My previous blog post was about the model you can use to understand movements in lifestyles in the Networked Society. If you missed that post you can find it here. In this post, let’s look closer at the Resourceful.
The Resourceful employ the most attractive positions in society and are made up of business owners, entrepreneurs, investors, innovators, managers, leaders, information and knowledge workers, artists and creative workers, highly skilled specialists, and high-level politicians and government officials. The Resourceful have either economic, cultural, or social capital – and in many cases they have plenty of all three. They also have the ability to trade in cultural and social capital for economic capital and are, therefore, not always dependent on a traditional paycheck to carry them in their life as consumers. The Resourceful are, per capita, the strongest consumption class in the Networked Society, but as they are also the smallest group, they are primarily a force in terms of opinion leadership related to consumption.
The group spends a lot of their economic capital on consumption, but also uses their cultural and social capital to access and acquire the products, services, and consumption experiences they want. Many brands in all sorts of categories will allow them to use their products and services for free in order to reach out to other consumers through the networks of the Resourceful.
In short, the Resourceful:
- have economic, cultural and/or social capital
- belong to influential networks
- seek extraordinary experiences
- prioritize health and wellbeing
- make conscious statements about global sustainability.