Think about your target customer profile. How would you describe them?
Unlike traditional marketing segments, which are a combination of these demographic attributes, consumer communities are different. Consumer communities often share one of the following dominant demographic characteristics: age, lifestyle, or income.
- How old are they?
- Do they skew towards a certain gender?
- What is their income level?
- Are they college educated?
- Do they have a family?
If your brand is looking to break into a new age group, then a life-stage consumer community is a great approach. Brands like Spotify, WSJ, Converse, and Xfinity all leverage student discounts to capture Gen Z, and then nurture them into full-price customers. Get a Demo
University students represent a vast group of consumers that are bonded by their life stage. 12.8 million, or 42.1% of American 18- to 24-year-olds, are enrolled in college or graduate school. They’re new to the adult world and starting to develop their brand affinities. By capturing students during this impressionable time, you can gain a customer for life.
- When given a student discount, 54% of students in the US would use it to make a purchase from a brand that they have not shopped with before.
- 82% of US students said they would likely try a brand or product if they received a student discount code.
Brands like Spotify, Headspace, and Tableau are using student offers to capture lifelong customers.
If your brand is keen on capturing Generation Z customers but you don’t want to limit your offer to just university students, then an offer for young adults is the way to go. Young adults and young professionals are aged 18-30, and represent a hard-working network of consumers that are building the foundation for their lives to come. This demographic includes consumers building new families, traveling the world, starting careers, and much more.
- 60% of young adults say they’ve held relationships with specific brands for 10 or more years.
- 87% of Gen Z is more likely to shop with a brand that offers an exclusive discount.
Learn more about young adult offers.
Seniors, or people aged 65+, represent a massive population with huge spending power. Plus, the pandemic has pushed them to use more digital shopping experiences that they may have been previously averse to. It’s never been a better time to promote a senior offer.
- 1 in 3 seniors would try a new brand if given a senior offer.
- 31% would purchase sooner if given a senior offer.
Michael’s integrated its popular senior offer into its loyalty program.
An affiliation-based consumer community is a great way to tap into an audience that tends to share a similar set of values and lifestyle. Brands like Lowe’s, Purple, T-mobile, and Vineyard Vines all leverage military offers to honor this vast consumer community filled with family-oriented people that have made sacrifices for the sake of their country. Get a Demo
The US military is a vast, yet tightly knit group that spans all ends of the demographic spectrum. This includes:
- 1.4M active duty
- 1.8M reservists and National Guard
- 19.6M veterans and retirees
- 10M+ military family
- 567K Gold Star family
Members of the military share a very interconnected lifestyle, often socializing with each other, especially while living on military bases.
- 56% of the military population are dependents, and 33% of dependents are spouses.
- Military families move every 2-3 years on average.
- Veterans are 2X as likely to own a business.
- Military members have a 35% higher income than the general population.
Brands like Lowe’s, T-Mobile, and vineyard vines are honoring the military.
Marketing to members of a specific organization, club, or professional affiliation is a great way to tap into a network of consumers that share similar values and ideals. By creating a personalized offer for members of these groups, you can attract consumers whose beliefs align with your brand’s message.
Talk to us today about verification for membership organizations.
An occupation-based consumer community enables you to reward specific workers that are of particular value to your brand. You may choose to use a broad, cause-based message to workers like teachers or healthcare workers who are often overworked and underappreciated. Or you may incentivize specific professionals like cosmetologists or athletic trainers as potential brand influencers. Get a Demo
Average Age: 42
Gender ratio: 75% Women, 25% Men
The healthcare community is a large, lucrative group of nurses, doctors, practitioners, and other administrative workers. The pandemic has shined a light on these workers for the hardworking, compassionate, and knowledgeable people that they are. Brands like Nike, The North Face, and Chipotle are recognizing this group with massive spending power as a lucrative opportunity for personalized offers.
Brands like Rothy’s, Nike, and Chipotle have given back to the healthcare community.
Average Age: 43
Gender ratio: 81% Women, 19% Men
Recognizing teachers is a great way to earn goodwill for your brand, but also to gain loyal customers. Three in four teachers prefer to shop with brands that offer teacher discounts—especially when it comes to classroom materials, workwear, and other things they’d use in their daily professional lives.
Brands like Target, Michael’s, and Headspace are honoring educators.
Average Age: 38
Gender ratio: 18% Women, 82% Men
First responders are put into high-risk situations every day to protect and serve their community. Brands are recognizing this selflessness by providing offers that show them they’re valued, while acquiring a new loyal customer.
Brands like Tuft & Needle, The North Face, and AT&T are recognizing first responders.
Average Age: 43
Gender ratio: 60% Women, 40% Men
Accountants are high-earning professionals that often work long hours, especially during tax season. Recognize their profession with a special offer for luxury workwear, exclusive accounting software for their business, or travel experiences that give them a break.
Average Age: 45
Gender ratio: 29% Women, 71% Men
Architects are a group of hard working professionals. While highly experienced architects tend to be high earners, it can take years of work to get there. By rewarding young architects and recognizing their contributions in their professional lives, you can capture this unique group of consumers and get them started with your brand early on in their career. Try an offer for home furnishings, design software, electronics, workwear, and more.
Average Age: 42
Gender ratio: 26% Women, 74% Men
Security guards protect everything from people to property, while working at all hours of the day. Reward them with special offers for workwear that may make those long working hours easier.
Average Age: 43
Gender ratio: 82% Women, 18% Men
Interior designers have a keen sense for design and creativity. They’re able to make homes, hospitals, hotels, and banks functional and beautiful. Consider creating exclusive programs for interior designers that foster them as brand influencers - encouraging them to use and recommend your brand of decor or furniture in the spaces they design.
Average Age: 40
Gender ratio: 4% Women, 96% Men
The construction industry is one that is dominated by men, and represents a large population of professionals that build, design, and manage the construction work of buildings large and small. Consider VIP programs for the construction industry or professional contractors. This could help develop an exclusive brand relationship for the materials they use in their development work, as well as what they use and recommend to friends and family.
Average Age: 42.7
Gender ratio: 16% Women, 84% Men
Engineers are high-earning professionals that may be particularly susceptible to luxury or VIP products and services. A brand offer for engineers that may be more beneficial to men may resonate well given the dominant gender profile of this profession.
Average Age: 45
Gender ratio: 52% Women, 48% Men
Insurance agents are community-oriented individuals that care about the people around them. An offer for insurance agents could be for office furnishing, business operations needs, professional clothing, and more.
Average Age: 46.7
Gender ratio: 41% Women, 59% Men
Attorneys are very high-earning professionals with high-stress responsibilities. The best way to reward attorneys can be for luxury workwear, travel experiences, office furnishings, and other high-end goods.
Average Age: 40.3
Gender ratio: 91% Women, 9% Men
Hair stylists are predominantly women, and they have huge influence with their customers when it comes to hair products and tools. By creating VIP programs for hair stylists, you can create an exclusive relationship that fosters brand influencers. Not only will they purchase products for their professional use, but they will recommend those products to their customers.
Average Age: 48.7
Gender ratio: 54% Women, 46% Men
Real estate agents are community-oriented individuals that spend a lot of time fostering and building customer relationships. Their professional appearance is important to them, so they are likely to be receptive to offers for professional clothing, office furnishing, as well as essentials for their business.
Average Age: 38
Gender ratio: 98% Women, 2% Men
Aestheticians are skin-care experts and develop close relationships with their clients. By creating VIP programs for aestheticians, you can create an exclusive relationship that fosters brand influencers. Not only will they purchase skin-care products for their professional use, but they’ll recommend those products to their clients.
Average Age: 42.9
Gender ratio: 60% Women, 40% Men
Athletic trainers spend a lot of time with active individuals that are seeking help, care, and advice. This gives them a strong power to influence their customers with certain brand preferences when it comes to apparel, shoes, and gear. By creating VIP programs for trainers, you can foster an exclusive relationship that empowers that influence.
Average Age: 39.2
Gender ratio: 3% Women, 97% Men
Automotive repair workers are predominantly male, and earn a mid-range income. Making them a group that appreciates a good deal that’s unique to them. Consider an offer for workwear, tools, or other gear that they use in their professional lives.
Average Age: 41.7
Gender ratio: 73% Women, 27% Men
Counselors do grueling work for the sake of others' mental health. It is a profession that strongly promotes self care, but does not make the same income as a nurse or doctor. Consider an offer for counselors that recognizes their dedication and encourages self care activities like travel, relaxation, sleep, beauty, and more.
Average Age: 45.6
Gender ratio: 15% Women, 85% Men
Transportation workers spend long hours traveling in order to provide essential services like product delivery, public transit, air travel, and more. You can reward these essential workers for the work they do with an offer that makes their workday easier.
Average Age: 44.3
Gender ratio: 67% Women, 33% Men
Veterinarians are in high demand, and often work long hours to ensure that our furry friends are healthy. Consider an offer for veterinarians that honors them for the care they provide for our pets, and makes their busy professional lives easier - workwear, comfortable shoes, meal kits, and more.
Average Age: 41.2
Gender ratio: 43% Women, 57% Men
The lives of performing artists have completely changed due to the pandemic. Consider an offer to honor artists and how they’re adapting to new ways of performing and showcasing their craft.
Average Age: 31.7
Gender ratio: 53% Women, 47% Men
Food service workers have been the everyday heroes amongst the pandemic as they battle new regulations and risks while they provide essentials to customers. Honoring this group with a personalized offer is a great way to show this huge sector of the population that you care about them and recognize their efforts.
Average Age: 42
Gender ratio: 22% Women, 78% Men
Agricultural workers provide an essential service, work hard, and are often in a lower income bracket. Consider agricultural offers for a special offer for workwear or entertainment that may be most appreciated by men, as this group tends to be predominantly male.
Average Age: 44.8
Gender ratio: 46% Women, 54% Men
The work of local governments is often overlooked and underappreciated. Consider providing an offer for these workers as part of a local heroes campaign to promote everyday essential products and services.
Sports and Fitness
Average Age: 37.2
Gender ratio: 62% Women, 38% Men
Sports and fitness workers are often highly influential to the people they work with every day. By providing an offer for athletic apparel, shoes, or gear that they can use and recommend with their customers, the reach of your brand is maximized.
Benefits to Identity Marketing
Acquire more customers by creating strong emotional connections that motivate buyers to purchase. Headspace turned 25,000 teachers into new subscribers.
Build loyalty with more meaningful campaigns that make customers feel special. NFL Sunday Ticket’s campaign to students resulted in a 75% renewal rate.
Protect your margins by ensuring only eligible customers can redeem your offer. CheapCaribbean and CompTIA saw a double-digit drop in discount abuse.
“Our teacher discount is one way we show our commitment to educators, as we serve as the go-to headquarters to help them create one-of-a-kind environments that are creative and inspiring places for students to learn.”
“SheerID provided a 100% guarantee that only students could redeem the offer, which gave us the confidence to make it really appealing to Gen Z without any fear of losing revenue to discount abuse.”
“SheerID is helping us acquire and retain customers with personalized offers that acknowledge people’s unique identities and the contributions they make to our communities.”
“We can leverage the information that we're getting from the customers who have used SheerID to find lookalikes and others who fall into the same grouping.”
The #1 Platform for Marketing to Consumer Communities
Verifying a customer belongs to a consumer community is critical to your identity marketing program’s success. It protects your margins and underscores that your offer is truly exclusive, which increases its appeal. Leading brands around the world use SheerID’s Identity Marketing Platform to verify and win loyal customers.
Why Choose SheerID
- Launch a campaign in less than a week
- Manage and optimize your programs in one place
- Reach 2.5 billion consumers
- Own the experience—and the data
- Leverage the wisdom of leading global brands