I have never been a fan of demographic profiling. Sure, this information, at scale, can reveal certain things about a population – and this can be useful to understand whether there might be a connection between our age and (for example) our propensity to over-eat. Or contract disease. Or buy new cars every four years. But populations don’t interest me. They feel like a dead weight around my sense of, and interest in, humanity. Instead, I prefer audiences.