There are no middle-aged geniuses. From the Romantic poets to s rock heroes, popular culture is shot through with the image of the rebellious youth who reinvents the world in his own likeness. The association that we make between creativity, experimentalism and youth spills over into the world of business. One of its clearest expressions is a trend among consumer researchers to include in their sample respondents from an age group below the band they are targeting. But in a society in which older adults outnumber the young, and where wealth is concentrated in the hands of the maturing baby boom generation, is it the young or the old whom marketers should turn for creative inspiration? Jonathan Fletcher, group creative director at market research consultancy Illuminas, says that brands should first look to young people.
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