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In lifestyle and entertainment, the "matures vs. bigs" landscape highlights a shift where mature audiences (Boomers and Gen X) are rapidly adopting digital platforms while maintaining distinct preferences for meaningful, high-quality content compared to younger, online-centric demographics like Gen Z and Millennials. Don't Overlook Your Mature Consumers | BCG

How to Engage with Mature Consumers * Identify and engage the vibrant mature consumer. One way to double down on mature consumers, www.bcg.com matures vs big cocks