{"id":2216,"date":"2022-01-05T09:43:43","date_gmt":"2022-01-05T14:43:43","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/05\/dont-target-by-demographics-why-mindsets-are-a-more-meaningful-way-to-connect\/"},"modified":"2022-01-05T09:43:43","modified_gmt":"2022-01-05T14:43:43","slug":"dont-target-by-demographics-why-mindsets-are-a-more-meaningful-way-to-connect","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/dont-target-by-demographics-why-mindsets-are-a-more-meaningful-way-to-connect\/2216\/","title":{"rendered":"Don\u2019t Target by Demographics \u2013 Why Mindsets are a More Meaningful Way to Connect"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jo Allison, Head of Content at leading behavioural insights practice, <a href=\"https:\/\/www.canvas8.com\/\">Canvas8<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Human behaviour is influenced by four factors that come together to shape what we will and won\u2019t do and how we then do it. The first is instincts \u2014 our human reflexes, how we\u2019re wired. The second is values \u2014 our aspirations, our beliefs, our emotional and reasoned motivations. Thirdly, they are both mediated by our capabilities \u2014 what are we actually able to do? And fourth and finally the specific cultures we inhabit.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Change in behaviour occurs as a response to trigger events. The pandemic changed the way we work,\u00a0 the way we shop, the way we eat, not to mention the impact of mass digitisation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These huge shifts in behaviour are a big challenge for brands and marketers. At a time of ongoing uncertainty, how do you truly understand a customer who has reassessed their priorities, their beliefs, and their idea of community, family and career?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We know that segmenting via generation isn\u2019t always effective or reliable. For instance, we presume TikTok is the platform for meme-loving Gen Z, yet the #momsoftiktok hashtag has over <a href=\"https:\/\/www.socialmediatoday.com\/news\/tiktok-provides-insights-on-how-older-users-are-engaging-on-the-platform\/598237\/\" aria-label=\"44 billion views, read on social media today\">44 billion views<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We hear a lot about Gen Z being a generation of eco-warriors, yet their fast fashion appetites have boosted the revenues of the likes of Shein to <a href=\"https:\/\/www.businessoffashion.com\/news\/china\/cross-border-fast-fashion-giant-shein-takes-aim-at-premium-segment\/\" aria-label=\"10 billion dollars, read on business of fashion\">$10billion<\/a> in 2020.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And the same goes for our perception that YouTubers are mostly youths \u2014 but look at the spike in<a href=\"https:\/\/www.youtube.com\/trends\/report\/?utm_source=CaTs%20Trends%20Site&#038;utm_medium=site&#038;utm_campaign=organic&#038;utm_content=featured-module\" aria-label=\"boomer creators on, see on youtube\"> Boomer \u2018creators\u2019 on<\/a> YouTube.\u00a0 Similarly, looking at data alone can only demonstrate how an audience is behaving, but it won&#8217;t tell you the &#8216;why&#8217;.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Canvas8 we\u2019ve been tracking human behaviour since 2009. We do this by analysing data sets, observing generational shifts, speaking to experts and keeping connected to culture and over the past year we have identified three emerging new <a href=\"https:\/\/www.canvas8.co.uk\/expert-outlook-2022\" aria-label=\"mindsets, read on canvas 8\">mindsets<\/a>:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><em>The Cultural Steward<\/em>, who wants to preserve local culture against the backdrop of hyper-globalisation;<\/li>\n \t<li><em>The Systems Sceptic<\/em>, who is looking for new and progressive ways to live, and<\/li>\n \t<li><em>The Contrarian<\/em>, who is living for today, and determined not to take life &mdash; or themselves &mdash; too seriously.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">These mindsets are made up of a set of beliefs that shape how people make sense of the world and it influences how they behave in any given situation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Below are 5 recommendations<\/strong> as to how marketing and communication teams could adapt their approaches to connect and influence at a \u2018mindset\u2019 level, rather than pinning ads or strategies on a generation or an outdated demographic.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Live and Breathe Their Community<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Becoming involved in a community at a grass-roots and non-performative level (or appearing on the platforms a group inhabits such as Patreon or Substack)\u00a0 \u2014 can provide nuanced insights into how a group communicates and what makes them tick.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands are increasingly trying to become trusted advisors in spaces adjacent to their category \u2014 for example, <a href=\"https:\/\/www.nike.com\/gb\/jordan\/community\" aria-label=\"NIKE, read on NIKE\">Nike<\/a> and <a href=\"https:\/\/community.athletawell.com\/\" aria-label=\"athleta, see on athleta\">Athleta<\/a> offer hubs with video content and community work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Solange&#8217;s <a href=\"https:\/\/saintheron.com\/\" aria-label=\"community library, read on saint heron\">Community Library<\/a> and Dua Lipa\u2019s<a href=\"https:\/\/www.youtube.com\/watch?v=GbXVZp2vsGo\" aria-label=\"Service 95, see on youtube\"> Service95 <\/a><a href=\"https:\/\/www.youtube.com\/watch?v=GbXVZp2vsGo\" aria-label=\"connect, see on youtube\">connect<\/a> people\u2019s love for an artist to other cultural areas \u2014 from food to political podcasts, giving like-minded people a space to connect over shared loves.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Speak the Language<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Speaking and communicating in a tone of voice that resonates and feels familiar means different things to different groups.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instagram content creators like Erin Taylor and Julia Hava use their platforms to share honest posts referencing their anxiety and familial dysfunction \u2014 resonating with the <a href=\"https:\/\/blog.gwi.com\/chart-of-the-week\/social-media-amid-the-outbreak\/\" aria-label=\"42 percent, read on GWI\">42%<\/a> of social media users who feel less pressure to portray their lives unrealistically since the pandemic.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.buzzfeed.com\/lizmrichardson\/netflix-memes\" aria-label=\"netflix, read on buzzfeed\">Netflix<\/a> employs an internet-savvy, meme-literate, and down-to-earth persona to promote new programming and similarly when Twitter\u2019s account pivoted to a more conversational tone, it resulted in <a href=\"https:\/\/digitalagencynetwork.com\/is-this-thing-on-twitter-showcases-tweets-from-times-square-in-new-york-city\/\" aria-label=\"14 times as many replies, read on digital agency network\">14 times as many replies<\/a> to its tweets.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Value What They Value<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">People are increasingly values-driven and <a href=\"https:\/\/www.bizjournals.com\/bizwomen\/news\/latest-news\/2021\/07\/number-of-conscious-consumers-increases.html?page=all\" aria-label=\"58 percent americans, read on biz journal\">58% of Americans<\/a> consider themselves conscious consumers. Understanding what matters to a group \u2014 be it sustainability or female equality for example \u2014 and then ensuring that your brand aligns to the same concerns and addresses issues in a real way can be powerful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, in early 2021 e-commerce <a href=\"https:\/\/corporate.zalando.com\/en\/sustainability\/defining-sustainable-fashion\" aria-label=\"fashion retailer, zalando, see on zalando\">fashion retailer, Zalando<\/a> launched a search function that lets people browse items according to the causes they care about, while shopping app Miiriya makes it easy for people to buy from Black businesses.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. Show Understanding of Cultural Nuance<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If the pandemic taught people anything, it was the value of their immediate surroundings and the individuals and culture that make up a community. Listening to different perspectives is key to understanding regional nuances and building partnerships with cultural influencers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As is a deep understanding of a community\u2019s values and codes to avoid \u2018culture-washing\u2019. <a href=\"https:\/\/www.frameweb.com\/article\/using-design-landini-associates-localized-global-grocer-aldi-for-the-shanghai-market\" aria-label=\"aldis retail store in china, read on frame web\">Aldi\u2019s retail store in China<\/a> for instance is markedly different from its stores in Europe, emulating layouts of small retailers rather than the usual warehouse-feel.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While in the beauty sector, Kulfi Beauty celebrates South Asian culture by taking inspiration from cultural concepts such as the kajal (in South Asian cultures women smear dark-coloured kajal around the eyes to ward off the evil eye).<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. Help Fulfill their Desires <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Passion points are a hugely important part of identity, something which the pandemic has only highlighted further. Be it meditation or golf, around <a href=\"https:\/\/www.prnewswire.com\/news-releases\/53-who-took-on-a-pandemic-hobby-went-into-credit-card-debt-as-a-result-301263449.html\" aria-label=\"60 percent of americans, read on PR newswire\">60% of Americans<\/a> said they took up a new hobby in the pandemic.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By establishing spaces for creativity, businesses can help employees find a new sense of inspiration for their work. From Microsoft\u2019s\u00a0 <a href=\"https:\/\/www.microsoft.com\/en-us\/garage\/\">The Garage<\/a>, offering employees free use of 3D printers, laser cutters and Raspberry Pis to online, niche platforms and networks such as <a href=\"https:\/\/www.fastcompany.com\/90681171\/this-new-app-is-tiktok-for-your-plants-made-by-apple-and-nike-alums\" aria-label=\"plantlife, read on fast company\">PlantLife<\/a> or <a href=\"https:\/\/nesslabs.com\/digital-garden-set-up#:~:text=A%20digital%20garden%20is%20an,to%20be%20cultivated%20in%20public.\" aria-label=\"digital gardens, read on nesslabs\">\u2018digital gardens\u2019<\/a>, giving people the chance to cultivate their interests away from the judgemental lens of social media, presents an opportunity for brands to connect with people in more meaningful ways.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>5 recommendations as to how marketing and communication teams could adapt their approaches to connect and influence at a \u2018mindset\u2019 level, rather than pinning ads or strategies on a generation or an outdated demographic.<\/p>\n","protected":false},"author":7,"featured_media":2217,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-2216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Don\u2019t Target by Demographics \u2013 Why Mindsets are a More Meaningful Way to Connect | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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