Infographic: Why ‘Transformists’ Are the Demographic Brands Should Be Targeting

There are 38 million in the U.S.

Video editor: Breana Mallamaci
Headshot of Sammy Nickalls

While millennials may be the hottest demographic for marketers to target, research by Insider Inc. and Digitas says they’re not the most powerful influencers—and that we shouldn’t be focusing so much on generations in the first place. A recent study identifies a new group of people cutting across age groups and backgrounds that brands should be chasing: the “transformists.” And they’re united in mindset rather than birth.

“Transformists” are tech-savvy individuals who don’t just use technology for fun, but to better their own lives and supplement the values and causes they believe in, from social issues to work goals. Driven, curious and connected, transformists are exactly the group that brands should be striving to reach, according to a survey by Insider Inc. and Digitas. There are 38 million transformists in the United States, and they make engaging with brands a staple in their lives—77 percent “like” something a brand posts on social media once a week or more, while 51 percent purchase something they see in their social feeds.

“Marketers today place a lot of importance on reaching millennials,” said Jenifer Berman, svp of marketing, Insider Inc. “But there are more than 80 million of them, and any group that large defies definition. We believe it’s far more valuable to look at audiences through the filter of mindset and worldview—which is also the best way to identify the truly influential.”

This story first appeared in the May 21, 2018, issue of Adweek magazine. Click here to subscribe.
@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.