Charlotte Mordin, Y&R EMEA 4Cs Genesis

4Cs Genesis In the post-war period people were much more stereotyped than now. They saw themselves more in terms of their class, role and life stage.

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

4Cs Genesis 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 4Cs = Cross-Cultural-Consumer-Characterisation Young & Rubicam New York were pioneers in 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 = Cross-Cultural-Consumer-Characterisation

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

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

4Cs Genesis Starting from theory Local 4Cs Models were constructed - Discussion, description of local 4Cs types - Depth interviews (photos) - Country-specific statements and questionnaire Starting from theory Local 4Cs Models were constructed

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

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