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2010 Report: Psychographic Trends
Psychographic Trends Imagine riding on a subway car. Across from you is a middle-‐aged woman reading Michael Crichton, next to her is a young hipster jamming out and playing a game on his Android phone, down the car is a fashionista with 4" inch Gucci heals, and next to you a woman reading a "How to Install a Kitchen Sink" DIY book. We see these people every day, whether it's on a subway, walking down the street, in the office or at home. They are our colleagues, friends and even, us.
All of us are bucketed into lifestyle groups, called psychographics. In our 2010 Psychographic Report, find out what drives the adrenaline junkies like Shaun White, the secret pleasures of Indulgents and more.
Conscious Consumers are a diverse group that collecSvely believe in and support the sustainability of life on this planet through buying decisions -‐-‐ whether it's hormone-‐free meat or donaSng to the search to cure breast cancer.
The New Family raSonalizes treaSng their pets beUer than their children, asks if they can have their old room back and are returning to dorm life with communal apartments.
Type A individuals know what they want, and will spend the extra, painstaking Sme to get there -‐-‐ whether it's prinSng digital coupons or TweeSng daily auto Sps or sourcing food.
Beta People thrive on the latest trends, whether its in technology or fashion. They are tech and fashion aficionados that will pay top dollar for the latest Alexander McQueen or Gucci fashions or Android model.
Community Organizers are made up of Digital Gatherers, who are your "Ethan's United" Facebook group admins and Cafe Leaders organize, who local Hemmingway book clubs on Meetup.com.
Risk Takers are prevalent in every generaSon. Shaun White is Gen Y's Adrenaline Junkie, Sergey Brin is Gen X's New Venturers and Anthony Bourdain is Boomer's Travelista.
Pro-‐Ams turn their passion into a "second job," whether it's about charSng the night-‐Sme sky or building a deck addiSon to their home.
Indulgents need to splurge once in a while to maintain an even life balance -‐-‐ to get away, either for 10 minutes on our train commute or a week in Aruba.
Conscious Consumer
In the 1960s, fringe groups sparked awareness of animal cruelty, environmental sustainability and numerous other causes -‐-‐ eventually giving birth to organizaSons such as PETA in the 1980s. Messages from these fringe groups have filtered down into mainstream culture, giving rise to today's Conscious Consumer class. Conscious Consumers are a diverse group that collecSvely believe in and support the sustainability of life on this planet through buying decisions -‐-‐ whether it's hormone-‐free meat or donaSng to the search to cure breast cancer. "At a Sme of extreme cluUer (messages, labels, products), conscious consumers are prizing transparency, accountability and authenScity more than ever," writes branding agency, BBMG in the Conscious Consumer Report.
Eco-‐Go-‐GeUers are proficient and efficient. Their savvy helps them make informed buying decisions. While many Eco-‐go-‐geUer can only aspire to trade in the sedan or mini van for a Smart Car or Prius, most make small changes, such as subsStuSng disposable for Sigg/Kleen or BPA free Nalgene boUles or recycling. They understand the eco-‐impact of long-‐distance travel so they try to shop at local farmers markets when they can, but if Eco-‐Go-‐GeUers need to pick up something from the store, they usually stop by Whole Foods.
Key Facts: • Some plasScs have a thousand-‐year-‐decomposiSon Sme • With 60 million plasSc boUles thrown away each day in the U.S., one Brita filter is the equivalent to 300 standard boUles of water
Eco-‐Go-‐GeDers
Macro Trend Giving In, Greedy Out -‐-‐ Corporate responsibility is quickly becoming the cost of doing business as Conscious Consumers seek social impact in their buying decisions. CorporaSons are developing a triple boUom line (people, planet, profit) that speaks to this growing Conscious Consumer class. Clorox's Green Works reached incredible sales milestones in its first year sales, HewleU-‐Packard ranked no. 1 in Newsweek's Green Rankings for its strong programs to reduce GHG emissions, and a long line of corporate brands jumped on the HaiS bandwagon to capture the consumers aUenSon. More and more businesses are incorporaSng a triple boUom line to appeal to this formerly niche, now mainstream Conscious Consumer class.
Healers are the Mother Teresas' among Conscious Consumers. Healers want to preserve mankind by eliminaSng hunger, disease and poverty. They are your Bonos', Bill and Melinda Gates' and Susan B. Komens'. Some Healers donate part of their Christmas presents to Toys for Tots or a Thanksgiving turkey to homeless shelters or send an online charity donaSon card. The thought of human suffering moSvates them to donate either Sme or money.
Key Facts: • A CNCS report shows that about 8.2 million young people (ages 16-‐24) volunteered in 2008, compared with about 7.6 million in 2007 • Fily percent of non-‐profits reported an increase in volunteer hours at their organizaSon • Community volunteerism increased 31 percent last year
Healers Cleansers strive for a pollutant-‐free lifestyle. They eat organic as much as possible to avoid harmful chemicals in produce and meat and use non-‐toxic cleaning soluSons and makeup. Unlike the Eco-‐Go-‐GeUers, Cleansers shop local because there are more pesScide-‐free products than at the naSonal grocer. Cleansers also believe physical exercise is a part of a healthy balance. Yoga and strength-‐training exercises are a part of their daily rouSne. They believe their body is their temple.
Key Facts: • Clorox is developing a greener image by acquiring Burt's Bees for $913 million and introducing eco-‐product lines, such as its Green Works (which reached $40 million in its first year of sales) • According to the Yoga Journal, approximately 15 million people pracSce yoga in the United States
Cleansers
New Families
Look out Leave-‐It-‐To-‐Beaver, there is a new wave of pet acupuncturists, homeless college grads and extended roommates changing the tradiSonal family dynamic. This New Family raSonalizes treaSng their pets beUer than their children ("Of course we give our puppy acupuncture. It makes liUle Snuggles feel relaxed and rejuvenated!"), asks if they can have their old room back ("Mom. Dad. I know you turned my old room into a study, but can you turn it back because I need a place to stay for a while?") and are returning to dorm life with communal apartments. MulS-‐Gen Roomates, Extended Companions and Pet-‐Centrics are the segments changing the way we view the tradiSonal family in the 21st Century.
MulS-‐Gen Roomates are trading in their queen for a twin bed. Just one of the many sacrifices of returning to mom and dads' to reduce the high cost of living. They are Boomerang Kids, or late 20s to 30s individuals that need to bide some Sme by living at moms' and dads' unSl they can get back on their feet. The G.I GeneraSon (parents of Baby Boomers) are also making the same migraSon to their children's homes. As the economic slump has depleted their reSrement funds, the G.I. GeneraSon find themselves in the same posiSon as their grandchildren.
Key Facts: • There are more than 4 million mulS-‐generaSonal families in the U.S., according to a U.S. Census Bureau report • About 40 percent of 2008 grads sSll live with their parents, according to Monster's 2009 Annual Entry-‐Level Job Outlook.
MulG-‐Gen Roomates
Macro Trend Human Bond: Revisited -‐-‐ The Human Bond trend is about meaningful relaSonships and developing deep connecSons. Whether the connecSon is with a Boston Terrier, your parents or friends, more and more individuals are seeking meaningful relaSonships as they search for companionship and a home.
Dogs and cats are the brothers and sisters or sons and daughters of Pet-‐Centrics. The seek companionship in animals. Pet-‐Centrics are typically older couples or singles that put pets on an impossibly high pedestal, someSmes higher than their own children. These are the people that spend $15 on a rubber toy or $20 on organic, fine-‐dining dog food because, of course, their dog or cat has to eat the best. As they have sufficient disposable incomes, why not spend $25 on a designer dog collar?
Key Facts: • Pet owners spent an esSmated $US41 billion ($43.9 billion) on their animal friends last year which was almost double the $US21 billion ($22.5 billion) spent in 1996, according to The American Pet Products Manufacturers AssociaSon. • "We're noScing more baby boomers are pet owners and they are treaSng their pets like members of the family," said APPMA President Bob Vetere
Pet-‐Centrics Extended Companions are not willing to bite the bullet and move back in with mom and dad. Instead, they are pooling funds to get a place with their friends. While most Extended Companions envisioned a white picket fence in their near future, they are faced with the harsh reality that financially they just can't afford it. For the meanSme, they can bunk with their friends unSl they can get back on their feet.
Key Facts • The share of 3-‐bedroom searches in the area around the Washington DC grew by 87% as more people bunk with roommates to reduce the high cost of living -‐-‐ a rising trend across the country, according a study by MyNewPlace.com.
Extended Companions
Type A Consumers
What does the lady with 30 coupons in the check out line have in common with a TwiUering gear head? Both are pro-‐acSve in either searching for the best deal or building a digital network of followers. Type A individuals know what they want, and will spend the extra, painstaking Sme to get there -‐-‐ whether it's prinSng digital coupons or TweeSng daily auto Sps or sourcing food.
Deal Seekers thrive on savings. Some Deal Seekers flip through the Penny Saver in search of the best deals and some turn to the web to saSsfy their deal cravings. They are addicted to FatWallet.com, RetailMeNot.com and Groupon.com in their pursuit for the best deals. Although they might not need a new winter jacket, they could save $25 on a $150 fur coat. That's $25 savings!
Key Facts: • RetailMeNot.com has coupons for nearly 50,000 retail stores. Moreover, its traffic has skyrocketed from 1.5 million monthly unique users in September 2009 to 5 million in December 2009, according to Quantcast.com • Entertainment.com users print 198 percent more coupons for casual dining in 2008, according to CNN • Since launching in November 2007, Gilt Group (a luxury discount site) membership has grown to 1.3 million registered users in the US, along with 200,000 in their filh month in Japan.
Deal Seekers
Macro Trend Control RX -‐-‐ The Control RX trend is about acSvely pursing a healthier lifestyle -‐-‐ whether it's the Wii Fit or joining the "locavore" movement. However, Control RX isn't limited to health. DeterminaSon -‐-‐ to eat healthy, or build an influenSal digital network or scour the web to find the best deals -‐-‐ Ses this group of Deal Seekers, Digital Influence Builders and Informed-‐Eaters together. All Type A segments thrive on exploraSon and discovery.
Informed-‐Eaters are an emerging class of foodies and source-‐conscious consumers. They take an acSve role in sourcing and finding high-‐quality food. They check out Yelp and Urban Spoon to find the best local restaurants. They also love organic, hormone-‐free, locally-‐sourced food. Informed-‐Eaters enjoy Whole Foods and support local farmers market because both take a health and eco-‐conscious view of the world.
Key Facts • There are approximately 5,000 farmers markets in the U.S. alone, reaching over $1 billion in sales, according to the Department of Agriculture • The number of small farms increased 20% between 2002-‐2008, to 1.2 million, reports the Department of Agriculture • Yelp has an average of 7.2 million monthly unique visitors, according to Quantcast.com • There are over 100 diet-‐related iPhone apps
Informed-‐Eaters Top bloggers and social network users spend countless hours building digital personas. TwiUer, Facebook, WordPress, LinkedIn and other digital plasorms are venues to build their digital idenSSes and networks. They are the gearheads dishing out daily auto advice on TwiUer and the blogging fashionistas jabbing celebrity fashion faux pas. Regardless of the content, Digital Influence Builders acSvely build networks of readers and users by generaSng consistent, unique content.
Key Facts: • Celebrity blogger, Perez Hilton has 1.8 million followers on TwiUer • MarkeSng guru and blogger, Seth Godin, receives nearly 310k unique monthly visits, according to Quantcast.com
Digital Influence Builders
BETA People
Imagine riding in the NYC subway at rush hour. There is the hipster jamming out to his playlist and playing an Android app and the young socialite fashionista in "Helena" high heel open-‐toe plasorm Gucci boots. What do these worlds apart people have in common? They are Beta People. They thrive on the latest trends, whether its in technology or fashion. You can consider them Innovators on Roger's InnovaSon AdopSon Curve. They are tech and fashion aficionados that will pay top dollar for the latest Alexander McQueen or Gucci fashions or Android model.
Who would spend $649 on a pair of Alexander McQueen shoes when you can 10 average pairs for the same price? For Fashionistas, that quesSon never crosses their mind. It's not about bang for your buck, it's all about the image. It's the image and feeling of wearing $649 Alexander McQueen shoes or $790 Gucci cuffed shorts or a $198 D&G belt. While only a small inner circle of in-‐the-‐know Fashionistas can tell the difference between D&G and Gucci cuffed shorts, the image and feeling of those $790 designer shorts is worth it.
Fashionistas
Macro Trend ReNew -‐-‐ The ReNew trend is about re-‐invenSng old products, such as paper books and e-‐mail, to reflect innovaSve thinking, such as the Kindle and Google Wave. Just as the skinny jeans of the '80s re-‐emerge in hipster and high-‐fashion retailers, such as Urban OusiUers and Diesel, Google re-‐thinks e-‐mail with Google Wave. It's all about re-‐thinking old products with innovaSve, fresh ideas that makes Fahsionistas, TechGeeks and Urban ArSsts clamoring for the latest fashion season or gadgets. Simply stated: innovaSon is in.
TechGeeks drooled over iPad image leaks and anxiously awaited a Google Wave invite. Mashable and TechCrunch are in their incredibly large RSS stream. They were the first to buzz about Google Buzz. For TechGeeks, Christmas comes whenever Google, Apple or other tech companies unveil the latest gadgetry.
TechGeeks Urban ArSsts are highly imaginaSve individuals. They like express the diversity of their lives in creaSve ways; always have their own designs in mind as they seek the fulfillment of discovering something new. Urban ArSsts thrive on music, painSng and other creaSve outlets. They enjoy undiscovered treasures, which draws them naturally to the underground Indie scene.
Urban ArGsts
If you could guess, how many Facebook Groups are there floaSng around? A simple Facebook search for the term, "groups" yields over 400,000 results. Considering there are groups for people that hate Facebook's new layout or groups exclusively for Facebook users with the name Ethan, there are a lot. Community Organizer are the driving force behind the incredible number of Facebook Groups. Digital Gatherers are your "Ethan's United" Facebook group admins and Cafe Leaders organize local Hemmingway book clubs on Meetup.com.
Macro Trend Community MobilizaSon -‐-‐ The Community MobilizaSon trend examines how the current economic climate necessitates acSon and community mobilizaSon. Digital Gatherers network online (think Facebook Groups) and Cafe Leaders turn digital relaSonships into real-‐world contacts (i.e. Meetup.com). The red thread between both segments is the heightened need to build communiSes, whether they are online or in a cafe.
Community Organizers
Digital Gatherers tap into the billions of internet users to develop niche communiSes. These are your "Ethan's United" Facebook group admins. Or your Groupon members, who understand the power of group buying in aUaining unparalleled discounts. Digital Gatherers thrive on bringing people together for a united cause to create value -‐-‐ by leveraging group buying to get unrivaled discounts or gathering the Ethan's of the world together in one Facebook Group.
Key Facts: • Groupon saved its users $89.5 million with 1.9 "groupons" • Groupon grew from under 50k unique monthly users in August 2009 to over 700k in December 2009, according to Quantcast.com
Digital Gatherers
Cafe Leaders thrive on small, inSmate group meeSngs, and what beUer place to get together than in a coffee shop? These are your Meetup.com book club and "Philly Entrepreneur" group leaders. While they might speak in larger venues, such as conferences and webinars, they thrive on the small group sevng. The inSmate atmosphere of the cafe is perfect to really get to know their community.
Key Facts: • There have been 5.4 million "meetups" by nearly 72k Meetup groups • Meetup.com has an average of 2 million unique monthly users, according to Quantcast.com
Cafe Leaders
Risk Takers
What does Shaun White, Sergey Brin and Anthony Bourdain have in common (besides stacks of cash)? Each represents a generaSon of Risk Takers. Shaun White is Gen Y's Adrenaline Junkie, Sergey Brin is Gen X's New Venturers and Anthony Bourdain is Boomer's Travelista. Each segment thrives on exploraSon, whether it's a landing a double cork, launching a dream venture or tasSng the local flavor of Vietnam.
Shaun White solidified his legendary status when he became the first snowboarder to land a double cork. He is the Adrenaline Junkie archetype. White lands impossible tricks before anyone else in snowboarding. He follows on the Adrenaline Junkie heals of legendary skateboarder, Tony Hawk. This elite athleSc group dates back to Amelia Erhart and the Wright Brothers -‐-‐ some of the first extreme Adrenaline Junkies. Now, the Tony Hawks' and Shaun Whites' are jumping out of aircrals to push the boundaries even further.
Key Facts: • In 2005 over 25 percent of 16–24 year olds had parScipated in extreme sports, a growth of over 10 percent since 2003, according to Hospitality.net • Shaun White's annual income is around $6 million, esSmates industry insiders
Adrenaline Junkie
Macro Trend Freedom: New Way of CreaSvity -‐-‐ The Freedom trend is about levng your creaSve spirit soar. Whether it's posSng the coolest design on Tumblr or landing impossible snowboarding tricks. For Risk Takers, life is about exploraSon and creaSvity -‐-‐ think new half-‐pipe tricks, developing a new social shopping startup or sampling Korean kimchi.
Travelistas are addicted to exploring foreign lands. When they are not booking a flight to a distant paradise, they are hooked to Anthony Bourdain and Andrew Zimmer as they hop around the world -‐-‐ tasSng the local flavors and exploring foreign cultures. While Gen Y are the new Adrenaline Junkies, Gen X are New Venturers, Boomers are Travelistas, looking for a liUle adventure.
Key Facts: • The majority of Travel Channel viewers (36 percent) are over 50, according to Quantcast.com • The Travel Channel gets 485k viewers in prime Sme and is expected to fetch $1 billion in annual revenue
Travelistas New Venturers are typically Gen Xers who have lel the corporate world (either willingly or unwillingly) to start their dream venture. They are confident in their experience and dedicaSon to make their small business succeed. Gen Xers are olen New Venturers -‐-‐ as Boomers want to de-‐risk their lives for reSrement and launching a startup isn't a wise idea, and most Gen Yers do not have the industry experience under their belt to undertake a small business.
Key Facts: • Sergey Brin, the co-‐founder of Google, founded the company at 25 years of age • 30 percent of today's workforce (about 42 million people) are either freelancers, independent contractors, part-‐Sme or temp workers, according to Money Magazine
New Venturers
"The 'Pro-‐Am' era [is] a Sme when professionals and amateurs work side-‐by-‐side," writes Wired Editor, Chris Anderson in his book The Long Tail. "Don't be surprise if some of the most creaSve and influenSal work in the next few decades comes from this Pro-‐Am class of inspired hobbyists." This emerging DIY class of mulS-‐talented Pro-‐Ams is not exclusive to hobbyists, however. Pro-‐Ams turn their passion into a "second job," whether it's about charSng the night-‐Sme sky or building a deck addiSon to their home.
Macro Trend MAXimizers -‐-‐ Maximizers thrive on gevng the most out of life. For Hobbyists, it's about finding Sme to pursue their coin-‐collecSng and gardening passions and for DIYers, it's about tackling challenging projects, whether it's a leak under the sink or on the roolop -‐-‐ they are there to fix it.
Pro-‐Am
Hobbyists are enthusiasSc experts that can tell you the difference between Su-‐34 Fullback 360 Degree Twin Vectored and a F-‐16 360-‐Degree Thrust Vector ARF model airplanes or spend significant Sme searching for unknown asteroids to name. Their astronomy or model airplane hobbies are not lucraSve enough for them to quit their day job, so they have to spend their free Sme searching the stars and building planes. They also want to share their knowledge with the world. That's why they frequently update Wikipedia and forum entries in their respecSve fields and blog, blog, blog about the most recent industry news and insights.
Key Facts: 58 percent of the populaSon consider themselves engaging in a Pro-‐Am acSvity, according to a Demos report Gardening is the number one Pro-‐Am acSvity, followed by DIY and sports teams, according to the Demos report
Hobbyists
There are channels, magazines and more than a handful of sites dedicated to DIYers. They are confident in their ability to take on new challenges -‐-‐ armed with tools and blueprints. DIYers refuse to call a plumber whenever a new pipe leaks or a roofer when the ceiling drips. They get under the sink or on top of the roof to invesSgate and fix the problem.
Key Facts: eHow.com has an average 61.5 million monthly unique users, according to Quantcast.com
DIYers
The Indulgent
Everyone is an Indulgent. Some enjoy browsing People or In Touch in the grocery line to get the latest celebrity gossip; some splurge on a Gucci belt; some get massages in Virgin AtlanSc first class or simply buy their daily vanilla skinny tall laUe at Starbucks. You have probably seen Bit-‐Size Fashionistas in H&M, Passion Spenders on your vacaSon to the Bahamas or Everyday Escapists on your bus ride to work. Or, you could be one. Inherently, we need to indulge once in a while to maintain an even life balance -‐-‐ to get away, either for 10 minutes on our train commute or a week in Aruba.
Accessories, accessories, accessories. It's all about the bracelets, belts necklaces, hats etc. for Bite-‐Size Fashionistas. Bite-‐Size Fashionistas don't buy $7,000 Gucci dresses, instead they buy a $150 dress and accessorize with luxury items. They enjoy H&M and other retailers that offer designer accessories.
Key Facts: • H&M offers accessible looks from high-‐fashion designers, such as Jimmy Choo and Sonia Rykiel
Mini-‐Divas
Macro Trend Bite-‐Size Indulgence -‐-‐ The Bite-‐Size Indulgence trend is about momentary escapes from the everyday to create an even life balance. Bite-‐Size Fashionistas accessorize at H&M, Passion Spenders take pampered vacaSons and Everyday Escapists simply open a trashy novel in their spare Sme. Regardless of the acSvity, Indulgents need to rejuvenate so they can tackle tomorrow's challenges.
Everyday Escapists don't need to go on a vacaSon in the Bahamas to get away. They read thrillers from Michael Crichton on their train commute to work, browse People or In Touch in the grocery check-‐out line or log-‐on to World of Warcral when they get home from a long day at work. These daily acSviSes are their way to escape the pressures of work to maintain an even life balance.
Key Facts: • In Touch Weekly has a circulaSon of 1.27 million naSonally • World of Warcral has a global membership of 10 million
Everyday Escapists Passion Spenders don't olen go all-‐out. But when they do, they spare no expense. These are the people that don't typically ride first class, but when they go on vacaSon, they are flying high in Virgin's first class -‐-‐ gevng pampered with massages and the best treatment. And when they land? The luxury suite with an ocean-‐front view is a must. While Passion Spenders do not live luxurious lives, when they vacaSon, they vacaSon in style. Passion Spenders don't just splurge on travel, they also spend extra on daily lifestyle items, such as an iPhone or a 40" flat-‐screen TV.
Key Facts: • Virgin Airlines flies over 5 million passengers annually • Apple's iPhone has a 25 percent share in the smart phone market
Passion Spenders
About the Authors
We fuse right-brain and left-brain to deliver creatively strategic solutions
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Digital Development Goals Engage your community in meaningful conversations Our Approach Through in-depth market analysis, we help you find and share your
unique voice with your target audience.
Our Services • Blogging and
Content Strategy • Marketing Plans • Social Marketing • Web Development • Customer Analysis
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Niche Communities • Beyond the obvious communities at Facebook, MySpace, and Twitter, there
are many more smaller communities buzzing with activity • We profiled Ning (which has since exploded), as well as niche communities
such as Twitter Moms, Climate Culture, CauseCast and LinkLessons
Social Networking Etiquette • Use best practices to participate in the discussion online • Digg and similar network communities value honesty, your personality, and
real involvement
Gen Y Marketing • 94% of Gen Yers own a cell phone, and comprise 46% of total iPhone users • Gen Y seeks authenticity, and wants to engage in a real conversation; think “earned media”
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path forward; our relationships enable us to accelerate the path to achieving goals
Our Services • Growth Strategy • Business Plans • Financial Analysis and Valuation
Fundraising • While many focus on venture capital, alternatives include self-funding, debt,
friends and family, and angel financing • Angel investors typically fund from $100k to $2 million and are a good
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Business Plans • With a large supply of businesses seeking cash, and a small supply of
investment dollars, the story needs to be smart and compelling: that means market research and highlighting the key success factors
Startup Survival Guide • We shared 10 tips to help entrepreneurs maximize their cash and make it through tough times • Suggestions include: be nimble, focus on revenue, reduce your fat, collect bills, and of course…still provide leadership
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Our Services • Brand Strategy • Brand Identity • Cause-Related
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Segmentation • We believe that segmentation leads to better communication, a more satisfied customer, increased innovation, and higher market share
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