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

2. 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.

3. 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.

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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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