The document describes several systems for categorizing consumers: - Young and Rubicam's Four Consumers model divides people into Mainstreamers, Aspirers, Succeeders, and Reformers based on psychological attributes rather than income. - Their socio-economic class system ranks people from A to E based on income and occupation. - Life Matrix segments audiences based on lifestyle and values rather than demographic factors.

1. ●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. Anti-materialistic, socially aware and
tolerant.
The advantage of this table is that it doesn’t categorize people depending on how much
money they earn, it categorizes them depending on what type of person they are, what
they’re like.
Young and Rubicam’s Four Consumers

2. ●A ●Upper Middle Class ●Top management, bankers, lawyers, doctors, other proffessionals
●B ●Middle Class ●Middle management, teachers, creative eg graphic designers
●C1 ●Lower Middle Class ●Office supervisors, junior managers, nurses, specialist clerical staff
●C2 ●Skilled Working Class ●Skilled workers, tradespersons (white collars)
●D ●Working class ●Semi-skilled and unskilled manual workers (blue colour)
●E ●Lowest level of income ●Unemployed, student, pensioners, casual workers
Socio-economic: classifying audience by class
This is extremely useful for the media because their target is people who are on the A
rank, B rank and C1 rank. They look into people who receive more income. One of the
limitations of the classification is the money they make more than anything else, for
example the people on rank E go to the cinema a lot.

3. ●Fun ●Aspirational, fun-seeking, active young people
●Dynamic duos ●Hard driving, high involvement couples
●Priority parents ●Family values, activities, media strongly dominate
●Home soldiers ●Home-centric, family orientated, materially ambitious
●Renaissance women ●Active, caring, affluent, influential mums
●Rugged traditionalists ●Traditional male values, love of outdoors
●Struggling singles ●High aspirations, low economic status
●Settled elders ●Devout, older, sedentary lifestyles
●Free birds ●Vital, active, altruistic seniors
●Tribe Wired ●Digital, free spirited, creative, young singles
Life Matrix