Are Pen Portraits Still Relevant?

We’ve all been in meeting when a client says that their target demographic is ‘Alice’ a 21-35-year-old woman who lives in London, loves wine, brunch and dogs and is married with 2.4 children. But what does this really mean in today’s marketing landscape? In the age of individualism, pen portraits seem like a counter-intuitive way to speak to an audience who don’t want to label themselves and, value what makes them stand out from the crowd.