Gen X and Travel Marketing

There’s a fixation with youth. There’s also a fixation with Boomers. But do a little math and it becomes abundantly clear that Gen-Xers, who are currently age 40-54, are naturally the up-and-coming (or recently-there) empty nesters as of 2019. And that spells opportunity. Gen Xers won’t be seniors for another 10 to 15 years. They’re […]

Loyalty and the Global Stage

Loyalty is a very tricky thing to define. Traditionally it is understood as a faithfulness or a devotion to a person, country, cause, group, or brand.  It is anything to which one’s heart can become attached or devoted.  That goes well beyond the transactional elements of a retailer and touches ideas of identity, obsession and […]

How Language Matters in Multi-Cultural Marketing

For the majority of immigrants to a new country, language runs deeply into cultural and personal identities. “Ethnic identity is twin skin to linguistic identity – “I am my language.”  But depending on the context, language  choice signals the relevance of social and political affiliation. From a marketing perspective, it requires an approach that extends […]