switch – the challenge.
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Status, mindset, physiological and cognitive indicators – context.
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Insight into 22 key life events and their impact on non‑essential spend – timing.
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Digital engagement – myth‑busting.
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Where they notice and trust advertising – relevance.
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Media they use and trust for information – channel.
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Social values and emotional drivers – tone.
Together, these lenses turn existing ‘what customers do’ data into ‘why they do things and when’ - so creative, media and CX all point in the same direction.
Wanna know more? Contact us.
