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These people are pioneers of the experience culture. Experimentation and breaking with moral and social conventions has become a goal in and of itself for them.
 

Ambitions

  • To be free
  • Living in the ‘here and now’
  • Gaining new experiences
  • Being independent
 

Society and politics

  • Not very involved
  • Tolerant
  • In favor of equal opportunities

 

Work and performance

  • Does not have a central role in their life
  • Less important than their private life
 

Lifestyle

  • Impulsive
  • Adventurous
  • No obligations (‘anything goes’)
  • Art and (popular) culture
  • Focused on experiences
 

Social relationships

  • Individualistic
  • Friends are more important than family
 

Socio-demographics

  • Just as many men as women
  • More young people
  • More people with a higher educational level
  • All income levels
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