The moralistic, conscientious middle class who are focused on the status quo and hold onto traditions and material possessions.
Ambitions
- Hold on to traditional standards and values
- Family as the cornerstone of society
- Strive to live a peaceful, harmonious life
Society and politics
- Engaged
- Show solidarity with minorities and concerned about the environment
- National/local focus
- Accept authority and rules
Work and performance
- Subordinate to family life
- Disciplined
Lifestyle
- Sense of duty
- Order, regularity and discipline
- Risk-averse
- Austere and frugal
- Focused on passive enjoyment
Social relationships
- Focus on family (immediate and extended)
- Seek harmony, gravitate towards like-minded people
- Traditional allocation of roles
Socio-demographics
- More women than men
- Very few young people
- Fewer people with a higher educational level
- Often have average income
