Explore your world

The consumers who are drawn to the Explore style group feel it is important to respect the world and, in order to respect the world, you have to know it so you first have to explore it. These consumers therefore tend to be keen travellers who like going on all kinds of adventures. You won't find them going on an all-inclusive holiday in a luxury hotel; a nomadic tour through African or Asian countries is more up their street. These cosmopolitan types take influences from all corners of the world back home with them, and this is reflected in their character and their environment.

The Explore style group consists of people who value freedom and don't like putting things into pigeon holes; they love exploring the big wide world to gain inspiration. Nature is important to them, and they feel that flora and fauna should be respected. When they return home after an amazing journey, their living environment exudes the same atmosphere. You will find a combination of traditional, contemporary and exotic materials in their home. Various ethnic styles, inspired by African, Asian and Middle-Eastern cultures, are combined in a very modern way with European influences.

  Expand your mind

The consumers we can assign to the Expand group are very socially aware types who deal in a very conscious way with the society they live in. They are sympathetic to their surroundings, both the people around them and the environment. Health and well-being take precedence over status and affluence. These consumers make conscious choices when it comes to food, drink and clothing, but also as regards decoration and therefore when it comes to flowers and plants too.

They choose organic or ecological products, buy a lot of their fruit and vegetables from the local farmers' market and bake their own bread. They feel it is important to know the origin of their products, where do they come from and how are they produced? For this reason, these consumers prefer local or regional, seasonal products. Fair trade articles are another good option. They also love home-made things: home-baked cakes and bread, as well as sewing, knitting and embroidery. These consumers prefer to grow their own fruit and vegetables, and you will find organic herbs in pots on their kitchen windowsill.

  Express yourself

A third way of approaching life in a conscious manner is to live life to the full and really enjoy it. This greatly appeals to the fans of the Express style group. These consumers are often very noticeable, they are high-spirited, exuberant and full of energy. They are attracted to the ’50s and ’60s and have a highly individual sense of style. This style is a mix of old and new, just like a visit to a flea market at the heart of Amsterdam, vintage in combination with modern.

Consumers who identify with this group are a little romantic or nostalgic, but they are still 100% in the modern world. They sit on their second-hand velvet sofa with their brand-new laptop discussing their day with friends on Facebook, while enjoying a cup of tea in a flowery mug which they inherited from their grandmother. Next to the sofa is a vintage lamp, recently purchased at the flea market. These consumers love dipping back in time to lend a touch of sparkle to the world around them, almost as if they were bringing a little faded glory back to modern society. After all, life is what you make it.