Developing products and services that specifically address the desires and preferences of specific social classes is a challenging task. In this article, we introduce you to four personalities from the upper class. Each of them is characterised by different traits that help us better understand their needs and concerns.
David is 78 years old and convinced that success and responsibility lie in his own hands. His life is oriented toward preserving and demonstrating his status as an educated and wealthy man. He values exclusivity and clear, orderly processes. Modern gadgets are not his style. David values being recognised in the "right" circles. He rejects unnecessary staging, such as video projections in the opera, as he fails to see their purpose.
Simone is 52 years old and a firm believer in efficiency and innovation. She sees problems as challenges to be solved. She lives a liberal and cosmopolitan lifestyle and places great value on personal responsibility. Simone appreciates exclusive items and high-quality consumer goods that exude a special appeal. At the same time, she is digitally savvy and expects products to keep up with the times. For her, first-class digital solutions must function reliably in all areas of life today.
Matilda is 51 years old and describes herself as a progressive realist. She looks to the future with optimism, although she is aware that significant challenges lie ahead. For her, a sustainable lifestyle doesn't mean sacrifice, but somewhat conscious choices. Matilda appreciates new, exciting events and products that surprise and delight her. On the other hand, she rejects outdated images and elitist posturing—something she considers obsolete in 2025.
Ferdinand is 63 years old and longs for stability. After the uncertainties caused by the coronavirus pandemic and the war, he longs for a return to normality. Life was fine for him. As part of the middle class that supports the country, he expects support from the state. It cannot be that people like him can no longer afford what they are entitled to. Ferdinand values products with tradition and history because, for him, they symbolise reliability. What he rejects is the handling of all matters exclusively online.
Roland is 58 years old, well-educated, and influenced by post-materialist values. He lives a self-determined life and advocates for a pluralistic, discrimination-free, and diverse society. As a social corrective, he takes on responsibility because someone has to do it – and he is convinced that he fulfils this role better than others. Roland particularly appreciates young people getting involved in art and culture, as he believes this is crucial for broadening their perspectives. However, he is critical of the political opportunism in our country.
