It’s time to ditch the lazy 18 to 49 demo

Generic audiences lead to generic campaigns that no one remembers. When brands try to talk to everyone, they end up reaching no one. Then why do clients keep describing their target demo as “M/W ages 18–49”? That wide demographic includes folks from Gen Z through Gen X—some of whose baby photos were posted on Facebook, as well as those who had to unhook the phone to get on AOL. The trouble with a broad audience When brands don’t properly define an audience, they miss out on valuable touchpoints to connect with them. As marketers, we can do better. We can create campaigns that make audiences feel valued—but only if we look at their true characteristics. Ad Age A-List and Creativity Gala Buy your ticket to the in-person event Click here Think about the ads that have made you feel seen and that go beyond broad strokes and lazy assumptions. They tap into lived experiences, cultural nuances and real emotions. They don’t just name a demographic; they understand a mindset, a lifestyle, a story. Fifty-eight percent of Roblox users are under 16—kids who don’t have $34 to spend on an exclusive e.l.f. x Liquid Death Corpse Paint Vault. The collab, advertised on Roblox, nonetheless sold out in less than an hour. The brands proved that hyper-specificity is the real flex in branding. They didn’t just dabble in metal aesthetics; they went full-throttle with black metal, coffin-shaped packaging. Dropping it in March instead of Halloween? Genius. Running a 24-hour Roblox campaign to tap into digital-native, alt-leaning Gen Zers? Even smarter. This is what happens when brands stop playing it safe and play to win. The value of a niche audience According to Nielsen, 64% of consumers actively avoid ads across podcasts, streaming and live TV. So, how do brands break through? By creating ads that resonate on a deeper level to reflect their audience’s values, passions and experiences. The 2020 “You Love Me” campaign for Beats by Dre leaned into the unfiltered realities of Black athletes navigating fame and resistance. This campaign didn’t just feature Black athletes, it told a deeper story about the contradictions of Black excellence being celebrated only when it serves mainstream culture. It highlighted how Black talent, style and culture are embraced, yet Black people continue to face systemic racism. That’s the power of specificity in advertising. It’s not just about representation; it’s about real storytelling connected to humanity. Nike always finds a way to honor specific pockets of culture and deliver representation in a touching way. Its “Dream Crazier” campaign didn’t just feature women in sports but spoke to their challenges in a misogynistic world. Nike didn’t water down the message to appeal to everyone but spoke directly to women who know what it’s like to be underestimated, doubted or dismissed. In doing so, it created something powerful that resonated far beyond its core audience. These brands weren’t afraid to get specific because they knew that when you speak to someone authentically, you earn their loyalty, not just their attention. The question for advertisers: How well do you know the people you’re talking to? If your audience can see themselves in your campaign, then you’re doing it right. If not, it’s time to go deeper. Enter the free 2025 Young Creatives Contest here How can brands do better? To use an adage, your audience should be “an inch wide and a mile deep.” Their audience shouldn’t feel like a giant, faceless crowd. Get specific. The riches are in the niches. Burger King’s hyper-specific “Bundles of Joy” ad featured moms in the hospital enjoying a BK burger as their first meal after giving birth. In addition to new moms, every mom who has ever given birth (and missed their favorite food for nine months) can relate. You can get much better creative output from agency partners and a more compelling campaign to connect with consumers when you're more specific. Here are a few questions to help brands zero in on audiences with relevant and memorable campaigns: Don’t guess—ask. Read the comments on your brand’s social posts, host focus groups and listen to what your audience is saying. Mine the comment sections and see how consumers are responding to the product. Explore elements or approaches that can be improved. Include members of the target audience in the conversation. Listen to members of that community to learn exactly who they are. The world is flooded with cookie-cutter campaigns trying to appeal to everyone and reaching no one. Don’t let your brand be one of them.

It’s time to ditch the lazy 18 to 49 demo

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