15
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upper class
High Achievers The globally oriented modern elite with an optimistic view of future progress: efficiency, personal responsibility, and individual success take top priority; global economic and liberal thinking; economic rationality as the benchmark in every sphere of life; high technology and digital affinity Postmaterialists The cosmopolitan critics of society and zeitgeist: diverse culture-oriented, cosmopolitan interests but critical of globalisation; proponents of post-growth economy and sustainability, non-discriminatory conditions and diversity Cosmopolitan Individualists The avant-garde individualistic lifestyle: mentally and geo- graphically mobile, connected online and offline; in search of new frontiers and unconventional experiences, solutions and achievements; excellent self-expression skills
HIGH ACHIEVERS
COSMOPOLITAN INDIVIDUALISTS
STMATERIALISTS
PROGRESSIVE REALISTS
ADAPTIVE PRAGMATISTS MIDDLE
HEDONISTS
the modern lower class
Consumption Oriented The lower class striving for orientation and involvement: belonging and keeping up with the lifestyle and standard of living of the broad middle class, but hampered by accumu- lated social disadvantage and exclusion; feelings of being left behind, bitterness, and resentment Hedonists The (lower) middle class hungry for new experiences, living for the moment: fun in the here and now; balance between professional adaptation and leisure escapism; refusal to accept mainstream conventions, heavy identification with peer group
isation
Reorientation
FIRST VIENNA RESIDENTIAL MARKET REPORT 2024
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