NETTELs
nettels stands for ‘not enough time to enjoy life’ and refers to the very busy couples and families, usually found in the capital cities burdened with a large mortgage, a relatively expensive lifestyle, and a long working week- often with a long commute as well.
the nettels acronym and segment was identified by australian demographer bernard salt who has seen this fast-growing segment increase by 7% per year.
nettels is just one of many lifestyle segments identified in recent years. as noted by australian social researcher mark mccrindle (www.mccrindle.com.au), the popularisation of lifestyle segments began in the 1980’s most notably with the yuppies (young urban professionals) and then the d-nks (double income, no kids). the 1990’s introduced us to the snags (sensitive new age guy) and the wags (wives and girlfriends –notably of sporting stars). other more recent labels include kippers (kids in parents pockets eroding retirement savings), twits (teenage women in their thirties), silver stylers, the downagers, the sandwich generation and the boomerang kids.
“i’d rather be broke than end up like those nettels next door.”
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