You’re perhaps the most conscientious of the segments, making considered and measured choices. What sets you apart is that you’ve likely made a conscious decision to embrace more culture. You believe that engaging with culture will make your life better.

You see culture as an important and worthwhile activity – like going to the gym or meeting friends – a commitment to your well-being that should take priority over a night in front of the telly. You view culture as a rewarding pastime and care about doing the right thing.