Lets Sort This Out...

social value group
characteristics


self actualisers
focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others'


innovators
self-confident risk-takers, seeking new and different things, setting their own targets to achieve


esteem seekers
acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences


strivers
attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values


contented conformers
wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making


traditionalists
averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd


disconnected
detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'



(taken from ACORN, research done in the UK in 2004)



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