The Death of the Demographic

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

It's September 23rd 2015 and Hidekichi Miyazaki is warming up for his signature event – the men's 100m dash. As a former record holder, and crowd favourite, he waves enthusiastically and grins before readying himself for the starting gun. "Bang