The old standard of predicting customer behavior based on their demographics—age, gender, income and nationality—may now be obsolete, according to TrendWatching, an agency that tracks world-wide consumer trends.. In an August 2015 article in Health Club Management, the agency states that consumers are choosing to build their own identities based on their preferences and interests, rather than relying on traditional molds of how they are expected to behave. Consider the many articles Skin Inc. has published in the last few years about the influx of men in the spa. Spas and skin care companies who ignore marketing to men are missing out on almost half of the spa-going population.  Read more at Skin. Ince. Magazine >>