Based on the consumer research that has identified 10 lifestyle groups in the
Australian population (Roy Morgan Research Centre, 1997), Muller (1996) has
shown that 83% of all Australian baby boomers belong to one of four lifestyle
groups: Socially Aware, Visible Achievement, Something Better, and Conven
tional
Family Life (with the remaining 17% scattered across five other groups).
Table 1 gives the psychographic profiles of those four major lifestyle groups of
baby boomers. On the basis of the profiles obtained from the VALS 2 research in
the United States and the Environics 3SC lifestyle segmentation in Canada, Table 1
matches the four Australian baby boomer segments with the equivalent segments