Values, attitudes and lifestyles.

The VAL approach is similar to Young and Rubicam's four consumers ideas but offers a wider range of descriptors for audiences to be based on.

Young and Rubicam devised a different way of thinking about audience as the concept of class had become less popular. Advertisers had started thinking about audiences in different ways and the best known was devised by Young and Rubicam. They believed there was four different types of audience: Mainstreamers who made up 40% of the population and like security and belonging to a group; Aspirers who wanted status and esteem of other people, they also like status symbols, designer labels and live off credit and cash; Succeeders who are people that already have status and control and Reformers who define themselves by their self-esteem and self-fulfilment.

The VAL approach categorises audience into eight sections. The sections and their values, attitudes and lifestyle choices can be shown in a table like this:

Actualisers	They can be pessimistic and are very concerned with their image. They are of a high income and enjoy fine products.
Fulfilleds	They are hard working and high earners. They are mature and well educated people.
Achievers	They like to succeed and achieve. They have a high income and are work oriented. They also like to show off their success.
Experiencers	They are high income and high energy. They are young and spend their money on fast food and clothes. They will do lots of different things/ activities.
Believers	They have a moderate income. They favour established products and center themselves around their friends, family and community.
Strivers	They are outgoing and have a good income. Style is very important to them.
Makers	They have a low income but value self-sufficiency a lot. They are focused on friends, family and work.
Strugglers	They have a low income and are the poorest consumers with the fewest resources. They tend to be elderly and loyal to the brands they are comfortable with.