14. Audience Enhancement: Landscape ¶

Contents

Audience Enhancement: Landscape
- Landscape Groups
- Landscape Segments

14.1. Landscape Groups ¶

Group ID definitions¶
Group Id	Definition
Group 1	SuccessStories
Group 2	InnerCityProfessionals
Group 3	SuburbanFamilies
Group 4	UrbanChange
Group 5	BlueCollarFamilies
Group 6	StudentCommunities
Group 7	NewArrivals
Group 8	UrbanSurvivors
Group 9	CitySeniors
Group 10	SmallTownsAndBeyond
Group 11	RegionalCentres
Group 12	FarmingHeartland
Group 13	CountryBattlers

SuccessStories: Success Stories are affluent mature families living in higher priced inner suburban locations across Australia’s main metropolitan regions. Sophisticated in their tastes, and established financially, they tend towards white collar managerial professions, with a high tertiary education rate. Success Stories have the highest incomes of Australian households, and a keen interest in investment and wealth building. Health conscious and driven by career success, they also are somewhat indulgent in their tastes, enjoying fine wine, gourmet cooking and a wide range of sport and recreational activities.

InnerCityProfessionals: Affluent professional singles and couples, living in inner metro areas. This group is young, carefree and living a lifestyle other groups their age envy. Educated and ambitious, they are upwardly mobile and prepared to work hard to get what they want. True consumers, they have an appetite for experience, be it professional, cultural or sporting, and have the disposable income to indulge these appetites. They readily adopt new technology. Whilst a higher than average proportion are renting so as to afford their preferred high end inner city residences, there is still 50%home ownership and they have an high level of interest in investment, property and wealth creation.

SuburbanFamilies: A mix of young and old families, this group is comprised of comfortably well off but not wealthy households who have chosen mid to outer suburban locations in which to raise a family. There is high homeownership, primarily of larger freestanding homes. Characterised by conventional family structures, their focus is on family life. Although many are fashion conscious and tech early adopters, their activity preferences are child friendly and leisure time revolves around the home. There is considerable diversity in cultural and linguistic backgrounds. They are conscious of living a balanced lifestyle.

UrbanChange: Dominated by families, these areas are frequently cultural melting pots, with a broad range of European and Asian ancestry, diverse religions and high rates of bilingualism. Although not employed in traditionally high-income white-collar roles, these are hard working households with multiple income earners – juggling financial commitments but focused on getting ahead. Simple in their tastes, they are unpretentious, community minded folk. They drive budget cars or utility vehicles, and live in larger freestanding homes – some owned, some rented. Their hobbies tend to be sedentary, a counterpoint to often physically active blue-collar roles. They aren’t particularly concerned about health or designer brands but do feel it is important to take care of their appearance and be well presented.

BlueCollarFamilies: Blue Collar Families are hardworking neighbourhoods with a strong presence of young families employed in blue collar and trade professions. Employed in manufacturing, logistics, security and trade roles, they earn moderate incomes and are not motivated by career success, working to live rather than the converse. These are not households with money to burn – they tend to be savers not spenders are careful shoppers and not particularly brand conscious. They live in larger houses in outer suburbs, frequently with mortgages although some are still renting. In their leisure time they enjoy watching and participating in sports, but aren’t into cultural events. They are not health conscious, and meals tend to be simple and eaten on the run.

StudentCommunities: As the name suggests, Student Communities have a high population of tertiary students and similarly aged young adults. Laid back in attitude and with few commitments, they aren’t particularly concerned with finances and investment yet, although some have clear aspirations to succeed. They live in rented apartments and terraces in close proximity to tertiary institutions. Many households are car-less. In their leisure time they are strongly oriented towards sports, with a distinct interest in extreme sports reflecting their youthful sense of invincibility. Appearance matters, and they love to try new things. They are very social, like to travel and drink more energy and sports drinks than any other group.

NewArrivals: Recent immigrants, this group are a cultural melting pot, with high rates of bilingualism and diverse religions. Predominantly lower income with lower formal education and some language difficulties, most live in rental accommodation although there is some homeownership in more established groups. Car ownership is also low. Welfare dependency and involuntary unemployment are higher than average, as they try to establish themselves in a new country. They tend to be light or non-drinkers with significant rates of vegetarianism, but don’t describe themselves as health conscious. Not a tech savvy group, they prefer not to buy online, but are heavily reliant on mobile phones. They are very conscious of appearances and care about brands but are frequently frustrated spenders due to income constraints and a higher than average rate of welfare dependency.

NewArrivals: As the name suggests, Urban Survivors are communities who struggle to get by. They have low individual and household incomes, high rates of unemployment and those who are working are generally in lower skilled and lower paid jobs. This group is not particularly concerned about appearance or brands. They are not big consumers, as they find it hard to make ends meet. Their lifestyles are not typically healthy; they are not health conscious and have higher rates of alcohol consumption. Their leisure activities tend to be sedentary, with horse racing, gambling and boating prominent. There is a high rate of fractured families and single parents, and they feel disconnected from/ left behind by the pace of change in society.

CitySeniors: City seniors are older communities, primarily white-collar retirees, in suburban localities. There is high homeownership and households are often mortgage-free. Incomes are low due to presence of retirees, but these are not low socio-economic areas. Finances range from constrained to comfortable, and they tend to be cautious spenders. Leisure time activities include golf, bowls, gardening and DIY, and they also enjoy a range of cultural activities. They like to travel, although prefer domestic destinations for convenience. They are health conscious and concerned about weight and cholesterol; light drinkers and non-smokers who care about their appearance. They are socially conservative and worry about the rate of change in Australia.

SmallTownsAndBeyond: Thriving rural or remote communities based strongly around mining and agricultural industries. These are self-sufficient townships, with active outdoors lifestyles. They are pragmatic and unfussy, only concerned about health when facing particular ailments, not concerned about brands or image, and not particularly focused on career aspirations. These areas have high rates of self-employment, and mid to high incomes, generally from skilled blue-collar roles or farming. There is a significantly higher than average Aboriginal population in these rural areas, however they are not otherwise a culturally diverse group. They drive utes or trucks, enjoy typically ‘bloke-y’ leisure pastimes and include fly-in fly-out mining communities. Although financially comfortable, their spending is constrained by remote locations although they are not averse to shopping online.

RegionalCentres: Primarily younger populations, this group is made up of young blue-collar families and regional education centres. Reasonably well off, earning moderate incomes and living conservatively, they are generally quite frugal, focused on saving for goals such as their kids’ education, but splash out on extras every now and then. Their tastes are simple – they are not particularly health conscious, nor worried about appearances. Work is seen as a means to an end – they do not have extensive career aspirations. In their leisure time they enjoy boating and ‘craft’ oriented activities - gardening, DIY, and woodwork. They aren’t extensive travellers. They give to charity and worry about the future of the country. Those communities with high student populations have a high level of idealism.

FarmingHeartland: As the name suggests, the Farming Heartland segment contains regional communities with strong agrarian economies. They are a mix of families and seniors, generally on mid to low incomes, although financially astute and conservative enough in their lifestyle to consider themselves comfortably well off. These are hardworking regional households, who are not ambitious but are determined to create security for themselves and their families. They are strong savers but will splurge on extras for their families. Home ownership is high, primarily larger houses or lifestyle blocks, and they have high vehicle ownership, a mix of utility and passenger vehicles. They are health conscious and seek a balanced lifestyle, although still enjoy an occasional beer. They give generously to charity and are community minded.

CountryBattlers: Predominantly older families and seniors but with pockets of young families, these are lower socioeconomic regional or rural communities struggling to get by. With high rates of unemployment and a low skilled workforce, they are a group to whom progress has not been kind. This group is not tech-savvy or image conscious – appearance and fashion do not matter to them. Many are homeowners of long tenure, giving some security despite their tight finances. They aren’t big consumers, although some are frustrated spenders. Health is not a focus for them although they have higher than average rates of some health issues including diabetes and weight issues. They have an interest in crafts, gardening, DIY and music, with a preference for country. This group feels somewhat left behind, and worries about the pace of change in Australia.

14.2. Landscape Segments ¶

Landscape Segments and meaning¶
Group Id	Segment Id	Segment Name	Group Name
1	1	Successful_Executives	Success Stories
1	2	Stylish_Traditional_Families	Success Stories
1	3	Suburban_Professionals	Success Stories
1	4	Empty_Nest_Executives	Success Stories
2	5	Sophisticated_Urban_Living	City Professionals
2	6	Active_and_Affluent	City Professionals
2	7	Driven_Young_Professionals	City Professionals
3	8	Comfortable_Suburban_Families	Suburban Families
3	9	Sensible_Suburbanites	Suburban Families
3	10	Fresh_Start_Families	Suburban Families
4	11	Comfortable_Suburban_Labourers	Urban Change
4	12	Suburban_Renewal	Urban Change
4	13	Prosperous_Blue_Collar	Urban Change
5	14	Sun-seeking_Imports	Blue Collar Families
5	15	Quarter_Acre_Families	Blue Collar Families
5	16	Young_Blue_Collar_Families	Blue Collar Families
6	17	Trendy_Youngsters	Student Communities
6	18	Cruisy_Beach_Lovers	Student Communities
7	19	Struggling_Young_Migrants	New Arrivals
7	20	Mature_Migrant_Families	New Arrivals
7	21	Ambitious_New_Arrivals	New Arrivals
8	22	Multi-generational_Migrants	Urban Survivors
8	23	City_Fringe_Survivors	Urban Survivors
8	24	Welfare_Communities	Urban Survivors
9	25	Cultured_Suburban_Retirees	City Seniors
9	26	World-weary_Retirees	City Seniors
10	27	Mining_Communities	Small Towns & Beyond
10	28	Sensible_Small_Towns	Small Towns & Beyond
10	29	Country_Communities	Small Towns & Beyond
11	30	Regional_Labourers	Regional Centres
11	31	Blue_Collar_Towns	Regional Centres
11	32	Young_Regional_Families	Regional Centres
11	33	Satellite_Education_Hubs	Regional Centres
12	34	Country_Comfort	Farming Heartland
12	35	Farming_Families	Farming Heartland
12	36	Stable_City_Fringe	Farming Heartland
12	37	Regional_Enterprise	Farming Heartland
13	38	True_Blue_Retirees	Country Battlers
13	39	Small_Town_Seniors	Country Battlers
13	40	Country_Nostalgia	Country Battlers
13	41	Disconnected_Country_Battlers	Country Battlers

Successful Executives: Successful executives are affluent older families with a strong asset base and money to spend. With children in high school and tertiary study, they are stable and settled. Homeownership is high, primarily larger single houses (4+ bedrooms) and property values are high. Although focused on wealth accumulation they don’t scrimp on lifestyle - they drive prestige European cars, and prefer to shop at David Jones and boutiques. They are somewhat health conscious and worried about cholesterol – consequently they eat healthily and exercise to stay fit, although this is a discipline not a pleasure - they are not particularly sporty. Although wealthy, they have a social conscience, with a high rate of charity donation.

Stylish Traditional Families: Comfortably well off families with school aged children, Many are senior executives, and are over-represented in the media, research and advertising sectors. Incomes and home ownership are high and they are comfortably well off with sufficient means to spend liberally and also save/ invest. This segment is active, participating in a range of sports, as well as attending music and cultural events. They are health and image conscious, brands and appearance are important to them – but they also have a social conscience and give generously to charity.

Suburban Professionals: Older families with a mix of cultural backgrounds, including a strong Asian presence, they share the common traits of being mature, educated and settled in their neighbourhoods. These are traditional families with children approaching adulthood, and a strong presence of tertiary students. Neighbourhoods are mid to high density with larger terraces and townhouses, and high homeownership rates. Although affluent and advanced in their careers they are still ambitious, and have a keen interest in finance and investment. They are foodies and enjoy good wine, although they are also health aware, and concerned about cholesterol. Due to their inner city locations car ownership is lower; those who do have a vehicle lean towards mid-range prestige brands such as VW, Audi and Lexus.

Empty Nest Executives: Empty Nest Executives are older professional couples moving into retirement, having seen their children grow and leave for the wider world. Still vital and energetic, they live in outer affluent suburbs, have sophisticated tastes, and are focused on enjoying life whilst growing their retirement nest egg. They are health conscious and concerned about balance, but appreciate good food and wine and enjoy cooking for friends and family. Whilst tech literate and happy shopping online, they are not early adopters and view technology as a tool not a passion. They have a social conscience and feel a responsibility to help those less fortunate; many donate to charity.

Sophisticated Urban Living: Affluent, educated and upwardly mobile, this is a segment that seeks out the finer things in life. They are couples and young families living in high cost inner city locations; many prefer to rent in prestigious urban locations rather than purchase in more suburban locales. They are early adopters of technology and heavy mobile phone users. They are image conscious, prefer designer brands and drive prestige European cars. They are somewhat ostentatious, drinking expensive wine and preferring to shop at David Jones, holiday overseas and attend cultural events rather than sport. They prefer to eat out than cook at home. They are in the highest income bracket, don’t have financial concerns, and both invest and spend generously. They have career ambitions and care about appearances.

Active and Affluent Affluent: younger singles and couples; this segment is distinguished by an adventurous spirit and wide participation in sporting, cultural and social events. They like to exercise and play sport, and are particularly fond of extreme sports and snowboarding. They have a voracious appetite for information, reading a wide range of media, and undertaking further study despite having high education and professional roles. They are unconventional - there are a lot of de-facto couples and blended families. They care about appearance and buy designer brands and European cars but are also active savers. There is some homeownership, but not disproportionately high rates. They are early adopters of technology, heavy social media users. Whilst fairly healthy they are also foodies, and prefer to drink wine and imported beer.

Driven Young Professionals: Early to mid career professionals, this segment is strongly focused on career success and work in high-pressure industries – IT, legal, financial services and advertising. They earn mid to high incomes, are likely to have tertiary qualifications and are in management or professional roles. They live in couples or groups, primarily in rental apartments and terraces in inner city locations. Few have kids. They are highly tech literate and early adopters, happy to buy online and heavy phone users. They like to travel and enjoy sports, although are not particularly health conscious. They are cashed up and have few financial obligations, they spend what they please and are appearance conscious. Slightly hypocritical, they are idealistic but not overly charitable.

Comfortable Suburban Families: Comfortable Suburban Families are family households with older school-aged children. They live in large separate houses in mid to high priced suburbs; whilst they have mortgages they are not overly leveraged, and describe themselves as financially comfortable. They tend to drive mid-range SUVs – a practical fit for families with teens. They have high incomes and high employment, predominantly in white-collar managerial roles. Although they are not particularly health conscious they do worry about cholesterol, however they are generally in good health. They are not extravagant spenders and prioritise savings over splurges. Their households are lively and involved in a range of sport and cultural activities. They are comfortable with their lot and are not hugely career focused or concerned about appearance.

Sensible Suburbanites: This segment is very settled and secure. Dominated by older families with teen or young adult children, they have high homeownership of mid to expensive properties, many with swimming pools. Whilst not highly educated they have advanced strongly in their careers and earn high incomes. A large number are self employed and work in the construction, engineering or science sectors. They don’t have any real health concerns, although they do look after themselves – they are non smokers and not heavy drinkers. Whilst affluent they don’t flaunt their wealth- they aren’t big spenders, and are not image or brand conscious, although they do tend to splurge on luxury SUV or sports vehicles. They’re not particularly active but enjoy watching sports and gardening.

Fresh Start Families: Fresh Start Families are young families with preschool and primary school aged children. New to the world of parenting, they are still establishing themselves as a ‘family’ household. They are homeowners, and have larger houses in the outer suburbs, including in new residential estates. Many have recently moved house. Although earning good incomes in professional roles, their mortgages and childcare costs make them careful about money. They spend on their kids but prefer to save for the future rather than splash out on themselves. Homebodies, they enjoy DIY, gardening and cooking, although some play team sports. As busy working families they tend to eat on the go and primarily eat at home rather than out. They are tech savvy and fashion conscious, but not heavy consumers at this point in their lives.

Comfortable Suburban Labourers: This segment is made up of traditional older families with a strong presence of students and stay-at-home mums. They are larger family households in stable neighbourhoods full of large freestanding homes. They are frequently homeowners or mortgaged, but don’t see themselves as having financial concerns. They have high employment and mid to high household incomes, working in management, paraprofessional or senior trade roles. They drive mid sized lower cost cars, and are 1-2 car households. They are concerned about health, particularly cholesterol, although they do drink and smoke, don’t exercise a lot, and are not particularly health aware in their cooking. They have fairly simple tastes – read motor and lifestyle magazines, like to travel and engage in a number of sports but not many cultural activities.

Suburban Renewal: These are neighbourhoods in transition – typically in middle ring urban locations, where gentrification is becoming common. They contain dual populations – an older migrant community, and a younger higher income group of incoming residents seeking to settle in suburban locations. Homeownership is high, although many have mortgages. Residents are generally in good health and health conscious, prefer organic foods and are concerned about cholesterol and diabetes. They are quite unpretentious – they care about appearance but don’t shop in high end stores, they work hard but are not success driven. In their leisure time they enjoy crafts, DIY, cooking classes, music and football. They aren’t generally early adopters of technology and many are wary of shopping online.

Prosperous Blue Collar: This segment is characterised by successful professionals within traditionally blue-collar industries – particularly mining, defense and automotive. There are a mix of single person households, and families. Household incomes are moderately high, and homeownership is also moderate. Leisure activities are somewhat ‘blokey’ – football, golf and extreme sports – and they like to travel. They are tech savvy, many are early adopters of new technology and they readily shop online. They are not health conscious and generally in good health although some have weight issues. They tend to drive trucks, SUVs and utes. They like to eat but don’t particularly care for cooking, and when they drink they prefer beer and bourbon.

Sun-seeking Imports: Lots of first-generation Australians and recent migrants, this segment is found primarily in beachside metro locations. Single parents, and blended or step families are more common than average. Despite this they are reasonably well off, with mid to high household incomes and high homeownership although heavily mortgaged. Swimming pools are common. They work in a range of industries although with a skew towards lower skill technical/ clerical roles. They drive older cars and utility vehicles. They are concerned about health, particularly heart disease and diabetes, although most are in fairly good health. They are not career or appearance focused, and are frugal spenders, saving funds to service their mortgage.

Quarter Acre Families: A ‘white picket fences’ segment - traditional, often single income, families in middle-income suburban areas. These neighbourhoods contain some European migrants but are largely culturally homogeneous. Income earners tend to work in manufacturing and logistics sectors, in higher skilled trade or professional roles. They live in large houses, and are homeowners with mid-sized mortgages and a comfortable lifestyle. They are not concerned about their health but live a generally healthy lifestyle, drinking lightly and eating home cooked meals. Their hobbies include DIY, cooking and gardening, and they watch a range of sports although are not particularly active themselves. They are frugal spenders, self disciplined and pragmatic but give what they can to charity.

Young Blue Collar Families: Skewed towards the resource states, this segment contains younger middle-income families in blue collar/ trade employment. They live in larger suburban houses and are often 2 car households although they drive modest used vehicles. They are financially stretched, short on cash particularly if paying off a mortgage. They are not health conscious, don’t diet or exercise, although may work in active roles. Their food and beverage tastes are not sophisticated – they drink bourbon and RTDs and have little interest in gourmet food. Leisure activities include computer gaming, gambling and watching rugby league or V8 car racing. They are keen on cars and bikes, and read car magazines as well as gossip and TV magazines. They are not tech savvy but are heavy mobile phone users.

Trendy Youngsters: Inner city student populations dominate this segment, which is based around education precincts in major metro areas. There is a strong skew to tertiary study, and a high presence of Asian cultures, suggesting international student groups. Housing is primarily rented, either group share houses or couples in smaller dwellings. There is a mix of low skilled employment and higher skilled professionals, likely recent graduates. Education levels, as expected, are high. Car ownership is low, and they primarily get around by bike or public transport. This segment is very goal and success oriented, and also actively involved in a wide range of sports and cultural activities. They have few financial concerns, are extroverted and readily spend on extras and indulgences. They are very tech savvy and early adopters. They drink most things, especially beer.

Cruisy Beach Lovers: A counterpoint to inner city students, this segment is a much more laid back group of students and young adults. They live in rental accommodation, frequently townhouses, terraces and units in lower cost suburbs. Car ownership is low, and those who drive have low cost used cars. Although not always located in beachside suburbs their hobbies have a strong beach orientation – volleyball, surfing, boating, swimming. They are active and enjoy extreme sports and snowboarding. Despite this, they are not health conscious – many are smokers, and they are disinterested in food, cooking and health in general. They are cruisy – don’t yet care about careers or worry about finances. They are not early adopters but are very tech literate, making mobile payments and are not averse to shopping online.

Struggling Young Migrants: Young migrants with a strong middle-eastern skew, this segment contains larger families, who have recently arrived in Australia and are struggling to establish themselves. They have language difficulties, and work in low level clerical or labouring jobs. There is chronic welfare dependency, high state housing residency and high unemployment. Those who own vehicles tend to drive older small cars. Although on very low incomes they are spenders not savers, and have weak control of their finances. They are image conscious and care about fashion and designer brands. They watch rugby league, gamble and play computer games in their spare time. They are not career oriented. They are slightly concerned about health and tend to be non-drinkers; they also have a higher than average incidence of diabetes.

Mature Migrant Families: These are older migrant communities with a strong presence of South East Asian cultures. There are many seniors and older extended families, and a diverse mix of tenancy types from state housing through to mortgage-free homeowners. Culturally vibrant with high rates of bilingualism, these are enclaves of hard working established migrant families who are gradually getting ahead through frugal living, saving and education. Household incomes are low, and most work in lower skilled clerical or labouring jobs. Car ownership is low, public transport is the primary means of transport. They are somewhat concerned about their health, and are not ‘foodies’ or heavy drinkers. They are not at all tech savvy, don’t buy online or use their phone for features beyond calling. Many do not have specific leisure hobbies. They take care of their appearance and have a social conscience.

Ambitious New Arrivals: Dominated by young couples and singles of Asian heritage, these are communities of recent migrants with limited means. Primarily living in rented terraces or units, they earn low to medium incomes and find it hard to make ends meet. Car and home ownership are both low. They are career oriented and keen to get ahead, with high employment in lower level roles. They are not foodies, nor are they health conscious – food is fuel and they don’t have time to indulge. Success is hugely important to them. They are tech savvy and quick to try new brands. They are image conscious and like designer clothing but are frustrated spenders due to income constraints. In their leisure time they do individual sports such as ice skating, martial arts, and read finance, women’s and computing magazines.

Multi-generational Migrants: A mix of life-stages, from young singles and couples to grandparent-aged seniors, this segment is ethnically mixed and made up of blend of post-WW2 and recent arrivals to Australia. They drive small cars and live primarily in lower cost rental accommodation, although in some cases combined household incomes can be high. The younger working population tends to work in clerical or professional roles, although there is some unemployment. They are conservative spenders, preferring to save for retirement or their children’s education rather than splurge. They aren’t particularly worried about their appearance, nor about career success. Cooking does not interest them, and their tastes in food are simple. In their spare time they enjoy horse racing, playing pool, gardening, DIY and watching TV. They are not particularly tech savvy as a community, nor heavy mobile phone users, and do not frequently shop online.

City Fringe Survivors: As their name suggests, these are neighbourhoods struggling for financial security. They live in low density outer suburbs, and tend to rent rather than own. There is some involuntary unemployment, although they are mostly working families, employed in mid to low income trade, transport and manufacturing roles. They are not career driven nor do they care about image and brands. They have some difficulty financially, and are focused on saving for long term security, although wish they could spend more. Their hobbies include fishing, gambling and 4WD driving, and they watch a wide range of sports. They don’t travel much, and tend to go out less, conserving funds. They don’t believe they have any significant health issues, and are light drinkers, although there is a higher than average proportion of smokers. They are not tech savvy and are wary of shopping online.

Welfare Communities: Neighbourhoods with high rates of social and economic dysfunction, Welfare Communities are dominated by low income, low education welfare recipients. They live primarily in state housing or low cost rental housing, and have chronic unemployment. Few have advanced education, and those who are employed work in low skilled operator, labourer and transport roles. They have very limited means and find it hard to make ends meet; necessarily they do not engage in a wide range of leisure activities. Hobbies include gambling, computer games and watching TV. They are not health conscious, and have a higher than average incidence of diabetes and obesity. They are not interested in careers, appearances or health, and don’t care about designer brands. There is a high incidence of indigenous and islander populations in this segment.

Cultured Suburban Retirees: Cultured Suburban Retirees are comfortably off seniors enjoying the time retirement has provided them. Many are former professionals and managers now out of the workforce - some are still involved, but are no longer concerned about the ‘rat race’ to succeed. They have high homeownership and lower mortgage rates, and tend to live in smaller residences. Car ownership is lower and tends toward prestige brands. They don’t struggle financially but are conscious of conserving their retirement nest egg. They are actively interested in a range of cultural and active hobbies, from walking and golf to ballroom dancing and photography. They are concerned about age related health issues such as heart disease and osteoporosis, are light drinkers, non-smokers and choose healthy meals. They are socially responsible and give to charity.

World-weary Retirees: Households ageing in place, the World Weary Retirees have reached the end of their work life and now have time to stop. Most come from blue collar backgrounds, and have lower education and skill levels. Homeownership is low, and many also do not have a car. This segment don’t have a huge range of hobbies, although do attend some dance and music events, and watch sport on TV. Household incomes are low, with some reliance on pension payments. They are cash strapped and although frugal rarely have money left over to save. They are concerned about health, particularly their weight, and make healthy food choices. They are not tech savvy at all, and don’t shop or pay bills online. Many have a pet to keep them company. They are socially concerned but not many are in a position to give to charity.

Mining Communities: Small townships with resource driven economies, they are a blend of locals and transient miners including fly-in fly-out populations. These towns have a two-stroke economy with high unemployment and low incomes in the local community, whilst the mining workers frequently are younger, more highly educated and earning significantly higher salaries. They skew towards young families, some recent arrivals to Australia, and are generally homeowners with few overt financial concerns. Although not focused on image or designer brands, they do spend freely on extras, and their children have a big influence on spending. They are health conscious, don’t smoke and try to avoid processed foods. In their leisure time they enjoy gardening but have few other hobbies. They are community minded and altruistic, and give generously to charity.

Sensible Small Towns: Composed mainly of working families, Sensible Small Town communities are mono-cultural, ‘true blue’ Australian towns, driven by manufacturing and agriculture. Working across manufacture, wholesale, agribusiness and various supporting economies, these are affluent country areas with opportunity. They are tech literate but not tech engaged, not overly career oriented and are down-to-earth in their tastes – they have no time for worrying about image or designer brands. They have few financial concerns, and are focused on paying off mortgages and saving for their children’s future. They enjoy gardening, DIY and boating. They do not have any particular health concerns but place a strong emphasis on living a healthy lifestyle. They give to charity in small amounts.

Country Communities: Country Communities are older families and extended families living in rural areas. They live in large homes, and are primarily home owners with stable residential tenure. Although not highly educated, they are successful, with many being small business owners or senior managers in manufacturing, construction or agricultural businesses. They are multiple car households, often with trucks and farm vehicles also. They are generally healthy although have a higher than average incidence of high blood pressure and cholesterol. They are interested in a wide range of sports, particularly golf, boating and cricket. Household incomes are moderate to low but they are financially comfortable. They are altruistic and give generously to charity.

Regional Labourers: Regional Labourers are older traditional families in regional towns, primarily from western European roots. Many are blue-collar households working in agriculture, manufacturing and retail. There are some single income households, and income levels are moderate. They are homeowners, live in large houses and tend to have stable tenure. They are reasonably well off financially, able to meet their commitments although tend to be careful spenders and frugal by nature. In their leisure time they enjoy boating and gardening, as well as watching cricket and V8 car racing. They are in good health and not health concerned; and career success and image are not important to them. They are altruistic, with high volunteering rates and give generously to charity. They are patriotic and think Australia is the best place to live.

Blue Collar Towns: Blue Collar Town households are established Australian families in regional towns, working hard to make ends meet. Employed across a range of agricultural and commercial sectors, they tend to be in lower skilled roles and have lower incomes. Home ownership is lower than average, and vehicle ownership is lower than in other regional segments. There is considerable unemployment, resulting in some financial and social stress. Many are considering up-skilling or career change to increase their financial stability. They are unpretentious and family centric – image and appearance don’t matter to them, and children have substantial influence on purchases. They are generally in good health although worry about their weight and are heavy consumers of spirits and RTDs. Leisure activities include boating and travel.

Young Regional Families: This segment is voluntarily regional – many are young well-educated families in middle income white collar roles in construction, engineering, retail and health sectors. They tend to be homeowners, with mid sized mortgages and moderate property values. There is a high incidence of young children and stay-at-home mums. They are necessarily frugal and put any spare money away for their kids’ education. They are not particularly early adopters of technology but are quite tech literate and happy to shop online. They are generally healthy although they are concerned about preservatives in food and, ironically, are more likely than average to smoke. They aren’t particularly worried about appearance or image. Outside of work they enjoy boating, gardening and DIY but don’t participate in many sports or cultural activities outside the family.

Satellite Education Hubs: Satellite Education Hubs are regional towns with a strong presence of tertiary students and major educational institutions. They are middle income neighbourhoods with a skew towards clerical and professional roles, and a high population of senior citizens and students. They are financially ‘ok’ and although they are naturally frugal do not have major budgetary concerns. Home and car ownership is low, and housing tends to be smaller semis, terraces and apartments. There is a large transitory population. They are not particularly tech savvy, and extracurricular interests vary substantially, although they do enjoy watching sports. They are idealistic and give to charity to the extent they can afford. Health is something of a concern; they read health magazines, are not big drinkers and are conscious of diet. They don’t care about designer brands and are not overly focused on image.

Country Comfort Country: Comfort has strong traditional family structures and households are more likely to have western European heritage. Labour force participation is lower amongst women, whilst primary income earners work in agriculture or mining. Household incomes are mid to low, but homeownership is high and mortgage finance low, creating a comfortable financial position. They are frugal spenders but will splurge on extras if desired. In their leisure time they participate in dance, craft and music activities, and enjoy boating and gardening. They read a wide range of media although are cynical about how true media coverage is likely to be. They believe in living a healthy lifestyle, and are concerned about blood pressure. They take time to have sit-down family meals. Appearance and fashion are unimportant to them, and career is not a high priority.

Farming Families: As the name suggests, Farming Families are primarily engaged in the agricultural industry, and live in remote or rural parts of the country. They have mid to low incomes but feel ok financially – they manage to meet expenses and live a frugal lifestyle allowing them to save a little. They are households with many vehicles, from farm trucks to small cars, to suit the many transport needs of a farming household. They are not tech savvy although they do shop online. Outside of work hours they have a wide range of hobbies, both sporting and cultural, including photography, woodwork, gardening and music. They like to travel. Whilst they are hard workers, they focus on work life balance, and are also concerned about living a healthy lifestyle. They are somewhat cynical about society but do give to charity in small amounts.

Stable City Fringe: Living in satellite towns and outlying areas of major cities, the Stable City Fringe segment is made up of an older cohort of Australians approaching the latter part of their careers. Many are self employed and have self managed super or retirement investments to provide them with future income. They work in a range of sectors, from construction to hospitality, frequently in management roles. In their spare time they enjoy boating and watching V8 car racing. They are smaller households, living in freestanding homes with minimal debt; whilst not wealthy they are able to make ends meet. They aren’t particularly interested in new technology, but are happy to shop and pay bills online.

Regional Enterprise: With a strong agricultural skew, this segment is a blend of families and seniors living in regional areas. They are largely Australian born, and quite traditional – men have high employment whilst many women are homemakers. Household incomes are moderate to low, and there is a significant cohort renting or living in state housing. Employment skews towards blue collar with some unemployment and a strong agricultural bias. Vehicle ownership skews towards utility vehicles and SUVs. They are frequent travellers, enjoy boating and gardening and watch football and V8 car racing. They are not particularly health conscious, many are ex or current smokers, and they tend to drink more than average.

True Blue Retirees: Australian born, ageing communities in regional towns, this segment is truly ‘Aussie’. They come from blue collar and agricultural backgrounds, own their own home, drive trucks, utes and SUVs, and drink local beer. In their spare time they enjoy boating, gardening, DIY and V8 car racing. Many are retirees, although some are still in the workforce; self employment is high. They don’t have money to spare, and worry about making their retirement funds last. Whilst comfortable with technology and happy to shop online, they are not early adopters, or big phone users. They like to stay fit and healthy, and have few health concerns other than those expected with advancing age. They aren’t at all image conscious, or career focused. They worry about racial conflict and Australia changing too fast, and give generously to charity.

Small Town Seniors: Small Town Seniors are retirees living in small rural or remote towns. Retired from lower skilled or para-professional roles, they are home owners and have lived in the same place for many years. They drive older vehicles, and are significantly more likely than average to own a ute or truck. They have lower incomes and are not well off although manage their money carefully to meet expenses. Their interests include boating, gardening, DIY and watching traditionally Aussie sports – rugby league and V8 cars. They are not tech savvy although are willing to buy online, and do use Facebook. They are not fashion conscious or worried about appearance, nor particularly health conscious. Their culinary tastes are simple, and they mainly eat home cooked meals. They are strongly patriotic but worry that Australia is changing too fast. They tend to give to charity, despite having little to spare.

Country Nostalgia: Country Nostalgia are low-income country families whose lifestyle is reminiscent of simpler times. Frequently single income households, they work in agriculture, manufacturing, mining and construction, primarily in semi-skilled roles. They drive trucks and older cars and own their own home with minimal finance commitments. None the less, they struggle financially and have no money to spare. Leisure preferences include boating, gardening, DIY, crafts and country music; whilst they aren’t overly interested in sport they do watch V8 car racing. They like travel domestically when they can afford it. They are not health conscious, or concerned about fashion and careers, nor are they particularly interested in new technology. Many feel Australia is changing for the worse and are at odds with how things are progressing. They have a deep connection to a simpler way of life.

Disconnected Country Battlers: Young families, often with more than 3 kids, living in less affluent regional or rural areas. They have high rates of unemployment and welfare dependency, with many living in church or state provided housing. Those who are employed work in lower skilled roles, primarily in agriculture, mining and manufacturing. They have considerable health issues, with high rates of diabetes and obesity. Home and vehicle ownership are low, and they struggle to make ends meet. They play computer games and watch V8 racing but have little involvement in sports or cultural activities and are not particularly worried about fashion, health or career progression. They are somewhat disengaged from broader social trends, and are not big consumers.

14. Audience Enhancement: Landscape¶

14.1. Landscape Groups¶

14.2. Landscape Segments¶

14. Audience Enhancement: Landscape ¶

14.1. Landscape Groups ¶

14.2. Landscape Segments ¶