Modern Mainstreamers

INTRODUCING THE MODERN MAINSTREAMERS 07 May 2010

Voracious consumers, ready and willing to receive well-executed brand messages.

The Modern Mainstreamer is Kiss’ modern day consumer. They may not be able to afford everything they want, but that doesn't stop them. They aspire to a designer brand to turn heads but they love high street shopping and will keep going until the credit card is maxed out. Stylish celebrities help them decide what to wear, so whether it’s Scarlett Johanssen working for Mango or David Beckham's latest range, it’s all about looking good. And when they want some high fashion on a budget, they're not shy to raid the rails at Primark.

Now these guys are in their prime, they’re mid twenty-somethings and plan to enjoy it as much as they can. Don’t be fooled though, they still have their heads screwed on and know what they want from life. They may like to shop a lot but they work hard and have ambitions for their future. Climbing up the company ladder is a must so the next promotion is always in sight and in order to get there they’re not afraid to take a few risks, as long as they can have a few drinks with their mates at the end of it all.

When it comes to the world around them they want to know everything, you’ll find them with their head in a magazine, whilst surfing the internet on their phone and keeping one eye on their favourite programme. Their preferred reading will be a free paper or a tabloid, as long as they get a selection of all the most important headlines. When it comes to Magazines it's important to find the trends so they know where to hit on the high street at the weekend, plus, a healthy dose of entertainment news is always welcome. The internet is an every hour must, Facebook won’t update itself! And, when it comes to TV it’s all about entertainment, the latest series of ‘Britain’s Got Talent’, who shot who in Eastenders, Top Gear's tips and making sure they get a good dose of T4 on a lazy Sunday.

Here are some key attitudes of a Modern Mainstreamer

•  Modern Mainstreamers are risk takers

• They are ambitious and want to work hard to do well in thier career, but they like like to play hard to and enjoy a night out socailising

• They have a positive attitude towards sponsorship initiatives and are more likely to buy from brands that sponsor events

• They believe in looking good and love shopping be it high street or designer