602: Tough Times
You’ll find a mix of household types in the Doing it Tough Persona, with many young parents among them as well as some single parents. They face some challenges in life – around half are not employed and they survive on a low household income, which sees them lagging well behind the average Australian. Close to half are renting and they are much less likely than the average Australian to have a university degree.
Not surprisingly, they lack confidence when it comes to their finances. They are light spenders and will comb through the weekly catalogues to hunt down a bargain, but will loosen the purse strings for a round on the poker machines.
You’ll find people belonging to this Persona living in most states across Australia, clustered most significantly in metro and outer urban New South Wales and Queensland. Almost all live in separate houses and the majority are Australian born.
When it comes to mindset, they hold conservative views and are internally focused, preferring to concentrate on their own lives. They also tend to feel a little resentful about their lot in life and can be suspicious of the motivations of government and corporations.
You’ll find many One Nation voters amongst them. They look to the government to keep issues such as the cost of living and crime under control. Leisure is likely sedentary, with commercial TV taking up a large slice of down time.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Tough Times persona