Psychographics is a method of categorizing people based on their psychological attributes, including values, interests, lifestyles, and personality traits. Unlike demographics, which focus on observable characteristics like age and income, psychographics delves deeper into what motivates individuals and how they think. This information is often used in marketing to tailor messages and products to specific audience segments. By understanding psychographics, businesses can create more effective strategies that resonate with their target market. For example, a company selling eco-friendly products might focus on consumers who value sustainability and environmental responsibility. This approach helps brands connect with customers on a more personal level, enhancing engagement and loyalty.