Demographics are done
November 29, 2006
In the past week two headlines jumped out from the screen.
Of course, this has been going on for years, the up-ageing of kids and the down-ageing of adults, but it seems to be reaching some kind of extreme, soon everyone will pretty much been the same mental age and there will be just one demographic.
The reality is that behind these headlines there are some distinct changes taking place. There is a kind of magical 15 year age band that people want to be in; it’s somewhere between 15-30, everyone wants to be in that band.
Sadly we are still ruled by demographics, media has been slow to lose the shackles and while there are endless conferences and conversations on engagement, we still don’t really understand exactly who it is we are supposed to be engaging.
Time and again advertising and programming fails to reflect the real world and instead chooses an antiquated vision of Pleasantville, assuming that people really live like that, our aspire to be like that.
So let’s slay some demographic sacred cows.
The point is that it’s easy to hide behind some prescribed notion of a world which bears no relation to the reality.
As narrowcasting hits us big time, we are going to need to be a lot more astute about understanding micro-segments. Understanding detailed cultural nuances is going to be more and more important.
Surely this is a critical role for planners?Next post Previous post