105: Visible Success
People who belong to the Visible Success Persona are focused on achievement and are very family orientated. You’ll find many young parents and mid-life families among them.
The majority live in metro areas of Australia, clustered most significantly in Melbourne, Sydney, Brisbane and Perth. Most are Australian born, along with a small proportion from the UK. Almost all of the people who belong to this Persona live in separate houses, although more than a half are still paying a mortgage.
Two incomes drive these high-earning households, where about half have a university degree.
They are big spenders and prefer to stick to their favourite brands. However, they also love to hunt down a bargain and sift through catalogues to save on everyday essentials. Technology is also a priority – you’ll find many early adopters among them.
When it comes to mindset, they are less likely to be socially aware than their Community peers and tend to worry about the pace of change and hold conservative views when it comes to social issues. Family and the desire for security are the key life goals for this Persona.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Visible Success persona