1. The advantage of this table is that it doesn’t categorize people depending on how much
money they earn, it categorizes them depending on what type of person they are, what
Young and Rubicam’s Four Consumers
●Mainstreamers ●Make up 40% of the population. They
like security and belonging to a group.
●Aspirers ●Want status and the esteem of others.
Like status symbols, designer labels etc.
live off credit and cash.
●Succeeders ●People who already have status and
●Reformers ●Define themselves through their self-
esteem and self-fulfillment. Anti-
materialistic, socially aware and tolerant.
2. ●A ●Upper Middle Class ●Top management, bankers, lawyers, doctors, other
●B ●Middle Class ●Middle management, teachers, creative eg graphic
●C1 ●Lower Middle Class ●Office supervisors, junior managers, nurses,
specialist clerical staff
●C2 ●Skilled Working Class●Skilled workers, tradespersons (white collars)
●D ●Working class ●Semi-skilled and unskilled manual workers (blue
●E ●Lowest level of
●Unemployed, student, pensioners, casual workers
Socio-economic: classifying audience by class
This is extremely useful for the media because their target is people who are on the A
rank, B rank and C1 rank. They look into people who receive more income. One of the
limitations of the classification is the money they make more than anything else, for
example the people on rank E go to the cinema a lot.
3. ●Fun ●Aspirational, fun-seeking, active young people
●Dynamic duos ●Hard driving, high involvement couples
●Priority parents ●Family values, activities, media strongly dominate
●Home soldiers ●Home-centric, family orientated, materially ambitious
●Active, caring, affluent, influential mums
●Traditional male values, love of outdoors
●High aspirations, low economic status
●Settled elders ●Devout, older, sedentary lifestyles
●Free birds ●Vital, active, altruistic seniors
●Tribe Wired ●Digital, free spirited, creative, young singles