This document categorizes consumers into 4 groups based on lifestyle rather than income: Mainstreamers who value security and belonging, Aspirers who seek status symbols and esteem, Succeeders who already have status and control, and Reformers who define themselves through self-esteem, self-fulfillment, and are socially aware and anti-materialistic. The groups make up different percentages of the population and have different priorities in how they live their lives and view material goods.

1. Young and Rubicam’s 4
consumers
Mainstreamers
Make up 40% of the
population. They like
security and belonging to a
group.
Aspirers
What status and the esteem of
others. Like status symbols,
designer label’s etc. Live off
cash and credit.
Succeeder’s
People who already have status
and control
Reformers
Define themselves through
their self-esteem and self-
fulfilment. Anti-materialistic,
socially aware and tolerant.
This table categorises categorizes people by their lifestyle
rather then their money.