This document discusses the target demographic of new affluent workers. These individuals come from working class backgrounds, have jobs like teaching or nursing, and spend their spare time going to festivals, watching sports, shopping or going to the cinema. While economically secure, they are not wealthy, but aspire to greater financial stability in the future to further enjoy their hobbies and leisure activities.

1. By Josh Chapman

2. My Target Demographic
New affluent workers
• This youthful class group is economically secure, without being well off
• These people have high scores for emerging culture, such as watching sport, going to gigs and using
social media
• They do not tend to participate in highbrow culture, such as classical music and theatre
• People in this group are likely to come from a working class background
• Many people in this group live in old manufacturing centres of the UK in the Midlands and North West

3. My Targets occupation
 My audience would being doing occupations such as
teaching, nursing, secretary, solicitor, call centre
worker, or accounts. The jobs my audience are doing
will be social jobs that revolve around assisting others,
generally of the same class.

4. What does my audience do in their
spare time?
 I believe my audience would spend their leisure time doing activates
such as going to festivals, watching sporting events, shopping, cinemas
or fun competitive events. My audience may also have sporting hobbies
in there spare time such a gym, swimming or running.
 My target audience would be interested in a pop culture of music. They
would be willing to follow there favourite artist/ band around the
country to see them play.
 My Target audience is “economically secure, without being well off”
this means they will not be able to afford lots of designer clothing, they
will have lots of nice clothing similar to what my model is wearing.

5. Future aspirations
My Target audiences future aspirations would be to become more
economically stable and have more disposable income to peruse there
hobbies or increase there leisure time. They may also start wanting to
increase the “highbrow culture” activities they take part in, e.g. theatre,
dinner events and musicals.