Survey Results: 8 Global Consumer Types for Marketing in 2018

November 2017

Euromonitor International goes beyond demographics and has created eight distinct global personality-driven consumer types. This report explores the preferences and behaviours of these consumer types through the path to purchase. Results are taken from the Global Consumer Trends 2016 survey.

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Conservative Homebody

  • Often focuses on personal issues, such as spirituality
  • Prefers to let others lead
  • Not very image conscious
Secure Traditionalist
  • Actively avoids shopping
  • Unlikely to seek strong branded or premium products
  • Prefers to save
Empowered Activist
  • Feels they can make a difference
  • Values quality and durable products
  • Worried about global issues
Inspired Adventurer
  • Plans on increasing their spending
  • Likes to try new things
  • Interested in living abroad and being self-employed
Undaunted Striver
  • Image conscious
  • Tech savvy
  • Seeks branded and premium goods
Cautious Planner
  • Cautious with money
  • Less likely to use credit cards
  • Rarely makes impulse purchases
Balanced Optimist
  • Prefers quality over quantity
  • Seeks value for money
  • Places importance on personal health and wellbeing
Impulsive Spender
  • More likely to spend rather than save
  • Less future-focused
  • Not very concerned with internet privacy 

Introduction to Global Consumer Types

Using consumer types to go beyond demographics
Overview of 2016 global consumer types
Conservative Homebody
Secure Traditionalist
Empowered Activist
Inspired Adventurer
Undaunted Striver
Cautious Planner
Balanced Optimist
Impulsive Spender

Following Global Consumers Through the Path to Purchase

Exploring shopping habits across consumer types
What is driving purchasing decisions for the Conservative Homebody?
Which influences resonate with the Conservative Homebody?
Where do Conservative Homebodies research and purchase products?
What is driving purchasing decisions for the Secure Traditionalist?
Which influences resonate with the Secure Traditionalist?
Where do Secure Traditionalists research and purchase products?
What is driving purchasing decisions for the Empowered Activist?
Which influences resonate with the Empowered Activist?
Where do Empowered Activists research and purchase products?
What is driving purchasing decisions for the Inspired Adventurer?
Which influences resonate with the Inspired Adventurer?
Where do Inspired Adventurers research and purchase products?
What is driving purchasing decisions for the Undaunted Striver ?
Which influences resonate with the Undaunted Striver ?
Where do Undaunted Strivers research and purchase products?
What is driving purchasing decisions for the Cautious Planner?
Which influences resonate with the Cautious Planner?
Where do Cautious Planners research and purchase products?
What is driving purchasing decisions for the Balanced Optimist?
Which influences resonate with the Balanced Optimist?
Where do Balanced Optimists research and purchase products?
What is driving purchasing decisions for the Impulsive Spender?
Which influences resonate with the Impulsive Spender?
Where do Impulsive Spenders research and purchase products?

Research Overview

Country-specific consumer types reports available in Passport Lifestyles
Uncovering key consumer types in 20 global markets
Euromonitor’s consumer segmentation series
Overview of Global Consumer Trends survey
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