Figure 1:

Figure 2:

Australian consumer segment profilesa during COVID-19
| Segment | Percentage | Characteristics | Demographic composition |
|---|---|---|---|
| Income in jeopardy | 24% | Major impact due to job or income loss. | 40% Gen X |
| Making ends meet | 20% | Struggling financially pre-COVID-19 and continue to struggle. | 56% Baby Boomers |
| Optimistic but cautious | 30% | Worry about health and the economy but are more secure financially. | 60% Baby Boomers |
| Stable and consistent | 26% | Experienced a small amount of financial impact but remained relatively stable in mindset and behaviour. | 39% Gen X |