People think differently. It’s a constant challenge with communicators to group people into ‘demographics’ so as to better target them, but there will always be an exception to the rule: the blonde designer wearing Harvard lawyer, or the jock who’s not unlike the rain, or the menacing teacher who is a softie all along.
Every culture has a different approach to . . . well, almost anything. Just check out some of these outstanding adverts by HSBC that explore this: