208: Future Focus
While enthusiastic about big city life and socially progressive, Future Focus are more introverted than some of their more extroverted and status-driven Metrotech counterparts. Security and family are more important to them than recognition and prestige.
A mix of singles and young families, the Future Focus Persona is intent on working hard to build the foundation for a successful life. The majority live in semis or town houses, spread across Melbourne, Perth and Brisbane. Just over half are renting and they are also culturally diverse – 4 in 10 were born overseas.
They are less likely to be out and about than some of their more gregarious peers, preferring to be homebodies.
Despite being at the lower end of the income scale in the Metrotech Community, Future Focus are optimistic about the future and confident in managing their money. As moderate spenders, they aren’t easily seduced by the glimmer and glitter of brands unless they really love it. Health and fitness is important to them, particularly sport.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Future Focus persona