106: Self-made Lifestylers
For the Self-made Lifestylers, weekends are filled with restaurant and café meals and getting out and about, including attending professional sports events. Despite their busy lifestyle, they make time to exercise and keep up to date with what’s happening in the world via newspapers and watching the news regularly on TV.
High income and focused on achievement and success, you’ll find almost all of the people who belong to this Persona living in Sydney in some of the more affluent suburbs in the North, North West and South.
Mostly Australian-born with a small proportion of those born in the UK, this Persona consists of a mix of household types, including mid- life households, mid-life families and young parents. They tend to live in separate houses.
They’re high income and financially stable but are also big spenders. You’ll find them spending freely on renovating, updating their home interiors and shopping for their favourite brands online and in department stores. Between work and family life they’re super busy but love socialising and having a glass of wine or a premium beer with dinner or over a special meal on a weekend getaway. Travel is a passion – you’ll likely find them planning their next holiday – be it in Australia or overseas.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Self-made Lifestyles persona