202: Healthy, Wealthy and Wise
This Persona embraces the quintessential Australian active outdoor lifestyle, heading out to exercise and play sport regularly and watching what they eat.
Healthy, Wealthy & Wise are highly educated and confident. They revel in the cut and thrust of fast-paced Sydney life, taking advantage of all the city has to offer – particularly when it comes to the cultural life and the restaurant & café scene.
3 in 10 were born overseas, mainly hailing from Asia and Europe. You’ll find many young singles and couples among them, as well as a smattering of young parents and mid-life households.
They’re also highly optimistic and driven by a desire for an exciting life. They care passionately about social issues, particularly the environment.
A strong focus on career and socialising means that home is little more than a place to sleep and occasionally eat – and often that’s a home delivered meal served up at the end of a long and busy work day.
They are highly digital and big app users – you’ll find many heavy internet users among them, as well as enthusiastic online shoppers.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Healthy, Wealthy and Wise persona