Achievers are motivated by achievement.
These individuals want to excel at everything they do business, work, play, family, and even their leisure activities are marked by excelling at things they do. They are more likely to purchase a brand, which has shown its success over time, proven, guaranteed, and Achievers are not necessarily the smart spending types. They are the types to “Keep up with the Jones’s“ and spend $2,225.00 on a Louis Vuitton Bag. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster.  These are early adopters and information mavens. 

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work.  Achievers live conventional lives, are relatively ‘politically conservative’, and respect authority and the status quo and care deeply about others perceptions.  College is a sure bet and they represent 20% of the entire US demographic (the second largest) and this ratio raises to 39% in the Northeastern portion of the US. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

Their primary Motivation is also ‘outer-directed’. If they have all their basic needs met, they become avid shoppers reflecting their social status in society.  Their status in society is directly measured in terms of the external signs of their current and future economic affluence.  

THEY WANT

1) Recognition for their Achievements.
2) Subconsciously like to show it off to others.

With many wants and needs, Achievers are active consumers. Image is very important to them. They favor established, prestigious products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of timesaving devices.

Motivations:

Members of this group typically:

• Have a “me first, my family first” attitude
• Believe money is the source of authority
• Are committed to family and job
• Are fully scheduled
• Are goal oriented
• Are hardworking
• Are moderate
• Act as anchors of the status quo
• Are peer conscious
• Are private
• Are professional
• Value technology that provides a productivity boost.

Achievers Deep Fears

Vanity is the excessive belief in one’s own abilities or attractiveness to others. Prior to the 14th century it did not have such narcissistic undertones, and merely meant futility. The related term vainglory is now often seen as an archaic synonym for vanity, but originally meant boasting in vain, i.e. unjustified boasting;^[3] although glory is now seen as having an exclusively positive meaning, the Latin term gloria (from which it derives) roughly means boasting, and was often used as a negative criticism.^[0]