Understanding the Path to Purchase: 2022 Global Consumer Types

Released 19 July 2022

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You can’t rely on basic demographics alone to accurately target shoppers. Brands need to match buying behaviour with lifestyle choices to build compelling campaigns today.

Our report takes segmentation a step further. We define eight types of consumers based on their traits, values and priorities.

The goal: equip you with practical insights to reach the right audience.


Download now to:

  • Customise buying journeys to increase conversions
  • Identify distinct characteristics of each type to tailor marketing strategies
  • Strengthen relationships with new and existing customers
  • Get a step-by-step guide on how to apply these eight profiles to your business

This is the latest edition of our Consumer Types series. Compare behavioural patterns and changes with previous versions: 20212020, 2019.

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Author: Lisa Holmes

Head of Practice – Consumer Insights

Euromonitor International

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