-by Danette Knickmeier, account executive at d.trio
I recently stumbled upon an article with this headline and description:
POST-DEMOGRAPHIC CONSUMERISM | People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more.
Makes sense, right? I see it everywhere, especially in myself.
Most of my consumption habits are atypical for a person my age and gender. And I know a lot of other people that can say the same.
I am 51 years old (seriously, how did that happen?). Female. I live in the heart of Minneapolis. I’ve never been married and I have no children.
Traditional demographics might put me in a category that would be appealing to those who market plastic surgery, calcium supplements and ‘mature’ dating sites. And while some of those things may be appealing to me (who my age hasn’t dreamed of a little nip and tuck?), there are so many other things about me that marketers should consider.
I’m a year-‘round cyclist (well, except when the temp drops below 15 degrees). It’s taken me a few years and a lot of spending to figure out how to go from my bike to the office without too much hassle. You can bet I’ve never seen an ad for office-friendly cycling apparel in one of those free AARP issues they keep sending me. There are, however, several online companies that do a great job of marketing these types of products to me via email after I showed an interest in their products (Nau, Moosejaw).
I sold my car last year. Not because I wanted to buy a new one to prove to my peers that I’ve finally reached a certain status (although the thought briefly crossed my mind), but because I wanted to spend all that money on products and experiences that are more meaningful to me. Honda hasn’t figure out that I no longer have one of their cars, but the car-share programs I use do a great job of communicating with me (Car2Go).
I have an iPad, an iPhone, an iPod and a MacBook. That’s probably not that unusual for someone my age, but also not unusual for someone 30 years younger than me—and possibly 30 years older.
You get the point. And you probably have your own list of unique interests and lifestyle traits that separate you from those with whom you were previously categorized.
So it seems, falling outside the norm is the new norm. And marketers who can figure out how to speak to our actual interests rather than those they assume we have, will win big.
Read the article here: