Charlotte Mordin, Y&R EMEA

1. Charlotte Mordin, Y&R EMEA 4Cs Genesis

2. In the post-war period people were much more stereotyped than now. They saw themselvesmore in terms of their class, roleandlife stage. 4Cs Genesis

3. In the late ’60s supermarkets arrived on the scene. Standing in the queue, you could examine people’s purchases at your leisure. A researcher in the queue came up with the idea of brand families, the basis of the first non-demographic consumer segmentations. 4Cs Genesis

4. The next idea was lifestyle. What kind of life did these brand families fit into? 4Cs Genesis

5. Finally it was realised that underneath the brand choice and the lifestyle were deeper motivations … values Stanford Research Institute was an early and influential entrant into the field of values segmentation with their study VALS – an acronym for Values and Life Styles 4Cs Genesis

6. Young & Rubicam New York were pioneersin using values to plan advertising, working closely with VALS during the early ’80s. In the mid ’80s Y&R established its own international values segmentation - 4Cs. 4Cs Genesis 4Cs = Cross-Cultural-Consumer-Characterisation

7. Self-Expression Abraham Maslow Hierarchy of Needs Individuality Arnold Mitchell Values & Lifestyles Control David Riesman Social Character Status Alfred Adler Competition & Co-operation Security Milton Rokeach Human Value Systems The seven 4Cs values were derived from accepted theory 4Cs Genesis Escape Joseph Plummer Lifestyle Survival

8. Self-Expression Individuality Control The 4Cs groups based on these theoretical values represent intuitively accessible individuals. Status 4Cs Genesis Security Escape Survival

9. Starting from theoryLocal 4Cs Modelswere constructed - Discussion, description of local 4Cs types - Depth interviews (photos) - Country-specific statements and questionnaire 4Cs Genesis

10. In the early 90’s eight years of local experience was co-ordinated to constructstandardisedinternational statements and questionnairein BAV Norway Norway Finland Finland Sweden Sweden Denmark Denmark Russia Russia UK UK Canada Canada Poland Poland Netherlands Netherlands Belgium Belgium Germany Germany Czech Rep Czech Rep Switzerland Switzerland France France Hungary Hungary Portugal Portugal US US Italy Italy Spain Spain Japan Japan Greece Greece Turkey Turkey China China Taiwan Taiwan India India Mexico Mexico Venezuela Venezuela Thailand Thailand Philippines Philippines Colombia Colombia 4Cs Genesis Malaysia Malaysia Indonesia Indonesia Brasil Brasil South Africa South Africa Chile Chile Australia Australia Argentina Argentina Knowledge and experience explosion New tools and techniquesdeveloped

11. In the late 90s and new 00s4Cs installed inTGI as it expands across Europe 4Cs is available ongoing, as well as in BAV waves 4Cs Genesis