This report focuses on the future goals and motivations of consumers, and tries to pinpoint the differences between those who are spurred on by strong goals and ambitions, and those who prefer to remain within their comfort zone, steering clear of risk if possible.

It is important to understand the motivations and lifestyles of both of these consumer types, as the marketing messages needed to attract each group will often need to be very different.

Goal driven: Which areas tend to be affected by ambition and the desire to win? Are they only happy if they can negotiate the best deal, tackle extreme sports, sit in the overtaking lane, and be winners in the eyes of their family and friends?

Comfort seekers: In which areas are they most likely to crave stability and certainty? In which areas (if any) would they be prepared to take risks – and if so, what are the ‘tipping points’ that would make them back away from change?

What is it that makes someone goal-driven or a comfort-seeker? Do consumers change and progress through different lifestages, or are they inherently ambitious or comfort zoners?

How does ‘membership’ of these groups impact on people’s lifestyles in terms of their leisure, holidays, finances, shopping behaviour, and the products that they buy?