A day in the life of “the everyday customer”

T̶h̶e̶ ̶m̶a̶n̶, the myth…

As creative professionals working with clients big and small, we sometimes hear this phrase: “the name needs to appeal to the everyday customer”, or “…the everywoman”, etc. Usually this comes from market research and a need (particularly for large brands) to secure their spot on shelves around the country with a name that everyone can get into.

This got me thinking, who is the everyday customer? Do they even exist? What’s a day in their life like?

6:30am: Wake up

Shower, then put on makeup that feels invisible but stays on all day. I work in an office but might do a spin class later — so my deodorant is gentle but strong.

7:15am: Breakfast

Some light Greek yogurt. I’m health-conscious, but never want to skimp on flavor. Every bite should be a nutritious, delicious trip to Santorini.

8:19am: Commute

Drive to work downtown. It’s important that I arrive in style, but I like to go off-roading on the weekends, so my car needs to be sporty yet refined.

10:42am: Coffee break

The usual: Chai Latte from the Starbucks downstairs. I only drink coffee that is ethically-sourced, ideally within a one-block radius.

12:45pm: Lunch

Coworker compliments my new Apple Watch. I’m a gearhead who’s perpetually late, so I wanted something that can monitor my blood oxygen levels throughout the day and also tell time.

5:45pm: Get home

Feed the dog. He deserves only the best-quality, all-natural food that will help him live a long, fulfilling life. Except for when “he won’t know the difference.”

6:15pm: Post-work workout

I finally invested in a Peloton because I love exercising alone but also with people.

7:45pm: Dinner and drinks

It’s been a long day — the espresso martini keeps me wired but relaxed.

10:15pm: Bedtime routine

I use a super lightweight cleanser for a deep clean. Tell Alexa to set an alarm with any random song because I love structure with spontaneity.

“The everyday customer” is filled with contradictions. The task of appealing to this persona can’t be easy, because it might just be impossible.