607: Raw Deal
Raw Deal face the most difficult circumstances in the Fair Go Community. The difficulties presented by very low incomes and low employment have a significant impact on the mindset of the Raw Deal Persona. They are much more likely than their peers to be resentful of their circumstances and lack of opportunities – many believe that they get a raw deal out of life.
This Persona has the lowest income and the greatest proportion of those not employed, which sees the majority out of work and very few have a tertiary education. They are also far more likely to believe that the government is obliged to support those out of work.
The majority are renters, living in a mix of separate houses, apartments and townhouses in Sydney, Melbourne and Brisbane. Most are single and living off one income.
They aren’t often on technology – you’ll find many technophobes among them. Instead they prefer traditional media, commercial TV particularly, which takes up large slice of leisure time at home. They also enjoy gambling and drinking in pubs. Many are smokers.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Raw Deal persona