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<br /> dividual's values and attitudes and The traditionalists will most likely their chosen professional lives who I!
<br /> their potential impact upon his or go through the reassessment of have always been open to new
<br /> her behavior and lifestyle. These midlife and come to accept their things and possess an innate curios-
<br /> 411 i
<br /> values, attitudes, and lifestyles aging status by adapting their atti- ity and questioning tendency.
<br /> (VALS) developed by the Stanford tudes and behaviors. These mod- The adventuresomes will view
<br /> Research Institute indicate that ified attitudes and behaviors will midlife as a clear indicator that time
<br /> there are four basic VALS groups. closely resemble those previously is passing by and most likely they
<br /> These groups are need-driven, in- established by their parents, will seize that opportunity to be-
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<br /> ner-directed, outer-directed, and although they may place greater come even more involved in myriad
<br /> integrated. emphasis on physical activity and activities from working for social I'1
<br /> Need-drivens are obviously con- travel to visit family members. causes'and volunteering for corn-
<br /> cerned with meeting their basic sur- The second psychographic group munity groups to becoming in- 1
<br /> vival needs and consists of two sub- can be termed as the "making the volved in a variety of recreation ac-
<br /> groups called survivors and sus- mosts." This group will attack the tivities.Many of these recreation ac-
<br /> tainers. The outer-directed VALS midlife re-evaluation directly and tivities will be either outdoor or
<br /> segment is the largest segment rep- parlay the traditional changes into physical activities with a greater em-
<br /> resented in this country and con- opportunities for growth and fur- phasis upon risk and adventure ac
<br /> sists of sub-groups such as belon- ther enrichment. This group will tivities as well as cultural and in- 11
<br /> gers,achievers,and emulators.The continue to lead active and full lives tellectual pursuits. Travel will also :
<br /> values, attitudes, and lifestyles of which will now focus upon per- play a role in the leisure lifestyle of
<br /> this group are influenced by the out- sonal growth and achievement this group.
<br /> side world. The third group is rather than upon family or pro- By selecting one sub-group from
<br /> termed inner-directed and are a fessional accomplishments. They each of the two designated cate- I, ii,
<br /> substantially smaller population will be somewhat concerned with gories, stage in family lifecycle and
<br /> than the outer-directeds and consist youth extension and focus upon the psychographic profile, recreators
<br /> of sub-groups 1 a b e 11 e d e x- health and wellness movement,and can better identify potential users of
<br /> perientials, socially-conscious, and will believe that they can have all life their programs and services. By III, i,
<br /> "I am Mes."The last group is called has to offer within some restruc- identifying these possible target
<br /> integrated and represents the VALS tured, conventional guidelines. markets,recreators can then specif- ,
<br /> ideal, a balance between inner and This group will be responsible ically develop programs and ser-
<br /> outer-directedness, but consists of for additional growth in leisure vices to meet the needs and inter ,
<br /> only two percent of the population. learning, particularly focusing on ests of these target markets as well ',
<br /> Rather than examining every one acquiring new knowledge, skills, as advertise such programs and ser-
<br /> of these lifestyles identified as VALS, and self-improvement. They will vices directly to them. (See Exhibit I
<br /> hypothesizing about some possible also reveal interests in less struc- 1).
<br /> III I,
<br /> lifestyle categories which may en- tured activities and such lone pur- Aview of the marketing challenge il�'I '
<br /> compass baby boomers in midlife suits as individual physical activities for attracting baby boomers would
<br /> can help you understand. These and sports as well as such pasttimes not be complete without identifying
<br /> psychographic categories may con- as reading and gardening. Travel marketing opportunities and
<br /> sist of elements of many of the sub- will also be of great interest to this threats. Marketing opportunities i ,
<br /> groups identified by VALS but can group,although its focus will differ refer to those demographic, Ili,;
<br /> be adapted to project the specific from that of the traditionalists. situational or organizational factors ,�
<br /> needs and behaviors of baby boom- that provide an organization with I
<br /> ers in midlife and beyond. The final group identified as a opportunities or avenues for
<br /> The first psychographic group is possible psychographic profile growth and increases in both par-
<br /> II!
<br /> the traditionalists—those in- for midlife baby boomers is called ticipation and revenues. Con-
<br /> dividuals who compose the back- the adventuresomes. The adven- versely,marketing threats are those '!'
<br /> bone of this country and who are turesomes may most closely para- factors that might harm or damage
<br /> often referred to as "Middle Amer- llel groups indicated by VALS to be an organization,such as loss of cus-
<br /> ica."These individuals tend to value inner-directed as compared to the tourers or revenues due to competi-
<br /> safety, security, and the family, and outer-directedness of the two tion from other organizations or
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<br /> are quite comfortable with con- groups previously addressed.These from environmental changes. I'
<br /> ventional American values. will be people who are successful in In order to view this op- lo l
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<br /> P&R/FEBRUARY 1988/41 I i,i
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