Meet the Regulars

Joe and Jo Regular are ordinary folks. They aren’t Millennials, GenXers or Boomers. They’re Anyials.

The Regulars take pride in their individuality, which leads them to tribally join others. As such, their faith embodies their desire for community more than it is a guardrail for living. 

They are creatures of the routines that frame their everyday lives. Which is why they continuously covet something new to buy or do … even though, more often than not, it may fail to live up to expectations.

Joe and Jo are constantly conflicted. Not necessarily over right or wrong, but which decision is better or worse. At its root: Their relationship with money – which is as complex as their relationship with each other.

And because The Regulars crave simplicity and convenience above just about anything else, they are also often blinded to details that may matter to them … or impact the quality of their experience. Perhaps that’s why the pictures and stories they crave to inform them billow into a haze, only to be punctuated by the most extreme.

The complexities of life – which can’t be taught in school – are in constant need of distraction lest they become overwhelming. Which is why The Regulars seek mindlessness andmindfulness. And seek remedies, such as supplements, even if they have no tangible evidence that they are doing anything good.

What they can turn to with confidence is that, in their pets there is unconditional love, and in their alcohol, sports, and entertainment, conditional escape.

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For marketers, when it comes to targeting, some would say – in a world of seemingly infinite data – there’s no longer such a thing as a Regular. 

Perhaps. But that misses the point. The Regulars aren’t part of a segment or an audience per se. To the contrary, they are a behavioral baseline.

So once you know the Regulars, it’s easier to understand all who are not.