2020 Global Consumer Types: Who Is the Secure Traditionalist?

Summary of the secure traditionalist

Best ways to target the Secure Traditionalist

• Provide in-store and offline services in order to alleviate any anxieties in using technology
• Clearly mark promotional items, low prices and discounts – especially on usual and essential purchases
• Create a convenient and easy shopping experience to minimise time spent shopping

Impact of Coronavirus (COVID-19) on the Secure Traditionalist

The Secure Traditionalist is likely to increase their frugal behaviour in the wake of COVID-19, continuing to seek low prices and save money in a time of economic uncertainty. They are also likely to stock-pile essential products and be swayed by discounted bulk offers. Secure Traditionalists were already highly unlikely to make frivolous or impulse purchases, this sentiment will likely continue with even more rigour.

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.