Trendwatching: Demographics are dead! Long live demographics!
Who is “my” consumer?
“It’s not who they are in a superficial sense – like gender, age, or geography. It’s not even what they tell you. It’s what they do.”
Todd Yellin
Demographics are dead! Long live demographics!
Last month I visited a Seminar conducted by Trendwatching to learn more about new global developments and to meet people from all kinds of industries and countries.
Trendwatching is an international trend forecasting consultancy that defines trend as “a new manifestation among people – in behavior, attitude or expectation – of a fundamental human need, want or desire.”
Demographics in post-demographic consumerism?!
To gain consumer insight, we traditionally used to look at people as target groups segmented by age, gender, income and so on, but this is definitely no longer the case. Global consumers are no longer behaving according to demographic data – they are constructing their own identities more freely than ever. Society is becoming more and more fluent. Traditional demographics have served it’s time: this era is characterized by disruptive demographics.
What are consumers’ needs?
To understand who belongs to a certain “target group” we will have to improve our understanding of who our consumers are as well as who they want to be and – furthermore – what they want to experience!
The insight we gain should shed light on the consumers’ lifestyle rather than on their age or income. That does not mean we don’t need demographics any more – on the contrary – we should use demographics in fresh way!
Become an enabler! And create desired experiences… Join us at LSG SKY Chefs on that way
To get qualified value out of all the information it is crucial to understand its context and how to interpret it.
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