Whatever happened to … Joe Bloggs?

Joe Bloggs

Joe Bloggs is a name used to describe an average consumer. From the mid-1950s, Joe Bloggs started to purchase luxury goods, such as coffee and nylon tights, instead of just spending money on regular foodstuffs. At the end of the 1950s, consumers had even more money available and could buy electrical devices such as blenders and electric razors. The increase in real income made it possible for more and more people to go on their first-ever holidays. Small corner shops started to be replaced by supermarkets, where customers soon got used to self-service.

Types of consumers over the course of time


The early 1980s signalled the start of the yuppie era – of young urban professionals. They dominated the social makeup of the time and saw consumerism and material wealth as two essential factors. They expressed this hedonism in the form of an obsession with brand products, expensive clothes and furniture or luxury cars. The number of single households rose in this period. Communal living, popular in the 1970s, was no longer in vogue and was replaced by well-appointed, owner-occupied accommodation in good locations. In culinary terms, salmon canapés, nouvelle cuisine and champagne were all typical of the time.


Hot on the heels of the yuppies in the early 1990s were the dinks – which stands for double income, no kids and a new type of consumer group. Dinks are usually upper middle class couples between 30 and 39 with full-time careers. They have different priorities in life than couples with children and can therefore spend more money on consumer goods and travel. Their high household income levels also make dinks an attractive target group for advertising.

Types of consumers over the course of time


Enjoyment without a guilty conscience: This is the principle of LOHAS – lifestyle of health and sustainability – a term that has been in use since the end of the 20th century. LOHAS describes consumers – usually well-educated with high incomes – who base their consumer decisions on preserving the foundations of life and the environment for generations to come. They tend to choose products that have been manufactured in accordance with standards concerning good working conditions and environmentally friendly production.


(well-off older people) are a consumer type of ever-increasing importance. These older consumers, usually between the ages of 55 and 70, benefit from generous pension schemes and have their own private wealth, so that they are relatively well-positioned financially. According to a study by consumer research company GfK, over-55s in Germany spend around 150 billion euros on products and services per year – accounting for almost 40 percent of total purchasing power. However, there is also significant potential within this consumer group. GfK puts the annual purchasing power of woopies at as much as 640 billion euros.


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