103: Social Progressives
While a strong social conscience defines this Persona’s mindset, it certainly doesn’t diminish their desire to display their achievements and indulge their passion for the best of big city living. They are the most highly educated of all of the Leading Lifestyles Personas. On the weekends you’ll find them soaking up the cultural life at the theatre, cinema, museums and galleries. They also enjoy dining in restaurants and cafes or attending sports events.
A mix of young singles & couples, and mid-life households, you’ll find this highly progressive, civic-minded Persona living in inner-city areas of Sydney and Melbourne.
They’re also wealthy – almost half fall into the AB Socio-Economic Quintile. With all of that spare cash, it’s not surprising that they’re also big spenders. You’ll also find many technology early adopters among them.
Amongst the most intellectual and progressive of the Leading Lifestyles Community, this Persona is likely left-leaning and passionate about social issues and the environment.
People who belong to this Persona are driven by a desire for an exciting life. They embrace change and are always on the hunt for new things and ideas and love overseas travel.
A strong sense of curiosity about the world drives high engagement with news and current affairs, particularly with the ABC. Not surprisingly, you won’t find many watching commercial TV on a weeknight. As heavy internet users, they’re more likely reading the business or global news section of the newspaper on their phones instead.
They also find time for sport and exercise in their busy lives.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Social Progressives persona