If you’re a regular reader of WonderBranding, you know how I feel about demographics. Use of demographics was the most reliable measuring tool way back, when there was just a handful of TV networks and personal computers were still a twinkle in IBM’s eye.

In fact, my latest book, Unzipped, was written from the premise that “The Rule of Resemblance” – creating marketing strategies and messaging based on age, income, or zip code – no longer works. Thanks in great part to the Internet, more people than ever are connecting based not on demographics, but shared interests and value systems.

I was delighted to see that there are others out there starting to spread the word as well. Watch this 8-minute excerpt from a recent TED conference, featuring Professor Johanna Blakley of USC. She explains how social media is blowing away not only gender myths but basic demographic myths, and how women control the platform.

I’m sorry we don’t have the entire talk here, but this is a good start. I’d love to know how the professor thinks this change in thinking will affect traditional marketers. I believe it’s a ways down the road for large corporations, but small business owners who start thinking in terms of “shared values” will have an upper hand against competitors.