1. Young and Rubicam’s 4 Consumers
Mainstreamers Make up 40% of the population. They like
security and belonging to a group.
Aspirers Want status and the esteem of others.
Like status symbols, designer labels etc.
live off credit and cash.
Succeeders People who already have status and
control.
Reformers Define themselves through their self-
esteem and self-fulfillment. Ant-
materialistic, socially aware and tolerant

2. life matrix
Tribe wired Digital , free spirited, creative young
single
Fun/ Atics Aspirational, fun-seeking, active young
people
Dynamic docs Hard driving, high-involvement couples
Priority parents Family values, activities, media strongly
dominate
Home soldiers Home-centric, family-orientated,
materially ambitions
Renaissance women Active, caring, affluent, influential mums
Rugged traditionalists Traditional male values, love of outdoors
Struggling singles High aspirations, low economics status
Settled elders Devout, older, sedentary lifestyles
Free birds Vital, active, altruistic