402: Working Hard
Working Hard are young families making their way in life, focused on the kids and home life. Juggling a mortgage and the financial demands of the family household, people belonging to this Persona are clustered most significantly in Queensland, on the Gold Coast and Brisbane, and New South Wales in the Outer West and South West.
The majority are Australian born and a very high proportion are paying a mortgage. You’ll find many skilled and unskilled workers among them, working in manufacturing, construction and retail.
Life is centred on family – which is likely to be big – you’ll find many 5 people + households in this Persona.
Leisure time is spent around the home, streaming movies and TV shows, playing computer games and tinkering around the house. Aside from accessing entertainment they can consume at home, people who belong to this Persona aren’t particularly techy – though you will find some Early Adopters among them.When it comes to mindset, people who belong to this Persona are proud of their achievements in life and care about how they are perceived by others. When it comes to the rest of the world however, they are likely to be inwardly focused. They’d rather not engage in social issues and the woes of the world, instead focusing on their own lives.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Working Hard persona