Understanding Customer Avatars: Beyond Basic Demographics
- Pei Yen Hew
- Aug 27
- 4 min read
Key Takeaways
Don’t just stick to age and income — dig into what shapes people.
Notice the seasons when customers are most likely to spend.
Tap into emotions to make a stronger connection.
Different generations, different habits — look at how values influence what they buy.
Look at how identity and cultural trends guide choices.
If your customer avatars and profiles aren’t yielding the expected results, it may be because you’re not delving deep enough. Creating effective customer avatars involves more than listing basic demographics; it requires understanding your customers on a deeper, more meaningful level!
For many brands, typical customer profiles might look something like this:
🚹 Male
👨🏻 Aged 25-45
🏋 Enjoys fitness
While these details provide a basic framework, they don’t offer a complete picture of who your customers are. This is where these 5 insights come into play.
Identity
Who do your customers perceive themselves to be? Are they hustlers, achievers, or rebels? This core identity significantly influences their beliefs and behaviour.
Nike’s "Just Do It" campaign resonates with the identities of athletes and everyday individuals who view themselves as determined and resilient. By aligning with this self-perception, Nike successfully connects with its audience on a personal level, driving brand loyalty.
Starbucks is also a prime example of a brand that understands its customers more deeply by tapping into their identities. Starbucks customers often see themselves as busy professionals, students, or creatives who value quality, community, and convenience. They seek a “third place” between home and work where they can relax, work, or socialise, beyond just grabbing a cup of coffee.
Emotion
Purchasing decisions are often driven by emotions rather than logic. Understanding the feelings that drive your customers' decisions can make your marketing efforts more effective. Do they have a fear of missing out (FOMO)? Do they desire control, or do they take pride in their achievements?
Apple’s marketing strategies often tap into emotions like the fear of missing out on the latest technology and the pride of owning a premium, innovative product. For instance, when Apple introduced the new iMac in 2024, it highlighted the powerful M4 chip and showcased a lineup of playful new colours to spark excitement.
While the "Kleenex Tissue Promise" campaign emphasises that Kleenex tissues are there for you in your moments of need, whether it’s a sneeze, a tear, or a runny nose. The campaign uses heartfelt storytelling and relatable scenarios to evoke emotions of care, comfort, and trust.
Generation
Different generations hold distinct values, technological familiarity, and cultural experiences. For instance, Baby Boomers and Generation Z have vastly different perspectives and consumption habits.
Pepsi has historically targeted younger generations with campaigns emphasising youth culture and rebellion, such as the "Pepsi Generation," a slogan contest. In contrast, Coca-Cola has often focused on nostalgia and family values, appealing to a broader and older audience.
Likewise, McDonald's often brings back popular menu items from the past, such as the McRib or limited-time Big Mac variations. These campaigns tap into the nostalgic memories of Baby Boomers who grew up with these products.
Burger King, on the other hand, has targeted younger generations with bold, edgy marketing strategies that resonate with Gen Z. An example is their "Whopper Detour" campaign, where they offered customers a Whopper for 1 cent if they ordered while near a McDonald's location, showcasing creativity and a sense of playfulness.
Cultural Movements
Awareness of societal shifts, trends, and cultural movements that resonate with your audience is crucial. These factors shape a person’s identity and can influence their purchasing decisions.
Patagonia has built its brand around environmental activism and sustainability, aligning with the values of environmentally conscious consumers. By engaging with cultural movements like climate change awareness, Patagonia has fostered a loyal customer base that supports a mission-driven approach.
People often stick to commitments—especially if they align with their self-image. And there's a simple way you can take advantage of that.
Frame the purchase decision as aligning with your customers’ identity by tying it to a relevant cause. Your potential customers are already committed to certain values. When you reflect those values in your branding, you appeal to their commitment bias.
Say you’re someone who cares deeply about marine life. And you come across an apparel brand that feels the same way. You will probably spend to support that brand.
Seasonal Purchasing Behaviour
Customer purchasing habits can vary significantly with the seasons. Understanding these patterns can help tailor your marketing strategies.
Retailers often see a spike in fitness equipment sales in January due to New Year’s resolutions, while outdoor gear sales surge in the spring as people prepare for outdoor activities.
By anticipating these seasonal trends, retailers can optimise their inventory and marketing campaigns to meet customer demand.
If online store traffic declines in some regions but not others and hasn’t completely dropped off, it’s likely a regional holiday. Make a note for next year!
Once you have gathered comprehensive data about your customers' identities, emotions, generational characteristics, seasonal behaviours, and cultural movements, you can create more accurate and effective customer avatars.
This approach removes much of the guesswork and allows for targeted marketing that resonates more deeply.
References:
Comments