The Moho market is diverse. To understand it we need segments. Here's a first cut from our in-house market research team:
- Yoots. Young men, ages 20 - 25. Often just post-mission. Inconsistent church activity. Big ideas, big passions. Top brands: Apple, Guess, Abercrombie & Fitch. (Formerly Mr. Mac).
- Down-low Dads. Mostly men, plus a few women, in mixed-orientation marriages. Ages from 20s to 50s. Multiple children. Usually active in the church, although sometimes ambivalent. Slight tendency toward Liahona or cultural Mormonism. Issues, issues, issues. Want to be better understood; don't want to be yelled at. Top brands: Dodge Caravan, Heinz, Home Depot.
- Bachelors. Male, single 30-somethings. Active in the church. Doctrinally orthodox. Value clarity. Top brands: Target, Deseret Book, Volkswagen, Dell.
- HoMos. Openly gay men with LDS backgrounds. Usually in their 30s and 40s. Partnered. Almost always more family oriented than mainstream gay culture. Often raising children. Post-Mormon identity, even if believers. Top brands: Amazon.com, Ikea, Gap Kids, Eddie Bauer, Ginch Gonch.
To be continued....
Hat tip: Mormon Enigma