The American Caliban (substitute) wrote,
The American Caliban

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Muzak presents their "Lifestyles" programs

What It Is | Why | The Value | Lifestyles & Audio Imaging
Lifestyles Categories
New Lifestyles Programs
Existing Programs with the Lifestyles Approach
More About Lifestyles

The Lifestyles Categories

We've identified five different Lifestyles categories that help to define the ways people live today. In addition to providing bulleted lists of general characteristics, the Lifestyles categories are defined in a way that may give you a more specific image of people who might live a particular experience.

* Lives and works in the city or central suburbs
* Strong social ties with friends and family
* Very open to new experiences
* Likes to escape to the outdoors
* High aspirations, goal-driven
* Healthy, active & spontaneous

This is perhaps the most identifiable lifestyle category of them all. Marketers around the country are inundating us with the images and sounds that help to define this classification. People who live active urban lifestyles live in an urban environment and drive (or aspire to drive) a four-wheel drive SUV that will probably never go off-road. They wear fleece and all-terrain hiking boots. From time to time they might head out to the beach or mountains for a day of adventure, but they're more likely to be found at a Starbuck's sipping on a low fat, Grande Latte.

* City dweller
* Independent
* Strong sense of personal identity
* Very fashion conscious
* Eclectic/Alternative interests
* Cultured and artistic

The downtown lifestyle is very focused and fashionable. The activities of people who live downtown lifestyles are focused around urban neighborhood. They want to be within walking distance of great restaurants, stores and entertainment. They seek the hippest and trendiest places and desire to make them their own. They have sophisticated style and attitude.

* Professional
* Traditional values
* Members of mainstream society
* Participate in group activities
* Aspire to meet needs of the family before personal needs
* Entertainment is centered around the home

As long as people continue to get married and have children, the family lifestyle will always be a sales target. Parents who live traditional, mainstream family lifestyles may put lots of miles on the minivan as they shuffle around between work, school, soccer games and the grocery store. They tend to have a greater sense of consumer awareness and want things to be as simple, efficient and economical as possible.

* Live in more rural areas
* Fundamental values
* May commute to the city for work
* Prefer the outdoors
* Slower, relaxed paced life
* Content with status quo

The suburban lifestyle is noted for its simplicity. People who live the suburban lifestyle have few physical or emotional ties to the city and desire an easier way of life. They possess a high level of common sense and form tight social bonds within their community. They enjoy family, good times and good company.

* Young and hip
* Culture communicated through TV and music
* Striving for independence
* Active in the extreme
* Very conscious of trends in music and fashion
* Desire to be noticed

The youth lifestyle changes frequently with trends in music and fashion. Even so, it will always be a voyage of self-discovery that travels within the limits set by peers while testing the limits set by parents and adults. Socialization presents a constant challenge tackled through experimentation. Those who are a part of the youth lifestyle aspire to be cool. They enjoy the high action associated with extreme sports and are very aware of social icons and commercial labels and brands. They are very comfortable with computers and technology.

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