Understanding and targeting suitable social grades
Understanding Social Grades for Better Targeting
At Advercado, we strip away the marketing jargon so you can focus on what matters – positioning your business to reach the right audience. We’ve simplified the basics of social grades (Middle & Working Class) to help you decide who to target when buying or selling advertising space.
What Are Social Grades?
Social grades classify UK households based on the occupation of the main earner. This helps you:
- Target Your Audience: Choose locations that match the income profile you want to reach.
- Validate Your Offer: Ensure your product or service fits the area’s demographic.
The Grades at a Glance
| Grade | Social Class | Occupation of Main Earner |
|---|---|---|
| A | Upper Middle Class | Higher managerial, administrative or professional roles |
| B | Middle Class | Intermediate managerial, administrative or professional roles |
| C1 | Lower Middle Class | Supervisory, clerical or junior managerial/administrative roles |
| C2 | Skilled Working Class | Skilled manual workers |
| D | Working Class | Semi-skilled and unskilled manual workers |
| E | Non-Working | State pensioners, casual workers or those on benefits |
Typically, grades are grouped into ABC1 (Middle Class) and C2DE (Working Class). With only around 2% of the UK population defined as ‘upper class’, this category is not separated.
How Social Grades Can Improve Your Marketing Strategy
- Audience Insight: Know whether your advertising space is in an affluent area or targets lower-income households.
- Market Fit: Confirm if your product or service suits the local demographics.
- Positioning: Use the social grade breakdown to refine your market positioning and ensure your message resonates with the right group.
By leveraging social grades, you can make more informed decisions that maximise your advertising ROI. Whether you’re buying space to reach new customers or selling to a local business, this simple tool can give you a competitive edge.
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