505: Faith and Wellbeing
A strong focus on wellbeing drives members of the Faith and Wellbeing Persona to seek out new health food products and natural medicines and remedies. They also try to be careful with what they eat; they love shopping for fresh produce at farmers markets, buy organic, visit juice bars and love trying out the latest new diet trends.
As the name suggests, health and faith are priorities for the people belonging to this Persona. They are amongst the most devout of all the Helix Personas; many regularly attend a place of worship.
Faith and Wellbeing are optimistic young singles and couples, along with some young parents, renting an apartment in Sydney’s North West, South and South West. Many are still studying and living in shared households.
It is the most culturally diverse Persona of the Doing Fine Community – almost half were born in Asia – mainly India and other parts of Asia, rather than China, as well as the Middle East.
When it comes to media, they tend to shun traditional channels, particularly commercial TV, altogether. Instead they spend time online and love technology – you’ll find many early adopters among them and they don’t hesitate to upgrade their phones when a new iteration hits the shelves.
They also have distinct attitudes to marketing and advertising – being much more likely to say they find adverting interesting and to be happy to receive mobile and email advertising.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Faith and Wellbeing persona