How useful are demographics?

How useful are demographics, if the most they do is put a tag on a set of actionable drivers?

(I’m sure this is an age old statement, but I just need to put it down on paper.)

Been working with a lot of demographics from clients lately and I never can seem to find what other use demographics have then expose us to unintelligently identify stereotypical or prejudice drivers connected to the “identified” group of citizens.

Of course it’s nice to narrow down the segment of human beings to investigate, but using it as an end state is unfruitful

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. What we need in order to direct our communication is knowledge about ambitions, anticipations and needs (or motivation and aspiration as Anne Kirah calls it)