1: Belongers. Traditionalist, cautious and conforming conservatives. Known as “nest builders”. They are susceptible to advertising of pension plans, insurance and DIY products.
2: Emulators. A smaller more impressionable group, these are often young they seek an identity. They are lacking in self confidence and are confused or vulnerable. From an advertising standpoint any insecurity are preyed on as they offer role models.
3: Emulator achiever. Materialists; stereotypically like the yuppies of the 1980’s they favour designer goods as a show of accomplishment and good taste although they often do not have a large income. It all for positive face.
4: Societally-conscious achievers. People who are concerned more with personal that financial or professional fulfilment. They are against conspicuous consumption and are sceptical of advertising.
5: Need-directed. Minimum wage earners, often on welfare benefits. More concerned with survival than mass consumption in an advertising sense. As far as advertisers are concerned they scarcely exist.
Mollie Duncan
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