In the context of the VALS framework,"strivers" are a group of consumers who value duty and tradition more compared to other groups and are more likely to be women than men.

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Strivers are a group of consumers who are motivated by achievement and material success. They are typically younger and more diverse in terms of gender compared to other groups within the VALS framework. They may also value tradition and duty as well, but it is not their primary motivator.

In the Context of the VALS Framework,"strivers" Are a Group