Name
Raymond
'Money=status' profile in 'Gen Y' tribes
Scenario
Male aged 17, Chinese ethnicityPakeha.
Comes from WellingtonAuckland, lives with his parents but has an independent outlook. His parents are high income earners - they went to uni themselves. They're supportive but not closely involved in his decision making about uni.
Year 12 at school (Wellington College)'Money=status' profile in 'Gen Y' tribesKings College)
Cares what others think of him - wants to impress people. Money is important. A consumer, loves technology and the latest brands.
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Sees Wellington has a hip and cool place to live and study. Interested in government or possibly law. But wouldn't want to live in Wellington once he's graduated.Parents supportive but not closely involved in decision making, high income earners, went to uni themselves.
Technology and internet
Has the latest smartphone and a state-of-the-art laptop.
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Tertiary education and career goals
Raymond is looking for a recognised career (ie, one that carries some status) where he can eventually earn a very good income - and potentially, run his own business. Raymond's parents would like him to study medicine. However, he's more interested in business/commerce.
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