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Why Culture Beats Demographics with Matt Lawler
In a recent conversation on The New Mainstream Podcast, ThinkNow Co-Founder Mario Carrasco sat down with Matt Lawler, VP of Data & Insights, Global Partnerships at AEG, to talk about fandom, live entertainment, data and the changing ways brands understand audiences.
One idea stood out:
Knowing someone’s demographic profile doesn’t necessarily tell you what will move them.
A demographic label only tells part of the story
Lawler argues that brands can become so focused on “diversity” that they miss what actually connects people.
Race, ethnicity, gender and age are important signals. But…
The skinny
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