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As consumers they are first and foremost cautious. They look at the price, but are also concerned about guarantees. “Consumer safety” is an idea that appeals very much to them. They shop at the Coop.

Politicians tend to think that all voters are predominantly Security-Minded but the actual number seems to be one in seven or eight. They vote mostly with the Social Democrats. The hate inflation.

As employees they are dutiful and loyal. They look for tenured jobs and are not happy in ad hoc work.

Among massmedia they read Hemmets Journal and watch TV programs only if they are in the Swedish language.

In terms of demography the Security-Minded are -
bullet older
bullet small town
bullet with low but stable incomes

The Outer-Directed Groups

Tillman, the Group-Faithful

The Tillmans are the solid Swedes. They are reluctant to move from their home town, and they want to keep their jobs all their lives, if possible. They have become the pillars within the organizations they belong to. They constitute the infantry in popular movements, be it the temperance movement or the workers’ movement. They are family-oriented. Divorce hits them hard even if love has left the relationship. It is belonging to the group that is the key to their motivation.

The Group-Faithful usually are steadfast believers in equality and solidarity. They may eagerly read indignant articles in evening papers about the outrageous ways of the rich; they incarnate much of that

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