Compared to many, Today’s Families have got it good: they’re on relatively high incomes, they send their kids to private schools and they’re usually first with the latest technologies. But for this community, money’s always an issue: if it’s not mortgage payments, it’ll be school fees or some other annoying bill. In fact, if a financial genie granted them a wish, lower interest rates or reduced taxes would top the list.

Home is where the heart is for Today’s Families, and their life revolves around their loved ones and their domestic environment. Even their TV viewing habits reflect this, tending towards family-friendly (Packed to the Rafters, The Voice) and home improvement-style programs (The Block, Better Homes and Gardens).

Gizmos and gadgets are a common feature of the Today’s Family household: computer gear, home entertainment equipment, mobile devices — after all, the family that plays together stays together!

Likely to live in outer suburbs like Campbelltown (Sydney) or Point Cook (Melbourne), or in bustling regional centres like Albury, Warnambool or Townsville, Today’s Families are on the road a lot — commuting, ferrying kids around, visiting their folks — but sometimes they wish they were just lying on a beach instead, maybe one of those all-inclusive island resorts, with organised activities for the kids, room service and a bar in the middle of the pool… Fingers crossed their Lotto numbers come up this week!