304: Lifestyle Seekers
People who belong to this Persona are well educated and more progressive and socially aware than most of their Aspirationals Community counterparts. They care about issues that affect society at large, and believe that we should all be doing our bit by donating to charity regularly.
You‘ll find Lifestyle Seekers clustered most significantly in in Melbourne and Brisbane, along with a significant proportion in outer urban areas in QLD.
The majority are Australian born. Likely married, this Persona skews older – 4 in 10 are aged 50+, and as a result boasts a high proportion of outright home owners, followed by those paying a mortgage.
They enjoy entertaining and embrace the lifestyle advantages that come with having the demands of a young family largely behind them. That means more time and money for eating out, socialising with friends and indulging in their passion for culture. They love cinema and sport, particularly. And when they’re at home you’ll find them streaming their favourite TV series and movies.
While family and security are important to them, they are also driven by a desire to build an important life.
Unlike some of their Community counterparts, Lifestyle Seekers are not status driven and unlikely to buy into brands purely out of hype or novelty.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Lifestyle Seekers persona