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R. J. Reynolds Report: Youth 1987: Benchmark Study and Key Lifestyles/Values Groups
 In 1987, the R. J. Reynolds Tobacco Company conducted an extensive survey of Canadian youth between the ages of 15 and 24. The goal of this survey was to give the company a better understanding of the values, lifestyles and smoking behaviour of Canadian young people – in order to better target this desirable demographic.
The first half of the survey comprised a self-completed questionnaire that determined how young people felt about social roles, self image, relationships, values, interests, work ethics, ambition, politics, brands, music, forms of advertising, and their media behaviour. The questionnaire also included questions about the respondents’ financial status and spending habits.
The second half of the survey consisted of interviews in which young people were asked about their smoking habits, and which tobacco products and brands they used.
In the final report, young people were classified under the following groups: Big City Independents, Tomorrow’s Leaders, Transitional Adults, Quiet Conformers, “T.G.I.F.” (Thank God It’s Friday), Underachievers, Social Moralists, and Small Town Traditionalists. The profiles for these groups are as follows:
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Big City Independents (5% of total survey group)
“You should look after yourself first, and then worry about others.”
Big City Independents are at one extreme. This group is oriented towards material success and its members tend to be the most self interested and self-sufficient. The focus is on individual accomplishment and achievement.
- 60% of Big City Independents were male and 40% were female
- Age range within this group:
15 – 17 = 24%
18 – 21 = 45%
22 – 24 = 31%
- Percentage of Big City Independents who smoke: 18%
Personality Traits - Assertive and independent
- self-centred and self-interested
- There is a lack of parental ties
- Come from diverse backgrounds
- Achievement-oriented, decisive
- Not particularly fashion-conscious
- Believe in equality of sexes
- Not particularly socially concerned
- Light viewers of TV
- Eclectic musical tastes – from classic, reggae and jazz, to more popular youth-oriented music
- Come from larger provinces, often single
- Enjoy books and newspapers
- Generally look down on smoking
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Tomorrow’s Leaders (11% of total survey group)
“I feel I am in control of my life.”
These are certainly potential movers and shakers. They are gregarious and assertive, clear in their direction and oriented toward achievement and success. However, they also demonstrate a degree of independence, both in terms of family ties and in their enjoyment in spending money. In this respect they are prime consumers, especially for fashion items and sporting equipment and accessories.
- 58% of Tomorrow’s Leaders were male and 42% were female
- Age range within this group:
15 – 17 = 38%
18 – 21 = 40%
22 – 24 = 22%
- Percentage of Tomorrow’s Leaders who smoke: 8%
Personality Profile - Gregarious, assertive, independent
- Active in sports
- Participate in wide range of activities – rock concerts, clubs, public discussions, professional sporting events
- Less socially concerned
- Fashion-conscious
- Majority are young – often students – and anglophone
- Have the most discretionary income of all groups
- Likely to have stocks, bonds and credit cards
- Likely to own “big ticket” items
- Come from upscale, professional families – tend to be living at home
- Enjoy going to movies with friends
- Light viewers of TV (they enjoy sports, comedies, talk shows and dramas)
- Enjoy new wave, pop and rock music
- Avid readers of books and newspapers
- Most despise smoking
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Transitional Adults (14% of total survey group)
“I don’t spend my money foolishly.”
So named because they are older, Transitional Adults are therefore the most likely to be married and living away from home, but this group still contains a majority of singles.
- 37% of Transitional Adults were male and 43% were female
- Age range within this group:
15 – 17 = 11%
18 – 21 = 36%
22 – 24 = 53%
- Percentage of Transitional Adults who smoke: 48%
Personality Profile - Self-assured
- Less active in sports and community activities, tend to be tied up in their own affairs
- Rely on parents for moral support
- Financially conservative, but have lots of discretionary income
- Likely to have bank accounts, credit cards and cars
- Prefer “easy-listening” or pop music
- Average TV viewers (like soaps, comedies, news and dramas)
- Average readers
- Older, Quebec youth are over-represented in this group
- More females
- Live away from home, working
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Quiet Conformers (18% of total survey group)
“I am a listener rather than a talker.”
“Average” is the key term to describe Quiet Conformers, who tend to be followers. We look at them as they flow with the trends, taking their cues from Tomorrow’s Leaders. Listening rather than talking characterizes this group. It’s not that they don’t have an opinion – it’s just that they would rather avoid controversy, so are unlikely to express their views publicly.
- 44% of Quiet Conformers were male and 66% were female
- Age range within this group:
15 – 17 = 25%
18 – 21 = 45%
22 – 24 = 30%
- Percentage of Quiet Conformers who smoke: 17%
Personality Profile - Lack assertiveness and confidence
- Tend to have low discretionary income
- Subscribe to conventional wisdom
- Subscribe to status-quo, regarding equality of sexes and discrimination
- Make conservative music choices
- Mainstream, “average” TV viewers
- Mainstream, “average” readers
- Dress conservatively
- Come from traditional families
- Tend to disapprove of smoking
- Not very active in sports
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T.G.I.F. (30% of total survey group)
“It’s not important to improve performance year after year.”
The largest single group is the underachievers or, the T.G.I.F. group. This segment is rooted in the present. Its members live for the moment and tend to be self-indulgent. Achievement and leadership is not a goal for this group compared with others. Societal issues are relative non-issues. There is a tendency toward extravagance.
The survey noted that understanding this group, because of its size, is quite important to the identification of broadscale marketing activities and dissemination of policies.
- 60% of the T.G.I.F. group were male and 40% were female
- Age range within this group:
15 – 17 = 28%
18 – 21 = 43%
22 – 24 = 29%
- Percentage of T.G.I.F. group who smoke: 62%
Personality Profile - Don’t care very much about social issues
- “Live for today” philosophy
- Self-indulgent
- Outgoing and fashion conscious
- Like to spend money
- Like hard rock, heavy metal music
- Average TV viewing
- Diverse family backgrounds
- Read newspapers and some magazines, although the magazines they read tend to be for entertainment
- Most likely to support smoking
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Insecure Moralists (17% of total survey group)
“I feel I have to prove myself to others.”
Following the TGIF group and its orientation to the present moment, Insecure Moralists relate more to the perceived values of their parents’ generation. They support the idea of traditional families, and to a degree, feel that the best values stem from their parents’ time. They have a certain nostalgia for things past and are somewhat uncomfortable with today’s society and its values. They feel that “Big Brother is watching over them” and that life in general is threatening. As a consequence they are closely allied with their families and most comfortable with the known and familiar.
- 49% of Insecure Moralists were male and 51% were female
- Age range within this group:
15 – 17 = 37%
18 – 21 = 42%
22 – 24 = 21%
- Percentage of Insecure Moralists who smoke: 36%
Personality Profile - Experience life as somewhat threatening
- Tend to be insecure and indecisive
- Introspective, most comfortable with what is known and familiar
- Least likely to have a driver’s license
- Concerned with issues such as discrimination, moral values, traditional family roles
- Most likely to be young and from Quebec
- Low discretionary income
- Participate in sports, but not public debate
- Watching pro-sports is common, as is attending church or synagogue, or participating in clubs
- Are fashion conscious
- Majority have mothers who are homemakers
- Broad musical tastes – most likely to enjoy country and western music, as well as ballads
- TV is their primary form of entertainment (comedies, dramas, soap operas)
- Not heavy readers
- One third of this group smokes
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Small Town Traditionalists (5% of total survey group)
“Practicing religion is very relevant these days.”
The remaining group is the Small Town Traditionalists. This segment is the most conservative and the most religious. Material success is not their leading motivator as it is with the Big City Independents. Spiritual values are held in high esteem. They reject all ‘vices’ and many of their attitudes could be considered old fashioned. Unlike the self-interested, non-conforming Big City Independents, the Small Town Traditionalists support age-old traditions and institutions and long-established belief systems.
- 41% of Small Town Traditionalists were male and 59% were female
- Age range within this group:
15 – 17 = 18%
18 – 21 = 40%
22 – 24 = 42%
- Percentage of Small Town Traditionalists who smoke: 25%
Personality Profile - Conservative, religious
- Often come from rural areas and small towns (One half of this group is from Atlantic Canada and the Prairie Provinces)
- Outgoing and confident
- Strong family ties, even when living away from home
- Hard-working, unselfish,
- Against discrimination, sexual freedom, overt sex and violence
- Generally see smoking as an undesirable vice, although one quarter smoke
- Tend to come from upscale backgrounds
- Low discretionary income
- Light TV viewers, usually news
- Most likely group to regularly attend church, mosque or synagogue
- Prefer lighter music
- Enjoy reading news magazines, books, newspapers
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Source: Legacy Tobacco Documents Library, University of California, San Francisco http://legacy.library.ucsf.edu/
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