Critical citizens of the world who integrate post-modern values such as growth and experience with modern values such as success, materialism and enjoyment.
Ambitions
- Social success
- Personal growth
- Being socially engaged
Society and politics
- International orientation
- Socially and politically engaged
- Tolerant
Work and performance
- Work is a central motive
- Ambitious
- Focus on improving income
- Work provides identity and status
Lifestyle
- Consumption-oriented
- Materialistic and technology-minded
- Impulsive and adventurous
- Status-conscious, value etiquette
- Art and culture
Social relationships
- Networkers
- Gravitate towards like-minded people
Socio-demographics
- Just as many men as women
- More young people
- More people with higher income
