Lifestyle segmentation underlies human behavior. They establish the parameters of normality and the “ethical mask” of a society. Describing the lifestyles of a country permits establishing the limits within which segmentations can work. Only in the case of basic human needs lifestyles are not a limit but only a gravitational force.
The unicist lifestyle segmentation is analogous to the VALS segmentation of SRI. But, while VALS uses psychology to segment people according to their distinct personality traits, Unicist Lifestyle Segmentation uses anthropological invariables and country archetypes to segment people.
Lifestyles are the archetypical behavior patterns of a society and its members. These archetypes serve a group as automatisms to carry out the everyday activities that are functional to that society’s purpose.
Hence, lifestyles are the result of the integration of a society’s collective unconscious with its archetype, which define different ways of facing reality.
Archetypes resolve the weaknesses of a social group by turning uncertainties into assertive answers which guarantee the success of individual and social purposes.
An individual’s lifestyle makes him acceptable and functional to the society’s needs. It also allows him to find groups of identification across different cultures or communities.
Lifestyles establish the context of the Unicist Standard in market segmentation.
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