HDM Horner Collis & Kirvan has identified sixteen homogenous groups or ‘sociostyles’ amongst European consumers, to aid in the targeting of pan-European campaigns.
HDM believes that: “It is ‘common’ attitudes, not necessarily common back- grounds, that will bind Europe together.”
In an effort to build a true Eurobrand, HDM recognises the need for awareness of European consumers. HDM’s sixteen groups allows ‘mapping’ of populations with similar or identical tastes.
HDM claim that 54% of Europeans support ideas of conservatism, whilst 46% tend to support ideas of modernisation and change. 63% of Europeans support a materialistic way of life, whilst the remainder have a more value-based view of life.
The ‘Modern Materialists’ represent 32.2% of all Europeans, and display attitudes of change and materialism.
This group can be subdivided into ‘Streetwise’ (24m,young individualistic pioneers of consumption and style), ‘New Money’ (49m. a more mainstream version of Streetwise), the ‘Have Made Its’ (18m. More into change, but less materialistic), and the ‘Tolerant’ (26m, seeking less change and material- istic success, looking for a secure family life).
After the Modern Materialists come the New Radicals. This group comprises 30 million people, and can again be sub- divided.
The New Radicals are composed of ‘Greenies’ (23m and growing), ‘Liberal Parents’ (20m, generally middle-aged and tolerant, supportive of orderly social progress), and the ‘Mission Children’ (7m confident, liberal- minded trendsetters).
The Get What You Deserves are composed of ‘Savers’ (21m, with a traditional outlook), ‘Retired Traditionalists’ (17m – an older, insular group conform- ing to the stereotype of good living and high – quality products), ‘Euro- workers’ (28m – traditional working- class couples who achieve status through hard work), ‘Nervies’ (15m. – this group ‘know their place’ in society and are less genuinely inter- active), and ‘Small Townies’ (29m – have withdrawn from the rat-race). The final category, the Bygones, is sub – divided into four groups and represents 22.9% of Europeans.
Bygones comprise the ‘Moral Organisers’ (20m – this group is religious and feels threatened by consumerism), the ‘Moral Majority’ (26m people, generally older and locked into the past), the ‘Puritans’ (17m, try to exert influence over others), and the ‘Safers’ (20m, this group is traditional in view, but like to portray themselves as up-to- date).
HDM believes that if we truly under- stand the demography and psychography of the Europeans, “we can see that there are many aspects of linkage that enable us to be more positive in the messages we communicate. Segmentation against relevant audiences made up of literally tens of millions of people is a fantastic way of sharpening rather than blunting messages.”
HDM Horner Collis & Kirvan:071 379 0631
