The five profiles of average Australians

Researchers at the Department of Families, Community Services and Indigenous Affairs have come up with five categories that will help researchers – and businesses – better understand the average Australian.

Researchers at the Department of Families, Community Services and Indigenous Affairs have come up with five categories that will help researchers – and businesses – better understand the average Australian.

The five “contemporary Australian archetypes” identified by the researchers are:

1. Connected retirees. This group represents 22% of the population. They are happily married or have partners, have a medium income, are quite happy but have poor health.

2. Financially secure working couples. They represent 20% the population, work mostly full-time, are happily married, have a high income, are very happy and in excellent health.

3. Time-pressured couples with children. This group represents 26% of the population, work full-time or part-time, are married, have just below average incomes are reasonably happy but time-stressed. Their health is excellent.

4. Dissatisfied working-age singles. These guys (19% of the population) are doing it a little tough. They work full time, are unhappy despite having above-average income and are unhappy despite having excellent health.

5. Marginalised australians. This group (13% of the population) has it toughest of all. They are not in paid work, are unhappily single, have very low income and poor health.

Which group is your business aimed at? Do you need to shift your focus?

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