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Career
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Tribe Wired Digital free-spirited, creative young singles. Fun/Atics Aspirational, fun seeking, young active people. Dynamic Duos Hard-driving, high-involvement couples. Priority Parents Family values, activities, media strongly dominate. Home Soldiers Home-centric, family orientated, materially ambitious. Renaissance Women Active, caring, affluent, influential mums. Rugged Traditionalists Traditional male values, love of outdoors. Struggling Singles High aspirations, low economic status. Settled Elders Devout, older, sedentary lifestyles. Free Birds Vital, active, altruistic seniors.

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Table 2

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