Demographics are selfish.
Demographics are dangerous.
Demographics can kill brands.
They’re designed for marketers. To make our lives easier. Not for consumers. They have a shelf life. They don’t take mindset and ideals into consideration. The risk of being this naive is a risk not worth taking in my opinion.
The consumer comes first. Always. Regardless. I hope a massive wave of awareness sweeps through our industry and washes all the assumptions away.
Here’s a great article by Seth Godin who describes this far more eloquently than I ever could.