112: Savvy Self-starters
While they are focused on achievement and demonstrating their success to the world, Savvy Self Starters are more cautious and conservative than most of their Leading Lifestyles peers when it comes to mindset. They are much more likely to embrace religion and hold traditional views and values when it comes to social issues.
You’ll find a mix of household types in the Savvy Self Starters Persona including mid-life households, young parents and mid-life families. While most are Australian born, this Persona is also culturally diverse – 1 in 3 was born overseas, hailing mainly from Asia and Europe. You’ll find them living mostly in separate houses in metropolitan Sydney, particularly in the Southern suburbs, along with a significant cluster in Central Melbourne.
Close to half already own their homes outright, with the remainder split between renters and mortgage holders.
Savvy Self Starters take a practical approach to life and are very family-focused. But they also love getting out and about; eating out in restaurants and travelling overseas regularly.
They tend to be careful about what they eat and are interested in healthy food and natural remedies.
While they are at the lower end of the Leading Lifestyles income scale, they value quality and are willing to pay more for trusted, well-known brands and labels.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Savvy Self-starters persona