1. Mainstreamers Make up 40% of the population. They like security and belonging to another group.
Aspires 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, anti-materialistic, socially aware and
tolerant.
Young and Rubicam’s 4 consumers