Balanced optimists

Euromonitor estimates that 14% of consumers are balanced optimists. These consumers value learning about other cultures, spending time on themselves, friends and family, and boundaries.

Here are some key stats on the balanced optimist:

• More than half like finding bargains

• 38% will buy secondhand products

• Less than a quarter enjoy spending money over saving it

• Very few are planning to spend more money next year

• 74% are looking for ways to simplify life

• 39% will spend money to save time

About half of these consumers extensively research products and services, read online product reviews and compare prices online.

They are influenced most by friend and family recommendations, independent consumer reviews and product labels and packaging. Balanced optimists prefer bargains, high-quality products and secondhand products.

Celebrity endorsements, bloggers and social media influencers and brand or company social media accounts are least likely to influence these consumers.