108: Career Achievers
Career Achievers are highly focused on success and value demonstrating their achievements and status to the world. Technology is a priority too – you’ll find many early adopters among them, as well as heavy internet users. They are also highly mobile- centric when it comes to how they tend to spend their time online. You’ll find a mix of households among them, mostly mid-life households along with smaller proportions of older households, young parents and mid-life families.
They are also culturally diverse. Just under half were born overseas, with a significant proportion hailing from Asia, along with a smaller proportion of those born in Europe.
Most live in Sydney and Melbourne, along with smaller clusters in Brisbane and Perth, mostly in separate houses, along with a small proportion in townhouses. About half of them own their house outright.
Career Achievers are highly optimistic and like to keep an eye on the economy. They are highly educated, wealthy and big spenders – spending on their homes, annual overseas travel and the latest tech gadgets.
They love going out and being with a crowd, as well as eating out in restaurants and cafes, and spending time immersed in cultural pursuits. They place value on appearances, investing in fashion and regular exercise. They are also careful with what they eat, to keep them looking good.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Career Achievers persona