New Conservatives

The liberal-conservative social top layer that embraces technological development and is cautious about social and cultural innovation.



  • Hold onto traditional standards and values
  • Protect social status
  • Society and politics


  • Critical
  • Interested in politics and history



Work and performance

  • Gives them their identity
  • Takes precedence over private life


  • Art and culture
  • Frugal
  • Risk averse
  • Value etiquette

Social relationships

  • Hierarchical
  • Family relationships play a central role



  • More women than men
  • More elderly
  • More people with a higher educational level
  • More people with higher income

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