Think & Feel

Pleasure seekers look for excitement in life. They are extroverts that do not want a leisurely pace in life. They are the ones skydiving, bungee jumping and white water rafting. They aspire to be popular and pursue a life of pleasure and self-gratification versus spiritual gratification. Pleasure seekers do not seek out a sense of community in life. Instead they tend to aspire to be financially successful. They tend to experience fewer negative emotions such as anxiety, compared to others.

As commonly tolerant and moderate people, pleasure seekers believe that immigrants make the U.S. a better place and they strongly believe that everyone should have the freedom to think and act how they want to. They believe in the freedom to criticize one’s own country yet feel that government should have a role in the economy. Living contently, pleasure seekers don’t believe that war is necessary, they do not value the enforcement and obedience to the law, and they don’t feel that a terrorist attack is a realistic threat.

Live, Work & Play

When choosing a place to live, a pleasure seeker isn’t likely to look for small-town-feel communities that are family friendly. Instead, they are likely to seek out urban communities that have a lot of younger people, that feel like a big city and that have an active nightlife and bar scene. They tend to be more progressive and liberal and they value science and diversity in life.

Since they are more focused on their leisure time, they are more likely to see their occupation as a "career", as opposed to a "calling". They are more likely to have jobs that involve machinery and animals, such as carpenters, plumbers, drivers, janitors, and technicians. Pleasure seekers tend to be younger than other dimensions and are on average less educated. 

Listen & Learn

Pleasure seekers tend to listen to their gut and to try things out for themselves, but are not likely to listen to spiritual leaders.

When it comes to being communicated to by companies and brands, they would rather learn in person – they even prefer text messages. They enjoy hearing stories that align with how they see themselves – packed with action and adventure – rather than romantic or deeply moral stories.

Shopping & Sharing

Pleasure seekers spend freely and are not concerned with saving money so they tend to overspend. They are more likely to spend money on experiences versus material items (e.g. skydiving and bungee jumping). As less conscientious spenders, they are not likely to be concerned with fair trade products and companies. Pleasure seekers tend to be very tech savvy and want the “latest and greatest” things available – whatever is new and different on the market and has the potential to catch the attention of others.

Pleasure seekers love sharing their experiences online. Whether it be photos, stories or special offers, they share often and freely via social media and product review sites.