Pioneer likes to strive for more. This consumer archetype is entrepreneurial, driven, active, social, and the most optimistic about their own future of all the archetypes. They often care a lot about making money balanced with a desire to be social and pursue their own hobbies and interests. They are more likely to be self-employed or have a side hustle.

They tend to be more environmentally-conscious and active on social and political causes than other archetypes. They also tend to skew liberal and have an above-average interest in spirituality.

Pioneers typically have an intrinsic love of learning and like to stay ahead of trends – from crypto to new tech to sustainability. Pioneer is an early-adopter; they purchase the latest tech, are active on social media (especially when it comes to sports), and are consistent health-trackers. They like to compete when exercising, both with themselves and with others.