The death of demographics and its consequences

Age and social class are no longer a reliable way to predict to beliefs and buying habits. Identities and tastes are fluid. In truth they may always have been but now the anonymity/freedom of city life means now we feel more liberated to express who really are.People from conservative cultures like China and India hanker to live in a place where they can re-invent themselves- unconstrained by family expectations.(this describes several colleagues)

Below are some telling stats and quotes that illustrate that behaviour is now the only true measure of personal of taste- which of course plays right into the hands of the likes of Google that capture “signals of intent” in search data -rather than age and class.

(Full disclosure-I am a Google consultant)

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For brands:

For brands that want to be in touch with the zeitgeist it is open season for playing with identity – expect more transsexuals in ads and celebration of different life choices-divorcees, lesbian parents etc etc. But this will have its season and quite quickly look dated

Perhaps a better long term strategy is to make no assumptions at all about who your buyer will be – it is no accident that some of the most “in touch” brands are “everybody” brands like Uniqlo and Apple. They are not targeted at a demographic but rather they embrace and celebrate everyone from Grannies to hipsters and everything in between

Published by joinedupthink

Freelance Strategist in The Zoo at Google Founder of The Joined Up Company Former CEO of redcell advertising Executive Planning Director of McCann-Erickson Planning Director of Ogilvy

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