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For decades, brands have relied on demographic segmentation — age, gender, income, geography — to understand consumers. But in a world where identities are fluid and ideas flow freely across groups, people rarely fit into simple demographic categories. Ultimately, consumers are driven by motivations and beliefs rather than fixed demographic traits, requiring a more nuanced, human-centered approach to audience understanding.  

The risks of outdated segmentation are clear: Pepsi’s Kendall Jenner ad flopped by assuming all millennials embraced surface-level activism. GAP’s “Dress Normal” campaign misfired by relying on generational stereotypes. Bic’s “For Her” pens failed by reducing women to a demographic label instead of understanding real needs. These missteps highlight the danger of mistaking demographics for shared values.  

This webinar explores how Lux’s AI-powered ethnography and belief-based segmentation make it easier than ever before for brands to uncover the deeper drivers of behavior. Unlike demographics, beliefs change more gradually over time, offering stability in volatile markets and helping future-proof brands.  

Senior Director of Research for Consumer Insights Cheryl Auger shares case studies on how Lux’s team of cultural anthropologists leverages AI-driven anthropology to develop messaging, products, and experiences that foster deeper emotional connections, enhance brand relevance, and drive sustainable growth.