From Demographics to Psychographics: Why Values Matter More Than Age

Sports brands were once seen as being exclusively “for the youth.” But today, their target audience is shifting toward active adults of all generations. 🏃‍♂️👟 Brands like Nike, Adidas, and Uniqlo’s sports lines have seen a significant increase in users over 40 in recent years. By meeting the need for “health consciousness x daily use,” they have gained empathy that transcends age groups.

🎯 Values Over Age: The New Axis of Marketing

To adapt to this change, corporate strategies are also updating.

✅ Rigid age targeting is no longer effective.
✅ It’s not about “Who to sell to?” but “What value to provide?”
✅ Marketing rooted in hobbies, moods, and lifestyles. 🏞️🎧🧘‍♀️

For example, camping gear is no longer just for single men in their 20s, but also for couples in their 60s who started outdoor activities after retirement. Fandom (Oshi) merchandise is not just for teenage girls, but also for female office workers in their 40s. We are transitioning from an era of “dividing by age” to “connecting via feelings.”

💡 Reflections on Your Own Purchasing Experience

Think about your recent purchases. Have you ever thought, “I might not be the intended target audience for this?” 🛒

Sharing a ZARA jacket with your mother.
Getting hooked on manga intended for teens while in your 40s.
Buying health food marketed to seniors while in your 30s.

These “mismatches” are actually clues for marketers. TPO x Value-based marketing might just be the key to softly breaking down the barriers of age. 🔑 (To be continued…)

You may want to read this article: Seeds of Marketing 26: Why Supplements Keep Attracting People Repeatedly