Who are the social climbers?
Career-minded individualists with a strong fascination for social status, new technology, risk and excitement.
Ambitions
- Making a career
- Acquiring social status
Society & politics
- Open to innovation and change
- International orientation
- Desire for recognition and appreciation
Work and achievement
- Primary motive
- Provides identity and status
- Income enhancement
Lifestyle
- Materialistic and status driven
- Consumption and entertainment oriented
- Technology oriented
- Impulsive and adventurous
- Preserving autonomy
Social relations
- Individualistic
- Traditional genderroles
- Orientation towards like-minded people
Sociodemographics
- More men than women
- Relatively many young people
- All levels of education
- All income levels
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
