Burrell’s Tara DeVeaux on why demographics are not destiny

Ad Age is marking Black History Month 2025 with our fifth-annual Honoring Creative Excellence package. (Read the introduction and all the essays here.) Today, guest editor Damaune Journey turns the spotlight to Tara DeVeaux, CEO of Burrell Communications, who writes about understanding identity in the U.S. beyond mere demographics. As our nation continues to celebrate Black History Month, just weeks after the inauguration of the 47th president of the United States, I find myself reflecting on the many lessons marketers can glean from the 2024 election. In previous years when Democrats lost, the Electoral College got all of the blame—and Democrats’ hurt egos were assuaged with the refrain, “We still won the popular vote.” In other words, our way of doing things still appeals to the masses. But, this go-round, President Trump won the popular vote by more than 2 million. In the president’s own words, this gives him “an unprecedented and powerful mandate.” That can certainly be argued and I have no plan to do that here, but what a win of this magnitude definitely does signal is that the old campaign assumptions no longer apply. Seemingly demographic-based issues, like the potential for dramatic changes in DEI, immigration, reproductive freedom, health care and environmental policies, did not move their corresponding groups to the expected action. As a result, considerable post-election conversation has centered on the idea that demographics such as race, age and gender are no longer important indicators of how we will vote. While it’s plainly evident that demographics alone are less predictive of voting results, it is not accurate to say they don’t matter. They do. What is missing in these conversations is an understanding of the role demographics play in shaping our overall identity, which is a stronger indicator of our motivations and actions. Demographics alone are important, but they are not always the best predictor of behavior, as the 2024 election campaign taught us. When 14% of the population is driving more than half of the cultural moments in any given year (just ask CNN), it’s clear we are no longer living in demo-based silos. Black culture is a leading influence on all cultures worldwide, so it is essential to have the tools to understand how that influence is manifested across all Americans in a way that recognizes our interconnectedness and the values that drive us. This more nuanced approach to targeting is not just critical in the political arena, but the commercial one as well. A data-based understanding of values, behavior and the influence of Black culture on global culture is the only way forward. Recognizing the importance of intersectional identities in decision-making is essential. Over the past year at Burrell, we’ve made the investment in research to study the shifting landscape, gain greater insight into the country’s evolving cultural identities and the resulting connections to media habits and purchase behaviors. Why? Because winning with voters and consumers alike demands a more nuanced view of people beyond surface demographics and single issues. Race will always matter, but demographics alone are not destiny. No one race, gender or generation is a monolith. Understanding their whole identity matters more. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Burrell’s Tara DeVeaux on why demographics are not destiny

Featured Stories