601: Simple Living
A high proportion of outright home ownership means people in the Simple Living Persona enjoy a sense of financial security, despite living off a modest income. You’ll find them working in a range of industries, with many farm owners & workers and self-employed among them.
The Simple Living Persona includes a mix of ages and household types, including many mid-life householders. Almost all are Australian born and you’ll find them living in country areas of New South Wales, Victoria and Queensland in separate houses.
When it comes to mindset, they are conservative and tend to be internally focused, preferring to concentrate on their own lives instead of broader social issues. Too much change tends to overwhelm them.
You’ll find many Liberal/National voters among them and they look to the government to manage the needs of people like them who live outside of big cities, as well as maintaining law and order by keeping crime under control.
When it comes to lifestyle, Simple Living aren’t especially social and tend to live a fairly sedentary life. They aren’t particularly engaged in technology so watching TV takes up a large slice of their leisure time, along with a regular flutter at the race track and the pokies.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Simple Living persona