Young and Rubicam identified 4 types of consumers: Mainstreamers who prefer groups and security, Aspirers who seek status through labels and symbols and live off credit, Succeeders who have achieved status and control, and Reformers who define themselves through self-esteem and fulfillment.

1. Young and Rubicam’s 4 Consumers
Mainstreamersmakeup to 40% of our population. They prefer being part of a
group and being in a secure environment.
Aspirers likedesigner labels and status symbols. They wantto achieve status
and recognizethe full worth of others. Aspirers liveoff cash and credit.
Succeeders havealready reached their aspirations and havestatus and control.
Reformers definethemselves by their self-esteem and self-fulfilment.