2020 Global Consumer Types: Who Is the Conservative Homebody?

Who Is the Conservative Homebody?

Best ways to target the Conservative Homebody

• 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 a memorable and unique shopping experience

Impact of Coronavirus (COVID-19) on the Conservative Homebody

The Conservative Homebody highly values time spent with loved ones, such as immediate family and close friends. Due to social distancing measures, Conservative Homebodies are likely to turn to virtual experiences and platforms to connect with others and maintain relationships. Conservative Homebodies are unlikely to change their shopping habits in the wake of COVID-19. Since they placed little importance on materialistic possessions, they will most likely continue purchasing their regular items and base their shopping decisions on need and price.

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 webinar here.