Think & Feel

The compassionate and cooperative tradition seeker cares deeply for the health of their loved ones and are motivated to act in the interest of others. Tradition seekers tend to be older, higher educated with higher incomes than others. They like to stay within the boundaries of conservative social norms and are strongly driven to perpetuate traditions and family values.

Always “glass half full” people, they oftentimes describe their lives as “just right”, but desire more free time in life.

They tend to be highly patriotic and understand that sometimes war is necessary to keep the peace, but believe in free enterprise with minimal government involvement. 

Live, Work & Play

The ideal community for a tradition seeker is one that is family friendly with an active religious community. Their adherence to keeping the status quo and respecting social norms leads them to desire a conservative and patriotic neighborhood with a small-town feel - where they feel a sense of belonging.

Tradition seekers are grounded in the systematic perpetuation of customary practices and tend to find themselves working as technicians, electricians, or construction workers. They avoid work environments that are characterized by free, ambiguous, unsystematic activities and are not likely to be artists, musicians or designers.

If they ritually went fishing with their dad/mom, they are likely to continue that tradition and can be found taking their children fishing or to customary sporting events. 

Listen & Learn

Tradition seekers put a lot of value in the opinion of their spiritual and religious leaders. They are open to listening to people that they have a relationship with so they can be skeptical of outside people, including so-called experts, bloggers, and articles in the paper. They have a tendency to be swayed by advertising on TV and radio – likely because they feel a connection to the person delivering the message.

Traditionalists at heart, they are the rare people who don’t mind getting phone calls from companies and/or mail sent to their house (as opposed to newer-aged communication like emails and text messages).

Again, the tradition seeker is very grounded and doesn't really enjoy fantasy stories. However, they love stories that present situations and characters that align with their values. They like stories to have clear moral messages, emotion and kindness, and happy endings. More moved by emotion and trust, tradition seekers aren't convinced by statistics and numbers.

Shopping & Sharing

Tradition seekers like the in-person shopping experience. They want to have a relationship with the salesperson in order to feel a sense of trust and comfort. They are very brand loyal because of this and are less likely to make choices out of convenience. They will go out of their way to go to the store where they know the salespeople. You won’t find them in the self-service line at the grocery store because they enjoy the routine interaction with the clerk. However, they tend to overspend, which may be due to their lack of interest in terms of comparison and convenience shopping.

Tradition seekers enjoy sharing online and on social media to help others. They frequently write reviews, and rate apps and restaurants. If they receive a coupon or special offer from their favorite store, they are likely to quickly share it with their friends.