Charlotte Mordin, Y&R EMEA
4Cs Genesis
In the post-war period
people were much more
stereotyped than now.
They saw themselves
more in terms of their
4Cs Genesis
class, role and life stage.
In the late ’60s supermarkets arrived
on the scene.
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Standing in the queue, you could
examine people’s purchases at your
leisure.
A researcher in the queue
came up with the idea of
brand families, the basis of
the first non-demographic
consumer segmentations.
4Cs Genesis
The next idea was lifestyle. What
kind of life did these brand families
fit into?
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Finally it was realised that underneath
the brand choice and the lifestyle were
deeper motivations … values
Stanford Research Institute was an
early and influential entrant into the
field of values segmentation with their
study VALS – an acronym for
Values and Life Styles
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Young & Rubicam New York were pioneers in using
values to plan advertising, working closely with VALS
during the early ’80s.
In the mid ’80s Y&R
established its own
international values
segmentation - 4Cs.
4Cs = Cross-Cultural-Consumer-Characterisation
Abraham Maslow
Self-Expression
Hierarchy of Needs
Arnold Mitchell
Individuality
Values & Lifestyles
David Riesman
Control
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Social Character
Alfred Adler
Status
Competition & Co-operation
Milton Rokeach
Security
Human Value Systems
Joseph Plummer
Escape
Lifestyle
Survival
The seven 4Cs
values were
derived from
accepted theory
Self-Expression
Individuality
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Control
Status
Security
Escape
Survival
The 4Cs groups based
on these theoretical values
represent intuitively accessible
individuals.
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Starting from theory
Local 4Cs Models
were constructed
- Discussion, description of local 4Cs types
- Depth interviews (photos)
- Country-specific statements and questionnaire
In the early 90’s eight years of local experience was co-ordinated to
construct standardised international statements and questionnaire in
BAV
Norway
Norway
Finland
Sweden
Sweden
Denmark
Denmark
Russia
Russia
UK
UK
Poland
Netherlands
Belgium
Germany
Belgium Germany
Czech
Czech Rep
Rep
Switzerland
Switzerland
France
France
Hungary
Portugal
Portugal
Italy
Italy
Spain
Greece
Turkey
Greece
China
China
Canada
Canada
US
US
Japan
4Cs Genesis
Taiwan
Taiwan
Mexico
India
India
Venezuela
Thailand
Thailand
Philippines
Colombia
Colombia
Brasil
Brasil
Chile
Chile
South
South
Africa
Africa
Malaysia
Malaysia
Indonesia
Indonesia
Argentina
Knowledge and experience explosion
New tools and techniques developed
Australia
Australia
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In the late 90s and new
00s 4Cs installed in TGI
as it expands across
Europe
4Cs is available ongoing,
as well as in BAV waves