Most organizations rely on demographics because they’re easy.
Age, category, label – it gives the illusion of understanding. But it rarely tells you how people actually think or what they care about. That’s why so much communication misses the mark. Decisions are made by people removed from the audience, using frameworks that flatten them into segments. The result is work that feels off because it’s being built on the wrong lens.
The shift is simple. Move from demographics to perspective.
People aren’t defined by when they were born, but by what they believe, value, and respond to. Those patterns cut across age, role, and category. If you want to communicate properly, you have to understand that layer. Not the label – the mindset.
That’s where relevance lives. And without it, everything else is just assumption.