Economical

We call this LifeStyle “Economical” because it is very conscious of the relative cost and value of almost everything, including its time. They are not cheap. They simply see no reason to pay more than is required. This LifeStyle has the highest readership of Consumer Reports and the Economist. It members are younger (by 5 years) and more educated than average (89% have college degrees or better). They watch their money even when buying pricey things like organic cosmetics: They somehow manage to have the lowest spend per visit to the beauty counter. As you might expect, in general they are not driven to things or experiences that are exclusive, extravagant or elegant. They are very comfortable with themselves and not worried about being self-conscious. They are socially interactive and relatively undemanding regarding service. Convenience is more important than atmosphere. (They want the “steak not the sizzle.”)