Thanks to one of my favorite sites and web resources on consumer trends, trendwatching.com, I read this interesting trend today called "post-demographic consumerism". I still find that term to be confusing, but the point of the article is about how we can no longer rely on our traditional demographic models of consumer behavior. You can read the trend for yourself here:Trendwatching Article: Post-Demographic Consumerism.
The reason we can no longer rely on these models is largely because demographic groups no longer behave according to our traditional views on how they should behave. For example, older folks are adopting technology at a fast pace, yet traditionally this is an age group we would classify as being late adopters or laggards to anything tech-y simply because of their age. But instead, factors such as access, interests, curiosity, communication and connection needs, and more, determine whether or not a person joins and actively participates on Twitter (for example) - more so than their age, or education level, or household income.
Even when I step back and look at my own demographic [mid-to late-30s; employed; college-educated; income none of your business] there are assumptions about what my life looks like based on past traditions of this demographic. No, I am not married with children. No, I don't own a house or a car (renter 4 life!) Yes, I AM still wearing Nike Air Dunks.
Most of the examples provided in this trend are from the more developed nations in our world, but it made me think a lot about demographic assumptions in the social marketing sector, for both health and conservation (although my experience is with conservation only).
When demographic information is collected, target audiences are segmented by age, income level, education level, sex, and how they make their living. If a group of fishermen in a given community is shown to be 45 years or older, mostly male, with elementary level education and low income, then we make certain assumptions about what they would be receptive to and willing to do. Traditionally, this group would be labeled as scared to try new things, likely with low literacy rates, adverse to technology and new tools, skeptical of outside things, proud and macho, and so on. And maybe these assumptions still hold true in most communities, but it seems there will become an increasing likelihood that these assumptions become wrong over time. Partly because older generations come from a different generation than the one before (I know that sounds super obvious, but each generation has differences in their closely-held views and traditions), partly because access to information and technology is leveling some of the playing fields (education and income for starters), and because we are all becoming more open to individuals and groups not conforming to traditional roles.
This is not a call to stop collecting demographic data or to ignore it, but rather it highlights the growing importance of doing one of my favorite forms of research...wait for it...qualitative research! YAY!! It is really important to truly understand the audience you're targeting, and that can only be done by digging into the more emotional, less rational, side of behavior. And this article highlights another importance to qualitative research beyond understanding the "why" - and that is further understanding "who" that audience segment truly is. Beyond the numbers, and beyond our traditional perspectives of what those numbers represent. But of course, that's just my 2 cents.
Booyaah! I'm back!!
I would like to acknowledge the late artist Aaliyah for this blog title, adopted from her 1994 album name. And I suppose I should acknowledge R. Kelly too. blech.
