Innovators choose Wonder (2024)

Part

Crystal Gemstone Psychographic

A psychographic has been completed for the typical buyer of crystal gemstones. She likes a daily ritual and crystals can help calm her routine. She believes in social causes. Although not religious, she is spiritual. She is an avid user of social media and will look to it for advice on purchases.

To obtain the psychographic for this group, the demographic of a millennial, professional, married female was used.

Habits

They most likely appreciate the idea of creating a daily ritual to add calm into their very busy routine.
This group tends to be inpatient and will take the easier alternative.
They will seek advice from those they admire.
87% try to save money for a rainy day.

Values

This group understand the importance of bringing nature into their lives.
She is generally accepting of others.
Social causes are important and ways to support them are sought out.
Maintaining a work-life balance is important (47%)
Human rights (91%), healthcare inequality (89%), poverty (88%), gender equality (83%), and animal rights (80%) are important issues.

Beliefs

They believe in the energy of crystals and the benefits they provide.
They believe crystals can help them get rid of bad energy.
They are part of an "individualistic culture" and do not believe they must go to a religious service to be spiritual.
More than 40% state they feel a "deep sense of wonder about the universe at least once a week."
Over 25% believe in the spiritual energy of mountains and forests.
84% do not trust advertising.
36% believe that science and technology can solve many of the world's problems.

Purchasing/Spending

Business executives will purchase citrine to boost power and wealth.
Nearly 80% would prefer to spend more on experiences than possessions.
Social media is used as a referral system for many when researching products.
She will spend more for a socially responsible product.
There is a 96% chance that she will use her smartphone while in the store to compare products.
She enjoys receiving marketing emails, but prefers to get only one 1-3 per month.
93% prefer their products to be high-quality.
42% prefer designer or luxury brands.

Likes/Dislikes

She will actively avoid commericals and ads (77%)
They are more likely to order takeout than other generations.

Hobbies

Nearly 25% see yoga as a spiritual practice.
They take 4.2 trips per year.

Media Usage

68% subscribe to Netflix, followed by Amazon Prime (49%), and Hulu (40%).
They participate in social media daily.
They enjoy generating their own content.
40% state that Instagram is the best way for brands to reach them.