Section 1.1: Personal Traits

Personal traits, often referred to as demographics, encompass factors such as age, gender, sexual orientation, household composition, education level, profession, income, and disabilities. Each of these factors can offer valuable insights into what matters to your audience, their emotional responses to various topics, and their beliefs. For instance, individuals who experienced the Great Depression and World War II may have a heightened concern about resource consumption due to their past experiences of scarcity and rationing.

Generational Trends

While it's important to recognize generational trends, be cautious to avoid falling into the trap of stereotyping, which involves oversimplified assumptions about individuals based on group characteristics. Let trends inform your understanding, but do not allow them to dictate your approach.

As reported by the Population Reference Bureau, only 7% of U.S. households in 2002 were traditional. Keep in mind that higher education does not always correlate with intelligence; many intelligent individuals are self-taught. However, a more educated audience may have been exposed to a wider range of topics and terminology. Be careful when associating income levels with specific occupations; not all lawyers, for example, command high salaries.

Additionally, some audience members may live with disabilities, bringing unique perspectives and communication challenges. Recognize that personal traits are not static; they can shift due to significant historical events and trends. For example, the aftermath of September 11, 2001, led many Americans, regardless of age, to prioritize concerns about their nation and families.

Always avoid negative stereotypes. Acknowledge both commonalities and differences among audience members, but refrain from categorizing them rigidly. Above all, embrace diversity in all its forms.

Audience Segments

• A segment may include loyal citizens who marry once, save diligently, possess limited formal education, hold conservative views, and respect authority without being easily swayed.
• Another group may be more educated, value community, display competitiveness, and tend to spend rather than save. This segment may also include individuals who have experienced divorce and remarriage, often exhibiting cynicism towards authority.
• There are audience members from divorced or blended families, who are independent and resourceful, more reliant on friends than family, influenced by media, and often facing financial struggles.
• Lastly, there are tech-savvy individuals who are confident and practical, concerned about personal safety, influenced by peers and media, appreciative of diversity, yet potentially biased.

Section 1.2: Psychological Traits

The psychological traits of your audience relate to their underlying needs and motivations. Psychologist Abraham Maslow outlined a theory that illustrates how human needs drive behavior. He identified five hierarchical levels of needs, which suggest that some basic needs must be met before higher-level needs become significant.

Maslow's Hierarchy of Needs

Represented as a pyramid, the base consists of physiological needs, essential for survival, such as food, water, comfort, and sexual fulfillment. A speech on "Healthy Eating on a Budget" would address these primary needs.

Safety needs encompass the desire for security, including stable housing and personal safety. A presentation on disaster preparedness would resonate with this level.

Social needs reflect our innate desire for belonging, love, and connection. Speeches at pep rallies or new student orientations aim to fulfill this need for community.

Self-esteem needs pertain to the respect and recognition we seek from those we value, similar to the feelings experienced during adolescence when approval from parents was paramount.