The socially-critical idealists who are interested in personal growth, want to make a statement against social injustice and defend the environment.
Ambitions
- Self-development
- Show solidarity and be socially engaged
- Have non-material values
Society and politics
- Socially and politically engaged
- Reflective and critical
- Demonstrate solidarity and tolerance
- Internationally oriented
Work and performance
- Not a central part of their lives
- Seek balance between work and private life
- Want work that contributes to society
Lifestyle
- Practical and principles
- Not focused on consumption or entertainment
- Frugal
- Art and culture
Social relationships
- Individualistic
- Partners have their own group of friends
Socio-demographics
- More women than men
- Fewer young people
- More people with a higher educational level
- All income levels
