2022 consumer types and traits

In today's world, you can't rely on basic demographics alone to target consumers accurately. To build competing campaigns, we must match buying behavior with lifestyle choices, understand which motivations influence purchases, and drive innovation pipelines to meet emerging demands.?

I went through the latest 2022 Global Consumer Types Report by Euromonitor International, and here are the key takeouts on the types of consumers and some of their traits:

Secure Traditionalists ( 18% of the Global Population) - "I am content with where I am in life." They are set in their ways, unlikely to place importance on their image, and rarely follow the latest trends. This consumer type can be challenging to influence since they rarely make impulse buys or try new products and usually stick to purchasing their essential items. They are frugal, frequently focusing on low prices and saving money. Discounts and sales can sometimes influence their purchasing habits, causing them to choose the cheapest alternative.

Undaunted Strivers (16% of the Global Population)- "I want to have and be the best" They enjoy living in the moment, investing in and prioritizing their image. They care what others think and like to keep up with the latest trends. Tech savvy and active on social media because these platforms portray a lifestyle they want to live. These consumers enjoy trying new products, experimenting with different brands, and actively seeking premium and well-known items, even if they need to pay more. They prioritize experiences just as much as materialistic possessions.?

Balanced Optimists (14% of the Global Population) - "I am confident in myself and the future" They want a stable lifestyle and focus on enjoying the present and planning for the future. They enrich their lives by learning about different cultures and creating healthy boundaries when needed. They value the time they spend on themselves, close family, friends, and leisure activities. They are pragmatic and likely to seek simple and convenient shopping services that allow them to get the job done quickly to spend time on the actions they value.?

Empowered activists (14% of the global population) - "I believe I have the power to affect change." Empowered Activists are loyal unless a brand or company goes against their beliefs. They value authenticity and strongly advocate for social, environmental, and political Justice. They look for products with green and sustainable features because they want to help make the world a better place. They are invested in experiences and spend time and money on activities that promote their happiness.

Cautious planners (13% of the Global Population) - "I know what I want in life." They are focused on the future, careful with their money, and try to save to improve financial security. They often decide what they will buy before making a purchase and are unlikely to deviate from their shopping lists. They aren't swayed by the latest trends and don't feel the need to keep up with new product developments. Saving money is extremely important to these consumers, and they'll deviate from their usual purchases if an alternative product is a better value.

Impulsive spenders (10% of the global population) - "I love finding bargains." Impulsive Spenders are interested in the latest trends and try to keep up with them through social media and brand engagement. Low prices, value for money, and quality are their purchase drivers, and they tend to spend on the spot if they believe they've found a bargain. But these consumers also crave convenience and are often willing to pay for it. Their lifestyles seamlessly blend online platforms and services alongside in-person activities. Brands and companies offering a shopping experience that is cross-channel and personalized will resonate with these consumers.

Minimalist Seekers (9% of the Global Population) - "I choose to focus on the simpler things" Minimalist Seekers are focused on a modest lifestyle. These consumers try to reduce their waste and place importance on sustainability and community issues. They rarely buy non-essential items or make impulsive shopping decisions, often taking their time to research products and services before purchasing. Minimalist Seekers prefer and are willing to pay more for durability. Their quality-over-quantity mindset and desire to minimize waste means they're inclined to fix products rather than buy replacements or secondhand items.

Conservative Homebodies (6% of the Global Population) - "Family and friends matter most to me." Conservative Homebodies prioritize close relationships and personal matters. They enjoy spending time at home and are unlikely to place much importance on their image or following the latest trends. Conservative Homebodies are careful spenders. They don't tend to seek premium products or follow the latest trends actively. Instead, they usually stick to their essential purchases and place much more importance on spending time on themselves and their loved ones.

Brand managers and marketers must identify and pair personality traits with current buying behaviors and lifestyle habits.?

As a consumer, do you feel represented in these types? Which type of consumer are you?