Impulsive consumers whose first priority is to live a carefree, pleasant and comfortable life.
Ambitions
- Material wealth
- To be free and live comfortably
- Enjoyment
Society and politics
- Indifferent
- Desire for recognition and appreciation
Work and performance
- Not much ambition
- Not looking for certainty or responsibility
Lifestyle
- Impulsive, focused on the ‘here and now’
- Informal
- Materialistic and consumption oriented
- Focused on enjoyment and experience
- Place importance on physical appearance
Social relationships
- Individualistic
- Family
Socio-demographics
- More women than men
- Fewer elderly
- More people with a lower educational level
- More people with a lower income
