2020 Global Consumer Types: Who Is the Balanced Optimist?

Best ways to target the Balanced Optimist

• Promotion of products that enhance personal well-being or facilitate time spent with immediate family and close friends, with specific emphasis on self-care
• Clear promotion of low cost, discounts and value for money
• Availability of online and offline shopping platforms, that work in conjunction to create a seamless omnichannel shopping experience
• Convenient services to facilitate quick purchases alongside memorable and unique shopping experience
• Prioritising future well-being and long-term happiness in product and service features

Impact of Coronavirus (COVID-19) on the Balanced Optimist

The Balanced Optimist highly values time spent with loved ones, such as immediate family and close friends. Due to social distancing measures, Balanced Optimists are likely to turn to virtual experiences and platforms to connect with others and maintain relationships.
Balanced Optimists tend to be extremely optimistic about their future, but COVID-19 is likely to make them more cautious. They might spend less money in the short-term and invest more in future savings.

Why segment consumers by type?

Grouping consumers solely by demographics when looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types analysis looks beyond standard demographics and profiles distinct personality-driven consumer types at both the global and country level. Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.

To find out more on our 2020 global Consumer Types, download our free white paper here.