110: Worldly and Wise
Family life and a desire for security are the drivers for the Worldly and Wise Persona, but they are also very proud of their achievements and place value on demonstrating their success to the world.
Health and fitness are high on the priority list for people belonging to this Persona. They like to watch their weight by keeping an eye on calories and exercising regularly.
You‘ll find people belonging to the Worldly and Wise Persona living in North West and Southern Sydney and Central Melbourne, mostly living in separate houses.
About half own their home outright, the rest split between paying off their home and renting. You’ll find many young parents, mid-life families and midlife householders among them.
While the majority are Australian-born, this Persona is also culturally diverse, with a mix of those born in Asia and Europe.
Worldly and Wise are highly educated and intellectual. A significant proportion work in the public service. They are also information seekers – they like to read the business section of the newspaper, and enjoy researching home renovation and health & nutrition.
Life is busy for this career-focused Persona – they’re big on home-delivered takeaway and conveniences foods to get them through the busy working week.
When it comes to finances, they are very confident and big spenders. They like to keep an eye on the economy and business conditions.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Worldly and Wise persona