They are value-oriented consumers who are open to new ideas. They are brand loyal and favor American-made products. The status-oriented groups are achievers and strivers. Achievers are work-oriented and successful. They have high job satisfaction, respect authority, and favor the status quo.
Achievers like to demonstrate their success through their purchases.
Strivers are lower-income people with values similar to the achievers. This group emulates achievers. Style is important in their lifestyle. Experiencers and makers are the components of the action-oriented segment. Experiencers are the youngest people in the VALS-2 scheme.