1. Belongers – traditionalist, cautious and conforming conservatives; “nest builders”; stay-at-homers. Susceptible to advertising of pension plans, house insurance, DIY etc.
2. Emulators – smaller, more impressionable group, often young. Identity seekers. Lacking in self-confidence, confused and vulnerable. Advertisers prey on their insecurities offering them role models, heroes and the reassurance of group acceptance and friendship.
3. Emulator-Achievers – materialists (the yuppies of the 80s), acquisitive consumer; favour designer labels; consumer goods as evidence of accomplishment, success and good taste.
4. societially-conscious achievers: “greying hippies”; children of the 60’s; concerned more with personal rather than professional or financial fulfilment; against conspicuous consumption; the “green” market. Sceptical of advertising.
5. Need-directed – minimum-wage earners or those receiving welfare benefits. Mainly concerned to survive rather than ‘consume’ in the advertisers’ sense. As far as advertisers are concerned, they scarcely exist.
By Joseph Mulhare
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