CWAC Business plan CWAC Business Plan Mollie Pearson

Appendix 2 Consumer Profile Snapshot Family Cycle The Adaption Process Bachelor stage and New- ly married couples. •Few financial burdens. •Better off financially than they will be in near future. •High levels of purchase •Opinion leader led ACTillennials come into the early adaptors section. Accounting for 13.5% of the population. •Above average educa- tion level •Social leaders •Rely on social media ACORN Classification ACTillenials fit into 2D Urban Prosperity to 3H Comfortably off, exclud- ing 2F Aspiring singles. •Prosperous Profession- als •Educated Urbanities •Starting out •Secure families Ranging from well-off older professionals to es- tablished home-owning workers. Rokeach’s Values and Needs In Rokeach’s value sur- vey, ACTilenials Terminal Values are as follows. •Equality •Accomplishment •Freedom •Self-respect •Wisdom Instrumental Values •Broad minded •Courageous •Helpful •Honest •Independent These key attributes demonstrate ACTilenials strong, fighting and car- ing personality as pur- veyors of equality and fairness. 72

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