It is critical in today’s world to understand who you are talking to. Whether you are targeting old or young, male or female, or any other type of consumer you need to realize that the needs, wants, desires, expectations, etc. vary greatly from each of these different consumer groups.  
Today’s consumers expect and in fact on many occasions demand that products, brands and services be created for them and not for the masses.  They have an overarching feeling that through the rapid development of technology and evolution of science that the world is customizable.  

This pillar focuses not only on the changing demographic landscape that is shaping the current world, like the fastest growing ethnic groups, single household growth and an aging population, but goes a step deeper to bring to life the expectation and requirements these groups have as well.

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