fundamental 4Cs values

ReformerENLIGHTENMENT

Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth

Avoid risk, human warmth, comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation

MainstreamSECURITY

Succeeder

CONTROL

Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy DISCOVERY

Explorer

Adventure, exploration, seeking, finding – who am I ? What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification

ResignedSURVIVAL

Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity

AspirerSTATUS

Attention, admiration, image, persona, extrinsics, materialism, acquisition, affiliation, charisma

Alienation, low self-esteem, repressed desire, disorganised, physical, agression, anarchy

StrugglerESCAPE

Struggler. Alienated, aimless, disorganised With few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.

Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation)

Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money ‘family’ brands. Almost invariably the largest 4Cs group. Average demos

SECURITY

Resigned. Rigid, strict,authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older

SURVIVALESCAPE

DISCOVERY

Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of ‘good taste’. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education)

ENLIGHTENMENT

STATUS

Intuitively Accessible Individuals

Succeeder. Strong goal orientation,confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to ‘caring’ and protective brands ... stress relief. Top management

CONTROL

Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student

DISCOVERY

ENLIGHTENMENT

Struggler. Alienated, aimless, disorganised – with few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.

Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation)

Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual.Part of the mass, favouring big and well-knownvalue for money ‘family’ brands. Almost invariably the largest 4Cs group. Average demos

SECURITY

Resigned. Rigid, strict,authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older

SURVIVAL

ESCAPE

Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of ‘good taste’. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education)

STATUS

Intuitively Accessible Individuals

Succeeder. Strong goal orientation,confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to ‘caring’ and protective brands ... stress relief. Top mngmnt

CONTROL

Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student