The conformist, status-conscious middle class looking for a balance between traditions and modern values such as consumption and entertainment.
Ambitions
- Finding a balance between traditional standards and change
- Family as the cornerstone of society
- Acquiring status and prestige
Society and politics
- Desire for authority and rules
- Desire for recognition and appreciation
Work and performance
- Security
- Income and challenges
Lifestyle
- Conformist and risk-averse
- Consistent life
- Focused on consumption and entertainment
- Materialistic and status-conscious
- Technology-minded
Social relationships
- Focus on family (immediate and extended)
- Traditional allocation of roles
Socio-demographics
- Just as many men as women
- All ages
- More low educational level
- All income levels
