22 June 2021

Shopping by Values: A Customer Index

A strong understanding of your consumer shall enable you to provide value to them through marketing, thus building stronger relationships. The core values and beliefs that shape the way we shop and the shopper typologies that exist within the British population.

In dentsu’s “Future of Retail” report they highlight the way in which consumers will increasingly shop from retailers and brands based on their core values and beliefs, driven by the growing purchasing power of activist-prone Gen Z and Millennials.  Beliefs around ethics, the environment & sustainability, health and wellbeing, as well as brand relationships and values will form essential parts of the purchase decision.

We have identified the core values that people have about themselves, the World and others around them – beliefs that are deeply embedded in their thinking and expected to shape their shopping & purchasing behaviours.

This data was collected from a Nationally representative panel of 10,000 GB adults aged 15-75 in the last quarter of 2020 (mid-Pandemic) and is based on levels of agreement/disagreement with 70+ value statements. Through Factor Analysis and Cluster Analysis we have identified the values and beliefs that inform purchase decisions and segmented the British population into 7 distinct typologies.

Read on to gain valuable insight into the British consumer, including their motivations, values and brand loyalties...  

Shopper Typologies:

Through Cluster Analysis we have identified 7 distinct shopper typologies that exist within the British population.

Each segment or cohort displays a blend of values and beliefs but has been labelled according to their most dominant beliefs and those that differentiate them from other typologies.

Their values will shape their retail decisions and behaviours now and in the future.





Support established customs and beliefs and advocate traditional values based on “family, faith & flag”. Satisfied with the lives they lead and proud of their roots. Prefer to buy British or locally sourced products and visit the High Street rather than shopping online.

Top indexing past-times: Gardening, reading, visiting places of historical interest and worship.

Top indexing brands used: RAC, M&S, Heinz, AA, Post Office, Batchelors, Anchor, E-on, Aunt Bessie’s, Ambrosia, B&Q, TSB and Kenco.

Breakdown: 75% are over 55. 46% are over 65. 92% have no children under 16. 



Focussed on living up to their potential and leading a balanced, healthy & ethical lifestyle, whilst constantly raising the bar on their goals. Self-assured, leaders who influence others & pay extra for brands that offer quality, health, wellbeing & environmental benefits.

Top indexing past-times: Cycling, running, working out/classes, Yoga, cinema, theatre, galleries, exhibitions & museums, home DIY, shopping, travelling, entertaining, swimming and tennis.

Top indexing brands used: Nespresso, John Lewis, Uber, Burberry, Johnnie Walker, Calvin Klein, Shiseido, BMW, H&M, Innocent, Reebok, North Face, Sonos, American Express, Arla, British Airways, World Wildlife Fund, M&S, Heineken, Land Rover, Nike, Adidas, Chivas Regal and Waitrose.

Breakdown: 52% are female. 48% are male. 27% have children under 16. 




Careful & intelligent with money and skilled at managing the household budget. Think about decisions both financially and emotionally before acting. Enjoy the process of browsing around the shops and finding the best value items offline and online. “Make do and mend” mentality.

Top indexing past-times: Shopping, cooking/baking, crafts, spending time with family and pets, watching TV/films and using Social media.

Top indexing brands used: Primark, McCain’s, Batchelors, Milka, Pandora, Kelloggs, Ambrosia, Aunt Bessie’s, Philadelphia, Kenco, Sharwoods, Iceland, Aldi, Hula Hoops, Cravendale and Weetabix

Breakdown: Spans all age groups with slight bias to 45-64. 73% are female. Spans all age groups, with the majority being 45-64. 25% have children under 16.


Socially Actives

Value their local community and peers and make an active contribution. Socially & ethically conscious in all aspects of their lives, with a strong sense of right and wrong. Keen to impress others but also open to influence and new experiences. Comfortable shopping online or offline and with a preference for well known brands.

Top indexing past-times: Playing most sports, comedy shows, nightclubs, camping, shopping for clothes, spas, ten pin bowling, e-sports, photography and theme parks.

Top indexing brands used: Amazon, H&M, Pandora, Vans, Sonos, WW, Asda, Co-op, Costco, BMW, Calvin Kelin, Nutella, Nike, Adidas, Jaguar, Burberry, BMW and Nespresso.

Breakdown: 62% are aged 15-34. 54% are male. 35% have children under 16.



Living life in a way that serves to protect the environment, whilst holding strong ethical values related to human life and a belief that we should learn from other cultures. Actively avoiding products that drain our natural resources and favouring companies that have a sustainability commitment. Undertaking actions to stay healthy.

Top indexing past-times: Charity/volunteer work, cooking/baking, crafts, concerts, listening to music at home, photography, reading, walking/rambling, cycling, running, Yoga, working out, exhibitions, galleries and museums.

Top indexing brands used: Innocent, Air BnB, M&S, IKEA, Microsoft, Durex, Guinness, John Lewis, Lionsgate, Sharwoods, Post Office, Uber, WWF, Waitrose, Ocado and Canon.

Breakdown: An even spread among age groups. 55% are female. 85% have no children under 16.



Lives life humbly in the way they want to and doesn’t care about outward appearances. Doesn’t seek attention through being ostentatiously impressive or flashy. Considers purchases carefully and shops around for the best value, often sticking with the same brands.

Top indexing past-times: Watching TV, especially sports and spending time with the family.

Top indexing brands used: Volkswagen, Kelloggs, Mastercard, Microsoft, Samsung, Visa, Cadbury, Sony, E-on, Virgin, Ford, B&Q, Aunt Bessie’s and Wickes.

Breakdown: 73% are over 55. 49% are over 65. 84% have no children under 16. 65% are male.



Highly susceptible to marketing and brand-name logos and pre- occupied with buying consumer goods, often impulsively. Easily swayed by others and influenced by their opinions of products, although not concerned with health, social or environmental benefits. Use a blend online and offline retail channels to suit their situational circumstances.

Top indexing past-times: Going to pubs, bars and restaurants, using Social media and clothes shopping.

Top indexing brands used: Coca Cola, Budweiser, IKEA, Milka, Nike, Nutella, Pringles, Absolut Vodka, Adidas, Apple, Burger King, Primark, Sky, Uber, Very.co.uk, Corona, Cadburys, KFC, H&M, Lego, MacDonalds, Oreo, Pandora, Subway, Vans, Smirnoff, Lionsgate, Hula Hoops, McCoys, Air BnB and William Hill.

Breakdown: 25% have children under 16. 48% are aged 15-34. 54% are female.


Forward Outlook:

To understand the shopping behaviours that will dominate in the future, it is worth considering the three typologies that currently contain the highest percentages of 15-34 year olds , i.e. the “Socially Actives”, “Consumerists” and “Best-Lifers”.


Each has a distinct set of core values and beliefs that will impact the way they make decisions and the goods and services they buy for many years to come.

Retail and brand experiences should be designed with these values in mind - for example offering a space for people to come together in-store such as a juice bar or an area where your products can be experienced, to appeal to the “Socially Actives” or offering great customer service for “Best-Lifers” who want to understand the health, social and environmental attributes of your products, or creating treasure hunts to excite “Consumerists” looking for the next great product or deal.

Would you like to explore your customer base and how best to reach them? Contact us here for a free consultation with our team.