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Real Conservatism refers to a pattern of responses most often provided by people who are cautious about new things and ideas. Generally part of ‘the establishment’, a central concern in this segment is the maintenance of a disciplined, predictable and safe society. They hold very conservative social, moral and ethical values and generally feel that things are not as good as they used to be. They are willing to pay more for products which guarantee consistent value and quality and are particularly attracted to older, well established brands.
Part of their conservative nature is a strong belief in the merits of savings, which drives them to accumulate assets. This will usually be property, antiques, art and gold – things that will hold their value. However, while they generally are asset rich, they are cash poor. Growing up in the ‘old school’ they very much believe it’s important to belong to the right crowd and doing ‘the right thing’.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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