Marketers aiming for Gen Y and Gen Z audiences should swear off demographic targeting and, instead, seek to connect with individuals who define themselves in fluid, role-busting ways.
"Niche, weird, and one-off identities are the new drivers of the mainstream," explained Nick Lanzafame, Director/Strategic Insights and Data Standards at BuzzFeed, the online media company. "It's the norm to be radical."
To appeal to those consumers who might consider themselves outside the norm – and who will soon be a majority – he insisted, "Stop targeting and start understanding."
And, to that end, he told delegates at KNect365's 2017 TMRE in...