Understanding the Path to Purchase: 2022 Global Consumer Types

Released 19 July 2022


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 the 2021 version.

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Author: Lisa Holmes

Head of Practice – Consumer Insights

Euromonitor International

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