This segment is most likely to represent Australia’s young, low income, mostly regional dwellers. Members of this group are just starting to make their way through life and generally content to continue ‘coasting’ along without significant desire or motivation to climb the social/ career / financial ladder.

Health and wellbeing are not a priority for this group (perhaps because they are more likely to be young).

They are typically extroverted and outspoken, but inwardly focused and generally content.

“I’m working in a bag shop but that’s going to end in a week so I’m applying for babysitting jobs. I’m not really worried about the future.”

(21 Today by The Mind & Mood Report)