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The Söderströms have developed their inner convictions: they are convinced of the merits of their values and want to change society to correspond with their values, not adjust themse1ves to society.
They want to maintain or enhance the quality of their daily lives. They do not rush through the day, but rather pace themselves in order to avoid stress. Mental health is as important to them as physical health.
As consumers Reformers are distrustful of advertising and critical of commercialism.
As employees they do not want to participate in any production or service that may harm others or threaten the integrity of others.
As media consumers they read Vi, Land, and radical magazines.
As voters they emphasize global concerns, and they have actively supported many modern social and political causes: the anti-Vietnam movement, conservation, anti-nuclear energy, disarmament, women’s lib, the peace movement. The Reformers are Liberal or Communists or active in factions within the larger parties.
In terms of demography they are -
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