The concept of an 'average American' is gone, probably forever," according to 2010 America, a new
Ad Age white paper revealing the changing face of consumers.
"The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as the American consumer." To see the full story, click here: adage.com/article
As a leader in green marketing, the organic industry, green energy marketing, social change communication and organic branding, I welcome this thoughtful work. For those of us who work in the progressive creative space, traditional demographic profiles have held little value. That's why psychographic profiles, like the LOHAS (Lifestyles of Health and Sustainability) profiles are so vital to our work. They take into account actual behavior in addition to nuts and bolts data like gender and income levels.
After all, in order to move a consumer group to action, it's imperative to understand not just how your audience thinks, but how they feel. What inspires them. What they aspire to. And what values they embrace.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Ad Age white paper revealing the changing face of consumers. "The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as the American consumer." To see the full story, click here: adage.com/article
As a leader in green marketing, the organic industry, green energy marketing, social change communication and organic branding, I welcome this thoughtful work. For those of us who work in the progressive creative space, traditional demographic profiles have held little value. That's why psychographic profiles, like the LOHAS (Lifestyles of Health and Sustainability) profiles are so vital to our work. They take into account actual behavior in addition to nuts and bolts data like gender and income levels.
After all, in order to move a consumer group to action, it's imperative to understand not just how your audience thinks, but how they feel. What inspires them. What they aspire to. And what values they embrace.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Powered by Compendium Blogware
Comments for Marketing News Flash: No More Average Joe