South African marketers use a segmentation tool called "LSM" - Living Standard Measure - to divide up audiences. Premium products go to higher LSMs, cheaper products go to lower LSMs.

But the whole system is entirely flawed.

This is the LSM calculator.

You can be super wealthy - "LSM 10" - and not have a dishwasher, washing machine, tumble dryer, television set or a swimming pool. Suddenly you're LSM 5/6 instead of 10.

And it works vice versa - you can earn minimal income, but perhaps you have 2 cellphones, and you live in a fully furnished living space. Suddenly you're LSM 7 instead of 3 or 4.

It's not a massive problem. But time and time again I see marketers and strategists being VERY cautious about marketing to the lower LSM group, because "It's gotta be simple or they won't get it."

It's white supremacy in action, bro.

Owning material goods or living in an urban area with a swimming pool doesn't say much about your potential as a customer, let alone make ANY comment on your intelligence.

Combatting racism in the ad industry isn't just in agencies. Hire marketers who understand the demographics of their consumers. If it spans a wide range of people, hire people who KNOW those groups.

But do away with the LSM calculator and the racist connotations that come attached to it. Lower income does NOT equal lower intelligence.