The Death of Demographics provides a replacement for outdated ways of looking at people.

In olden days, your age, gender, income, and marital status determined how you behaved. But we don’t live that way anymore – your demographics are no longer your destiny. In fact, demographics died off as a useful way to understand people a long time ago.

What drives people now is our values. Values are the GPS system we use to navigate our lives, In fact, humans are neurologically hardwired to chase what they value.

And while this particular book provides a data-driven DIY system meant for marketers, shifting to values is not a marketing issue it’s a human issue. From social change to employee engagement to consumer behavior, this book shows how values can light the way.

This Book is For You

To succeed in the new Values Economy, organizations need to measure and track human values like any other business metric. This book shows you how. And while it was written with marketers in mind, the shift to values-driven ways of looking at the world is for everyone. Our shared values have the power to recreate the world around us. If we let them, our values will unite us.

  • “It freaks me out that David maybe knows me better than I know myself, and his gin martini vs. vodka martini case study turned my world upside down. James Bond, take note.”

    ~ DOUGLAS COUPLAND
    Novelist, designer, and visual artist.

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

    ~ DON PEPPERS & MARTHA ROGERS Ph.d.,
    Co-authors of multiple business best-sellers and the definitive textbook in the CRM and CX field.

  • 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".

    ~ RORY SUTHERLAND
    Vice Chairman, Ogilvy Group, author of Alchemy: The Surprising Power of Ideas That Don't Make Sense

  • "We've known for a long time that values reveal crucial consumer insights. Finally, we have a data-based metric to back it up. This is a global game-changer."

    ~ DORION CARROLL
    VP, Customer Engagement Technologies, Amazon

We Are All the Same Age Now

The 2018 best-seller that convinced countless organizations to embrace a values-driven view of the world by diving deep into the data for people in Canada and the USA. With David's new globally-relevant book coming soon, values-driven marketers will want to revisit this foundational work!

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