Global Consumers: The Secure Traditionalist


Secure Traditionalists actively avoid shopping. They are unlikely to seek strong branded or premium products and prefer to save rather than spend.


Secure Traditionalists are the most likely consumer type to actively avoid shopping. They are also least likely to try new products and rarely seek well-known as well as premium products. They are a difficult consumer to influence and are very set in their ways—rarely making impulse buys and usually sticking to purchasing their essential items. 

However, they are very frugal in their shopping habits as well, placing high importance on low prices and saving money. Discounts and sale offers could therefore potentially influence the Secure Traditionalists’ purchasing habits, causing them to choose the cheapest alternative. Since they also do not enjoy the shopping experience, the more convenient and efficient retailers and brands make the purchasing process the more likely they are to return as a customer.


The Secure Traditionalist is the least likely to be influenced by all marketing channels compared to the other consumer types. Since they are likely to buy their daily essential items and are rarely influenced by changing trends or fashion, marketing strategies should stick to clearly outlining savings or discounts if they want to resonate with this consumer type.

Secure Traditionalists are not likely to make impulse purchases, even when travelling
abroad, buying gifts for others or even themselves. Brands and retailers should therefore not spend too much time trying to win over this consumer type in this space as the likelihood of them making these types of purchases is very small.


Secure Traditionalists conduct some research prior to their purchases, but they do not research as frequently as other consumer types. Since they do not stray far from their usual purchases, brands and retailers need to ensure that any discounts or offers are clearly labelled at the time of purchase to make an impact on the Secure Traditionalist’s purchasing decisions.

The Secure Traditionalist is very set in their ways and is often very frugal in their shopping habits. They do not enjoy shopping and rarely make impulse purchases, often sticking to their usual purchases. They do place a lot of importance on low prices as they value saving money. Due to their low brand loyalty and a strong focus on price, this could potentially be a key audience for new brands, products, and private label companies as long as they are competitively priced. To have the most impact on the Secure Traditionalists’ purchasing decisions, these discounts and low prices should be clearly labelled at the time of selection and purchase.

Secure Traditionalists actively try to avoid shopping as well, brands and retailers that make the shopping experience as convenient, quick and efficient as possible are likely to have happy and returning customers. Seldom making impulse purchases, Secure Traditionalists should not be the main target for brands and retailers looking to grow in this space. Likely to maintain their frugal habits, they are not expected to buy treats for themselves or friends and family and are unlikely to change this behaviour. Since they do not enjoy shopping, brands and retailers also need to ensure that all platforms provide a quick and efficient purchase so that Secure Traditionalists spend as little time as possible shopping.

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