Demographics Are Dead.
Long live personal identity!
It’s clear to see that age and gender are not what defines people in the 21st century.
In an age of non-binary gender, people defying their age and gender stereotypes, and promoting equality in age and gender.
So why are marketers still using age, gender and marital status to segment their data and quantify success?
Simply because it’s easier to quantify.
This is not target marketing.
This is lazy.
A potential customer’s age and gender are not linked to their interests, experience, or whether your product or service might be marketable to them.
A customer is more likely to purchase a product or service based on their interest, experiences or a problem that needs to be solved, not their age or gender.
I would buy a nail file because I need to file my nails, not because I’m a C1 unmarried woman aged 25–35.
This is not to say that marketers, customers and everyone else should be ‘ashamed’ of their gender and age, but that they are not defined by these traits.
The days of demographic criteria are behind us, replaced with true personalised marketing, using behavioural, psychographic…
