Undaunted striver

The undaunted striver, which makes up 16% of the population, is the image-focused, tech-loving consumer. These consumers tend to be engaged in social media because it portrays a lifestyle they emulate, Euromonitor said.

Here are some key stats on the undaunted striver:

• More than 85% want 

  • Uniquely tailored products and services

  • Others to believe they’re doing well

  • to cultivate a personal online brand  

  • to be distinct from others

• Nearly all interact with brands and retailers on social media

• 39% share or retweet products and 37% share their purchases with their network

• 86% prefer branded goods over private labels

• Half plan to increase spending next year

• 37% seek out unique niche or hard-to-find brands

The vast majority of undaunted strivers extensively research products and services and over half read online reviews and compare prices online. They are influenced most by brand or company websites, friend or family recommendations and social media networks.

These shoppers prefer buying new items over repairing broken ones, renting for special occasions and buying from niche brands that are hard to find or unique.

They are also least likely to be influenced by celebrity endorsements and government or expert organizations.