Psychographics
VALS (values, attitudes ad lifestyles) was developed in the USA in the early 1970’s. The original categorisations were:
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.
Advertisers Social Grades
A) Upper Middle 4% of population
Higher Managerial, Proffesional and
Administrative
B) Middle 21.9% of population
Intermediate Managerial, Professional
and Administrative
C1) Lower Middle 29% of population
Supervisory, Clerical, Junior Managerial,
Professional Administrative
C2) Skilled Working Class 20.7% of population
Lower Management
D) Working Class excl Skilled 16.2% of population
excl skilled. Semi and Unskilled
E) Lowest Level of Subistance 8.1% of population
State Pensioner, Widows without another person to support them. Casual or owest grade worker
(Figures correct as off 2006)
