Caretakers consider what’s best for their families and communities.
They seek stability and security in life.

Phenomenon: Withdrawal
Feelings of insecurity are expressed through caution and declining appreciation for diversity. The Caretaker’s need for social withdrawal is not so much due to indifference as to strong feelings of concern and responsibility.

51 %
are couples
25 %
live in rural areas
Lower educational
level than
other groups
91.5 %
“I like when life is steady and smooth”
69.6 %
would rather buy an affordable secondhand product than a new one
26 %
do not buy anything online

The group dynamics have changed. Caretakers were originally a large group, but this has shrunk dramatically.
Financial uncertainties are forcing Caretakers to make compromises. The group is exposed to outside influences, and now increasingly seeks stability in life. The most uncertain members of this group have transferred to the Bystander group.
On the other hand, the remaining core of Caretakers are now more responsible. Concern for the current state of the world is evident in consumer choices.
A striving for security determines choices, while the willingness to experiment has declined. Caretakers lack the courage to travel to remote destinations, preferring the security of home or a regular summer house. Caretakers enjoy their homes to the full.
Prudent consumption. Caretakers consider their purchases carefully, especially in clothing. They also recycle and borrow from close friends and relations. Second-hand purchasing is growing rapidly. Caretakers will visit a shop several times to consider purchases for the cherished home, gradually gaining inspiration for new ideas.
Uncertainty. Should we buy free range eggs? Should we join a food club? What should be part of a healthy diet? What can be trusted? People are more concerned and want to make more of a difference nowadays, but Caretakers are still only slowly gaining the confidence to make informed choices.
Prioritising time management. Spending time with family remains crucial, and can even mean compromising on healthy food. Ready-made spinach pancakes are a cherished time-saving food item. When in doubt, the Caretaker tries to work out what is really essential in life and to keep this in focus.
Socialising. Even though a sense of the collective is a point of reference, the Caretaker is unable to take the initiative. Caretakers can be an influential group, provided that someone else gets them moving.
Is the product or service a rational choice in everyday life?
Does the product or service represent what’s best for my family?
Can the product or service promote communality?
Is the product or service ecologically and ethically sustainable?