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We Live in a Post-Demographic World

Businesses have to adapt to a future where ways of living, working and playing are changing rapidly. We can no longer put people in neat demographic boxes because people of all ages 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. So, you can stop trying to figure out the differences between Gen X and Gen Y because  ‘generational generalizations’ are fast becoming a thing of the past.

Here are a few reasons why it’s time to throw out the tired and traditional demographic approach to consumer behavior:

67% of men now say they’d be willing to change jobs to achieve a better balance of family life, versus 57% of women.  (EY INTERACTIVE)
Asked to plot themselves on a ‘sexuality scale’, 49% of British 18-24 year olds chose something other than 100% heterosexual. (YOUGOV)
74% of Chinese shoppers are likely to consider whether a product is fair trade or environmentally friendly, a higher proportion than in Australia or New Zealand. (MASTERCARD)
Out of the thousands of applicants on a waitlist for free coding classes at the New York Public Library, 73% are women. (NY PUBLIC LIBRARY)
So What? What does this mean for your business and how should you navigate in this post-demographic world? Four immediate innovation opportunities present themselves.

Embrace and celebrate new racial, social, cultural and sexual norms.
Be prepared to re-examine or even overturn your brand heritage.
Look to seemingly foreign demographics for inspiration.
Focus on ever smaller niches of interest rather than circumstance.

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Community Futures Grande Prairie
#325 9909 102 St.
Grande Prairie, AB T8V2V4


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Communities Served

Buffalo Lake, 
County of Grande Prairie, 
Grande Prairie, 
Horse Lake First Nation, 
La Glace, 
Teepee Creek, 


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