Young and Rubicam audence theory

The explorer- driven by the need of discovery

The aspirer- driven by others perception and have the need to be important

The succeeder- confident and thrive to be in control

The reformer- seek knowledge, thoughtful, socially aware

Mainstreamer- don’t want to be left, desperate need to secure

The Struggler- spontaneous, pro-active, don’t think about what they are going to do

The resigned- just to get by, look to keep this even