Open-minded younger urbanites with an active social life, disposable income and broad, eclectic tastes – within easy reach of a wide cultural offer.

Lifestage & location

A high proportion are singles and couples in their 20s and 30s with no children. Found all across the country but 56% focused in the South.


Seeking new experiences to support and drive their social lives. This group are open to a wide range of mainstream and alternative offers. Mostly digital natives they search out information online and are keen to ‘share’ and follow recommendations. They are well informed, feel that they have a range of choices and are likely to form key influencers amongst their peers.