This is a person who is socially progressive, hyper-connected and well informed. Prefers quality/premium brands, goods and services, but also appreciates and understands value-for-money options. Socially aware and up to date with current affairs. Willing and able to indulge passion points around food and wine, sport, travel, entertainment, wellness. ABC socio-economic. HH income ranges from financial stable to comfortable. Think premium economy on a value-for-money airline.