Marketing evolves to accommodate a post demographic approach
Implications - Through the democratization of information in the digital age, consumers are less inclined to be oversimplified and categorized by traditional demographics. With the rise of individualism and demand for representation, there’s an increasing need for marketers to avoid boxing consumers into demographic segmentations based on limiting factors like age, gender, economic status, sexuality or race. Though this psychographic approach has been employed internally for some time, it is only now being integrated explicitly into branding and product.
Workshop Question - Moving beyond traditional demographics, in what specific ways would you define your target consumer? How can you use this new description toward designing a new offering?
Trend Themes
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Post-demographic Approach — As consumers demand representation and individuality, marketers are adopting a post-demographic approach to avoid boxing them into limiting categorizations based on age, gender, economic status, sexuality, or race.
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Inclusive Marketing — Inclusive marketing campaigns are on the rise, featuring models who are inclusive of various identities, backgrounds, and sizes to shift towards embracing differences rather than trying to conform.
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Rethinking Masculinity — Brands are now rethinking masculinity by questioning traditional stereotypes and gender roles and are actively pushing campaigns that are more inclusive and enlightened in nature.
Industry Implications
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Fashion & Beauty — By using inclusive marketing and empowering ad campaigns, the fashion and beauty industry is becoming more diverse and celebrating differences.
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Hospitality & Tourism — Modern marketing techniques used in the Hospitality & Tourism industry that cater to the individual and their unique experience are gaining traction.
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Personal Care & Grooming — The Personal Care & Grooming industry stands to gain with the changing notion of masculinity, broadening its consumer base by challenging traditional stereotypes.
5 Featured, 42 Examples:
130,450 Total Clicks
Date Range:
Sep 16 — May 17
Trending:
Average
Consumer Insight Topics:
