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As a consumer group, Survivors have the lowest resources; they exhibit no primary motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Are cautious and risk averse
  • Are the oldest consumers
  • Are thrifty
  • Are not concerned about appearing traditional or trendy
  • Take comfort in routine, familiar people, and places
  • Are heavy TV viewers
  • Are loyal to brands and products
  • Spend most of their time alone
  • Are the least likely use the internet
  • Are the most likely to have a landline-only household.

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