Post-demographic consumerism

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

Post-demographic consumerism

David MattinTrendwatching.com

In the post-demographic world, factors such as gender, age and income are now poor predictors of consumer behaviour. Lifestyles and mindsets are more important and brands may need to reinvent themselves to appeal.

Ever get the feeling that consumers are becoming increasingly hard to predict? Becoming, in fact, chaotic? In the UK, women make up the majority of video-game players, and there are more gamers over 44 than under 18 (Internet Advertising Bureau, September 2014). In a Kantar Worldpanel survey last year, 62% of Asian men said they disagree with the idea that 'grooming is...

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