The Considerate are guided by their compassion for others. As consumers they are very cautious and slow to adopt new habits.

54 %
own the house they live in
39 %
are retired
The lowest
educational level compared
to the other groups


26 %
expect their financial situation to improve during the coming year
The most inactive group in using digital services or social media
83 %
“I recycle the products I no longer need”

Difficulty adopting new habits. The Considerate and The Bystanders buy what they are used to and is familiar. They don’t want to take any risks. Taking on a new diet is hard. They know what they “should” do and act, but they are not motivated to change their consumption habits, as this would be too expensive or new. Both groups are not keen on buying online due to a lack of trust.
Moderate consumption. The Considerate and The Bystanders are very price-aware and it is important for them to stay on budget. They are also against over-consumption. They have relatively low incomes and are used to hunting for offers and discounts.
Natural way of eating. The Considerate would like to eat more naturally and choose domestic or even locally produced food. However, this can be difficult, because they also think that food shouldn’t cost too much. One fourth of The Considerate live in the countryside, which explains their interest in supporting local.
Compassion. The Considerate take care of their family members but they are also interested in joining common-good / non-profit organisations. Only The Committed are more eager to join these organisations.
Responsibility without forethought. The Considerate don’t buy a lot of new things or clothes and they are very diligent when it comes to recycling. They are also experienced sharers of things, and lend and borrow from acquaintances. However, this is not because they consider it important, but because it is convenient for them.

Are you offering something tangible, not just a digital service?
Is the product or service respecting traditions?
How do you communicate reliability?
Is the story emotionally convincing?