606: Basic Lifestyle
When it comes to mindset, Basic Lifestyle are driven by traditional family values and are likely conservative in their views. They tend not to embrace change and lament society’s shifting values. They also tend to be suspicious of the motivations of government and corporations. Issues such as crime and national security dominate their concerns.
Basic Lifestyle are low-income older householders, many living alone or already retired, along with some single parents. You’ll find them living mostly in outer urban and rural New South Wales, Victoria and Queensland, in separate houses.
Life can be a struggle for people in this Persona, who subsist on a very low average household income. Almost half fall into the bottom SES Socio Economic Quintile.
The great majority are Australian-born and most have roots that go back at least one generation. Among those still in the workforce you’ll find them working in agriculture, retail, construction and community services.
Not surprisingly, they live a modest lifestyle and are careful with their purse strings. They also tend to be a little resentful about their circumstances.
Many are already retired and they tend to be homebodies. Leisure time is likely made up of daytime TV and tinkering in the garage.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Basic Lifestyle persona