TransUnion Identifies Four Consumer Groups Amidst Inflation Uncertainty

TransUnion's segmentation analysis reveals four distinct consumer groups in the 2025 economy, each with unique confidence levels, spending behaviors, and timing preferences. The four groups are "Stable Spenders," "Young Strivers," "Purposeful Planners," and "Budgeting Realists." The analysis is based on a Consumer Pulse Survey that found 35% of Americans feel their finances keep up with inflation, while 43% do not. Marketers must understand these differences to optimize performance with these groups.

TransUnion (NYSE: TRU) has recently released a comprehensive analysis identifying four distinct consumer segments based on their ability to cope with inflation. The study, based on TransUnion's Consumer Pulse Study and TruAudience Consumer Insights tool, provides valuable insights into the 2025 economy, revealing significant differences in consumer confidence, spending behaviors, and timing preferences TransUnion Analysis Identifies Four Distinct Consumer Groups Based on Their Ability to Keep Up with Inflation^[1].

The analysis finds that 35% of Americans feel their finances are keeping up with inflation, while 43% are struggling. These consumers are categorized into four groups: Stable Spenders, Young Strivers, Purposeful Planners, and Budgeting Realists.

Stable Spenders are the premium audience for marketers, comprising nearly 70% of consumers aged 35 to 64. They are established, focused on upgrading their lifestyles, and not just spending but investing in their future.

Young Strivers include Gen Z and the youngest Millennials, with more than half between 18 and 34. Living in major cities, they prioritize lifestyle and influence, making them a significant target for lifestyle brands.

Purposeful Planners are tomorrow's Stable Spenders, representing younger families, with over 40% having children at home. They are focused on their futures and live in affordable markets, making them a key demographic for financial services and family-oriented brands.

Budgeting Realists are between 45 and 64, often underemployed or unemployed, and struggling to keep up with inflation. They are opting out of discretionary spending, presenting a challenge for marketers to engage without alienating.

The analysis underscores the importance of marketers understanding these distinct consumer groups. Even among those keeping up with inflation, there are vast differences in spending behaviors and priorities. For instance, many consumers who say they're keeping up with inflation are still delaying purchases or relying on tax refunds TransUnion Analysis Identifies Four Distinct Consumer Groups Based on Their Ability to Keep Up with Inflation^[1].

To optimize performance, marketers should tailor their messaging and offers to resonate with each group's specific values and goals. This segmentation analysis provides a foundation for effective customer engagement, helping brands move past assumptions and effectively reach their target audiences.

About TransUnion

TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. They specialize in providing reliable consumer representations in the marketplace, using innovative solutions to extend beyond core credit into areas such as marketing, fraud, risk, and advanced analytics.

Methodology

This analysis combines TransUnion's Consumer Pulse Study and TruAudience Consumer Insights tool. The Consumer Pulse Study is a quarterly survey measuring shifting consumer attitudes and behaviors, while TruAudience provides consumer intelligence to help marketers better understand and complement their customer data TransUnion Analysis Identifies Four Distinct Consumer Groups Based on Their Ability to Keep Up with Inflation^[1].

For more information on TransUnion's marketing solutions, including insights, audience building, and measurement, visit their official website.

References

TransUnion Analysis Identifies Four Distinct Consumer Groups Based on Their Ability to Keep Up with Inflation^[1] TransUnion. (2025, September 11). TransUnion Analysis Identifies Four Distinct Consumer Groups Based on Ability to Cope with Inflation. Globe News Wire. Retrieved from https://www.stocktitan.net/news/TRU/trans-union-analysis-identifies-four-distinct-consumer-groups-based-a58a1e8ymvbt.html