Global Socio-economic Levels

Development of a Global Non-occupational Classification System

Geoff Wicken
KMR Group
Martin van Staveren
BMRB
Andrea Dinning
First Research International

INTRODUCTION: SOCIO-ECONOMIC MEASUREMENT SYSTEMS

The Challenge

Rightly or wrongly, the British class system is renowned worldwide. Its historical foundations are nowadays perpetuated by the film industry, through productions such as Gosford Park or just about any role played by Hugh Grant. It is, however, true that marketers and planners in Britain rely heavily on social grade classification in defining consumers, strategies and target audiences. The system in use is driven by traditional class distinction: white collar and blue collar, or ABC1s and C2DEs.