I turned 35 on Monday. And sure, getting older sucks. But it’s not my hair thinning that gets me, or that thing with my knee. The real existential gut punch of it all is that on Monday, I aged out of the coveted 18-to-34 demographic.
For decades, the 18-to-34 age group has been considered especially valuable to advertisers. It’s the biggest cohort, overtaking the baby boomers in 2015, and 18 to 34s are thought to have money to burn on toys and clothes and products, rather than the more staid investments of middle age.