Higher Management / Business Owners
Age: 40 and above
Group 1 readers are those in higher management and business owners who have a stable career in their respective fields, but may still look towards the success of their peers or even those in a completely different industry, for inspiration to strive even harder. Battle-hardened veterans with experience, these Succeeders have strong goal orientation as they have confidence knowing the objectives that they are able to achieve. The status quo and stability are imperatives for this demographic, so brand loyalty is guaranteed, should the needs of these people be met. Criterion for brand adoption revolves around the rewards and prestige that the company offers. In short, these people want the very best.
Entry level / fresh graduates / working adults
Age: 25 and above
Group 2 readers will encompass yuppies that have just completed their education or those that may have ceased pursuing further studies, both of whom are either already working or just started with their first jobs. This demographic would have likely worked in a similar industry as the personalities featured in the magazine and may wish to work towards emulating their achievements and success. In accordance with the 4Cs model, these Aspirers are acquisitively materialistic. They are highly inclined towards the extrinsic, prioritising image and appearance.
Group 3 readers which consists of students will be urban and city dwellers who have vested interests in popular and influential icons, whom they may aspire to become during the course of their education. This demographic, once mapped onto Young and Rubicam’s 4Cs model (also known as Explorers), will by far be the most energetic and are always keen on exploring new frontiers. More likely to indulge in instant gratification, these people are the first ones to try out new concepts or brands. Older students towards the other end of the age continuum are known as Reformers, who at this point are highly educated and have greater social awareness. They are very independent with regards to their judgement and are naturally inquisitive, and have an appreciation and support for the growth of new services or product categories, favouring its intrinsic quality.