406: Building Security
Like most young Australians, Building Security love fashion, playing sport and sharing a home delivered pizza with friends. But when it comes to values, they are distinctly different to their peers. Despite their youth, people belonging to this Persona are likely to hold traditional and conservative values and are likely to be religious – one quarter regularly attends a place of worship.
Building Security is the most culturally diverse Persona in the 400 Hearth and Home Community – 3 in 10 were born overseas, including a significant proportion from India and other parts of Asia (excluding China).
Among them you’ll find many young parents and young adults living with their parents, residing in the outer suburbs of Sydney and Melbourne.
People belonging to this Persona have average educational levels and are focused on building a secure and successful future, particularly those who are new to Australia.
Their attitudes to advertising also set them apart. They are much more likely to say that advertising is interesting and gives them something to talk about than the average Australia.
High taxation is one of their key complaints. They love bargain hunting – combing through catalogues and shopping in discount stores to make savings.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Building Security persona