2020 Global Consumer Types: Who is the Undaunted Striver?
Best ways to target the Undaunted Striver
• Tailored and personalised shopping experiences coupled with high brand engagement
• Clear promotion of the latest trends, especially through social media platforms or celebrity endorsements
• Availability of online and offline shopping platforms, creating a seamless omnichannel shopping experience
• Easy to understand and clear labelling with emphasis on green, sustainability and eco-conscious features
Impact of Coronavirus (COVID-19) on the Undaunted Striver
The Undaunted Striver highly values experiences and this is unlikely to change due to the impact of COVID-19. Instead, the Undaunted Striver will likely continue spending money and placing importance on experiences, even if this means that they need to adapt to social distancing measure or switch to virtual and online options.
Undaunted Strivers are likely to continue investing in their personal image and status through online platforms. Therefore, they are likely to keep making impulse purchases and spend money on the latest trends in order to curate their online image via social media platforms. These platforms will become even more important to Undaunted Strivers as they are unable to meet people in person if social distancing measures continue.
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 eleven 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.
Download our free white paper for a 2020 update of Euromonitor International’s eleven global consumer types, which are generated using Euromonitor International’s annual Lifestyles Survey.