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Age is just a number. It’s the year we’re in now minus the year we were born. So why do we make it such a central plank of our marketing campaigns? It’s mostly because of laziness – age is one of the first things we find out about people, whether through conversation, asking them to fill out a form or the targeting options given by our advertising platform of choice.

It’s also based off a single assumption – that our age is one of the key features that defines us. This may have been true once, but it’s not true today. We all know 50 year olds who are hot on the latest technology and rave about Boom Beach. Similarly, we know 13 year olds who feel more like they’re going on 50 and pass their time filling out crosswords and raving about vinyl records.

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