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The Sjölins are a Scandinavian type with roots in the past century and depicted in plays by Ibsen and Strindberg.
The Self-Faithful is a self-contained individualist who is sufficient unto himself - however that self may appear. Since he feels no need to try to seem different from what he is nor to conform to the norms of any particular group he may at times seem to be unconventional — though without del iverately striving to belong to a nonconformist category. Whatever his values may be, his is a hive and het live philosophy which does not require that he tries to proselytize. During his youth, the erotic aspects of life have a good deal of appeal for him.
Since the Self-Faithful prefers to go his own way and not melt into any group or crowd, as a consumer he prefers stores that offer a wide selection of goods and sales personnel that refrain from trying to influence his purchases.
As voters the Self-Faithfuls can be of most any party. On balance, they prefer one-issue groups to parties.
As an employee the Self-Faithful is often more interested in what the job does for him than what he can do for the job.
Their media habits are not uniform. An advertiser can reach many of them through Kommunalarbetaren and other magazines for public service unions.
In terms of demography the Self-Faithful tend to be -
 | younger |
| employed in the public sector |
| with better than average education |
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