Tema de la Aspiración de exclusividad y liderazgo versus tendencia al retiro y aislamiento.

UPPER CLASSES

Established Conservative: ^[1]

• Responsabilidad y ética de éxito.
• Aspiración de exclusividad y liderazgo versus tendencia al retiro y aislamiento.

Literal Intellectual:

• Liberal, elite ilustrada con raíces post materialistas.
• Deseo por autodeterminación.
• Arraigo a intereses intelectuales.

High Achiever

Multi opcionales, orientados a la eficiencia, mentalidad económica mundial y pretensión de estilo vanguardista.

Alto nivel en conocimiento de eléctrónica y multi media.

Movers and Shakers

• Creativo de vanguardia, individualista.
• The unconventional creative avant‐garde: hyper‐individualistic, mentalidad y movilidad geográfica.
• En búsqueda de nuevos retos y cambios.

MIDDLE CLASSES

New Middle Class:

• Deseo de lograr y adaptar: componentes generales del orden social.
• Lucha por establecerse en un nivel profesional y social.
• Intenta llevar una vida segura y armoniosa.

-Adaptive Pragmatist:

The ambitious young core of society with a markedly pragmatic outlook on life and sense of expedience: success oriented and prepared to compromise, hedonistic and conventional, flexible and security oriented.

Socio-ecological:

Idealistic, discerning consumers with normative notions of the ‘right’ way to live: pronounced ecological and social conscience.

Globalisation sceptics, standard bearers of political correctness and diversity.

LOWER MIDDLE/ LOWER CLASSES

Traditional:

The security and order‐loving wartime/post‐war generation: rooted in the old world of the petty bourgeoisie or that of the traditional blue‐collar culture.

Precarious:

The lower class in search of orientation and social inclusion, with strong anxieties about the future and a sense of resentment: keeping up with the consumer standards of the broad middle classes in an attempt to compensate for social disadvantages.

Scant prospects of social advancement, a fundamentally delegative / reactive    attitude to life, and withdrawal into own social environment.

Escapist:

The fun and experience‐oriented modern lower class/lower‐ middle class: living in the here and now, shunning convention and the behavioural expectations of an achievement‐oriented society.

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