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.
Seth Godin: The end of geography
Technology and the ability to travel both physically and virtually have brought so much to all corners of the globe.
The fact that a local cafe at the bottom of the African continent are leading with their Steam Punk delivery of coffee culture is great indication that people define their “tribe” or community based on their own beliefs and not by what is prescribed to them by borders, brands or traditional marketing metrics.
It’s time to take note that people are changing and making their own way. There are no rules anymore. Life is fluid and full of movement.
Link via ideate.co.za