The Balanced Elite is characterized by people with an academic background and an income from the business world. They are overrepresented with doctors, lawyers, architects, civil engineers and psychologists and most live in urban areas. The consumer goods bought by The Balanced Elite are expensive but discrete meaning that its prosperity will often appear “camouflaged”. Clothes should be comfortable to wear and product design should put function first. The expensive taste among the Balanced Elite is recognized by connoisseurs.