Social Grade A
Social Status
Profession
Upper Middle Class
Higher managerial or professional. Doctors and lawyers.
B
Middle Class
Intermediate managerial. Managers and teachers
C1
Lower Middle Class
Nonmanual workers. Office workers
C2
Skilled Working Class
Skilled manual workers. Plumbers and electricians
D
Working Class
Semiskilled and unskilled manual workers. Shop assistants, farm and building site labourers
E
Unemployed/receiving benefits
Casual workers. Pensioners and others who depend on the state for their income.
ABC1 women aged 1635 who are obsessed with celebrity gossip. Typical heat readers are in their mid twenties – social butterflies with a career that’s on the up. They are incredibly entertainment literate: avid cinemagoers, DVDrenters, internetusers, musiclovers, TVaddicts. They are smart and prolific shoppers especially when it comes to beauty & fashion products. In fact, shopping is one of their key precious leisure activities and high street fashion, in particular, is supremely important to them.
Individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty.
The ZOO consumer is a young (1624), single male, who sees himself as a bit of a Player. His life is dedicated to being the ultimate lad. He lives for the next party and the next girl. He certainly isn’t worried about the future and debts can definitely wait until later. He is a young man relatively unencumbered by thoughts of credit crunches or falling house prices.