501: Making Ends Meet
Managing the financial demands of a young family on an income that sits just below the national average means that there isn’t a lot of money to spare in a Making Ends Meet household – which is likely to be big, you’ll find many households with 5+ people.
Making Ends Meet are predominately Australian born young parents, along with a smaller proportion of young couples, who love shopping and getting out and about. You’ll find them in Queensland; mostly renting separate houses in Brisbane and on the Gold Coast.
Despite a limited income, people who belong to this Persona still love getting out of the house. They enjoy having a few drinks on a night out, going to the cinema and heading out with the kids for a day at the beach. Fashion and shopping are also passions.
At home, casual entertaining over a home delivered pizza is the go, as is a relaxing night in front of the TV – soaps and reality TV in particular – or streaming their favourite TV shows and movies. They are also highly digital and mobile centric, spending much of their time online on mobile and replying on their phones to help them stay organised.
When it comes to concerns, not surprisingly the cost of living and the needs of families top the list, while crime is also a worry.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Making Ends Meet persona