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Jaclyn's avatar
Jaclyn Blute
pro
• Jul 16
Too many brand strategies are built around an audience that no longer reflects who's in the market.
That oversight isn't new. But the gap is widening — and brands that haven't noticed are paying for it in ways that don't always show up as a single line item. Stagnant engagement. Loyalty that doesn't compound. Campaigns that perform fine and don't stick. If you don't look closely, it's hard to find the source.
Audience targeting can look rigorous on paper and still function as audience concealment. When you optimize for the customer who's easiest to reach, you run the risk of systematically de-prioritizing everyone who doesn't fit the historical model — not out of malice, but out of habit. The brief was written that way. The personas were built that way. You're going where the established metrics lead you.
Companies closing that gap aren't doing it as a values exercise. They're making that change because specific, culturally grounded audience insight produces better creative deliverables, stronger retention, and communities that are willing to advocate for their trusted brands.
The question isn't whether your audience is diverse. It's whether your strategy shows it.
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