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. Their median age is 25. They are active in both physical and social activities and are also avid consumers, who favor new products.
Makers are the self-sufficient group.
They are practical people who have little interest in most material possessions. The two remaining categories are strugglers and actualizers. Strugglers have few resources and do not fit into the regular VALS-2 categories. Strugglers, however, are brand loyal to the extent possible. By contrast, actualizers have both high income and self-esteem.