LAGGARDS ON THE RISE!
When a product is moving along the Innovation Life Cycle from Early Adopters to Laggards, how do you advertise your product or service to the latter customer segment? Simple. By putting the laggards as protagonists in the ads. Of lately, we all have been seeing an influx of ads showcasing elderly customers as protagonists. These ads are either showcased as a parent-children relationship wherein the parent seeks help while using the app or targeted towards the aged population