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Demographic
New Affluent Workers
Contents
Image
Music
Fashion
Leisure Activities, Pastimes and Hobbies
Products They Buy
Aspirations
Typical Occupation
Image
Contents
Music
Contents
Fashion
Contents
Leisure Activities, Pastimes
and Hobbies
Contents
Products they Buy
Contents
Aspirations
• See as many gigs and concerts as possible
• Play as many instruments as possible
• Form a band
• See the world
• Meet a member of a famous band
• Get back stage passes to a concert
• Get a tattoo
• Get a car (learn to drive: teens)
• Take part in extreme activities like sky diving
• Surf or skateboard in loads of different places around the
world
• Go on a road trip with friends
Contents
Typical Occupation
Teen:
College/Sixth form
Apprenticeship
Coffee shop employee
Member of gym staff
Waiter/Waitress
Music shop employee
Contents
Adult:
Apprenticeship
University
Designer (graphic designer
etc.)
Engineer
Construction builder

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Demographic Q4