In the United States we offer the following globally-relevant Consumer Styles:
Affluent consumers are more likely to be homeowners living in detached and semi-detached homes. They’re also more likely to have two or more cars per household, and their careers are often in IT or finance.
This group differentiates itself from our Nest Builders category by being more likely to work in managerial positions and of earning a higher income. Affluent consumers are also more likely to be stably employed, and generally have more money to spend; this money is often spent on trending tech products!
The Urban Elite often reside in the more extravagant areas of their cities, and are less likely than the general public to have any children. These consumers tend to spend their money on luxury goods since their income and education levels are above that of the average consumer. While the Urban Elite are very likely to own cars, they often don’t use these cars when commuting to work as they tend to both work and live in luxurious downtown areas.
The Next Generation
This consumer category is largely made up of youth and single, full-time students. Given their age and commitment to education these consumers are likely to either not be a part of the labor market yet or to only receive a small income from part-time work. Their households are more likely to be socially-rented terraced properties when compared to the general population’s average accommodations.The Next Generation is still paving the way for their careers and financial prosperity, but they’re budding with fresh ideas and new perspectives!
Consumers of the Modest Freedom style are more likely to be employed in the mining, manufacturing, energy, retail, and transportation industries. Their households are more likely to be socially-rented semi-detached or terraced properties when compared to the general population’s average accommodations.
Young and Ambitious
The Young and Ambitious value a modern approach to their lives and lifestyles. They often live in privately rented townhouses or terraced properties, and are unlikely to have children of their own — this allows them to own cars and climb in consumer spending in spite of lower average incomes.
Young and Ambitious consumers are largely employed by the tech and communication industries. They’re also more likely than the general public to follow trends, and to purchase hot new products.
Nest Builders are likely to be young or middle-aged parents with school-aged children. These consumers often own detached or semi-detached properties in the outskirts of urban areas; they’re also more likely to commute to work using public transportation.
Nest Builders’ marriage and civil-partnership rates are above that of the national average, and they’re more likely to have received higher levels of education. Their unemployment rates are lower than average and their careers are often in IT, communication, finance, and the public or education sectors.
This age bracket features a higher proportion of people with older children, many of whom no longer live at home! Thriving Fifties consumers are less likely to live in communal establishments, and instead own their own detached or semi-detached properties. They’re also more likely to have two or more cars per household, and many spend wisely due to childhoods in lower-income families. Members of our Thriving Fifties category are more likely than the general public to be employed in the IT, communication, and education related sectors.
Consumers in this category are over 65 years of age and can be found in both urban and rural areas. The dominant housing arrangement amongst Senior Citizens is apartments. The share of retirees is the highest in this category, and we see a mixture of affluent seniors and seniors with more modest incomes — their overall income is therefore normally that of their country’s average.
Country Life consumers tend to be older members of the population who prefer sparsely-populated rural areas to the hustle and bustle of more urban life. They’re likely to own large detached properties and often work in agriculture, forestry, and the fishing industry. The level of unemployment for this Consumer Style is below that of the national average. Each household is likely to have multiple motor vehicles, and these are often the preferred method of transportation when it comes to getting to-and-from work.
Have Nots tend to use public transportation when traveling to and from work, and members of this population are more likely to work in the manufacturing industry — however, they are also less likely to be employed compared to the national average. The primary living arrangement amongst this group are socially rented apartments. Though this consumer category’s income is below that of the national average, they’re often seen window shopping and take time to hunt down the best deals that malls and similar establishments can offer.
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