In marketing, focusing on psychographics over demographics means targeting customers based on their attitudes, interests, and behaviors rather than their age, gender, or location. Psychographics provide a deeper understanding of what motivates consumers, what they value, and how they like to spend their time. This allows marketers to create more personalized and effective campaigns. For example, instead of targeting all women aged 18-24 (demographics), a marketer might target women in that age group who are interested in sustainable fashion and regularly shop online (psychographics).
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Start your marketing by asking yourself what change you are trying to make happen. Focus on something specific and attainable. You can't change everyone, so think about changing a specific group of people. Choose your group based on their worldviews, what they dream of, believe, and want (psychographics), and not based on what they look like (demographics).