A post-demographic age

Previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

The death of demographics

This article introduces a series of articles on how to define and reach the audience. Read more.

It has always puzzled me why there is so much industry attention paid to 'understanding' Millennials, or Generation Z, as if they were some new human species. For starters, no-one can agree on what the term Millennials actually means. The broader definitions of the age group would include the greater part of the population in many countries.

The attention to younger consumers is based on the traditional notion that if you can get someone to buy your brand...

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