Based on how people behave (with respect to a particular product category or class of related products) rather than in terms of their attitude and lifestyles, their age, income, or ethnicity, or where they live.
The best predictor of one’s future behavior is his or her past behavior.
PRIZM=Potential Rating Index by Zip Markets and NE=New Evolution of their original system.
Bohemian Mix White Picket Fences Suburban Pioneers Big Fish, Small Pond
Claritas PRIZM NE : a collection of young urbanites who represent the nation’s most liberal lifestyles. Blend of young singles and couples, students and professionals and many racial backgrounds. disproportionately quick to attend the latest movie, frequent the newest nightclub or adopt the latest laptop. White Picket Fences : represents those households at the middle of the U.S. socioeconomic ladder. Predominantly young, middle-class, and married with children. Suburban Pioneers : eclectic lifestyles, including a mix of young singles, recently divorced and single parents who have moved to older, inner-ring suburbs.
2005: over 50 million Americans in the age category from 24 to 40.
Generation X defined as people born between 1965 and 1981.
Group also referred to as baby busters and twentysomethings.
Often defined by clich é s like slackers, cynics, whiners, and hopeless.
Young Adults Yup & Comers : The highest levels of education and income, focus on intangible rewards and confident about themselves Bystanders : Predominantly female African-Americans and Hispanics, disposable income is low but love fashion and shopping Playboys : “Pleasure before duty” lifestyle, self-absorbed, fun-loving and impulsive Drifters : Frustrated with their lives, the least educated, and choose brands that offer a sense of belonging and self-esteem Bystanders (37%) Playboys (19%) Drifters (16%) Yup & Comers (28%)