The Bystander settles for little and plays by the rules, viewing everything new and unusual with suspicion.

49 %
are over 40 but under 60 years old
32 %
live alone
Average education and
income level
83 %
“I rather buy a familiar product than new and different”
73 %
do not need any other communities than family and friends
1 %
say that organic is an important factor when buying food

Difficulty adopting new habits. They stick to buying what they are familiar with and don’t want to take unnecessary risks. Like The Considerate, The Bystanders know what they “should” do and act, but they lack the motivation to change their consumption habits, because it is too expensive or new. The Bystanders and The Considerate are both not keen on buying online due to a lack of trust.

Moderate consumption. Like The Considerate, The Bystanders are very price-aware and they want to stick to their budgets. The Bystanders are against over-consumption and will only buy new things when they really need to. They have relatively low income and are always on the lookout for offers and discounts.

Disinterest in food. The Bystanders don’t really care what they eat and haven’t thought about the deeper meaning of food. They buy what is familiar, easy to prepare, inexpensive and suitable for the whole family.

Next to cheapest. The Bystanders choose affordable things, but not those of the lowest quality. The Bystanders are middle-income earners and live in bigger cities, so they do have the possibility to choose.

Scepticism. The Bystanders are sceptical towards existing trends: “How do you know that organic is better, or even truly organic?” Contradictory information confuses them and makes them very critical. The Bystanders don’t think that you can influence change through consumption choices, and they turn a blind eye to difficult issues.

How to offer good quality products and services with reasonable price?

Is the product or service easy and effortless to find?

How does your product appeal to common sense?