DemographicNew Affluent Workers

Contents

ImageMusic

FashionLeisure Activities, Pastimes and Hobbies

Products They BuyAspirations

Typical Occupation

ImageContents

MusicIndie Rock Rock

Punk Rock

Alternative

Metal

Contents

FashionContents

Leisure Activities, Pastimes and Hobbies

Contents

Products they BuyContents

CLOTHESSPEAKERS

EARPHONES

SKATEBOARDS

SNOWBOARDS

ALBUMS AMPS

SHOESGUITARS

CONCERT TICKETS

GAMES CONSOLES

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 OccupationTeen:College/Sixth formApprenticeshipCoffee shop employeeMember of gym staffWaiter/WaitressMusic shop employee

Contents

Adult:ApprenticeshipUniversityDesigner (graphic designer etc.)EngineerConstruction builder