Name: Jean Just-Retired
Demographic: White, female, early 70s, upper-middle class
Descriptive Title: Teacher Turned Tourist
Quote: Goodbye tension, hello pension
A Day in a Life Narrative: Jean is very connected to her community in Northeast Georgia, but travels half an hour south to Atlanta once a month. After 30 years in the classroom as a teacher, her new daily schedule includes coffee and Fox News in the morning, running errands during the day, babysitting her grandchildren in the afternoon, and home to cook dinner and eat with her husband of 51 years. She loves Facebook and texting, and Jean can barely remember how she functioned without GPS on her iPhone. Google is a go-to for Jean. While her day-to-day life is fairly routine, she stays quite busy with her church and as a board member for a local non-profit.
End Goals: Jean loves her church, friends, and family — but she also likes to travel with her husband. Though they have taken some big trips to Europe and the Caribbean, she prefers weekend trips. She likes trying new things but only if they don’t push her too far out of her comfort zone. Jean likes history but museums are usually at the top of her to-see list. Her husband is fun-loving, drives a truck, and is always up for an adventure — but prefers to drive rather than fly.
Name: John Appleseed
Demographic: White, male, early 50s, working class
Descriptive Title: Installer for Commercial Glass Company
Quote: Work hard, play hard
A Day in a Life Narrative: John rises at 5:30 a.m. to drive an hour on winding, snow-packed roads in Vermont for nine months of the year. He’s worked for the same company since he graduated from high school, and while he has risen through the ranks, he’ll never sit in the CEO boardroom. John eats a sandwich he made the night before and a pack of peanut-butter crackers for lunch and takes a smoke break every couple of hours. He is honest and straight forward and will set you straight if you cross him. But his softer side is also apparent: saving money so that he can help his adult daughter buy new car tires and often helping his elderly neighbor with odd jobs. Divorced in his 30s, he’s remarried now. On weekends he likes to play horse shoes, ride his motorcycle, and drinks an occasional beer.
End Goals: John and his wife life comfortably but not extravagantly. They love hiking, music (folk and classic rock), and taking day trips when they can. John is very interested in military history and history trivia in general. His likes sports, especially the Red Sox and Patriots, but John also loves the Dallas Cowboys–because his dad did. His wife is less interested in sports, but loves her iPad and Facebook. John is somewhat comfortable with technology on his basic smart phone, but with limited data he rarely buys or uses apps. Once a year they travel to Florida but hope to add new cities to their list of destinations soon. John loves military history and often watches the History Channel.