Leo Burnett - Cultural Fuel

It’s official: ”The average American has been replaced by a complex, multidimensional society that defies simplistic labeling.”

from 2010 America, AdAge

(Image from Ad Age, New U.S. Census to Reveal Major Shift: No More Joe Consumer)

As reported by AdvertisingAge, the 2010 US Census finds too few common traits across large enough groups of the US population to create a single persona for the average American consumer. Apparently, “no household type neatly describes even one-third of households.” Instead, clusters are growing “ever more complex and varied.” A (for sale) white paper by Peter Francese describes the impact of these findings on marketing and advertising.

Trying to make sense of and find business opportunities in fractured demographics is, of course, one approach. Looking at behavior instead of demographics is the other.

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