Us marketing folk have a new phrase to use in cocktail bars and dinner parties, ‘Post-Demographic Consumerism’ (try saying that after your third long island iced tea).
What does it mean? Basically consumers (you, me, us) have stopped doing what we’re supposed to be doing. We are no longer predictable, we’re much harder to define, and its making marketing very interesting and slightly challenging.
We always used to say we don’t put people in boxes, but we do/did; just the boxes have got smaller, and we’re better at finding them and talking to them. But the big challenge now is predictability; we’re finding it very hard to predict how people behave. How about the following for a few examples:
- In the UK, women now account for the majority of video game players, and there are more gamers aged over 44 than under 18
- Twitter’s fastest growing demographic between 2012 and 2013 was the 55-64 year age bracket, growing 79%
- If you look at the list of the 1,000 favourite artists for 60-year-olds and the 1,000 favourite artists for 13-year-olds, there is a 40% overlap
- The BBC could literally not stop >35 listeners tuning into Radio One, despite the BBC Trust’s instruction to do so (one of the reasons why Robbie William’s music got axed and sent to Radio Two!)
So where is the opportunity here? Well there is one, and its exciting. For us as marketers and brands, the opportunity is to help our customers create their own identities with more freedom. How about a WI meeting with video games, how about a millennial meeting without a social media agenda, give the guys a pedicure, and send the girls on a tough mudder; show sympathy and up to date understanding of our customers, flatter them with difference, surprise them with experiment.
Successful brands understand how to talk to their audience, great companies show infinity with their customers, so as they change, change with them. Oh, and here’s a top tip, people forgive; so experiment, be dynamic.
And while you’re at it, get inspired by some more marketing phrases; how about New Normal, Cross Demographic Fertilization and Hyper Demographic Irony*? Sounds naughty, but it could be fun …
* These will all be explained in future blogs