102: Smart Money
High income, highly educated, cultured and success focused, consumers in the Smart Money Persona enjoy sophisticated city living to the max. From eating out and catching live theatre and sporting events, to shopping and regular international travel, Smart Money is living the good life.
Like other Personas in Leading Lifestyles, Smart Money are predominantly Australian born, with a small but significant proportion from the UK as well. Mostly inner-city dwellers and homeowners, with the highest homeownership rate among all Personas.
You’ll find most Smart Money in Melbourne and Sydney, along with a smaller cluster in Perth. The majority live in separate houses, along with a significant proportion living in townhouses and semis.
Many are childless – the majority are in mid-life and older households. Smart Money enjoys a strong sense of financial stability and are highly engaged in media, and newspapers particularly.
People in the Smart Money Persona are highly social and love engaging with the world via the arts, food, travel and entertaining. They are also health-focused and into exercise and sport. Not surprisingly they report high levels of well-being.
Like their Community counterparts, Smart Money are progressive and socially aware. They rank the environment as one of their top concerns and like to keep an eye on the economy.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Smart Money persona