VLOG: Demographic Segmentation Doesn't Work

Why Demographic Segmentation Doesn’t Work

Here’s a short Vlog with some data you might find very surprising. The people within any demographic group do not resemble each other enough to be even MILDLY interesting as a target audience.

Yet we spend GIGILLIONS* every year based on demographic profiles and personas. 🤷‍♂️

What's better? Grouping people based on shared values. The difference is as much as 8X more effective use of every dollar you spend. 🏆

It's time for demographic stereotypes to be replaced. they are harmful and hurtful and they simply don't work.

Instead, let's build our products and services and brands based on innovative consumer research; new data about what people have in common, what they care about, what they value. It works better and it will lead to a better, less divisive world. 🌍🌏🌎

*totally made this number up just now. It's waaaaay more than trillions. :)