Which category would most likely be targeted at the Empty Nest I segment?

• A. Medicines and health aids
• B. Cars and holidays
• C. Baby clothes
• D. Travel, luxuries, home improvements

Answer: (D)

Understanding how spending shifts with life stages is the key idea. When children have left home, households often have more disposable income and time to devote to personal lifestyle goals rather than child-centered needs. This Empty Nest I segment tends to invest in discretionary areas that enhance living standards and experiences, rather than essentials tied to parenting.

Travel, luxuries, and home improvements best capture this shift. It combines experiences (travel) with upgrading comfort and quality of life at home (home improvements) and indulging in nicer things (luxuries), which align with the aim to enjoy life and refresh the home after the kids have gone.

The other options don’t fit as neatly. Medicines and health aids are more about ongoing health needs or aging, not a lifestyle investment pattern. Cars and holidays focus only on a subset of discretionary spending, whereas the chosen category spans travel and home upgrades plus luxuries, reflecting a broader lifestyle enhancement. Baby clothes are clearly targeted at households with young children, not Empty Nest households.