The Death of Demographics

David Allison

Marketers have always believed demographics and psychographics held the key to influencing consumer behavior. If only we knew enough about someone—their age, gender, purchase history, favorite brands—we could impact what they do. But that isn’t true at all.

Today we know these systems are a terrible way to understand who people are. Nobody acts their age anymore, and tracking past behavior doesn’t tell us what will work now.

Valuegraphics change everything.

By focusing on deep values rather than surface habits or traits, valuegraphics uncover what drives and unites us. Based on decades of behavioral science research, adding valuegraphics to your insights can improve your marketing effectiveness by a factor of eight or more.

Learn how to find the valuegraphics of your target audience and create powerful values-driven strategies that excite and engage them. Discover why demographic profiles are dangerously inaccurate, and walk step-by-step through the process of becoming a values-driven organization.

In a DIY format that’s quick and easy to use, The Death of Demographics will show you what global B2B and B2C brands have already discovered: that the secret to engaging your target audience is to know what they value.

Because what we value determines what we do.

Press & Praise

Don Peppers and Martha Rogers, PhD, co-authors of business bestsellers, including Managing Customer Relationships and Experiences: A Strategic Framework, the definitive textbook in the CRM and customer experience field

Valuegraphics takes the ol' time religion of demographics and stands it on its head. Better yet, this book delivers an effective and essential replacement.

Ginger Conlon, Thought Leadership Director at Genesys

This book is a must-read for every customer-centric business leader. It examines how any company can gain an unparalleled level of customer insight and the competitive advantage that goes with understanding customers' true motivators: their values.

Rory Sutherland, Vice Chairman, Ogilvy Group, Author of Alchemy: The Surprising Power of Ideas That Don't Make Sense

The practice of demographically defining audiences is so well established that it is easy to forget that it comes with a hidden cost: it may often be a self-limiting belief - a constraint on your thinking and on your creativity. Valuegraphics by contrast is liberating - since it helps provide us with a 'why' and a 'how' to complement the 'who'.

David Allison launched the Valuegraphics Project in 2015 to create a worldwide map of core human values. Today, global brands and organizations from PayPal to Lululemon use valuegraphics to understand how groups of people make decisions—about anything, anywhere on Earth—and activate their target audiences eight times more powerfully than ever before. Learn more at

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