302: Getting Ahead
Likely to be married with two incomes coming into the household, this Persona sits at the higher end of the Aspirationals’ income scale. However, they aren’t keen on splashing their hard-earned cash on simple everyday essentials. Instead, you’ll find them combing through catalogues in search of a bargain and redeeming coupons to make savings.
Getting Ahead are culturally diverse young families focused on creating a prosperous life in their new home. More than a third were born overseas, with a quarter hailing from Asia; particularly India and other parts of Asia, rather than China.
You’ll find most living in Melbourne, along with smaller clusters in Sydney and Perth in separate houses. They are focused on building wealth via the family home, a very high proportion are currently paying a mortgage
Getting Ahead are well educated, optimistic, ambitious and hard-working. They place value on demonstrating their achievements to the world and are highly aspirational.
They are also very receptive to other forms of marketing; in general, they don’t mind advertising, including ads popping on their mobile and they are likely to notice ambient & outdoor advertising.
Leisure time revolves around entertainment at home. While they’re not particularly techy, they do love Streaming content and PayTV and are quick to update their home electronics.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Getting Ahead persona