Demographics indicate the characteristics of human population and segments, especially those used to identify consumer markets. Demographic characteristics can include age, gender, race, income, education, religion, and ethnicity. Marketers who are armed with demographic information can tailor their promotional strategy to appeal to those demographic segments.

In addition to understanding their customers, the company itself, their competition, and their corporate partners in their immediate environment, marketers must also understand the macroenvironmental factors that operate in the external environment. The primary components of the macroenvironment are culture, demographics, social issues, technologic advances, economic situation, and political$/$regulatory environment.