The VALS Framework: How Values and Lifestyles Shape Buying Decisions

With the complexity of consumer behaviour, marketers use various models to understand purchasing patterns. One of those models is the VALS Framework (Values, Attitudes, and Lifestyles), developed by Strategic Business Insights (SBI). The VALS framework segments consumers based on psychological traits and key demographics, helping businesses tailor their marketing strategies effectively.

So, what is the VALS Framework?

The VALS framework categorises consumers into eight segments based on their primary motivations (ideals, achievement, and self-expression) and their level of resources (high or low). This model helps brands understand how different consumer groups make decisions and respond to marketing messages (Mitchell, 1983).

The Eight VALS Segments:

1. Innovators – High-resource consumers who value independence and are trendsetters. They often buy premium products and are influential in the market.

2. Thinkers – Motivated by ideals, Thinkers are mature, well-educated, and value logic. They prefer practical, durable, and high-quality products.

3. Believers – Also motivated by ideals, Believers are conservative, brand-loyal, and prefer familiar products that align with their values.

4. Achievers – Driven by achievement, Achievers are career-oriented and status-conscious. They favour premium, prestigious brands that reflect their success.

5. Strivers – Also achievement-motivated, Strivers desire success but have fewer resources. They are brand-conscious and value style over substance.

6. Experiencers – Motivated by self-expression, Experiencers seek excitement, variety, and adventure. They spend on fashion, entertainment, and social experiences.

7. Makers – Also self-expression-driven, Makers prefer practical, hands-on activities. They are independent and favour functional, durable products.

8. Survivors – Consumers with the least resources, Survivors focus on basic needs and seek value-oriented, low-cost products.

How Marketers Use the VALS Framework

Marketers leverage the VALS framework to segment audiences, craft personalised messaging, and position products effectively. For example:

• Luxury brands target Innovators and Achievers by emphasising exclusivity and status.

• Eco-friendly brands appeal to Thinkers and Believers, who prioritise values and ethics.

• Tech and entertainment brands focus on Experiencers, who seek excitement and trends.

• Discount retailers cater to Survivors and Strivers, emphasising affordability and accessibility.

The VALS framework provides valuable insights into consumer psychology, enabling businesses to create effective marketing strategies. By understanding consumer motivations and resource levels, brands can better connect with their target audiences and drive engagement.

References:

• Mitchell, A. (1983). The Nine American Lifestyles: Who We Are and Where We’re Going.

• Solomon, M. R. (2018). Consumer Behaviour: Buying, Having, and Being.

• Strategic Business Insights. (2021). VALS™ Framework Overview.