The document segments the population into 10 groups based on common life stages, values, and activities. The groups include Tribes (digital natives), Fun/Atics (fun-seeking youth), Dynamic Duos (active couples), Priority Parents (family-oriented), Home Soldiers (home-focused), Renaissance Women (influential moms), Rugged Traditionalists (outdoor males), Struggling Singles (aspirational but low income), Settled Elders (older and sedentary), and Free Birds (active seniors).

1. Lifematrix
Tribe Wired Digital, Free-spirited, creative, young
singles
Fun/Atics Aspirational, fun-seeking, active young
people.
Dynamic Duos Hard-Driving, High-involvement couples
Priority Parents Family Values, activity’s, Media strongly
dominant.
Home Soldiers Home-centric, family orientated,
materially ambitious
Renaissance Women Active, caring, affluent, influential mums
Rugged Traditionalists Traditional male values, love outdoors
Struggling Singles High aspirations, low economic status
Settled Elders Devout, older, sedentary lifestyle’s
Free Birds Vital, active, autistic seniors