Who are impulsive individualists?
The spontaneous consumer whose primary goal is to live a pleasant and comfortable life.
Ambitions
- Living with the day
- To be free and live carefree
- Entertainment
Society and politics
- Little involved in politics
- Longing for recognition and appreciation
- Avoiding complexity
- Less concerned with sustainability
Work and achievement
- Working to live
- No desire for commitment or responsibility
- Short-term focus but desire to climb the career ladder
Lifestyle
- Impulsive, focused on the here and now
- Materialistic
- Open to new experiences
- Do attractions and events, not museums and theatre
- Attention to appearance
Social relations
- Informal
- Not hierarchical
Sociodemographics
- Often live in urban areas
- More likely to be aged 15-25, less likely to be aged 60+
- Approximately equal numbers of men and women
The Model
The Mentality Model categorizes the Dutch population into eight profiles based on their approach to life. These groups are defined by the personal beliefs and values that shape their lifestyle. People within the same segment/profile share common values regarding work, leisure, and politics, and exhibit similar ambitions, motivations, and consumer behavior
Cosmpolitans (18%)
Critical global citizens who integrate postmodern values of development and experience with modern values of success, materialism and pleasure.
Postmodern hedonists (9%)
The pioneers of an experiential culture in which experimentation and the breaking of moral and social conventions have become ends in themselves.
Impulsive individualists (13%)
The spontaneous consumer whose primary goal is to live a pleasant and comfortable life.
Social climbers (12%)
Career-minded individualists with a strong fascination for social status, new technology, risk and excitement.
Modern mainstream (21%)
The conformist, status-conscious mainstream who balance tradition with modern values of consumption and pleasure.
Postmaterialists (11%)
The socially critical idealists who want to develop themselves, take a stand against social injustice and stand up for the environment.
Traditionals (8%)
The dutiful and decent citizens who cling to traditions, customs and material possessions.
New conservatives (8%)
The liberal-conservative social upper class that embraces technological development but is reluctant to embrace social and cultural innovation.
Questions?
Sander has a long-time experience in values research and segmentation studies. He has been working at Motivaction and it's international sister company Glocalities for over 15 years. With a background as a culture and religion psychologist, Sander has advised a wide range of organizations on positioning, communications, and marketing; from government agencies to retail banks to broadcasting companies. He is responsible for Motivaction's renowned Mentality-research program.
Email
Function Head of Values Research
Telephone +31205898377
