This document segments the population into four groups based on their motivations and priorities: Mainstreams prioritize security and belonging to a group; Aspires seek status and esteem through material symbols; Succeeders already have status and control; Reformers define themselves through self-esteem, self-fulfillment, and are socially aware. It notes the advantage of this classification is that it focuses on a person's personality and interests rather than their monetary wealth.

1. Mainstreams Make up 40% of the population. They like security and
belonging to a group.
Aspires Want status and esteem of others. Like status symbols,
designer labels etc. live of credit and cash
Succeeders People who already have status and control.
Reformers Define themselves through their self-esteem and self-
fulfillment. Anti-materialistic, socially aware and tolerant.
The advantage of this is that the person is not classified on the amount of money
they have but the type of person there are for example their personality and what
she’s in to.