Posted In: Strategy by
Sophie Cork,
August 6, 2025
By Sophie Cork – Senior Strategist
Every few weeks, we see it in a brief. “The campaign is aimed at Gen Z.”, “We’re targeting over-55s.” “Our target market is 18-34”.
These statements might feel helpful – like a clear starting point. But when you step back, they rarely offer much clarity.
That’s because age, or even generation, is too broad to act as a meaningful proxy for attitude, behaviour or intent. It might tell us who, on paper. But it doesn’t tell us why they’re buying, or how we can meaningfully engage them – let alone who they really are.
In this blog, our Leeds agency’s strategy consultant Sophie Cork explores why targeting broad age bands isn’t enough, and what we should be focusing on instead.
We get it. Generational shorthand feels like a useful shortcut. The thinking is: if we know someone’s age, we know what they care about. But in reality, this categorisation is lazy.
Within Gen Z, you’ll find 14-year-olds still at school and 25-year-olds managing full-time work, rent and recession. They don’t think the same, spend the same, or scroll the same.
The same applies to older audiences. The 55+ bracket can include recent retirees, busy professionals, grandparents, or solo travellers. These are different lives with different needs and their habits, interests and buying motivations vary hugely.
A shared age bracket doesn’t equal shared mindset. And that’s where strategy has to go deeper.
Instead of starting with what age they are, start with what they’re trying to do.
That’s the heart of the Jobs to Be Done approach.
When we focus on the job, we shift from generic messaging to something that’s genuinely useful and motivating. Because people don’t act according to a box on a piece of paper. They act according to their priorities in the moment.
Understanding that is what unlocks stronger positioning, sharper messaging, and more effective planning.
This mindset unlocks better briefs and better creative.
When we understand the moment someone is in – and the outcome they’re trying to reach – we can meet them with the right message, at the right time, with the right role for the brand.
It’s how we move from “let’s target 18-34s” to “let’s help time-poor renters feel more in control of their home life.”
That’s what strategy should do. Not just describe people – but serve them.
If you want to understand more about your audience get in touch hello@weareboutique.co.uk
Privacy Policy
