Modern mainstream

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

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