# Explicit Psychographic Marketing evolves to accommodate a post demographic approach. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published May 25, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/psychographic-consumerism ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## What is the Explicit Psychographic trend? **Explicit Psychographic:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 15, 2016 to May 18, 2017 - Published: May 25, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Explicit Psychographic trend ### 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. ### 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. ### 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. ## What the Explicit Psychographic trend means for industry ### For Fashion & Beauty By using inclusive marketing and empowering ad campaigns, the fashion and beauty industry is becoming more diverse and celebrating differences. ### For Hospitality & Tourism Modern marketing techniques used in the Hospitality & Tourism industry that cater to the individual and their unique experience are gaining traction. ### For 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. ## 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 signals for Explicit Psychographic Trend score 4.2 out of 10, from popularity 72%, activity 47%, freshness 8%. - Popularity: 72% - Activity: 47% - Freshness: 8% ## Examples of the Explicit Psychographic trend 5 featured examples from Sep 15, 2016 to May 18, 2017. - [Male Makeup Brand Ambassadors](https://www.trendhunter.com/trends/brand-ambassador): Influencer James Charles Will Be Covergirl's Newest Ambassador (Category: Fashion) Implication: Beauty brands can disrupt the industry by featuring male brand ambassadors and embracing inclusivity in their marketing strategies. - [Subversive Fast Fashion Ads](https://www.trendhunter.com/trends/hm-ad): The New H&M Ad Shows a Less Constricted Representation of Femininity (Category: Marketing) Implication: Fashion brands can disrupt the industry by creating more inclusive and authentic ads that embrace diversity and reject societal norms. - [Individuality-Celebrating Hotel Ads](https://www.trendhunter.com/trends/the-venetian): The Venetian's 'Come as You Are' Ad Celebrates the Individual (Category: World) Implication: Hotels, resorts, and other hospitality businesses can adopt individuality-celebrating ads to differentiate themselves and attract a broader customer base. - [Thoughtful Masculinity Ads](https://www.trendhunter.com/trends/find-your-magic-campaign): Axe's 'Find Your Magic' Campaign is Rethinking Male Stereotypes (Category: Lifestyle) Implication: Disruptive innovation opportunity for personal care brands to redefine beauty ideals and cater to a more diverse range of individuals. - [Modest Luxury E-Retailers](https://www.trendhunter.com/trends/the-modist): The Modist Aims to Empower a Diverse Consumer Demographic (Category: Business) Implication: There is a disruptive innovation opportunity in the e-commerce industry to create platforms that offer fashionable and inclusive clothing options for diverse consumer demographics. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)