WHO DO THEY THINK THEY ARE?: Guess what? They don't all wear suits or watch CNN every day. So who are Europe's most wanted business people? And are you one of them?


You make a stash load of money and you want to shout about it from the

rooftops, or at least from the balcony of the warehouse apartment you

have filled with a minimal amount of nothing but the very best. Research

by EMS/RISC segmented to look at cultural groups identifies one segment

of Europeans earning 100,000 euros or more and holding various

investments as high net worth individuals (or Hinwis). You are one of

those in that top bracket who wants everyone to know that you earn high

or to allow people to imagine that you earn even more.

You probably number among the 14.2 per cent of Hinwis grouped as social

climbers, who exhibit materialist drives and pragmatic attitudes.

Although the average age of the top 400,000, according to EBRS, is 46,

you don't have to be young to want to show off. Buying a red sportscar

has always been a dream and now it can be realised. Whether it's a BMW

or a Ferrari, you can cruise round town wearing your Ralph Lauren

shades, enjoying every last stare. Brands are important. Undoubtedly

part of your drive is to make money, but you also like to leave an

impression and brands are an easy code to demonstrate your high status.

They also allow for ease of shopping by labels, with plenty of time left

to put in the wealth-creating hours at work.

More likely to want to be in the headlines rather than behind them, you

are therefore likely to be a target for the award-winning Bentley

marketing, which entails making dossiers on potential customers and then

tailoring the sales pitch personally. Checking your Rolex at the airport

for your business class flight, you'll make sure you're booked into a

hotel with five stars. You probably don't bother to get worked up about

what's the best new place in town, preferring the one that everyone's

heard about, feeling at home in the cocktail bar at the George V in

Paris. And you'll be happy to read the glossier in-flight magazines,

such as Virgin's Hot Air or BA's High Life, but would not give a second

look at more plodding in-flight literature. And as one of the 16,000 or

so top earners (EBRS) who read Forbes or Fortune, you would probably

whip a copy out of your briefcase, reading with an eye out for your own


Wears: Ralph Lauren

Reads: High Life

Drinks: Cocktails

Drives: Ferrari


You might have made a lot of money, but you prefer not to make a


It suits you not to be in the limelight and you're a bit on the

squeamish side when it comes to glamorous accessories. As a "survivor" -

a group that includes 9 per cent of Europe's high net worth individuals

- you are more likely to be from the UK, Germany, the Netherlands,

Sweden or Finland, according to the EMS socio-cultural segmentation.

You're not one of the 18 per cent of the Europe 2001 survey of Europe's

top ten million who have addressed a conference as an official


Or one of the same number who have been interviewed by the TV, radio or

press. This doesn't mean you don't spend your money or that you don't

buy into branded goods. Your clothes shopping is, however, understated.

You tend to buy executive outfits through catalogues such as Boden (in

fact, you've become a loyal purchaser because it cuts out the need to

show your face in a store) and you don't understand the cachet of a

Hermes tie or scarf. But you spend a long time weighing up the merits of

a Volvo versus a Citroen and read up on new (and expensive) software for

your home computer and hi-fi.

You have definitely chosen which supermarket you prefer and you might

well buy a lot of own-brand goods which give you a sensible feeling of

brand anonymity. You spend more time than most reading magazines, rather

than flicking through them and are likely to be one of the 9 per cent of

the top 500,000 (EBRS) who read The Economist or one of the 5 per cent

who read Business Week.

Wears: Boden

Reads: Business Week

Drinks: Supermarket own-label orange juice

Drives: Volvo


You are a business person who strives to put your conscience first and

you may even have made your money on an ethical ticket. Perhaps you are

one of the 10 per cent of the EBRS study of the top 500,000 Europeans

who is - yes, wait for it - a woman. Research in the UK by the Media

Planning Group for its VIPers study identified such a group, with

members likely to be female.

Your brand selection goes through a filtering process. So you will

always look for organic products and are unlikely to buy into a gas

guzzler, but might rather opt for your old Citroen 2CV or a bicycle,

plus economy class on flights and public transport where possible. When

it comes to media, you are just as likely as any other business person

to be in the 18 per cent of the top 400,000 who read the Financial Times

(EBRS), but are also likely to be one of the 8 per cent who enjoy a look

at National Geographic.

Family comes first, so holidays will be for several weeks and consist of

up-market self-catering or visits to a second home. Almost 40 per cent

of the top ten million Europeans own a second home (Europe 2001), though

yours is a bit special - saved from dereliction by loving restoration.

Although your best intentions are green - and undoubtedly you don't

throw away plastic bags from the Euromart - you do buy designer clothes

such as Berghaus for weekends spent on walking holidays.

And you may well succumb to mainstream grocery brands to give yourself a

feeling of being one-of-the-people, even if your salary tells a

different tale.

You probably fall into the 5.3 per cent of Hinwis who are dubbed care

givers (EMS/RISC). Some of your considerable salary goes to charity and

some of your spare time goes to worthwhile committees. But you know that

you can't quite give up the consumer lifestyle and many of its

trappings. And as one of the "reformers" in Young & Rubicam's research

into European consumers of luxury goods, your idea of indulgence is

likely to be a large box of chocolates.

Wears: Berghaus

Reads: National Geographic

Drinks: Organic wine

Drives: Bicycle


Your maxim is likely to be: "If you can reach the top, then climb it."

This would include scoring top marks at school, choosing a

difficult-but-impressive career path, a difficult-but-impressive husband

or wife and saying "yes" when given a challenge - including the

challenge of living or working abroad. You're probably in the 9.7 per

cent of high net worth individuals who are deemed explorers - putting

personal growth and social change high on the agenda.

According to the EMS/RISC "calculations", these are more likely to be

Latin, but your hair shirt may place your origins further north. And you

may show signs of the group comprising 16.1 per cent who are moral

guides, with definite personal convictions and believing that you have

strong social responsibilities. You do not see age or family as a bar to

following rewarding, if uncomfortable, pursuits. So you may insist on

running to work and going on one camping holiday a year.

You carry a flag for specific brands, swearing by your Leatherman pocket

knife and your top-of-the-range Range Rover, and are likely to be one of

the 100,000 or so who spend upwards of £25,000 on a car (EBRS) or

more than £1,000 on a watch, but you'll have plenty of logical

reasons why your choices represent the best options. Your dedication to

getting the most out of life also runs to living to a high standard:

nice house, good clothes and the odd indulgence, perhaps drinking good

Champagne - something with a solid label, preferably with "er" on the

end, such as Bollinger.

Wears: Lowe Alpine

Reads: Phrase books

Drinks: Bollinger

Drives: Range Rover


You are one of the fashionable set for the new millennium - an executive

who likes high-wire acts (and probably doesn't like the word


Just because the term dotcom millionaire has lost its gloss, it doesn't

mean that the new economy hasn't worked in your favour. You are one of

the "one in ten" of top business people surveyed by Europe 2001, who

have set up a new company or a new website.

You thrive off high energy tasks -whether it's building companies from

scratch or snowboarding off the edge of a mountain attached to a


You are almost certainly in the 42 per cent of Europe 2001's respondents

who have bought something off the internet in the past 12 months and you

like to feel tuned in, so you may well be in the third who watch more

than ten hours of TV a week, including switching on to pan-European

stations such as CNN or MTV.

You're likely to buy into brands, but on a very selective basis - so a

fast car with edge such as an Alfa Romeo.

You are, of course, highly tech'd up, eager to exchange your current

series of Palm for the next generation and willing to pay over the odds

for a state-of-the-art laptop. Assertive, focused on success, a

pathfinder, you are probably one of the 10.8 per cent of high net worth

individuals identified by EMS/RISC segmentation as being a mobile


If you're one of the younger entrepreneurs who are free and single, you

will be buying into cool city property and going on diving holidays off

the South American coastline. But if you have a family you will probably

have reined in the more personally dangerous pursuits and settled for a

more conservative house in the city, though you can't resist the odd

piece of wacky designer furniture and there's nothing to stop you

playing with high-tech toys, including a PlayStation 2.

Wears: Gap or Chinos

Reads: The Economist

Drinks: Veuve-Clicquot

Drives: Alfa Romeo


You are a member of the establishment and most probably a man. Ninety

per cent of Europe's top 400,000 senior business executives are men,

according to the latest EBRS research. You have worked your way up the

slippery pole, possibly with a following wind in the form of the "right"

background or inherited wealth.

When people refer to the great and the good, you would be included among

the great. You might well have found your way to the upper echelons

because you own a stake in your business (three million or so Europeans

with top incomes have shares in their business, according to the Europe

2001 survey). However it happened, you are now in a non-executive or

international role which sounds suitably global.

So you still command a high salary and find time to exert your influence

on important committees and in the pages of newspapers and magazines.

While you protest that you don't buy into brands or brashness, you are

likely to insist on the best rather than spend time you don't have on

inferior items.

So your luggage might be standard Louis Vuitton, flights always business

class even for leisure travel and you wouldn't mess with a car if it

wasn't a Jaguar or Mercedes. You most probably fall within Young &

Rubicam's "succeeders" group, according to the agency's research into

the consumers of European luxury brands - with luxury brands being very

much a part of everyday life. And you often buy from a more intimate

"brand" - a well-established tailor in Rome/London/Vienna or a vintner

which is a must-visit for those in the know.

You almost certainly read one or other of the international newspapers,

putting yourself into the 3 per cent of the top 400,000 Europeans who

tuck into the International Herald Tribune or The Wall Street Journal

Europe, or one of the 18 per cent who read the Financial Times (EBRS).

You are likely to live in something substantial and somewhere expensive

- the equivalent of a large chalet near Lake Geneva - when not using the

flat in the city or that closely guarded secret, the corporate apartment

in the capital.

Holidays are spent at your third property - perhaps a small French

chateau (after all, they're still a very reasonable investment) - or on

one of the lesser-known islands in the Caribbean.

Wears: Bespoke suit

Reads: Financial Times

Drinks: Moet Hennessy

Drives: Mercedes