# data[].attributes.headline
aimed at young people in their late teens to mid-20s. many may be (aspiring) creatives who live, work or have some connection to the south london area

# data[].attributes.subject
aimed at young people in their late teens to mid-20s. many may be (aspiring) creatives who live, work or have some connection to the south london area

# data[].attributes.body
what the brief tells us: 18-25, living in south London, aspiring creatives

# data[].attributes.body
age: 18-25

gender: mixed

race: any

marital status: single

level of education: level 3-7, undergraduate students, maybe some postgrad

employment status: part-time work, student, just starting their career

nationality: British / international student

religion: any / none

# data[].attributes.body
values/attitude/beliefs: climate-conscious, solidarity, ethical business practices, social equality

goals: financial stability, following dreams,

needs: new friends, a social space, a reason to leave the house, oppurtunity to socialise with likeminded people, non-commital, not overwhelming, chill and easy, a space to exhibit

personality traits: socially-anxious, creative, friendly, fun

hobbies and interests: independent businesses, creative endeavours (exhibitions, photography, visual aesthetics, art, film, music)

sexual orientation: any, but magazine covers lgbt topics

political views: left-leaning, anti-fascist

lifestyle: student, low-budget, busy

# data[].attributes.body
spending habits:

purchase habits:

brand interactions:

customer loyalty:

actions taken on a website:

# data[].attributes.body
can be a discriminatory tool for media consumption as it segments the market based on income/level of education/social status.

# data[].attributes.headline
You have targeted information for your theme

# data[].attributes.subject
You have targeted information for your theme

# data[].attributes.body
You can either develop your understanding of that audience for your theme or for the brand offshoots

Eg, posterzine about women’s football in south London

Editorially, you will need to think about who is the primary audience – as this may affect your approach

Players? Women? All football fans?Many ways of defining a market:

Does the idea link to a particular community?

Eg, veganism, mental health concerns, aspects of Gen Z

Is it aimed at a particular demographic?

Age, sex, class, geography

Lifestyle or culture

They can and will overlap

18-25, living in south london, aspiring creatives