Burdened Optimist - that's me!
If you're into Marketing and have read the background as to why I'm blogging you might like this.
Taken from Mosaic's new segmentation report:-
"Burdened Optimists contains confident…married couples who live in mortgaged properties in areas of good employment opportunities. "
"..many of whom have built up considerable debts in an attempt to emulate middle class lifestyles. "
"Burdened Optimists is particularly common in towns such as Gillingham and Portsmouth (not far from Southampton) in which local authorities have not traditionally been big builders of council houses and which have a long tradition of working class owner occupation. Many of these homes are of a kind that suit the needs of the first time buyers and many owners are in their mid to late twenties. At this stage of their life cycle two earners are needed to obtain the multiples of earnings that lenders require in order to qualify for a mortgage on a decent property and many of these young couples have taken a conscious decision to defer starting a family until mortgage interest payments are more manageable. "
"Keeping their properties in good repair, large numbers of second hand mid range cars, children playing on the street as well as the gardens, and increasing problems with graffiti, litter and petty vandalism.
...build up large interest payments on their credit cards and are heavy users of personal loans.
...take foreign package holidays.
…keen users of information technology
…have Internet access as well as cable or Sky.
…take advantage of special promotional (food) offers and cut price bargains that are available at sale time. "
"Drawn into a ‘live for today’ materialistic lifestyle, they express dissatisfaction with their standard of living, and may engage in consumption to compensate for what they perceive is lacking in their lives – even though they may not admit it, or even realise it. "
Consumption of goods, brands and products of all types can be used to generate a feeling of quasi-security; to construct an identity and embrace a set of values which many associate with post-modern society, and the notion of a ‘must have it now’ culture.
Consumption patterns show wide engagement with all manner of goods and services related to lifestyle – including designer clothes, personal grooming, Sky Digital TV, home computing, computer games and the Internet, drink and socialising.
Overall, it might be surmised that these Burdened Optimists are the kind of consumers who can pick up a half-price bargain at the sales for £50 – and convince themselves they’ve saved £50!
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Taken from Mosaic's new segmentation report:-
"Burdened Optimists contains confident…married couples who live in mortgaged properties in areas of good employment opportunities. "
"..many of whom have built up considerable debts in an attempt to emulate middle class lifestyles. "
"Burdened Optimists is particularly common in towns such as Gillingham and Portsmouth (not far from Southampton) in which local authorities have not traditionally been big builders of council houses and which have a long tradition of working class owner occupation. Many of these homes are of a kind that suit the needs of the first time buyers and many owners are in their mid to late twenties. At this stage of their life cycle two earners are needed to obtain the multiples of earnings that lenders require in order to qualify for a mortgage on a decent property and many of these young couples have taken a conscious decision to defer starting a family until mortgage interest payments are more manageable. "
"Keeping their properties in good repair, large numbers of second hand mid range cars, children playing on the street as well as the gardens, and increasing problems with graffiti, litter and petty vandalism.
...build up large interest payments on their credit cards and are heavy users of personal loans.
...take foreign package holidays.
…keen users of information technology
…have Internet access as well as cable or Sky.
…take advantage of special promotional (food) offers and cut price bargains that are available at sale time. "
"Drawn into a ‘live for today’ materialistic lifestyle, they express dissatisfaction with their standard of living, and may engage in consumption to compensate for what they perceive is lacking in their lives – even though they may not admit it, or even realise it. "
Consumption of goods, brands and products of all types can be used to generate a feeling of quasi-security; to construct an identity and embrace a set of values which many associate with post-modern society, and the notion of a ‘must have it now’ culture.
Consumption patterns show wide engagement with all manner of goods and services related to lifestyle – including designer clothes, personal grooming, Sky Digital TV, home computing, computer games and the Internet, drink and socialising.
Overall, it might be surmised that these Burdened Optimists are the kind of consumers who can pick up a half-price bargain at the sales for £50 – and convince themselves they’ve saved £50!
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