404: Traditional Values
Like their 400s peers, life revolves around the home for Traditional Values, and they see their homes as an important symbol of their status and achievements. Home improvement is a passion and a past time, you’ll find many wandering the aisles of hardware stores on weekends, picking up supplies for their latest DIY project, big renovation and general tinkering around the house.
Traditional Values are house proud and conservative minded older Australians. One in 3 are aged 65+ and already retired.
You’ll find most living in regional New South Wales in Newcastle, South Coastal area and the North Eastern part of the state, and on the Sunshine Coast in Queensland. Most are married.
A very high proportion own their homes outright, giving them a strong sense of financial security.
When they’re not working around the house, leisure time is likely taken up watching commercial TV and perusing catalogues to make savings on the weekly shop, along with a regular meal at the local pub or club.
The great majority are Australian born. They are also better educated than some of their Community peers. When it comes to mindset, people who belong to the Traditional Values Persona are likely to hold conservative values – indeed come election time you’ll find many voting Liberal and One Nation at the ballot box.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Traditional Values persona