Social climbers

Career-oriented individualists with a pronounced fascination for social status, new technology, risks and excitement.
 

Ambitions

  • Career driven
  • Acquiring social status
  • Feel free from tradition and obligations

 

Society and politics

  • Open to innovation and change
  • Internationally orientation
  • Desire for recognition and appreciation

 

Work and performance

  • Central motive
  • Work provides them with identity and status
  • Focus on increasing income

 

Lifestyle

  • Materialistic and technology-minded
  • Focus on consumption and enjoyment
  • Technology minded
  • Impulsive and adventurous
  • Preserve freedom

 

Social relationships

  • Individualistic
  • Traditional allocation of roles
  • Gravitate towards like-minded individuals

 

Socio-demographics

  • More women than men
  • Relatively high number of young people
  • All educational levels
  • All income levels

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