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As a consumer group, Strivers have low resources and an Achievement motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Have revolving employment; high temporary unemployment
  • Use video and video games as a form of fantasy
  • Are fun loving
  • Are imitative
  • Rely heavily on public transportation
  • Desire to better their lives but have difficulty in realizing their desire
  • Wear their wealth.

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