Lifestage & location
A majority are council tenants, though some own their own homes in slightly more prosperous areas. Like all urban segments, they are culturally diverse, but often economically challenged, are to be found in inner city areas or the suburbs of large cities like Leeds, Birmingham, with nearly half found in London.
Some in this group see themselves as “arty”, but they do have a slight leaning towards participatory events, and arts and heritage from cultures other than the Western mainstream. More sustained, locally co-created strategies developed with a strong knowledge of the complexities of a particular community may be key to longer term engagement. “Treats” like high-profile musicals may also be a good way to reach people in this group.