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Psychographics

Psychographics are often confused with demographics. This confusion can create fundamentally flawed definitions. For example, historical generations are defined by psychographic variables like attitudes, personality formation, and cultural touchstones. The traditionally defined “Baby Boom Generation” has been the subject of much criticism because it uses demographic variables where it should be using psychographic variables. While all other generations are defined by psychographic variables, the old Boomer definition is based on a demographic variable—the fertility rates of its parents.