Values, Attitudes, and Lifestyles (VALS) is a consumer segmentation methodology that divides consumers into groups based on psychological and sociological criteria. It was developed by Stanford Research Institute (now SRI International) and aims to predict consumer behavior. 

The VALS framework divides consumers into different categories based on two dimensions:

1. Primary motivation which determines consumer attitudes and anticipations.

2. Resources which take into account the full range of physical, emotional, and cognitive abilities that affect a person’s decision.

The eight primary VALS segments include:

1. Innovators

2. Thinkers

3. Believers

4. Achievers

5. Strivers

6. Experiencers

7. Makers

8. Survivors

Impacts on Strategic Communications Industries:

1. Journalism:

    – Values: Journalists may look into the interests of their audience segments to tailor their stories. For instance, a media outlet targeting Innovators might cover breakthrough technologies or innovative business strategies.

    – Attitudes: Coverage might be swayed by societal attitudes. If the majority of Thinkers, for instance, show a growing concern for climate change, the news might cover more environment-related stories.

    – Lifestyles: Experiencers, who are known to seek social interactions and tend to be young, might be the prime audience for articles on contemporary culture, events, or social trends.

2. Public Relations (PR):

    – Values: PR campaigns targeting Achievers might emphasize success, ambition, and goal-oriented messaging.

    – Attitudes: If Believers (who value tradition) form the core of an organization’s stakeholders, PR communications might revolve around traditional values, family, and community.

    – Lifestyles: Makers, who value self-sufficiency and practicality, might respond best to PR campaigns that emphasize DIY ethics, craftsmanship, or grassroots community projects.

3. Advertising:

    – Values: An advertisement for a luxury product might appeal to the values of Innovators, emphasizing exclusivity, cutting-edge features, and prestige.

    – Attitudes: For a product meant to promote sustainability, advertisers would target Thinkers, emphasizing the product’s environmental benefits and long-term impact.

    – Lifestyles: When advertising to Experiencers, brands might emphasize adventure, new experiences, or the latest trends.

Examples in Practice:

1. Journalism: A digital news platform might create a sub-section dedicated to tech innovations and breakthroughs to attract Innovators who value forward-thinking concepts.

2. Public Relations: A company releasing a new line of handcrafted furniture might focus its PR campaign on the craftsmanship, quality, and tradition of their products, especially if they’re targeting Makers and Believers.

3. Advertising: A sportswear brand introducing a new line of athletic wear might develop vibrant and dynamic advertisements that emphasize adventure and outdoor activities to attract Experiencers.

In essence, understanding the VALS segments helps professionals in journalism, PR, and advertising tailor their messages to resonate more deeply with their target audiences, ensuring more effective and impactful communication.

Prompt by John Acosta and Generated by ChatGPT

Not in original Writing for Strategic Communications Industries by Jasmine Roberts