“…real-world situations and authenticity appeal most to consumers between 35-54.”
Nielsen, November 2012
“Millennials put a premium on authenticity…”
Nielsen, August 2014
“…for brands looking to engage Gen Z, authenticity rules”
Adweek, May 2015
TASTE-LED TARGETING
Use technology to tailor your marketing, products and services so that no consumer experiences them the same way.
When NikeID launched in 1999 (yep, last century!), customization was a surprising, fun status play. Since then, it’s gone from ‘nice to have’ to vital. Consumers with POST-DEMOGRAPHIC expectations are accustomed to brands that speak to and serve them at a personal level.
The good news? The ability and POST-DEMOGRAPHIC imperative to target a ‘segment of one’ is finally becoming a real possibility, thanks to new technologies and the vast amounts of personal data that they’re spinning off. You must use this data and tailor your offering accordingly.
Not one of you is safe from this expectation. Bespoke offerings may come more easily to etailers or digital media providers (from Netflix to Spotify), but even physical products will soon evolve beyond customization at the moment of production (like these custom grip knives), to become rich, contextual, dynamic experiences* that are unique to the individual.
* Yup, all the trend buzzwords, but that’s where things are headed ;)
“Everyone’s instinct was, ‘Yeah, if you find out their age and gender data, that’s fantastic’. But what we learned is: it’s almost useless…”
Todd Yellin, VP of Product Innovation, Netflix
“…it’s not who they are in a superficial sense – like gender, age, even geography. It’s not even what they tell you. It’s what they do.”
Todd Yellin, VP of Product Innovation, Netflix
POST-DEMOGRAPHIC CITYSUMERS:
Urban-dwellers share passions, pain points, high expectations and a hunger for new offerings.
Cities are one of the central drivers of POST-DEMOGRAPHIC CONSUMERISM, and they are also where this trend finds its purest expression.
In large and rapidly growing cities, consumers can pursue the lifestyles they desire: not only are cities more permissive of tradition-eschewing pursuits than rural areas, they also provide access to a diverse range of products, services and experiences. Meanwhile, greater economic opportunities and higher incomes increase residents’ ability to pay for these lifestyles, and a competitive culture around collecting unique experiences enhances the desire for them.
The tribes within cities are delightfully diverse, yet there are common pursuits (for convenience, unique experiences, and for holistic self-improvement) and shared problems (congestion, pollution, time-constraints and stress) that can be catered to: by you!
POST-DEMOGRAPHIC EMPOWERMENT
We are still far from a world where every consumer can freely pursue their own identities. Bring this freedom to those who lack it.
There are billions of individuals around the world – from a female entrepreneur facing gender bias from investors, to an undocumented migrant in a new city – who face obstacles and are unable to pursue their desired lifestyles.
The causes of these restrictions, such as poverty, corruption or discrimination, vary wildly. But those facing obstacles still yearn for the POST-DEMOGRAPHIC freedom to choose their own lives – and it’s an IMPERATIVE that you listen and act!
People will celebrate brands that empower them to realize their aspirations. In some cases it’s as simple as your business paying attention to a section of society that is overlooked (by you and your competitors).
That’s right, we aren’t yet in a world of total POST-DEMOGRAPHIC CONSUMERISM. But you can get us closer, and build a better world – and a more powerful brand – in the process.
