604: Budget Living
The majority are renters and single income households, so life can be a financial struggle for these families, which are often large – 5 people or more. They are also more likely to be out of work than the average Australian and few have a tertiary education. Not surprisingly, they are light spenders.
Budget Living is comprised of midlife families with teens and young adults still living at home with their parents, along with some single parents, surviving off a modest income. You’ll find them living in the Northern Territory, North Western Queensland and the western suburbs of Sydney.
People belonging to this Persona are mostly Australian born, along with a significant proportion born in the Middle East or Pacific Islands.
Many also struggle with their health and would like to lose weight.
People belonging to this Persona are focused on family. When it comes to mindset, too much change tends to overwhelm them and they prefer not to engage too much with the news and the woes of the world. You’ll find many ALP voters among them, along with some One Nation voters.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Budget Living persona