Global Consumer Types: The Undaunted Striver

Grouping consumers solely by demographics while 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 Series looks beyond standard demographics. We’ve profiled 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 you valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

Best ways to target the Undaunted Striver

The Undaunted Striver place a lot of importance on how others perceive them and are avid followers of the latest trends. To ensure that they are keeping up with changing styles, they are highly likely to make impulsive purchases and enjoy spending money on new products, premium and strong-branded products as well as convenience services. Though they do take low prices and value for money into account, they do not place as much importance on these features as other consumer types.

Luxury and strong-branded companies, as well as those who capture the latest trends in their products, are highly likely to resonate with the Undaunted Striver, especially if they have a strong social media presence and celebrity endorsements. These marketing channels have a high influence on the Undaunted Striver as they are likely to feature lifestyles that Undaunted Strivers are looking to replicate.

Undaunted Strivers are one of the most tech-savvy consumer types and has a high usage of both online and mobile platforms when it comes to their shopping behaviours. However, companies should not neglect in-store services. Instead, creating a seamless and easy-to-use experience for Undaunted Strivers from in-store to online / mobile platforms is likely to ensure customer loyalty and facilitate more of their impulse buying behaviour.

Motivations and Preferred Attributes: Undaunted Striver

For additional insights on each of our 10 global consumer types and how to influence their purchase decisions, download 2019 Survey Results Using Consumer Types to Understand the Path to Purchase.