Find the right lifestyle group and spot your key customers

US consumers fit into six lifestyle segments, and success for brands lies in targeting the right segment.

Find the right lifestyle group and spot your key customers

Richard Baker

When people reach a stage where they have disposable income to spend on goods that aren't essentials, their purchases are driven by needs in addition to functionality.

Since people tend to create order in their lives, they use a fairly consistent set of criteria to dispose of surplus time and money. The application of this set of criteria results in a 'lifestyle'. This is a consumer-centric environment that every new acquisition must fit into, and be consistent with.

For years, 'lifestyle marketing' has stoked the aspirations of affluent...

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