Q62-page A05-page 1 SEGMENT A05: COUPLES WITH CLOUT Mission Impact Focusing your heartburst for the people around you Mission Impact Guide V 2.0 Middle-aged, childless couples living in affluent metro areas Resource: Mosaic by Experian General Spiritual Insight: Couples with Clout is part of the Lifestyle Group A (Power Elite). Please refer to the description of Group A for the larger context of this segment's potential relationship with the church. Religious Perspective: "Divine Right" Key Behaviors: High Aesthetic Sensibilities; High Expectations For Institutional Church Effectiveness Strong Impressions: Inclination & Attitudes: Global Perspective, Leadership Mood & Values: Drive For Affluence, Sense of Well-Being
A05-page 2 Comments: Churches may be challenged to reach Couples with Clout for three reasons. They are childless; they move frequently; and they see themselves as citizens of the world rather than a local community. If they do connect with a church, it will often be a larger church with a global mission. The church will often have more liberal attitudes toward social issues, practice exaggerated tolerance, and behave cross-culturally. (The majority of people in this segment are Caucasian, but there are high percentages that are Asian). These people enjoy living high class, healthy, mobile lives. They connect with churches that also aim to be high class, and balance this with philanthropic outreach, ethical teachings, and healthy lifestyles.
A05-page 3 Relevant Ministry Choices: Leadership Hospitality Visionary, Pilgrim It is a unique leader that connects with this lifestyle segment. He or she often has missionary experience and multicultural background, and cultivates a cross-cultural image. They are knowledgeable about, and respectful toward, diverse Christian and other religious traditions. They travel often, both in the real world and in the world of ideas. This leader intentionally networks with Christian leaders and innovative practitioners in diverse locations, and often at the margins of societies. He or she speaks from vast experience of life struggle and spiritual victory. This leader casts a big vision of hope, but offers practical ways to bless society that may, or may not, be classically Christian. Healthy Choices Sunday morning is probably not the primary way people in this lifestyle segment connect with a church. If they are in town, and not at the health club, they will come to church on time. They will expect beautiful landscaping and a paved, secure parking lot. Greeters should be respectful and model sensitivity to diverse cultures. Images and symbols will reveal global mission opportunities. Background music may be eclectic about genre, but very tasteful and unobtrusive. Seating is comfortable, often in the round, with excellent acoustics and sight lines so that the mentoring message is enhanced. Refreshment tables provide a variety of fresh, healthy choices presented in simple but elegant ways. Leadership People in this lifestyle segment make the most of their independence. Don't expect to find them at home or greet them regularly at the door of the church. Connections will occasionally be face to face; and therefore substantive. Otherwise, connect with them through internet, blog, and email; and with podcasts, e-books, and social media. Hospitality People in this lifestyle segment are careful about what they eat, but they consider themselves connoisseurs of good food. Avoid packaged and mass produced foods. Refreshments should be prepared by experienced volunteer chefs, and have an international flair.
A05-page 4 Relevant Ministry Choices: Worship Education Inspiration, Mission-Connection Sunday morning attendance may not be the primary way people in this lifestyle segment experience the awesomeness of God or the real presence of Christ. If asked about profound spiritual moments, they are apt to describe an event from their travels or an intense moment of intimacy in their private lives. They may connect with church worship through a podcast. Worship should be at a fast pace, with no awkward silences. Music may be varied in genre or instrumentation, but must be of high quality. No announcements. Intercessory prayers are focused on people and issues around the world. Worship may connect live via internet with missionaries, and there are always great stories about ongoing mission activities. Experiential - Topical - Peer Group Sunday school may not be the primary way people in this segment learn about God, spiritual life, and mission. They are more likely to participate in interactive websites, forums, blogs, and chats. They may access a seminar or lecture that has been recorded at the church through the internet, and appreciate receiving advertising about upcoming events. Many learn best through action/reflection processes when mission service and theological reflection are combined. Topics are often about spirituality or ethics, and intellectually sophisticated. These people are well educated and pursue lifelong learning. They learn best in groups of their lifestyle peers, or in company with fellow pilgrims and seekers. The message is informal and makes eye contact. The speaker coaches spirituality and motivates respect and sensitivity to others, and may speak over the traditional 20 minutes. Nevertheless, the worship service is never over an hour, and may be reduced for podcast. Worship Eucharist may still be important for people in this segment, even though they may be infrequent participants. They tend to gravitate to "cathedral" churches wherever they might be. They like to worship among cross-cultural communicants, and are moved by the beauty, sincerity, and mysticism of the sacrament. Education They are uncomfortable with dogmatisms and willing to wrestle with ambiguities. They will always come out on the side of openness and tolerance.
A05-page 5 Relevant Ministry Choices: Small Group Outreach Designated or Rotated Leaders - Affinity Like their older Platinum Prosperity A02 counterparts in this lifestyle group, Couples with Clout have trouble making time for small groups. They tend to make time for groups related to self-discovery and global awareness. The topics are often related to contemporary issues or urgent events. They sometimes prefer a designated leader who has particular experience and expertise in the topic; and sometimes prefer to rotate leadership among their peers and use various resources and methods for reflection. These people are great "researchers", and enjoy gathering and collating facts so that they can offer informed opinions to others. The Bible may be one among many spiritual resources they use. They will more likely participate in short term groups that also rely on internet and social media for communication. For Themselves: Quality of Life For Others: Anything "Global" People in this lifestyle segment are personally interested in any church program that helps them live healthier, independent, productive lives. Self-actualization and cross-cultural exploration are important. They may participate in small group that travels together, takes a cruise, investigates archeological sites, or samples varieties of music, food, wine, and literature. Their older Platinum Prosperity A02 counterparts tend to prefer any outreach that is "Glocal"... but Couples with Clout change jobs and housing so much that they may not strongly connect with any local environment. They consider themselves citizens of the world. Whatever the social issue is that is most urgent, that is the target for their prayer, financial giving, and advocacy. They may be more likely to petition and lobby for important causes, than to march, picket, or work handson in the mission field. Small Group People in this segment take pride in their homes, and enjoy seeing how peers decorate their homes. Small groups often meet in private homes rather than church buildings. Outreach These people are adventurous in travel, but are liberal in advocacy. They are more likely to espouse radical opinions and support controversial causes. Many will have more left-of-center political and ethical views, but are always willing to discuss differences respectfully..
A05-page 6 Relevant Institutional Strategies: Property and Technology Stewardship/Financial Management Ecclesiastical or Utilitarian, Contemporary, Post-Modern People in this segment gravitate to clearly spiritual spaces. Sometimes these may be classic, ecclesiastical structures; but often these are environments and facilities that are more broadly "spiritual" or "meditative". The grounds are often beautifully landscaped, and worship settings bring nature indoors. The architecture is creative and inspiring... a true work of art. Spiritual symbols may be more generic, and connect with more than one religion. For example, one might see stained glass windows with illustrations of crystals, rays of light, or vines. Furnishings are contemporary and expensive; technologies are state-of-theart. Designated Giving - Informed Philanthropy People in this lifestyle segment are choosy about their giving, and research potential giving targets thoroughly. They give to microphilanthropies and special projects, but only if they are confident the money is well managed and the managers are mission focused and trustworthy. They give to the unified budgets of church institutions as a second priority, usually in appreciation for sponsoring effective mission and encouraging profound spiritual insight. It may be the second priority, but they have the money to still give generously. Property and Technology The entire facility should be wireless or networked. Tasteful video screens in the worship center should link worshippers with the worldwide web. Involve all the senses in worship. Stewardship/Financial Mgmt. Positions on public policy often influence the financial support offered by people in this lifestyle segment. Money is a means of controlling the purposes and programs of the church institution, even though people in this lifestyle segment often like to appear as anonymous donors. People in this lifestyle segment are tempted to be micro-managers, and often have strong opinions about personnel oversight.
A05-page 7 Relevant Institutional Strategies: Communication Internet People in this lifestyle segment love to read, but are abandoning print. Print magazines, and even digital magazines, are often too limiting and slow. They rely on the internet for research, reading, shopping, banking, and networking. They require fast computers, and are using tablets and smart phones. Any form of social media (blogging, chats, and forums) comes naturally to them, and they have accounts with popular social media companies. Churches need to maintain state-of-the-art interactive websites. Avoid too many "clicks" to browse a site. Include video and podcasts for worship and study. All church advertising should be by email or text message, but be sure to identify yourself and your purpose, lest the message be deleted quickly as spam. Communication The church database will require constant updating. People in this segment change jobs and residences frequently, but even if they are in a different city they may still identify themselves with your church (if it is serious about a global reach). They may also change email addresses and other accounts often. Resources: Download MissionInsite s Impressions Report for your mission field through http://www.missioninsite.com (Predefined Reports) Really Relevant (and) Always Faithful: How Churches and Ministries Target Mission In An Explosion of Diversity by Thomas G. Bandy (Available through Amazon) Download the MOSAIC Guide from Experian Explore the Interactive MOSAIC Guide from Experian