This is the largest group, who tend to be domestic, conform, and are conventional and sentimental. They seek security and favour value-for-money family brands.
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Aspirers
This group is typically formed of younger people. They seek status, are materialistic, concerned with image and appearance.
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Succeeders
This group is typically higher management and professional, who are confident and seek control. They are goal-minded, organised and work hard.
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Resigned
This group comprises mainly older people, who are interested in the past and the traditional. They seek to survive and have rigid and authoritarian values.
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Explorers
This group consists of a younger demographic, such as students. They are individuals, have energy and seek to discover new experiences.
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Strugglers
This group consists of a lower demographic, such as low-income groups. They seek escape; buy alcohol, junk food and lottery tickets. They have few resources other than physical skills. They can be alienated and disorganised
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Reformers
This group are individuals with social awareness and independent judgment. They are anti-materialistic, but have good taste and social awareness.
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