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Survey Data Risks: Crisis Communication Oversimplification
Why demographic data alone is not enough.

Dear reader,
We all love a good chart. They’re clear, visually appealing and often contain lots of useful insights - especially in marketing.
For example, a generational heat map that says baby boomers favour email, millennials are into video and Generation Z can’t get enough of short formats (see below). This kind of data makes campaign planning refreshingly easy.
The catch, however, is that while these trends are helpful for marketing strategy, they can also lead us astray when applied to crisis communications. In critical situations where every message counts, relying on demographic assumptions can do more harm than good.
This week, we explore why demographics alone are not enough to connect with your target audience in crisis situations and how you can make sure your message gets through when it matters most.
If you’ve ever wondered whether those cute personas will help or hurt you in a crisis, read on 👇
Table of Contents
Why demographic data alone is not enough
It’s easy to be seduced by the clean lines of a heat map or the tidy patterns of an infographic. Take this example of a graphic depicting generational preferences for content formats.
It was created for marketing purposes and shows a clear division: baby boomers favour emails and blog posts, millennials prefer videos and Generation Z can’t get enough of short formats. These findings can help marketers to design campaigns that effectively appeal to specific target groups.
However, while this heat map works well in its actual context, it is inadequate for crisis communication.
The danger lies in using such tools, which were developed to explore broad engagement trends, for situations where precision and immediacy are crucial. Relying on these broad generalisations during a crisis can lead to costly mistakes.
Demographics: A convenient but misleading shortcut
Segmenting target groups by age seems intuitive, but when it comes to crises, it’s often a false friend. Here’s why demographic data on its own is not enough:
1. Generational labels ignore individual diversity
Think about your neighbours. You may all be from the same generation - perhaps “Generation X” - but that doesn’t mean you consume information in the same way. One may devour news in the form of long podcasts, while the other prefers short text messages. And these differences become even more pronounced in times of crisis.
Imagine a “baby boomer” regularly scrolling through TikTok to keep in touch with their grandchildren. If an emergency message is only sent as an email, that person might miss it entirely. Generational stereotypes, while neat on paper, often mask the messy reality of individual preferences2 .
2. Changes in behaviour under pressure
In a crisis, people’s habits change. The choice of media is not just a matter of preference, but is also influenced by urgency, perceived risk and emotional state.
In an emergency situation, even the biggest fan of short videos might abandon TikTok in favour of a simple text message if it contains clear and actionable instructions. Communication in a crisis is less about fulfilling perceived norms and more about responding to the moment.
3 Psychographics instead of power demographics
Generational affiliation is a weak predictor of actual behaviour, especially when stress comes into play. Psychographics - which focus on values, attitudes and motivations - offer a much richer understanding of what makes people tick.
For example, two millennials both like video content in general, but one favours informative webinars while the other prefers light, quick entertainment. A blanket approach based on age risks alienating both.
The high risk of oversimplification in emergencies
Relying on demographic stereotypes in a crisis can have serious consequences. Communication that doesn’t resonate risks being ignored, misunderstood or mistrusted - none of which you can afford when time and clarity are critical.
Some examples:
Differences in access: Not every member of Generation Z has constant internet access to watch videos during a power outage.
Trust issues: Baby boomers trust detailed email updates more than a short video, depending on the crisis.
Context mismatches: While a quick video is ideal for a weather alert, it’s hardly suitable for complex political information.
In short, what works in one situation - or for one audience - may fail completely in another. Simplified insights lead to simplified messages, and that’s a risk you don’t want to take.
A better way: Audience-centred crisis communication
So how can communications professionals ensure that their crisis strategies actually reach people? The key is to move beyond ageist assumptions and better understand people's behaviour, interests and needs. Here are five practical tactics:
1. Focus on interests, not generations
Instead of creating content for “millennials" or “baby boomers",” focus on what your target audience values and how they engage with media. Use tools such as social listening, web analytics and psychographic segmentation to recognise these trends.
2. Use KAP surveys
Knowledge, Attitudes and Practises (KAP) surveys1 provide important insights into how certain target groups think and behave in certain situations. Unlike generational data, these surveys reflect real-life behaviours that can directly influence your communication approach.
3 Lean on Behavioural Insights
Behavioural data goes beyond demographic data by showing how people react in stressful situations. For example, examining engagement patterns during past crises can reveal universal tendencies, such as a preference for concise messages or visual aids during emergencies.
4. Prioritise feedback loops
Regular feedback from your target audience ensures that your messages evolve with their needs. Surveys, focus groups and social media responses can be invaluable for adjusting your communication strategy in real time.
5 Test and refine
Experiment with A/B testing to find out which formats and forms of communication work best. The insights you gain can make the difference between a message that resonates and one that is ignored.
Did You Know?
Pet owners’ relationships with their animals can shape their disaster responses—for better or worse. Pets often motivate preparedness, but they can also lead to risky behaviours, like refusing to evacuate.
New research suggests profiling pet–owner relationship types to improve emergency messaging. Tailoring communications to these archetypes can boost preparedness by making messages more relatable and impactful.
Rethinking simplicity in crisis communication
The generational heat map we started with serves its purpose in marketing - it’s a helpful tool for recognising engagement trends and planning creative campaigns.
But crisis communication requires a fundamentally different approach. It’s not about generating clicks or selling products, it’s about communicating messages that reach people in moments of urgency and need.
Demographic data provides a framework, but real insights come from understanding the people behind the labels - their habits, preferences and connections.
By prioritising psychographic data, behavioural insights and ongoing audience engagement, communicators can develop strategies that resonate when it matters most.
In a crisis, there is no room for assumptions or shortcuts. The difference between reaching and losing your audience lies in your willingness to go beyond the surface.
References and further reading.
1 Kaan Taşbaşı. (2023). Objection To Generational Research In Communication Studies: A Theoretical Critique. Vivat Academia, 157, 1–24. https://doi.org/10.15178/va.2024.157.e1504
2 Fatemeh Zarei, Dehghani, A., Amorat Ratansiri, Ghaffari, M., Raina, S., Halimi, A., Sakineh Rakhshanderou, Sherzad Isamel, Amiri, P., Asiye Aminafshar, & Alireza Mosavi Jarrahi. (2024). ChecKAP: A Checklist for Reporting a Knowledge, Attitude, and Practice (KAP) Study. Asian Pacific Journal of Cancer Prevention, 25(7), 2573–2577. https://doi.org/10.31557/apjcp.2024.25.7.2573
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Here are the events and conferences I'll be speaking at. If you're around, feel free to message me and we can meet up for a coffee or a Negroni.
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🇦🇪 Dubai, soon to be announced…
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