The Relevants – Influencers At Every Age
In January 2016, the subject of The What Issue #11 was: We are Relevants. Are You? The term Relevants was coined during my weekly lunch meeting with my partner Amy Parker. We recently returned from a sales and marketing trip to New York to reconnect with retail partners we worked with in our Splendora days. While a few of the brands with big ticket products were open to targeting consumers of a certain mindset and income, most of the lifestyle companies were obsessed with going after Millennials–devoting their efforts and budgets on attracting, retaining, and inspiring this demographic of people born between the years of 1980-2000. As for the rest of us (GenX, Baby Boomers, etc.) … it’s like we’ve been put out to pasture. No Snapchat or Red Bull for us. Despite the fact that GenX consists of 60 million people with higher incomes than their Millennial and Baby Boomer counterparts.
Are we too old to matter? Not according to this research regarding spending power and brand loyalty. We may not be Millennials but we are still achievers. We are still searching. We are still relevant.