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Leading Lifestyles

Know your Audience: Personas

Roy Morgan Helix Personas


Roy Morgan is a global consumer research company that has identified six distinctive consumer communities within Australia. Roy Morgan Helix Personas provide insights into consumers and their values, motivations and behaviour. Personas are not just about demographics but also psychographics, highlighting the common ground and interests that connects the ‘community’ within each identified persona.


The recommendations and concepts identified within this project have been informed by insights gained in reviewing the Roy Morgan Helix Personas. 


To find out more about Roy Morgan Helix Persona, watch their short video on YouTube:

For the purpose of this project, we have used the Roy Morgan Helix Personas to identify which segments of the market are most likely to be motivated to travel to regional NSW to enjoy an experience that takes them on a Journey into Ancient Australia. The experiences may not be the only activity or experience that these personas will have while touring regional NSW. However, the value proposition and experience offer that brings the Wonders of Gondwana - A Journey into Ancient Australia to life will create a powerful and engaging message to differentiate Country and Outback NSW from other destinations.


Importantly, the Helix Personas can also be utilised to influence content creation (including video, imagery and copy), marketing, media planning and buying.  This allows marketing activities to be more easily targeted to the right audience to ensure the best outcome and return on investment.


The three primary communities highly relevant to the Wonder of Gondwana concept are:


Within each of these, there are multiple sub-communities or market segments. The most relevant ones are outlined within each of the following sections.

Leading Lifestyles

Leading Lifestyles Community

Population: 4.8 million                                      

Population percentage: 23.9%

Average household income: $128K





Leading Lifestyles acknowledge their good lot in life but make no apologies for it – they studied hard, worked hard, developed in-demand skills and professional networks, invested smartly, donated to personally important charities and helped out family members.

Their achievements are clearly visible to others, but this isn’t what drives them. Status and power are the means to the end: true independence and a life based on options not obligations.

When everything is on the table, preferences matter. The greatest affront is being told not asked. They know what they like and don’t like, that what they believe is right and what they don’t believe is wrong.  They would rather give $1000 (voluntarily and anonymously) to a hospital than pay a $500 hospital tax.

The world is an oyster, shucked at leisure. There’s no rush: they already presume there’s a perfectly smooth and lustrous pearl inside.


Leading Lifestyle – Progressive Thinkers 

Population 560K

Population Percentage 2.8%

Average Household Spend $126





Mostly metropolitan, Progressive Thinkers are close compatriots in income and lifestyle to Worldly and Wise but are slightly younger and so have less home and savings values. Incomes cover a wide range, with big gaps between main earner and secondary earner. They are digitally connected and often self-employed or doing some paid work from home in industries such as engineering, construction and retail.

Walk with Me

Cecily’s having a sleepover tonight—lord help us. One Friday night, five 12-year-old girls. Diane and I thought we’d all walk down to the beach for a picnic dinner. The volleyball nets should still be up, so we’ll play a while and try to wear them out a little bit. Don’t think it’ll work but it’s worth a shot.

Thankfully our house is big enough that they can amuse themselves down one end and we shouldn’t be kept up by the giggling. I’ve got to get up early but don’t want to be one of those dads jumping out of bed and yelling to keep it down in there. Diane will pretend to be too involved in reading Gone Girl on her kindle to notice the noise. 

I’ve got a car dealership and I’m secretary of the local Chamber of Commerce. We’ve been lobbying council to redevelop the Short Rd car park. Doesn’t affect me as much, but I’m all for trying to help local business as much as possible. Thriving business means more employment, end of story. 

One of the members has a shoe store in the shopping centre down the road from my dealership and says he’s got in a brand of boots I like in stock. I’ve been trying to find them online but the shipping costs are outrageous. I’ll have to stop in after the meeting tomorrow and check them out. I feel better about getting the old Visa out in a local store anyway.   


Leading Lifestyle - Smart Money

Population: 333K

Population percentage: 1.7%

Average household income: $158 K





Smart Money are leaders in their chosen fields, whether business, surgery, PR or finance. The most highly educated Leading Lifestyles, they have no qualms switching careers if they start to think they’ll make more, enjoy more and perform better doing something else—and if that means quitting a job and doing another Masters, so be it. They are exuberant, extroverted and generous, with social attitudes towards better education funding and the environment.

While certainly not embarrassed by their success and wealth, they are almost amused by the fact that they’re good at and enjoy something that ends up giving them all this money.

Walk with me

There’s a new bar down the road that our neighbours Ted and Peta have opened up called The Way, which I think makes it sound like a cult—but I suppose that’s the point. They had our friend Denise do the décor and she’s done a great job except for those godawful stools, have you seen them? Denise called them tiki but my wife Vera whispered tacky was more like it. Still, it’s a neat little bar and I’m sure they’ll do well with the all the younger people coming into the area. it’s good having a younger set coming in and livening up the place.

Our daughter Chloe has deferred the final year of her economics degree to do an internship with a street style website in New York. Of course I’d like it if she finished the degree, but she’s always been more interested in fashion and pop culture. So long as she’s happy, we’re happy. She’ll do well in New York, and it gives Vera and I an excuse to visit again. 

We’ve been working like crazy people the past month. Vera’s working to get her pet project, the Digital Arts Festival, off the ground and I’m in the final stages of putting a prospectus together for an IPO next February. It’s quite a neat little company, actually—you’d do well to get in early. 


Leading Lifestyles - Humanitarians

Population: 546K

Population percentage: 2.7%

Average household income: $132k





Humanitarians are confident and accomplished scholars living alone, with housemates or a partner, and perhaps young children—whatever stage they’re at, they don’t believe settling into mortgages and family life ever needs to mean moving out to the ‘burbs.  Often younger than other Leading Lifestyles, Humanitarians nevertheless already earn six figures as up-and-coming doctors, accountants or marketing and communications managers—and plan to be smart with their money, investing in shares and property.

Walk with me

I was up at 5am this morning: the personal trainer Liz had me and the girls get up and meet her at Batman Park at dawn for boot camp. Shopping for boots I can do, but this? Thankfully Julia had thought ahead and went online the night before to source a cafe that was open that early. When she showed up with a tray of lattes I would have offered her my first born as payment.

I’m not 24 anymore so I'm getting up at 5am instead of getting home. Although another difference is that now when I do get home (at 1am, maybe) at least it’s my home, and I’m paying off my mortgage, not someone else’s. And I can put all the hooks in I want.

I always knew I wanted the security of owning my own place, but didn’t want to compromise on location and lifestyle. Mum and Dad offered years ago to help me out with a deposit and I said, ‘Can I take a raincheck?’ So I saved up a fair whack myself and ended up getting a place I’ll actually want to live in for a while. But I’m still putting as much extra into the mortgage as I can to build up equity.

I work like crazy in my job as an IT project manager and I’m doing my MBA part time, so I need the odd escape. Next weekend a few of us have rented a house down near Wilsons Prom. We’re planning to leave early—maybe not 5am though.


Leading Lifestyle – Worldly and Wise

Population: 432K

Population percentage 2.2%

Average household income: $ 138K





Socially conscious, charitable, curious and multicultural, Worldly and Wise would rather travel than work. After a day in the CBD office and a bus or train home, these well-educated managerial and administrative executives kick off their shiny shoes and shrug off the workday with an imported beer. They are not tied to or defined by their careers, but instead work hard to afford a superior lifestyle after-hours and in retirement, with money left over for their children’s education and house deposits.

Walk with Me

It’s good being in a position where I can retire whenever I choose—but there’s no rush. To be honest, we haven’t ever allowed work to get in the way of lifestyle.

Over the years, I reckon we’ve knocked off just about every country in Europe—we even took a detour a few years back just to drive through Andorra. Had lunch, kept going. The last few years my wife Margaret and I have been doing a lot of Asia. After we got back from Hanoi last year, I spent a good fortnight tracking down the best bunch cha back here in Melbourne. Margaret says that’s because I still can’t say pho.

The kids think we’re mad, of course. Think we should hurry up and retire. I say ‘kids’—what are they: 35 and 37? Both married, one has kids. I think the eldest, Kate, was expecting us to be chomping at the bit to look after the little ones when she went back to work – sorry, love: no can do. Besides, we managed okay without all the help they seem to take for granted nowadays.

Of course, we’ve helped them out over the years. We’ve managed to build up a pretty good nest egg – just not ready to crack it yet. Who knows, couple more years we might just take it all, sell the house, pack a bag and never come back.


Aussie Achievers 

Population 1.9 million 

Population percentage: 9.5%

Average household income: $108 K





How wide is the middle? As the quintessentially average community, Aussie Achievers show just how diverse and multifaceted ‘ordinary’ can be: leaders and followers, conservatives and progressives, bungee-jumpers and jumper-knitters, up-to-the-minute or out-of-the-loop, loud-mouthed or tight-lipped, over-the-top or under-the-radar—this is the heartland.

Whatever their personal situation, attitudes or goals, Aussie Achievers are busy, busy, busy. They want to own their own home with a backyard big enough for cricket with the kids (and then grandkids) so they’ll work hard to pay off the large mortgage—and eventually redo the kitchen.  

They don’t need anything too fancy, and special occasions should be just that. Dinner out on a birthday, a once-a-month catch-up with the old gang, a well-earned annual holiday, a brand-new car once the kids have moved out, a comfortable retirement and a sense of pride in making and achieving realistic personal and family goals.

Covering the gamut of national life, Aussie Achievers are overall the closest to the national average on their values and segmentation.


Aussie Achievers - Done Good 

Population: 65k

Population percentage: 0.3%

Average household income: $103 K





Done Good are brash and outspoken, borderline reactionaries who want taxes down and illegal immigrants stopped at strong national borders. If you want something done right, do it yourself—which they would all the time if only people would stop getting in their way. They own businesses, run departments and man offshore oil rigs. They like the work they do, but no one ever seems to quite realise just how hard and how many hours they work.

Walk with Me

I did three years of law at UQ but wanted to get out into the world and get my hands dirty. Got a job as a corrections officer with the State Government, posted up here in Rocky. Moved up, and now I’m running the show. Might go and finish the old degree one day, who knows!

The worst thing about being a manager is dealing with whingers. There’s always one who thinks the others aren’t pulling their weight or that they deserve to go up a grade without putting in the hard yards first. If it was as easy as some of them think we’d all be managers.

Still, the moment we knockoff we’re all equal as far as I’m concerned. We’re straight off down to the pub for beers. And I shout the first round. Some of the boys think the only way to prove your Aussie manhood is with a XXXX. Yeah, whatever floats your boat. I’ll have a Peroni thanks. Sure, I’ll knock down a wall and fix my car, but then I’ll see Vivaldi in the park, eat my sushi and have a great time while you’re sitting at home all slack-jawed in front of Mrs Brown’s Boys or some other mind-rot. 

I do like the track, though. Helps me blow off steam. Same with Call of Duty on the Xbox.

I guarantee I read way more news than you do. Every day, cover to cover. So if you’re looking for an argument, bring it on—and prepare to get your arse handed to you.


Aussie Achievers – Castles and Kids

Population: 405k

Population percentage: 2.0%

Average household income: $116 K





Castle and Kids earn more, save more and do more than other Aussie Achievers– but are less confident about the future. These married Australians, many with kids still at home, are somewhat anxious about their finances due to over-extending on mortgages and investments. So they have cut back on a few luxuries while watching their superfunds slowly increase. Few have university degrees, instead getting educated through technical or commercial colleges. Castle and Kids want crime, illegal immigration and, most of all, day to day living costs reduced.

Walk with Me

Deb’s got it into her head that we can’t get by another day without redoing the main bathroom. It’s always something. Last year it was a gazebo! Still, I joke about it, but I do quite like reading the paper in there on a Saturday morning. 

It’s an hour’s drive to work and back, so it’s nice to be able to come home to your own purpose-built castle. Well, mostly mine—some of it’s still the bank’s. We could have paid it off by now but we refinanced a couple of times to buy an investment property and start Deb’s catering business.

I’m looking forward to not being jumpy every time the RBA gets together. Not that we couldn’t afford the odd rise—we’ve done it before—but I’m at a point where I feel I shouldn’t have to cut back on anything. Not that Deb lets me order dessert any more anyway. But I’ve earned the odd holiday, whether here or OS.

It hasn’t always been easy, but Deb and I have worked hard, so why not enjoy it. The kids are going to be off soon (and probably to the city), so I want to make the most of having them around. We spend a fair bit of time together, whether it’s going to the footy or just hanging around watching TV.


Today’s Families 

Population: 2.3 million

Population percentage: 11.5%

Average household income: $108 K





Compared to many, Today’s Families have got it good: they’re on relatively high incomes, they send their kids to private schools and they’re usually first with the latest technologies. But for this community, money’s always an issue: if it’s not mortgage payments, it’ll be school fees or some other annoying bill. In fact, if a financial genie granted them a wish, lower interest rates or reduced taxes would top the list.

Home is where the heart is for Today’s Families, and their life revolves around their loved ones and their domestic environment. Even their TV viewing habits reflect this, tending towards family-friendly (Packed to the Rafters, The Voice) and home improvement-style programs (The Block, Better Homes and Gardens).

Gizmos and gadgets are a common feature of the Today’s Family household: computer gear, home entertainment equipment, mobile devices — after all, the family that plays together stays together!

Likely to live in outer suburbs like Campbelltown (Sydney) or Point Cook (Melbourne), or in bustling regional centres like Albury, Warrnambool or Townsville, Today’s Families are on the road a lot — commuting, ferrying kids around, visiting their folks — but sometimes they wish they were just lying on a beach instead, maybe one of those all-inclusive island resorts, with organised activities for the kids, room service and a bar in the middle of the pool… Fingers crossed their Lotto numbers come up this week!


Today’s Families - Looking Good 

Population: 486k        

Population percentage: 2.4%

Average household income: $110 K





It’s all about home comforts, the needs of family, and a successful career for Looking Good individuals. They’re comfortably off, technologically savvy and well-educated, and often employed in demanding public service jobs. Despite concerns about keeping costs down, they spend with confidence.

Walk with Me

Today was my first day back at school after the holidays; it was a major bummer. Slept in, so I didn’t have time for breakfast, and then got sprung with a surprise French test! Not happy.

Still, at least we went away these holidays —being stuck in Holsworthy all summer really kills me. So we went to Merimbula and stayed in this resort right on the beach. It had a heated pool, tennis courts, go-karts, and sand volleyball. Totes amazeballs. Mum and Dad let us do our own thing most of the time, so we hung out with a bunch of other kids while they just fried in the sun.

I’ve got loads of homework to do tonight but I’m gonna watch Australia’s Next Top Model first – Jen Hawkins is just gorge. It’ll make me feel guilty about having Hungry Jacks for dinner though, all those stick-insect girls. Mum doesn’t cook much – always too busy or too tired.

Our living room’s way OTT; my friends are sooo jealous. Dad’s a hi-fi geek, so we’ve got a stereo that can blow your head off, plus we’ve got a massive flatscreen TV, Xbox, the works.

Mum and Dad are pretty cool for oldies, I suppose. Dad’s been trying to teach me to drive on weekends – it’s hilarious. I just bunny-hop everywhere. But they’ve promised me that if I get my licence, I can have Mum’s old Fiesta. Bring it on!

Aussie Achievers
Today's Families
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