Socially Aware refers to a pattern of responses mostly offered by people who are community-minded and socially active. Being ‘information vacuum cleaners’, this segment is always searching for something new and different and new things to learn.
They believe strongly in the concept of ‘learning a living’ rather than earning a living, always seeking new opportunities for training, education and knowledge. They tend to seek detailed information about their options and consider the consequences of each choice carefully before making a decision.
With a strong sense of social responsibility and a propensity for convincing others of their opinions, they often become involved in pressure groups. Common occupations are public servants, politicians and researchers.
This segment can be idealistic, believing they can change the world or save the world, if they can only get enough people to agree with them.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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