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As a consumer group, Makers have low resources and a Self-Expression motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Are distrustful of government
  • Have a strong interest in all things automotive
  • Have strong outdoor interests (hunting and fishing)
  • Believe in sharp gender roles
  • Want to protect what they perceive to be theirs
  • See themselves as straightforward; appear to others as anti-intellectual
  • Want to own land.

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