The document describes 9 consumer segments or tribes based on their lifestyle and values. The tribes include Tribe Wired who are digital and creative singles, Fun/Atics who are fun-seeking and active young people, Dynamic Duos who are hard-driving couples, Priority Parents for whom family values dominate, Home Soldiers who are family-oriented and materially ambitious, Renaissance Women who are active, caring and influential mums, Rugged Traditionalists who have traditional male values and love the outdoors, Struggling Singles who are high-aspiration with low economic status, and Settled Elders and Free Birds who are older segments with different lifestyles.