Over at the Financial Times, London, Charlotte Modin of advertising agency Young & Rubicam reveals the lifestyle research the company carries out to give its corporate clients a window into our lives.
The company identifies seven types of people:
- Reformer: An independent thinker, craving harmony and authenticity
- Explorer: Someone desiring discovery, challenge and new experiences
- Succeeder: A goal-orientated organiser who needs control
- Aspirer: A materialistic seeker of status
- Mainstreamer: Someone in search of security, belonging and routine
- Struggler: An escapist who lives for today but is often viewed as a loser
- Resigned: Someone focused on survival and nostalgia with long-heled values
Young & Rubicam calls this 'Cross Cultural Consumer Characterisation' - an awkward, hilarious mix-of-a-name you'd find on some kind of box of nuclear marketing codes.
Go get drunk and work out which one you are.
Me, I have an urgent question, with a finger poised to dial the clinic:
What if you are all of these people?
