Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

The VALS Framework Innovators Thinkers Achievers Experiencers Believers Strivers Makers Survivors

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

Favorite Things:

  • A lottery win
  • Stress relief
  • A sense of belonging
  • Stability

Looking for more detail about this and other VALS types? Visit the VALS™ Store to read about Understanding US Consumers, our special handbook for students, professors, and anyone else who is interested in learning a little bit more about the psychological attributes and demographics that underlie consumer decision making.