Segments are an idea. They’re a defined grouping with common habits, attitudes, purchasing patterns and perspectives. They’re a shorthand to help brands focus their targeting, whether they’re called Jane, the budget-conscious shopper, or simply Segment A.
They can also be misleading. Any segmentation is trying to balance accuracy with manageability. Ideally, we’re all a segment of one, but for most brands it’s very difficult to deliver that level of personalisation. At the other end of the spectrum, we have the common shorthand for age cohort targets – Boomers, Gen X, Gen Z and so on.
‘Boomer’ carries a lot of ideas. That they’re all wealthy and resistant to change, for example. But the truth is more complex. How could be it anything else when there are over 70 million Boomers in the USA alone?
Our research using WPP’s BAV database showed that NHW Boomers actively reject brands that treat them like ‘seniors’. Other Boomers will only purchase from long-standing brands. A third group focused on practical value.
It turns out that that this segment contains many different perspectives and ideas about the world. It’s a reminder to treat convenient shortcuts with care. Segments are an attractive idea, but there might be more than one idea in your segment.
