How Important Are Demographics?

I heard it yet again today…”Find the demographics for the product, and the copy will write itself!”

Yeah right…here’s what I’ve found to be true.

Contrary to what some high-profile marketers suggest, don’t look to standard demographics for an assessment of your audience…

Instead, look at their VALUES.

For predicting anyone’s lifestyles, purchasing habits, social concerns, spirituality, etc… typical measurements don’t hold up. 

Standard demographics would have you believe that standards of income are “the key” to insider information on various groups. Copy falls flat if you use those old models.

Consider there are groups that have widely diverse ranges of income, age, education or occupation – but share similar VALUES.

If you look deeply enough, there are subcultures found within demographic ranges. Look to a demographic specialist, such as sociologist Paul H. Ray for further illumination on the subsets.  

For example…

“Moderns” don’t rank highly in terms of being on the religious right (as “Heartlands” do).   Where they do rank highest is that they believe in financial materialism (not a bad thing!) and they also rank highest in terms of altruism, or “giving back”.  

This doesn’t mean they’re at odds with the Heartlands demographics.

Both Heartlands and Moderns agree that they want to rebuild neighborhoods and communities, as well as take a firm stand against violence to women and children.

Here’s a key difference to note which doesn’t appear in traditional demographics …

In terms of relationship-orientation, 55% of Heartlands want a traditional relationship — only 25% of Moderns want their relationships to fall within the established structure.  Good to know if you’re writing copy for the wedding market!

Now, within each of these broad groupings are sub-groupings. This is where the “juicy” stuff comes in…

Here are a few examples of subdivisions within the Modern category –

Economic Conservatives – most affluent segment of Modernists, with a strong work ethic. Likely to oppose ecological sustainability.  

Conventional  – mainstream and more cynical. Dislike both Heartland and Cultural Creatives.

Striving Centers – upward mobility is their main thrust, but also yearn for spiritual meaning.

Alienated Moderns – disillusioned who have lost better-paying jobs or have poor job prospects.

You won’t find that in the occupation/income/ethnic breakdown of standard demographics!

Is this imperative to your business?  Most certainly!  Almost every business has a “draw” for a specific group. Hot buttons, emotional triggers…it’s essential to know who you’re speaking to.

Other issues to take into consideration could be experiences with alternative health care, love of foreign lands, feminism, pro-social justice, etc….

I’ve highlighted 2 demographic groups but there are others to take into consideration as well.  (My favorite demographic to write copy for is the Cultural Creative…very fulfilling)

Save yourself a lot of time and money by digging beyond demographics.  Find your TA. Connect with them by research or interviews. (I suggest interviews)   Get enough of a cross-section so you know exactly how to position your marketing.

And…

Have fun with it!

Hoppily yours,

Copy Bunny