SEGMENT 1 “I AM STUDYING” Contributions from participants who are currently studying mainly focus on family and loved ones (22%), their personal ambitions (17%), and their well-being (15%). Education is a recurring topic in their contributions. Unlike participants as a whole, they appear to be more willing to give up activities linked to their lifestyle (14%) than to their material consumption (12%). Segment comparison I am studying / I am working Travel #Lifestyle: activities 13% Foodand drink #Lifestyle:materialconsumption 22% Freedom #Personalambitions 23%