Hedonists Buyer Persona
In this article we are going to explore one of the most fun and outgoing buyer persona’s: Hedonists. To start our journey I suggest you take a look at HEDONIST’s main features and insights.
HEDONISTS are quite self-centered young people, their motto is “We only live once!” . Every day should be fun for them. They think that they should enjoy life as much as possible. Hedonists never think twice jumping off the paraglider or taking the stage during a concert to do something in front of everyone, it’s their way to stand out in public.
HEDONISTS spend most of their time with friends, usually in larger groups. They prefer to visit pubs or big clubs rather than shopping places. Where it’s possible to visit with a big group of friends, to have a good time or to laugh.
Nevertheless, they prefer pubs operating in a relatively more affordable price segment than entertainment venues.
Personality & Emotions
Hedonist type customers are very self-centered, they like to enjoy life, they mainly spend the day in a friendly environment. They are always looking for a variety of changes, challenges.
They can quickly change jobs, schools or even friends and colleagues if they feel that way. They tend to have short relationships, they look for new people to establish new friendships.
They like to stand out in mass events, they are one of the most active participants in parties, they go to pubs a lot, they drink a lot of alcohol. They have a traditional “macho” lifestyle, they move forward in life with the “Real men don’t cry” slogan.
Hedonists drink till the end, many of them say that the meaning of drinking is drunkenness. In society, they like to be distinguished by their exclusive personality and sharp humor.
They have a motto: enjoy every moment of life. They worry about their appearance, they often try to lose weight for appearance, but not for health.
Hedonists focus on themselves, they like to be in tune, follow the latest fashion. They stand out in the crowd with their fashion clothes, but they use more affordable brands.
They buy the most beautiful clothes, they get such a beautiful combination due to their taste. They even look more beautiful and stylish than many Peacocks.
They have a great feeling of excitement towards any aspect of life, they want to win everything, as a result they find themselves in many dangerous situations. There is no stability in their lives.
Family is at the bottom of their list, although sometimes they can have a weekly breakfast or Sunday meal with the family. They don’t care about their status, they just want to be remembered as the coolest person ever.
Education and Career
Hedonists are mostly well-educated young people, mainly graduating from high-class universities. But they don’t like to study. Because of their charisma and talent, they had the chance not to leave the university and to get a diploma.
Work is only a way to earn money. they are not dedicated to work, they don’t make career plans. They like to keep everything under control at work, mainly trying to do a good job to earn more money, which is the main motivation for their work, rather than thinking about their future career development.
The idea that they can take part in serious scientific events and serious events, deceives them in their complexes. They are repulsed by the thought that they may be serious and boring. It terrifies them.
Shopping Attitude
Hedonists buy the latest things, but prefer brands with a relatively low budget to afford everything, they buy clothes, cars, appliances that seem trendy but not very expensive. They like to shop in branded stores, but mostly they buy different, at the same time comfortable clothes.
They are active consumers of alcohol, cigarettes and similar things. In the psychology of hedonistic shopping, the emotional և functional components are equal.
They are analytical when shopping, but at the same time emotional, they don’t save money, they can spend the whole salary in one day.
They have a little indifference to online shopping․ If they like something, they won’t compare the price with other prices, but will think that they will bring that money back sometime.
HEDONISTS love to drink and have fun, they are target customers for any new pub, club or drink. They are not loyal when choosing brands, their life is always dynamic, they always change their choice.
They don’t like negotiations, they generally avoid serious conversations in life. However, they can be considered more emotionally compromising during negotiations, they can easily be persuaded in this or that by conveying their desired emotions.
When negotiating with them avoid dictating intonation, try to present that you offer something pleasant to them. The HEDONIST is considered to be one of the 4 types of loyal customers, if they connect with your brand, they will make the most purchases in terms of frequency.
They are very valuable customers, at the same time very dangerous, because they are very emotional, very responsive.
If they are emotionally connected with your brand, they will advise everyone, write statuses on Facebook and promote your brand, but if you made omissions or mistakes, then they are the first to throw a bad review. They don’t keep silent, they don’t pass indifferently.
Hedonists are mainly attracted by the Hero, Outlaw, Explorer, Jester brand archetypes. Caregiver, Everyman, Sage brands are not so interesting for them.
If you are not aware of brand archetypes, you can read more HERE.
Let’s bring examples of some brands that they prefer and are considered loyal buyers of those brands.
Jack Daniels; Timberland shoes; NIKE; PlayStation, Marlboro.
So, what is the reason that Hedonists like and use the above mentioned brands? As they are mainly brands of Hero, Outlaw or Explorer archetype, which with their messaging and promises fully correspond to the motivations of the Hedonists.
For example let’s take a look at a brief description of NIKE brand personality to better understand what it is all about. What is the archetype of the Nike brand?
It’s clear that the archetype of this brand is Hero. The slogan says “just do it”. Become a hero, to score a goal and to win the World Cup, etc.
It is clear from this promise that the main target of NIKE is the boys or girls who are brave, want to get the most out of life – to be different in society with their unique behavior, somewhere – with heroic behavior. The most suitable Buyer Persona with these mentioned qualities is the Hedonist.
The Nike brand also released the “You Can’t Stop Us” commercial, which was very accurate, it was the right message for Hedonists. I suggest you watch the video below.
Their biggest fear is to be boring and live an uninteresting daily life.
Famous Hedonists: Jack Sparrow, Pete Doherty.
You can find complete information about the HEDONIST in the electronic version of the creative workbook “16 Personalities“ developed by The Social Grabber team, the link to which is placed below.
In this book you will find how to attract Hedonists. What are the characteristics of their consumer behavior? How to use these insights to engage them in your advertising campaigns?
Let me tell you that the book “16 Personalities” describes the detailed revelations of all the secrets that will significantly change the previous ideas of every businessman, marketer or startup about buyer persona.
