201: Young and Platinum
As the name suggests, life is really good for Young and Platinums, who enjoy the kind of lifestyle the average young Australian dreams of.
Predominately young singles and couples, Young and Platinum are also highly social, big spenders and always on the hunt for the shiny, new and cool – be it the hottest new restaurant or cult beauty buy.
They are amongst the most highly educated of all the Metrotechs, so there are opportunities abound for these metro-based, inner city apartment dwellers. They are also culturally diverse; 4 in 10 were born overseas, mainly hailing from Asia and Europe.
Around 1 in 3 lives in shared households. They are cashed-up and optimistic, they are confident and extroverted and driven by a desire for an exciting life. They see themselves as leaders and aren’t shy about displaying their achievements.
Young and Platinum are amongst the most ‘techy’ of all the Metrotechs, boasting the highest proportion of Digital Early Adopters. Unsurprisingly, they are also highly mobile centric.
On weekdays you’ll find them hard at work in the CBDs of Sydney and Melbourne, likely working in business, finance or property. On the weekends they’re packing out cafés and restaurants and heading to rock and pop concerts and nightclubs.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Young and Platinum persona