This document profiles two segments of Hong Kong's population: Digital Hedonists and Ambitious Climbers. Digital Hedonists prioritize leisure activities involving technology and social media, while Ambitious Climbers are driven career climbers. The document advocates taking a values-based approach to market segmentation, noting that values are the active variable that drive societal change. It also provides information about Futures Coaching, a consulting firm that conducts research on trends in Asia for various clients.