From data to desire: Rethinking marketing through the lens of curiosity
Abstract
This paper rethinks the use of demographic segmentation in marketing, arguing that traditional categories such as age, gender and income are no longer sufficient to understand or reach today’s audiences. Drawing on academic research, behavioural neuroscience and cultural insight, it proposes curiosity as a more dynamic, inclusive and future-fit lens. Curiosity is shown to be a powerful driver of memory, motivation and brand engagement, underpinned by the brain’s reward system.1 The paper identifies six macro-societal forces shaping curiosity in 2025 and introduces six Curious Consumer Cohorts® — psychographic profiles that capture how people explore the world. Brands that align to these curiosity triggers can foster deeper emotional resonance, loyalty and innovation. From Spotify’s hyper-personalisation to M&S’s ingredient transparency, the paper presents practical brand applications. Ultimately, it calls on marketers to shift from static identifiers to attitudinal insight — moving beyond who people are, to what excites, challenges and drives them. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business.
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Author's Biography
Nick Bain is a strategic marketing consultant and researcher specialising in audience behaviour, content strategy and cultural drivers of engagement. The Senior Strategist at Sticky, his current work examines curiosity as a macro-level behavioural trigger, exploring its role in shaping attention, influence and digital decision-making. With a career spanning editorial strategy, brand consultancy and creative leadership, Bain integrates commercial insight with academic research to develop more sophisticated models of content-led marketing. His research interests include behavioural economics, media psychology and the evolving dynamics between curiosity, content consumption and brand relevance in a post-digital economy.
Rhian Harries is Creative and Strategy Director at Sticky, a content marketing agency that integrates behavioural science to craft audience-centric narratives. With over 15 years of experience, Rhian leads teams to develop content strategies that resonate deeply with diverse audiences. Her work emphasises the role of curiosity in audience engagement, moving beyond traditional demographics to explore attitudinal models. Rhian’s research underscores the importance of satisfying innate human curiosity to foster deeper connections and drive brand loyalty. She is passionate about storytelling and inclusivity, and continues to challenge conventional marketing paradigms, advocating for strategies that reflect genuine human behaviours and motivations.
