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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
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