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As a consumer group, Achievers have high resources and an Achievement motivation.

The U.S. VALS Framework graphic

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.

Source: Nationally representative samples of more than 50,000 US adults age 18 and older from VALS™/GfK MRI and SBI proprietary studies annually.