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Explicit Psychographic

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
1. 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.
2. 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.
3. 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
1. Fashion & Beauty - By using inclusive marketing and empowering ad campaigns, the fashion and beauty industry is becoming more diverse and celebrating differences.
2. Hospitality & Tourism - Modern marketing techniques used in the Hospitality & Tourism industry that cater to the individual and their unique experience are gaining traction.
3. 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.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 51 Examples:
161,978 Total Clicks
Date Range:
Sep 16 — May 17
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Male Makeup Brand Ambassadors
Male Makeup Brand Ambassadors
Influencer James Charles Will Be Covergirl's Newest Ambassador
The makeup industry is no stranger to female brand ambassadors but ‘Covergirl’ is opting to branch out to become more inclusive and expand its consumer base in the process. Instagram... MORE
Subversive Fast Fashion Ads
Subversive Fast Fashion Ads
The New H&M Ad Shows a Less Constricted Representation of Femininity
Most girls and women are able to relate to feeling constrained by the often contradictory expectations placed on them and the new H&M ad for its Fall 2016 collection seeks to prevent taking that... MORE
Ageless Lingerie Marketing
Ageless Lingerie Marketing
56-Year-Old Model Mercy Brewer Fronts Lonely Lingerie's Latest Campaign
56-year-old model Mercy Brewer fronts Lonely Lingerie’s latest ad campaign that aims to defy common beauty and aging stereotypes. Known for its use of models that push boundaries, the New... MORE
play_circle_filled Individuality-Celebrating Hotel Ads
Individuality-Celebrating Hotel Ads
The Venetian's 'Come as You Are' Ad Celebrates the Individual
Famed Las Vegas hotel The Venetian recently debuted a new ad that moves away from the glitz and glamour of the Vegas strip and instead celebrates the individuality that each visitor brings with them.... MORE
play_circle_filled Thoughtful Masculinity Ads
Thoughtful Masculinity Ads
Axe's 'Find Your Magic' Campaign is Rethinking Male Stereotypes
“Is it OK to wear pink?” “Is it OK to be the little spoon?” and “Is it OK to be a virgin” are some of the questions asked in Axe’s new ad ‘Is It Okay... MORE
play_circle_filled Modest Luxury E-Retailers
Modest Luxury E-Retailers
The Modist Aims to Empower a Diverse Consumer Demographic
The Modist is a luxury e-retail platform specializing in clothing that is both fashionable and inclusive in its approach. Based in Dubai, the e-commerce platform “aims to be the go-to... MORE

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