BNR 98: Traditional demographic assumptions are dead. RIP.

Jul 26, 2016
Brand Newsroom Marketing Podcast

In today’s Brand Newsroom, James and Sarah take a close look at why it’s important to segment your audience rather than use outdated demographic assumptions.

Audiences aren’t what they used to be — nor are demographics. This week one of Australia’s major banks, the Commonwealth, released a report showing just how different the Australian population looks today compared to the past. It tells us that traditional assumptions about demographics are broken.


Here are some key take-outs:

“Any time you understand your audience and you can market to that audience in a way that resonates with them, you’re going to win.” — Sarah


“If you’re marketing, it’s the ‘Peter Pans’ you want to tap into — they’re… young at heart, living independently, enabled by the latest technology… they’re the ones theoretically who have got all the money and want to spend it on doing crazy things.” — James


“I think what this report does is it really shows how you cannot say just because you’re aged between 18 and 24 you’re X, and because you’re aged between 30 and 40 you are Y. It doesn’t work like that any more.” — James

Here are the links you might need

Have you heard the one about…

Recently James, Sarah and Nic were joined by Lush Digital’s managing editor Dan Hatch, for a chat about article idea generation.

And here’s a discussion with Rebecca Lieb about the metrics marketers often overlook.

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For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.