Demographic segmentation is OUT as consumers are increasingly moving targets

It’s time to rethink your preconceived ideas about using demographics as segmentation tool of your customers.

Imagine the following: The number of Twitter users is growing fast among those aged 55 to 64. More women play video games than men, and there are more gamers aged over 44 than under 18. In August 2014 , the Mandarin Oriental luxury hotel group launched “Selfie in Paris”: A guided tour of the French capital’s best selfie spots in a private chauffeured car.

The above are three seemingly disparate reflections in the mirrored labyrinth that is the 21st century consumerism. But they are all related to each other by a single, profound shift. That is, the diminishing meaningfulness of the traditional demographic clusters thinking – gender, age, class, location, relationship status and more – that have informed the innovation thinking of marketers for decades. Today, those professionals must come to understand a new world in which traditional demographic segments are losing their meaning and applicability. Welcome to the age of post-demographic consumerism.
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