This document discusses the rise of "post-demographic imperatives" and the need for brands to move beyond traditional demographic segmentation. It outlines three imperatives for brands: 1) utilize new technologies to tailor products and marketing to individuals, 2) address the high expectations of urban consumers, and 3) empower groups facing obstacles to pursuing their identities. The document argues that as identity becomes more fluid, consumption patterns can no longer be defined by traditional demographic groups, requiring brands to see individuals in their complexity rather than simplified segments.

1. POST-
DEMOGRAPHIC
IMPERATIVES
Demographics are dead. Adapt
your strategy or perish.
GLOBAL TREND BRIEFING
SEPTEMBER 2015

2. NIELSEN, NOVEMBER 2012
“...real-world situations and authenticity
appeal most to consumers between 35-54.”
POST-DEMOGRAPHIC IMPERATIVES 2www.trendwatching.com/trends/post-demographic-imperatives

3. NIELSEN, AUGUST 2014
“Millennials put a premium on
authenticity…”
POST-DEMOGRAPHIC IMPERATIVES 3www.trendwatching.com/trends/post-demographic-imperatives

4. ADWEEK, MAY 2015
“...for brands looking to engage Gen
Z, authenticity rules”
POST-DEMOGRAPHIC IMPERATIVES 4www.trendwatching.com/trends/post-demographic-imperatives

5. And you can stop panicking about how the next generation
is even more entrepreneurial and even more connected.
If you try to delight consumers with insights attributed to
groups of 80 million plus, you won’t get to know them very
intimately <cough> Whole Foods’ millennial play <cough>.
Shocked to hear a trend firm advise against generational
generalizations? Not if you read our November 2014 Trend
Briefing POST-DEMOGRAPHIC CONSUMERISM (PDC),
which outlined why the traditional demographic model of
consumer behavior is broken. In it we said…
Gen X, Y, Zzz...
You needn’t be a futurist to predict
whether a chorus of market research is
going to announce the generation after
Gen Z “craves authenticity”. They will.
POST-DEMOGRAPHIC IMPERATIVES 5www.trendwatching.com/trends/post-demographic-imperatives

6. People – of all ages and in all markets – are
constructing their own identities more freely than
ever. As a result, consumption patterns are no longer
defined by ‘traditional’ demographic segments such as
age, gender, location, income, family status and more.
POST-DEMOGRAPHIC IMPERATIVES 6www.trendwatching.com/trends/post-demographic-imperatives

7. 67% of men have changed jobs or said
they would be willing to do so to better
balance family life, versus 57% of women.
EY AND HARRIS INTERACTIVE, APRIL 2015
POST-DEMOGRAPHIC IMPERATIVES 7www.trendwatching.com/trends/post-demographic-imperatives

8. Asked to plot themselves on a ‘sexuality
scale’, 49% of British 18-24 year olds choose
something other than 100% heterosexual.
YOUGOV, AUGUST 2015
POST-DEMOGRAPHIC IMPERATIVES 8www.trendwatching.com/trends/post-demographic-imperatives

9. 74% of Chinese shoppers are likely to consider
whether a product is fair trade, environmentally
friendly or donates a portion of proceeds to
charity when buying, a higher proportion than
in Australia or New Zealand.
MASTERCARD, APRIL 2015
POST-DEMOGRAPHIC IMPERATIVES 9www.trendwatching.com/trends/post-demographic-imperatives

10. Out of the thousands of applicants on a
waitlist for free coding classes at New
York Public Library, 73% are women.
NY PUBLIC LIBRARY, JUNE 2015
POST-DEMOGRAPHIC IMPERATIVES 10www.trendwatching.com/trends/post-demographic-imperatives

11. 1. NEW NORMAL: Embrace and celebrate new racial, social,
cultural and sexual norms.
2. HERITAGE HERESY: Be prepared to re-examine or even
overturn your brand heritage.
3. CROSS-DEMOGRAPHIC FERTILIZATION: Look to
seemingly foreign or disparate demographics for inspiration.
4. HYPER-DEMOGRAPHIC IRONY: Focus on ever smaller
niches of interest rather than circumstance.
Let’s take a look at some recent examples of brands
pursuing these four opportunities:
Four POST-
DEMOGRAPHIC
strategies
In last November’s Trend Briefing
we identified four areas of
innovation opportunity in a POST-
DEMOGRAPHIC world.
POST-DEMOGRAPHIC IMPERATIVES 11www.trendwatching.com/trends/post-demographic-imperatives

12. 1. NEW NORMAL
& Other Stories
Campaign’s models and creative team
are transgender
POST-DEMOGRAPHIC IMPERATIVES 12www.trendwatching.com/trends/post-demographic-imperatives

13. 2. HERITAGE HERESY
Eton
UK-based boarding school provides online
courses specifically for Chinese students
POST-DEMOGRAPHIC IMPERATIVES 13www.trendwatching.com/trends/post-demographic-imperatives

14. 3. CROSS-DEMOGRAPHIC FERTILIZATION
Public Dance Classics
App teaches people to dance like
Chinese grannies
POST-DEMOGRAPHIC IMPERATIVES 14www.trendwatching.com/trends/post-demographic-imperatives

15. 4. HYPER-DEMOGRAPHIC IRONY
Lululemon & Vancouver’s
Stanley Park Brewing
Collaboration leads to limited edition beer
for yoga enthusiasts
POST-DEMOGRAPHIC IMPERATIVES 15www.trendwatching.com/trends/post-demographic-imperatives

16. BUT WAIT, THERE’S MORE!
Those strategies remain rich in opportunity, but now let’s
examine three further POST-DEMOGRAPHIC IMPERATIVES.
These underline why PDC is perhaps our most important trend
yet, and why you urgently need it on your radar.
POST-DEMOGRAPHIC IMPERATIVES 16www.trendwatching.com/trends/post-demographic-imperatives

17. (i) The accelerating development of new technologies (from
algorithms to big data to programmatic) gives brands the
power to treat customers as the individuals they are, rather
than as members of generic segments.
(ii) Continued urbanization means ever more people
have the social freedom, economic means and diversity
of product/service/experience choices they need to be
themselves. Urbanites are your early adopters and your
toughest critics. Meet their accelerating expectations or
perish.
(iii) But remember, despite people’s heightening aspirations,
there are still repressed groups who are ignored or
purposefully sidelined by institutions and brands. Recognize
them, and then empower them to be themselves.
Yes, we know it can be hard to throw off the demographic
blinkers and see a more complex reality. But looking away is
no answer.
DEFINITION
POST-DEMOGRAPHIC
IMPERATIVES
The rapid embrace of new technologies,
rampant global urbanization and the
expectation that everyone should be
empowered to live the way they want. Three
strands of the POST-DEMOGRAPHIC world
that demand you take action!
POST-DEMOGRAPHIC IMPERATIVES 17www.trendwatching.com/trends/post-demographic-imperatives

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19. THREE IMPERATIVES
Utilize the power of new technologies. Tackle the skyrocketing
expectations of urbanites. Empower those who aren’t
able to pursue their identity. These POST-DEMOGRAPHIC
IMPERATIVES insist you answer their call!
POST-DEMOGRAPHIC IMPERATIVES 19www.trendwatching.com/trends/post-demographic-imperatives

20. When NikeID launched in 1999 (yep, last century!),
customization was a surprising, fun status play. Since then,
it’s gone from ‘nice to have’ to vital. Consumers with POST-
DEMOGRAPHIC expectations are accustomed to brands
that speak to and serve them at a personal level.
The good news? The ability and POST-DEMOGRAPHIC
imperative to target a ‘segment of one’ is finally becoming
a real possibility, thanks to new technologies and the vast
amounts of personal data that they’re spinning off. You
must use this data and tailor your offering accordingly.
Not one of you is safe from this expectation. Bespoke
offerings may come more easily to etailers or digital
media providers (from Netflix to Spotify), but even physical
products will soon evolve beyond customization at the
moment of production (like these custom grip knives), to
become rich, contextual, dynamic experiences* that are
unique to the individual.
* Yup, all the trend buzzwords, but that’s where things
are headed ;)
IMPERATIVE 1/3
TASTE-LED TARGETING
Use technology to tailor your marketing,
products and services so that no consumer
experiences them the same way.
POST-DEMOGRAPHIC IMPERATIVES 20www.trendwatching.com/trends/post-demographic-imperatives

21. TODD YELLIN, NETFLIX
“Everyone’s instinct was, ‘Yeah, if you find out
their age and gender data, that’s fantastic’. But
what we learned is: it’s almost useless...”
POST-DEMOGRAPHIC IMPERATIVES 21www.trendwatching.com/trends/post-demographic-imperatives

22. TODD YELLIN, NETFLIX
“...it’s not who they are in a superficial sense – like
gender, age, even geography. It’s not even what
they tell you. It’s what they do.”
POST-DEMOGRAPHIC IMPERATIVES 22www.trendwatching.com/trends/post-demographic-imperatives

23. FEATURED INNOVATION: TASTE-LED TARGETING
Spotify
Personal playlists delivered weekly
to users
POST-DEMOGRAPHIC IMPERATIVES 23www.trendwatching.com/trends/post-demographic-imperatives

24. FEATURED INNOVATION: TASTE-LED TARGETING
Axe
Online film changes to match
viewer’s interests
POST-DEMOGRAPHIC IMPERATIVES 24www.trendwatching.com/trends/post-demographic-imperatives

25. FEATURED INNOVATION: TASTE-LED TARGETING
TAM Airlines
Airline produces personalized on-board
magazines for each passenger
POST-DEMOGRAPHIC IMPERATIVES 25www.trendwatching.com/trends/post-demographic-imperatives

26. FEATURED INNOVATION: TASTE-LED TARGETING
Knewton
Personalized, adaptive learning platform
is free to access
POST-DEMOGRAPHIC IMPERATIVES 26www.trendwatching.com/trends/post-demographic-imperatives

27. Cities are one of the central drivers of POST-
DEMOGRAPHIC CONSUMERISM, and they are also where
this trend finds its purest expression.
In large and rapidly growing cities, consumers can pursue
the lifestyles they desire: not only are cities more permissive
of tradition-eschewing pursuits than rural areas, they also
provide access to a diverse range of products, services and
experiences. Meanwhile, greater economic opportunities
and higher incomes increase residents’ ability to pay for
these lifestyles, and a competitive culture around collecting
unique experiences enhances the desire for them.
The tribes within cities are delightfully diverse, yet there are
common pursuits (for convenience, unique experiences,
and for holistic self-improvement) and shared problems
(congestion, pollution, time-constraints and stress) that can
be catered to: by you!
IMPERATIVE 2/3
POST-DEMOGRAPHIC
CITYSUMERS
Urban-dwellers share passions, pain points,
high expectations and a hunger for new
offerings.
POST-DEMOGRAPHIC IMPERATIVES 27www.trendwatching.com/trends/post-demographic-imperatives

28. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS
Factory Fresh
Locally-sourced healthy meals delivered
daily to customers’ doorsteps
POST-DEMOGRAPHIC IMPERATIVES 28www.trendwatching.com/trends/post-demographic-imperatives

29. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS
UberRELAX
On-demand massages available
through app
POST-DEMOGRAPHIC IMPERATIVES 29www.trendwatching.com/trends/post-demographic-imperatives

30. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS
Public Transport Victoria
Commuters tap transport cards to
donate to homelessness
POST-DEMOGRAPHIC IMPERATIVES 30www.trendwatching.com/trends/post-demographic-imperatives

31. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS
Bybi
City residents invited to create ‘Bee
Superhighway’
POST-DEMOGRAPHIC IMPERATIVES 31www.trendwatching.com/trends/post-demographic-imperatives

32. There are billions of individuals around the world – from a
female entrepreneur facing gender bias from investors, to an
undocumented migrant in a new city – who face obstacles
and are unable to pursue their desired lifestyles.
The causes of these restrictions, such as poverty, corruption
or discrimination, vary wildly. But those facing obstacles
still yearn for the POST-DEMOGRAPHIC freedom to
choose their own lives – and it’s an IMPERATIVE that you
listen and act!
People will celebrate brands that empower them to realize
their aspirations. In some cases it’s as simple as your
business paying attention to a section of society that is
overlooked (by you and your competitors).
That’s right, we aren’t yet in a world of total POST-
DEMOGRAPHIC CONSUMERISM. But you can get us closer,
and build a better world – and a more powerful brand – in
the process.
IMPERATIVE 3/3
POST-DEMOGRAPHIC
EMPOWERMENT
We are still far from a world where every
consumer can freely pursue their own identities.
Bring this freedom to those who lack it.
POST-DEMOGRAPHIC IMPERATIVES 32www.trendwatching.com/trends/post-demographic-imperatives

33. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT
KPN
People from repressive countries able to
virtually participate in gay pride parade
POST-DEMOGRAPHIC IMPERATIVES 33www.trendwatching.com/trends/post-demographic-imperatives

34. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT
LA Times
Newspaper hires journalist to cover
Black Twitter
POST-DEMOGRAPHIC IMPERATIVES 34www.trendwatching.com/trends/post-demographic-imperatives

35. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT
Always
Personal care brand’s educational
program boosts girls’ confidence
POST-DEMOGRAPHIC IMPERATIVES 35www.trendwatching.com/trends/post-demographic-imperatives

36. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT
Alibaba and Blued
Competition brings Chinese LGBT
couples to California to wed
POST-DEMOGRAPHIC IMPERATIVES 36www.trendwatching.com/trends/post-demographic-imperatives

37. NEXT!
POST-DEMOGRAPHIC IMPERATIVES 37www.trendwatching.com/trends/post-demographic-imperatives

38. POST-DEMOGRAPHIC IMPERATIVES 38www.trendwatching.com/trends/post-demographic-imperatives
NEXT
There are many routes
to POST-DEMOGRAPHIC
success...
We’re not saying that you’ll never again
use research that applies at a nationwide,
generational, or even global level. Sometimes
that’s necessary, and it might even lead to
a great new product idea. But the idea of
forcing all your thinking into the outdated
frameworks of yesteryear should now
feel wholly inadequate, if not downright
dangerous.

39. POST-DEMOGRAPHIC IMPERATIVES 39www.trendwatching.com/trends/post-demographic-imperatives
NEXT
It’s IMPERATIVE you act!
Instead, embrace the freedom, creativity and
opportunities available to those who dive into
the POST-DEMOGRAPHIC reality. Treat your
customers like the multi-faceted people they
are. They deserve it, and increasingly, they
demand it. Good luck!

40. If you have any comments, suggestions
or questions then please do let us know.
Just email:
PAUL BACKMAN
Head of Client Services
paul@trendwatching.com
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