The document describes 10 demographic groups categorized based on their lifestyles and values. The groups include young creative singles, fun-seeking individuals, active couples, family-oriented parents, home-focused materially ambitious individuals, influential mothers, traditionally masculine outdoors enthusiasts, economically struggling singles, religious older individuals, and active senior citizens.

1. 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, 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.