1. Ymere housing corporation

Ymere housing corporation in Amsterdam replaces the current selection criteria with criteria that place a greater emphasis on the importance of the right home for the right tenant. Lifestyle is a tool for balancing supply and demand. The following lifestyles were used:

• Red World Profile Person: active, adventurous, confident, determined, broad-minded, fairly flexible, does own thing, own timetable. Housing: urban, anonymous, opportunities, continuously lively, creative and nonconformist character expressed in wishes about housing.
• Yellow World Profile Person: spontaneous, cheerful, convivial, numerous friends, group animal, balanced and harmonious. Housing: sociable residential area, calm, green, contacts and facilities.
• Green World Profile. Person: calm, serious, privacy, loyal and hard worker, close-knit group of family and friends, security and safety. Housing: sociable residential area.
• Blue World Profile. Person: ambitious, committed, assertive, intelligent, thoughtful, need for order and luxury. Housing: calm, possible country environment, young people in dynamic surroundings, high-quality housing and surroundings.

2. Value Group Ltd

The insight Value Group Ltd carried out a vast study of UK social values and change, and upon its findings established this social value scale. It draws heavily from Maslow's Hierarchy of Needs. This is the Insight Value Group scale, which claims to be an accurate representation of the groups that exist in the UK today. http://www.businessballs.com/demographicsclassifications.htm
Social value group characteristics:

• self actualisers: focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others'
• innovators: self-confident risk-takers, seeking new and different things, setting their own targets to achieve
• esteem seekers: acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences
• strivers: attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values
• contented conformers: wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making
• traditionalists: averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd
• disconnected: detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'.

3. NRS 'Super Profiles' classification (UK)

NRS (National Readership Survey Ltd) also use the following summary headings as an alternative way of classifying lifestyle types in the UK. Again, percentage figures for the distribution of these types are available from various sources. http://www.businessballs.com/demographicsclassifications.htm

• affluent achievers
• thriving greys
• settled suburbans
• nest builders
• urban ventures
• country life
• senior citizens
• producers
• hard-pressed families
• have-nots
• unclassifiable

4. Motivaction for Woningbedrijf Amsterdam

In close collaboration with Woningbedrijf Amsterdam (Amsterdam Property Management Department) and Mitros Housing in Utrecht, the research consultancy firm Motivaction from Amsterdam developed a special housing requirements module for the national Socioconsult Survey. Motivaction makes a distinction between seven housing perception groups (lifestyles):

• Tolerant socialisers. Person: social empathy, tolerance and a broad interest in society and fellow-people. Well-educated and work full-time. Housing: pleasant neighbourhood, they think this is more important than their actual home. They thrive in urban environments where there are many opportunities for going out and actually feel responsible for the diversity of people in their neighbourhood. However, they also appreciate green areas in the vicinity. Their interest in their fellow-people makes them an ideal group to promote integration in a neighbourhood.
• Settled idealists. Person: broad interest in society and people with the tolerant socialisers. Want to be bothered as little as possible by their immediate environment. Housing: will not tend to pop round to the neighbours for a cup of tea and they prefer detached houses. They thrive in suburban settings but they are put off by too much of a village atmosphere. This group also includes a high proportion of well-educated people and owner-occupiers.
• Busy middle classes. Person: very high level of extrinsic motivation. Very materialistic and wish to make a statement in this way to the outside world. Housing: distinctive homes with the latest technological features as status symbols. The composition of the eighbourhood should be fairly homogenous and preferably not multicultural.
• Down-to-earth family clan. Person: many inhabitants of working-class areas. Not open to other approaches to life and are very neighbourhood-minded. Not interested in others and so they are not particularly tolerant towards other groups. Act fairly impulsively and so easily end up in debt. They do attach considerable importance to 'proper behaviour' and do a lot of DIY. Many people in this group are from lower social classes. Housing: The housing should not be too different from that of other people in the immediate surroundings.
• Domestic types. Person: often older and is motivated to a considerable degree by a feeling of insecurity. A considerable desire for social contacts but, at the same time, increasingly isolated because they lack the skills to keep up with changing society. It is precisely these people who end up 'stuck' in neighbourhoods that have undergone enormous changes but they often lack the stamina and financial resources to do anything about their situation. Housing: safety precautions, housing in enclosed areas (ordered areas), homes on the ground floor or flats with lifts (these people often have difficulty with walking).
• Active individualists. Person: 'angry young people' who want to make it. Do not care about the neighbours. Interesting group for housing corporations but they often only stay in dwellings for short periods. Housing: early stages of their housing history. They can often be found in large cities where 'it's happening'. Fairly materialistic, opting for trendy areas close to night life and all-night shopping.
• Community thinkers. Person: harmony important, calm and an ordered life. Frugality and time for living are key concepts. More confident and active than the domestic types; anxiety is much less of a driving force. Housing: often in rural surroundings with a lot of greenery. Many members of this group lived in semi-detached homes and they are very settled. A large proportion of owner-occupiers.

5. Motivaction for the Municipality of Almere

The Municipality of Almere conducted a lifestyle survey in Almere in collaboration with the Motivaction agency in Amsterdam using the 'Mentality Model'. This model makes a distinction between eight social circles. These circles provide a picture of stable and fundamental value systems that people have, rather than of the more transient decisions about behaviour that they make. The circles are the following:

• Traditional middle-class (traditional circle) (traditional conservative). The moralistic, conscientious and status-quo-minded middle classes that stick to traditions and material possessions.
• Modern middle class (traditional circle). The conformist, status-minded middle class that strives for a balance between tradition and modern values such as consumerism and hedonism.
• New conservatives (traditional circle). The liberal/conservative upper social class that is all in favour of technological development, and opposes social and cultural innovation.
• Leisure group (modern circle) (modern possessions and pampering). The impulsive and passive consumer whose main aim is to have a carefree, pleasurable and comfortable life.
• Upwardly mobile (modern circle). The career-minded individualists with a definite fascination for social status, new technology, risks and excitement.
• Cosmopolitans (modern circle). The open and critical cosmopolitan citizens who integrate values such as development and experience with modern values such as social success, materialism and hedonism.
• Post-materialists (post-modern circle) (post-modern development and experience). The idealists with a critical view of society who want to develop and who are concerned about social injustice and the environment.
• Post-modern hedonists (post-modern circle). The pioneers of the experience culture, in which experimentation and breaking with moral and social conventions are goals in themselves.

6. Van der Flier Consultancy

The Van der Flier consultancy in Oss recently launched a lifestyle survey as a supplement to the market research conducted for the purposes of Strategic Resource Management. This was partly based on the book of Arnold Reijndorp, Vincent Kompier, Stefan Metaal, Ivan Nio en Birgitt Truijens called 'Buitenwijk. Stedelijkheid op afstand Rotterdam' (1998, NAi Uitgevers). Initially, they are using the following lifestyles:

• Original urbanites
• Original villagers
• New urbanites
• New villagers
• Edge-city dwellers
• Suburbanites
• Immigrants

1. Original urbanites

Housing history

• Preference for own city
• Born and brought up here
• Remain close to where they come from
• Continuity, relatively traditional
• The more industrialised the town, the more original urbanites
• Group dwindles in size, income and status but symbolic value increases.

Income and education

• Lower-ranked employees
• Lower level of education
• Lower income
• From labourers to personal services
• Self-employed: local simple industry
• Nostalgic/pragmatic
• Familiarity and conformity

Phase of life and household

• Often have children while still young, quite considerable variation
• Young, smaller families, relative large numbers of older people, also more single people
• Few children in the town
• Fewer young people, more variation, less 'working-class kids' in nature
• Relatively few starters, often move quickly to outlying areas
• 30-year-olds, single or with children at school, receiving their maximum income
• Relatively high proportion of older people, who also see themselves as older people
• Female partner with part-time job

Housing

• Various types of households in flats
• Flats of various sizes in own town, otherwise single-family dwellings elsewhere
• Large living room or open kitchen adapted to shared use
• Not impoverished, no unnecessary frills
• Preference in terms of style for sitting area but relatively functional.

Living environment and neighbourhood

• Social use, less form-minded
• Parking outside the door, good social facilities
• Continuity, conformity and familiarity with own circle
• Problematic approach to change
• Ongoing participation of small vanguard, neighbourhood their domain, inconveniences of everyday life
• In the meantime, mainly a mental bond with idealised social life in club contexts

Radius of action

• One car
• Extensive use of public transport for short distances
• Work in city areas and industrial estates
• Preference for local shops; in practice, often use shopping centres
• Recreational area, theme park
• For special events: recreational catering establishment, motorway services, intimate café for small group
• Gyms

Philosophy

• Traditionally social-democratic, is becoming more diverse
• Little affinity with religion
• Interested in the environment but comfort comes first

2. Original villagers

Housing history

• Preference for own village
• Born and brought up here
• Remain close to where they come from
• Continuity, relatively traditional
• The less urbanised the region, the more original villagers
• Group dwindles in size, income and status but symbolic value increases

Income and education

• Lower-ranked employees
• Lower level of education
• Lower income
• From farm labourers to personal services
• Self-employed: local simple industry, farmers
• Nostalgic/pragmatic
• Familiarity and conformity

Phase of life and household

• Often have children when still young; attach considerable importance to marriage
• Young, larger families, relatively high proportion of older people
• Large numbers of children (per household)
• Many young people, village youth with better education
• Quite a lot of starters, are forced to move out more and more (to flats or outlying areas)
• 30-year-olds with children at school, maximum income
• Relatively high proportion of older people, who also see themselves as older people
• Female partner usually housewife

Housing

• Large families in small single-family housing
• Homes with numerous rooms
• Not impoverished, no unnecessary frills
• Preference in terms of style for sitting area but relatively functional.

Living environment and neighbourhood

• Social use, less formal thinking
• Parking outside the door, good social facilities
• Continuity, conformity and familiarity with own circle
• Problematic approach to change
• Continuing participation, village their domain, inconveniences of everyday life
• In the meantime, mainly a mental bond with idealised social life in club contexts

Radius of action

• One car
• Extensive use of public transport for short distances
• Work on industrial estates
• Preference for local shops; in practice, often use shopping centres
• Recreational area, theme park
• For special events: recreational catering location, motorway services, intimate café for small group
• Traditional sports club

Philosophy

• Traditionally Christian Democrats, now becoming more diverse
• Considerable affinity with religion
• Interested in the environment but comfort comes first

3. New urbanites

Housing history

• Preference for pre-war urban areas
• Often from outside the region
• Move to large cities for further education
• Often considerable transition from original circle, highly individualised
• The more the university city, the more new urbanites
• Increasing in all towns

Income and education

• Higher education with social and cultural emphasis
• Social and cultural functions
• Variable income
• From intellectuals to minor experts
• Self-employed: freelance
• Avant garde
• Maximum distinction for minimum expense

Phase of life and household

• Long phase of small household, more cohabitation outside marriage, more divorce
• Few young children; is on the increase
• Few teenage children living at home
• Large group of young freelance starters throughout entire town
• 30-year-olds still have all options open to them
• Increase since baby boom and study time, so still few seniors
• Empty nest at later stage, do not act like older people
• More double incomes

Housing

• Predominantly small households in small housing, but family gentrification is on the increase
• As long as location is pre-war town, all types of housing
• The greater the distance from the centre, the more luxury required
• Slight preference for authentic, historical surroundings, or modern architecture

Living environment and neighbourhood

• Urban look
• Concern for historical buildings
• Car need not necessarily be parked outside the door
• Green areas and design subordinated to location
• Mixed population, as long as there are no edge-city dwellers
• Concerns about increased status, more and different facilities, and fewer contacts
• Social and cultural interests, cultural capital during discussions with authorities, sometimes own initiative
• Use of cultural and trendy facilities (frequency not a determinant)

Radius of action

• Usually one car
• Extensive use of public transport for all distances
• Urban neighbourhoods
• Symbolic cultural shopping, everyday shopping within cycling distance
• Urban leisure and culture
• As varied as possible, as urban as possible (or precisely exotic countryside)
• Gym, indoor sports, alternative

Philosophy

• Complete left-wing spectrum
• Highly secular
• Ideological enthusiasm for the environment, but this is not a housing motive

4. New villagers

Housing history

• Village or countryside
• Often from outside the region
• Often from outside the region, usually via city, followed by intermediate steps, considerable transition
• Often considerable transition from original circle, highly individualised
• New villagers mainly appear in urban regions
• On the increase in urban regions

Income and education

• Higher education with social and cultural emphasis, although less than new urbanites
• Social and cultural functions
• Variable income
• From intellectuals to minor experts
• Self-employed: freelance
• Maximum distinction for minimum expense

Phase of life and household

• Long phase of small household outside the village, relatively large variation
• Usually families and older people
• Few young children
• They are there, but fewer than in the case of original villagers, emphasis on school performance
• Starters mainly in city, not yet village
• Work and family starting to take shape
• Increase in 30-year-olds since baby boom so still few seniors
• Empty nest at later stage, but come to village at older ages, do not act like older people
• More double incomes

Housing

• Different types of housing with preference for authenticity
• Best location is on access roads or in the village centre
• The smaller the village, the better the location
• The less ideal the location, the more luxury
• Historical or history-based
• Rustic or modern, slightly unusual

Living environment and neighbourhood

• History-based village character
• Less interested in facilities and more in the form
• Not too many cars in sight
• Preferably mixed, but only to a limited extent
• Concerns about increased status, but also post-modernisation of identity
• Historical and cultural interests, cultural capital during discussions with authorities, sometimes own initiative
• Encouragement of cultural facilities (frequency not a determinant)
• Initiatives in the fields of the environment and historical buildings (sometimes conflict)

Radius of action

• Two cars
• Occasional use of public transport
• Variable place of work, also in towns
• Preference for local shops (symbolic shopping); in practice, often use shopping centres
• Nature and town visits
• Tennis, golf, judo, alternative

Philosophy

• From left- to right-wing, but less Christian-Democratic
• Little affinity with religion
• Ideological enthusiasm for the environment, but location more important than ecological value

5. Edge-city dwellers

Housing history

• Look for location alongside the motorway, regional access
• Mixed regional
• Move home within the region, find training and work on that scale
• Virtually unnoticed transition from original circle, more individualised
• The more urbanised the region, the more edge-city dwellers
• On the increase, particularly in less urbanised regions

Income and education

• Middle position
• Average level of education
• Average income
• From lower middle class to low-level managers
• Self-employed: industrial estate, shopping centre
• Material enjoyment
• Maximum comfort for minimum expense

Phase of life and household

• Limited period with small household and then families of different sizes; family-minded
• Relatively few small households
• Large numbers of children (in total)
• Large numbers of young people, relatively few problems despite boredom (perceived or actual)
• Many starters in flats, move to single-family homes as family
• 30-year-olds in young-family phase
• Adopt active role as seniors at early stage
• Group on the increase since baby boom so there are still few seniors
• Female partner with part-time job (full income plus part income)

Housing

• Single-family home
• Enough rooms, enough luxury
• A theme is acceptable (water, beach) as long as things remain sound and functional
• Interior focuses on sitting area, highly varied design

Living environment and neighbourhood

• Parking outside the door
• Greenery on condition that it is functional
• Sociable but autonomous
• Certain anonymity, minimum conformity, less local
• Few cares, continuity and change is the same
• Relatively calm, but collective mobilisation possible when it comes to matters relating to building and homes
• Spontaneity with respect to necessary facilities

Radius of action

• Often two cars
• Regular use of public transport by younger people and working partners
• Work on industrial estates and office parks
• Run shopping and everyday shopping in the shopping centre, occasionally trips out to other locations
• Recreational area, theme park
• Search for contemporary middle-class products outside the town, sometimes town trips
• Tennis, golf, judo

Philosophy

• Complete political spectrum
• Little affinity with religion
• Interested in the environment but comfort comes first

6. Suburbanites

Housing history

• Preference for classic suburban housing
• Often from outside the region
• Usually via the town, transition more natural
• Degree of transition varies and is more natural, traditionally highly individualised
• Suburbanites appear in high-status regions
• Gradual increase everywhere with prosperity

Income and education

• Higher education in financial and administrative areas, as well as professions and medics
• Financial and administrative positions
• Higher income
• From middle class to higher-level managers and directors
• Self-employed: successful entrepreneurs
• Middle class
• Maximum status

Phase of life and household

• Long phase with small households followed by small families
• Relatively few children
• Relatively few young people, pressure on school performance
• Young independent starters in trendy urban areas
• Work and family starting to take shape
• Empty nest at later stage, do not act like older people
• Relatively large proportion of older people, considerable ageing of profile in suburbs
• Female partner with part-time job

Housing

• Small families in large houses
• Semi-detached, detached, luxury flats
• Roomy, very luxurious
• No themes; classic or fashionably modern

Living environment and neighbourhood

• Green, roomy, park-like surroundings
• May also be romantic and countrified
• Parking outside the home or in garage, in form appropriate for the living environment
• Autonomous attitude to social matters
• Presence raises status of the surroundings
• Relatively calm but considerable collective mobilisation when it comes to matters relating to building and homes
• Natural social context established in passing

Radius of action

• Two cars
• Rare use of public transport
• Work in office parks and inner cities
• Shopping centre and better addresses
• Nature and town visits
• Prefer exclusive products
• Hockey, alternative

Philosophy

• Liberal
• Little affinity with religion
• Interested in the environment but comfort comes first

7. Immigrants

Housing history

• No explicitly preferred location; functionality comes first
• Countryside origins in developing country (if not, usually one of the other lifestyles)
• Large transition from country and circle of origin, very traditional in relative terms
• Immigrants appear everywhere, and particularly in urban regions
• Group increases if there is a lot of turnover in other groups

Income and education

• Lower-ranked employees
• Lower level of education
• Lower income
• From labourers to personal services
• Self-employed: building trade and retail
• Search for origin and progress
• Emphasis on economic advancement

Phase of life and household

• Often have children while still young, quite considerable variation
• Young, larger families, relatively high proportion of single people
• Lot of children
• Many young people with considerable variation
• Starters mainly in towns
• Single, or with schoolchildren, maximum income
• Relatively high proportion of older people, who also see themselves as older people
• Stable since foreign-worker generation
• Female partners nominally housewives, although they often have part-time jobs

Housing

• Larger homes, as long as they are in good condition
• Many rooms
• Good upkeep, few older buildings, no impoverished image
• Architecture and room arrangements without frills
• Functional interior with traditional elements

Living environment and neighbourhood

• Social use, less emphasis on form (play facilities, parking space)
• Conformity, but still a preference for a mixed population (progress/status)
• Presence means more contact, and more and different facilities
• Active approach to upkeep, resistance to social decay
• Strong commitment to neighbourhood as their domain, little participation, over-used 'representatives'

Radius of action

• One car
• Extensive use of public transport for short distances
• Urban neighbourhoods and industrial estates
• Local shops and shopping centre
• Parks, family homes
• Highly varied, often own catering establishments for small groups
• Football, gyms

Philosophy

• Social democrats
• Predominantly strong religious bonds, highly varied
• Relatively little information about, or affinity with, the environment

7. TNS NIPO

TNS NIPO in Amsterdam developed the WIN Model. WIN stands for Waardensegment in Nederland (Value Segment in the Netherlands) The WIN model breaks down the Dutch population according to values and socio-demographic characteristics. The model distinguishes between eight groups in society, which are very different from one another in terms of lifestyle, opinions, motives and behaviour.

• Conservatives. Conservatives concentrate primarily on their own living environment. Family and friends play a central role. Conservatives do not like to be noticed and prefer not to be involved in tricky situations and discussions. Their favourite occupation is watching television, with their favourite programmes being entertainment programmes. Conservatives are not really materialistic but they do want some luxuries and modern articles. The keyword for this group is 'conformity'.
• Balanced group. The people in this group are closest to the average for the population as a whole. In terms of interests, education, spending patterns, thinking and living conditions, they are located exactly in the middle of the other seven groups. The keyword for this group is 'average'.
• Committed group. The committed group attaches a great deal of importance to harmony and stability, both in society as a whole and in their own world. They are people with a sense of community and they like being engaged in group activities. This segment includes a relatively high proportion of seniors with a reasonably high level of education. They would prefer to read a book rather than watch shows on television and they are interested in art, nature and politics. The keyword for this group is 'security'.
• Hedonists. Hedonists are genuinely convivial people. Their own pleasure and enjoyment, both physical and emotional, come first. Social issues and politics do not interest them particularly. Hedonists read less than average and watch more television than average. They tend to prefer commercial television. Their purchasing patterns are higher than average and their purchasing style is impulsive. The keyword for this group is 'pleasure'.
• Luxury-seekers. Luxury-seekers are very ambitious and they yearn for success and recognition. They attach a great deal of value to a comfortable life but they certainly do not like to sit still. This segment includes the lowest numbers of religious people. Their lifestyle is based very much on their own needs. Luxury-seekers are interested in social issues and they acquire information from both newspapers and television programmes. This segment includes the highest numbers of consumers of right-wing and popular media. The keyword for this group is 'achievement'.
• Broad-minded group. This group consists of progressive people with a good education and many ideals, particularly of a left-wing nature. They are concerned about social problems and try to improve the world, starting with themselves. They are green, value their freedom and consider self-development to be very important. They are very concerned about political and social matters. The keyword is 'commitment'.
• Business group. The people in this group are ambitious and independent; they are focused on their own development and highly educated. They work hard and they are fast and creative thinkers. Their households generally consist of double incomes in the highest income category who like luxury but also give donations to charity. They watch more television than average, particularly news and current events. People from other segments will tend to describe these people as 'yuppies'. The keyword 'autonomy'.
• Caring group. The people in this group are concerned about the well-being of others. They are community-minded and acquire energy from helping people in their immediate circle. The lifestyle is frugal, but very generous for third parties. Traditions and traditional values are important. The caring group consists of genuinely sociable people who like to serve in the community (and often the church community). Reading and watching television are both part of their day-to-day activities. They mainly read local newspapers. The keyword for this group is 'social'.

8. SmartAgent Company

The Saenwonen Housing Corporation from the Zaandam area collaborated with SmartAgent Company to establish the following lifestyle classification:

• Dynamic individualists. In terms of the neighbourhood and living environment, their preference is for businesslike, functional, stately and representative (for example, countrified lanes, wide streets, large squares). Space as a buffer around the home. The home exudes control. Parking outside the door or in own garage, ease is important.
• Free thinkers. In terms of the neighbourhood and living environment, their preference is for variation, with special buildings and accents. The presentation of the home is important. The home exudes individuality and flexibility. The car does not play an important role as long as public transport is easily accessible.
• Quiet luxury. This group prefers ease.
• Community thinkers. In terms of the neighbourhood and living environment, they prefer a safe and sociable living environment, a lively neighbourhood with a lot of community interaction, and a small-scale approach. The home exudes accessibility, openness and safety. Preference for a very open, informal entrance (sometimes, the back door is more important than the front one). The car route is highly functional, the parking space is also used as a meeting place.
• Entrenched. This group is generally very committed to the neighbourhood and living environment, and they will play a clear role if changes to the neighbourhood are in the pipeline. They prefer to buy their own homes but this is often not feasible.
• Retiring group. In terms of the neighbourhood and living environment, this group prefer neighbourhoods where there is room to live in a certain anonymity and freedom. There is hardly any link between the inside and outside (home/living environment). The home exudes protection. Parking in the neighbourhood, for example on a small square: opportunity for very informal contact with neighbours.

9. Woonbron Maasoevers housing corporation

The Woonbron Maasoevers Housing Corporation in Rotterdam distinguishes between the following lifestyles: