506: Making the Rent
While Making the Rent are similar to other young and culturally diverse 500 Doing Fine Personas, particularly Faith and Wellbeing (505) and Tech Life (502), mindset sets them apart from these more optimistic and ambitious peers. Despite their youth, they are more likely to hold traditional and conservative values, and to be living a conventional life centred around family.
You’ll find many traditionally minded young couples, young singles and young parents in Making the Rent, with many still studying and living with their parents. You’ll find them living mostly in metro Melbourne and Sydney, mostly in separate houses.
Making the Rent is one of the more culturally diverse Personas in the Doing Fine Community, with around 4 in 10 born overseas. While 505 Faith and Wellbeing has a much greater proportion of Asian born (half were born in Asia), Making the Rent is not far behind – a quarter of people belonging to this Persona are from Asia – mainly India, Pakistan, the Middle East and Sri Lanka.
They are likely to be light spenders and will put in the time and energy to hunt down a bargain. They are keen catalogue readers and collectors of coupons to claim discounts.
When it comes to media, they are much like the typical young Australian – they love fashion, going to amusement parks, playing sport and spending a lot of time online.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Making the Rent persona