Why should Este Lauder target innovators from the VALS framework, relate and describe why . For corporate decision-makers The VALS Framework has also been criticized

Why should Estée Lauder target innovators from the VALS framework, relate and describe why . 

For corporate decision-makers The VALS Framework has also been criticized as too culturally specific for international use. [4] VALS Framework and Segment The following types correspond to VALS segments of US adults based on two concepts for understanding consumers: primary motivation and resources.[6] . Innovators. These consumers are on the leading edge of change, have the highest incomes, and such high self- esteem and abundant resources that they can indulge in any or all self-orientations. They are located above the rectangle. Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the "finer things in life.