Well possums it seems there is a new marketing demographic. Are you part of it? Are you a Challenger? Can you answer yes to all these points? Are you an articulate high earner, have a bent for social justice issues, help people who need it, and are concerned about the environment?

If so, you may be among the 13 per cent of the population who can be classified as Challengers. Apparently this group is a force to be reckoned with as well. They have a cynical attitude towards politicians (don’t we all?) and don’t care much for conventional marketing methods.

Challengers, as the term suggests, are a reaction against a lethargic political system and the excesses of blatant marketing. Despite being well paid, many Challengers take active roles in organizations such as Amnesty and Oxfam.

That’s not to say they necessarily have left wing leanings though… remember conventional politics is given a wide berth here. They invest their money “ethically”, and here’s the part I like, only watch “intelligent” television, such as SBS, if they watch at all. Junk like Survivor doesn’t get a look-in.

It’s well and good, some may say, but Challengers have unwittingly become a part of the system, by their very classification. Here they join the vast ranks of other marketing demographic groups, which seem too numerous to name. Not to mention that the term Challenger was devised by a marketing company, whose research uncovered this group, in the first place.

This is not really the case though. Challengers have always been here, the only difference is someone has identified them. This will please the marketers of course. Now they can tailor their marketing promotions towards this lucky group. That will be interesting.