SEGMENT 1 “I AM STUDYING” The youngest participants, aged between 15 and 18, talk about similar sacrifices as participants as a whole: the top five categories are identical, led by lifestyle-related activities. However, personal resources are mentioned more frequently (23%) than material considerations 17%). Segment comparison 15–18 years old / 25–29 years old Foodand drink #Lifestyle: material consumption 17% Money Time #Personalresources 23% Lifestyle Comfortzone #Lifestyle:activities 24%