Conscious Progressives Buyer Persona
Hi, if you are looking for interesting facts about your one of the smartest customers, than you are in the right place. This article is about one of the most curious and entertaining buyer personas who are called Conscious Progressives.
Conscious Progressives are broad-minded and generally intelligent, young people. They are always trying to gather, study the latest information about the technological world, looking for new knowledge that they can use in making decisions. 80% of them are interested in other cultures.
Conscious Progressives are people with an analytical mindset. They are very adequate, flexible and friendly. Their main characteristic, by which they want to be different in people, is knowledge. Education is crucial for them, they do not save money for that.
Personality & Emotions
Conscious Progressives are young people aged 18-30, who are considered as young intellectuals. They are always actively engaged in their self-development, they have a rather maximalist character. If they start doing something, they do it till the end and do it in detail. They never ignore any issue or work, even if it’s just a hobby. They are very hardworking, even if they do housework, they do it with great enthusiasm and with all responsibility. They are considered as perfectionists.
Conscious Progressives have a practical view of life. They don’t waste money (66% only buy clothes if they really need it). They are very kind, they value the honesty of other people. Misleading and deceiving them during the sale will not work because they are very informed and smart. I suggest you be 100% honest when meeting them, it will become the main factor for them to become a loyal customer of your Brand. They may be impulsive, but they prefer to have information, to make informed decisions about where to go, what to do, what to shop and so on.
Being attractive is possible for Conscious Progressives, but it’s not interpreted as it’s for others. They like to dress well and to look good (80%), but their style is more casual և simple. They like to use Everyman brands in terms of clothes, for example Levi’s. If you are not aware of the Everyman Brand archetype, you can read HERE. In their case, a person is attractive with his personality. “A person should be attractive as an individual, as a person, not just in appearance.” They consider themselves as a complete package with their intellect, personality and equally good appearance.
Education and Career
As I mentioned before Conscious Progressives are well educated, no matter if they are in college or already working. For them, school is the way forward. They value knowledge strongly, they will put their hopes in their brains to make the good decisions they need not only to succeed, but to succeed in the right way. Outside of university, they continue to educate themselves and develop their knowledge base. Knowledge is a solid foundation for their self-confidence.
Conscious Progressives are smart. They measure success by what they achieved, not just by talking about plans. This quality gives them great respect. Many people follow them in order to learn something new. Conscious progressives are generally more interested in challenging jobs, they feel personal development in their role. They want to see that their job helps the company to achieve new heights. They want to be part of something bigger. Salary is possible, but it is secondary. The atmosphere of work is more important as they can develop more, learn a lot of new things.
Shopping Attitude
They are active consumers of books, electronics, laptops, smartphones and other IT products. They are also active attenders of various seminars and courses.
They are very analytical in terms of shopping. They spend a lot of money, but the costs are reasonable. They mainly buy equipment, they are passive in fashion. They like to shop online because they are quite smart and don’t hesitate to make mistakes. They make the purchasing decision on an emotional level, like everyone else, but they are simply more demanding in terms of functionality.
Conscious Progressives are active media users with above-average ratings. Their consumption of media is mainly informative. They use the media to keep themselves informed. For them, the media is an active tool, they pay attention to the radio/TV if it says something useful.
Conscious Progressives are also interested in newspapers(50% read daily). Newspapers give them a sense of seriousness and mental complexity. They want to be aware of the political and economic problems of the country so they can use that information in any discussion.
Conscious Progressives are mainly attracted by Sage, Explorer, Caregiver, Creator, Everyman archetype brands. Jester, Ruler, Lover and Outlaw brands aren’t so interesting for them.
If you are not aware of brand archetypes, you can read more HERE.
Here are some examples of brands that they prefer. They are considered as loyal buyers of those brands.
LinkedIn; Udemy; LEVIS; G-SHOCK; AUDI; IKEA;
Why do Conscious Progressives like and use the brands mentioned above. Because they mainly belong to Sage or Explorer brand archetypes. Their messaging and promises fully meet the motivations and preferences of Conscious Progressives?
Why do Conscious Progressives like and use the brands mentioned above. Because they mainly belong to Sage or Explorer brand archetypes. Their messaging and promises fully meet the motivations and preferences of Conscious Progressives.
For example let’s take a look at a brief description of LinkedIn’s brand personality to better understand what it’s all about.
What is LinkedIn’s archetype and what are the features of its behavior? It’s clear that this brand’s archetype is Sage. Why? Pay attention to Linkedin’s slogan and the promise: “Connecting the world professionals to make them more productive and successful”. It is clear that LinkedIn targets young professionals, looking for a professional platform to share ideas with their peers, develop their careers.
Below, I suggest you to watch one of G-Shock’s campaigns, where they clearly target Conscious Progressives․
Their main fear is to have limited freedom. They are especially afraid of mind freedom’s restrictions.
Famous Conscious Progressives: Harry potter, Mark Zuckerberg.
You can find full information about Conscious Progressives in the online version of the 16 Personalities creative workbook developed by The Social Grabber team. The link is located below.
In this book you will find how to attract Conscious Progressives. What are the characteristics of their behavior? With reading of the book you can easily use those insights to engage them in your advertising campaigns. The book called “16 personalities” describes the detailed revelations of all the secrets that will significantly change the previous perception of every businessman, marketing specialist or startup about buyer persona.
