Mainstreamers make up 40% of the population and value security and belonging to a group. Aspirers want status and esteem from others, enjoying status symbols and designer labels while living on credit cards and cash. Succeeders have already achieved status and control while reformers define themselves through self-esteem, self-fulfillment, and are anti-materialistic and socially aware.

1. Mainstreamers Make up 40% of the
population. They like security
and belonging in a group.
aspirers Want status and the esteem of
others. Like status symbols,
designer labels etc. live of
credit card and cash
succeeders People who already have the
status and control.
reformers Define themselves through
their self-esteem and self-
fulfillment. Anti-materialistic,
socially aware and tolerant.