The average consumer: Who do you think you're talking to?

It would be difficult to grasp any consumer trend without first understanding the consumer. That’s why trend watchers everywhere are looking forward to that decennial gift known as the Census.

Much has already been written about the 2010 Census, including a pretty fair piece from USA Today just last week. (See the 3/3/10 story by clicking here.) The story explains how the census—and citizens—are responding to the reality that many Americans’ lineage is composed of more than one race. (The census first allowed respondents to indicate “one or more” racial categories in 2000, according to the story.)

Implications: Again, just as the landscape changes while one travels, the tapestry of America is changing as we travel through time. I’m reminded of a great article from Advertising Age that appeared last fall (see “No More Joe Consumer,” from 10/12/09).

These days, there really is no such thing as “the average consumer.” There is only a seemingly endless variety of sets and sub-sets. Certainly, the coming census data will verify a population that is more diverse, and in more ways than one.

As much as we would love to sort people into convenient, tidy little categories (like race, ethnicity, demographic cells, or generational cohorts), that’s becoming more and more difficult to do. But that’s okay. Such “global” or “30,000-foot views” of the consumer landscape are not nearly as important as a street-level understanding of who your company serves.

Are you talking (listening) to your customers? Do you find their preferences are based less on age, these days, and more on lifestyle? Do you notice overlap in the tastes of some customers, in spite of distinct generational lines? You’re not alone. Above-average companies are quickly learning they do not serve average consumers.

Stay tuned as detailed Census data begins to be released, about one year from now (here’s a timeline). Meanwhile, start taking a census of your own… by noticing the common denominators among the customers you serve. Look for things like degree of education, household composition, comfort with technology… or other matters that might hold a relationship to the product or service you sell, and why people buy.

Mike Anderson