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As a consumer group, Believers have low resources and an Ideals motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Believe in basic rights and wrongs to lead a good life
  • Rely on spirituality and faith to provide inspiration
  • Want friendly communities
  • Watch TV and read romance novels to find an escape
  • Want to know where things stand; have no tolerance for ambiguity
  • Are not looking to change society
  • Find advertising a legitimate source of information
  • Value constancy and stability (can appear to be loyal)
  • Have strong me-too fashion attitudes.

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