In an era where marketers no longer define consumers by age, gender, or income alone, they are shifting their focus from “who” their customers are to “why” they behave the way they do.
Prasanna Perera, a respected marketing and management consultant, emphasizes this shift on his LinkedIn page.
He states that traditional demographic profiling proves too rigid to keep up with the nuanced, emotional drivers that influence consumer choices today.
“Demographic information offers a fixed view of consumer attributes,” he notes, “whereas psychographic profiling explores their values, fears, ambitions, and driving forces.”
Marketers have adopted this new way of thinking in response to growing consumer demand for personal relevance and emotional resonance. In today’s saturated market, brands can no longer afford to speak in general terms.
Instead, they must understand what motivates each segment to act, purchase, or engage. “Consumers expect brands to resonate with their personal beliefs and lifestyles,” Perera explains. “Understanding the ‘why’ behind their behaviour has become a marketing imperative.”
Psychographic profiling, unlike demographic targeting, refuses to assume uniformity within groups. It recognises that consumers’ values often cross generational or income-based lines.
A 17-year-old who practices mindfulness and a 70-year-old yoga enthusiast may share more in common than others in their respective age brackets.
“Segmenting by values rather than age creates more authentic, inclusive campaigns,” says Perera. “It allows brands to tap into what truly matters to people.”
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Psychographics also uncover the emotional landscape behind purchasing decisions. As Perera points out, “A luxury watch is more than a timepiece; it is a symbol of accomplishment.”
This emotional dimension enables brands to align their campaigns with aspirations, pride, nostalgia, or lifestyle preferences.
They go beyond selling the product to foster lasting loyalty.
In this light, companies no longer just sell goods—they offer a form of identity.
Moreover, this identity-driven approach has birthed what Perera calls the lifestyle economy, where consumers buy into values, not just items.
From sustainability to minimalism, or adventure to affluence, brands that align with their audience’s lifestyle preferences gain relevance far beyond the point of sale.
“In this economy, psychographics let brands weave themselves into people’s lives,” he adds. “That’s where true loyalty begins.”
To help marketers navigate this terrain, psychographic profiling enables them to map decision-making archetypes.
Whether identifying “The Researcher” who wants detailed specs or “The Spontaneous Buyer” swayed by urgency, this framework helps marketers tailor messages that reflect how each type thinks and behaves.
As Perera puts it, “You can’t talk to the Loyalist and the Deal Hunter in the same tone.
Psychographics lets you segment by mindset, not guesswork.”
Interestingly, Perera also highlights the power of contradiction in consumer behaviour. “People want both convenience and authenticity, affordability and luxury,” he says.
Brands like Zara understand this well, offering affordable products with upscale appeal. By embracing such contradictions instead of simplifying them, brands can serve more complex consumer needs without alienating subgroups.
With platforms like Netflix and Spotify offering masterclasses in psychographic targeting, Perera encourages brands to follow suit.
By tracking behaviours such as viewing habits, music tastes, and even browsing patterns, marketers can uncover subtler insights than surveys often reveal.
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“These platforms have shown that data isn’t just about quantity — it’s about the right kind of relevance,” he notes.
Looking ahead, marketers will inevitably integrate artificial intelligence into psychographic profiling, unlocking new opportunities for micro-segmentation and personalisation at scale.
However, Perera cautions against overreliance on machines. “Ethical considerations and creative storytelling must guide AI. Without the human touch, even perfect data can feel cold and manipulative.”
Ultimately, Perera presents a practical and philosophical argument: marketing no longer sells to a crowd but relates to individuals.
“Psychographic profiling transforms marketing from transactional to relational.
In a world where relevance is the ultimate currency, understanding what moves people is not just the future — it’s the foundation of meaningful, lasting impact.”
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