Nuance Matters Explores Evolving Consumer Identity

22 July 2025

Companies

Nuance Matters, Momentum Worldwide’s cultural offering, has released an executive summary of its latest research, “The new demographics of tomorrow.” It explores why brands must move beyond a surface-level understanding of consumers to a more nuanced and meaningful exploration of identity in order to evolve customer segmentation.

The research finds that many consumers no longer define themselves by traditional marketing demographics such as age, gender or ethnicity, and seeks to reframe how identity is understood across the marketing industry. By shifting away from standard identity markers and embracing deeper insights, brands can build more relevant and resonant strategies that better align with the attributes and expressions consumers use to define themselves.

Read the full report below.

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