Be wise. Be brave. Be tricky. (slithytove) wrote,
Be wise. Be brave. Be tricky.

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Non-being and Somethingness, No. 6 in a series

ZIP code wa, dare?

"You're not your job. You're not how much money you have in the bank. You're not the car you drive. You're not the contents of your wallet. You're not your fucking khakis..."

But you are your zip code! Or so says Claritas.

Enter your zip code into Claritas's Zip Code Lookup Program, and get back a list of demographic groupings to which you probably belong.

Slithy's zip code's most common PRIZM Clusters are:
Number Name
Winner's Circle
Kids & Cul-de-Sacs
Second City Elite
Country Squires
God's Country

Claritas consolidates census data  with data from on-line and other purchases and subscriptions, and comes up with demographic groupings. Not just by income, but by tastes: stores shopped in, magazines read, TV watched, and so on.

This has elicited a lot of discussion on Plastic, and a lot of the posters seem to think it's accurate. Me? Sorta. Some of it's too specific: I don't watch either 'Frasier' or 'NYPD Blue', or shop at Ann Taylor, or X-country ski. But I can easily imagine my neighbors doing these things, or someone I might someday sell my house to.

This data is chiefly of interest to people who want to sell you stuff, of course. Everyone has a demographic. Everyone reads the same magazines as someone else, everyone watches the same TV programs as someone else. Some people seem to get angry at this sort of grouping, but why bother? As Tyler Durden says, you aren't your fucking khakis. As far as who you are—who you are are—this data has about as much meaning as your khakis, or your breakfast cereal. This kind of demographic information is the canvas on which which you paint your life. Lots of artists buy the same canvas. What makes you unique is the painting, not the canvas.

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