That's the kind of trusting, positive man he is.
Happy is happy for the Body Shop to pass his details to whomever they see fit. "Happy! What a lovely name!" says the man in the Body Shop on Oxford Street as Happy fills out a loyalty card application form. He shops at Ecozone and donates to Peta (People for the Ethical Treatment of Animals). He subscribes to the magazines Going Green, Natural Parenting and Vegetarians International Voice For Animals. I name my personas John, Paul, George, Ringo, Dave Dee, Dozy, Beaky, Mick, Titch, Willy, Biff, Happy and Bernard. Which, if any, of my personas will end up getting sent junk mail? Which personality type will be most attractive to the credit card companies? Whenever they're invited to tick a box forbidding whichever company from passing their details to other companies, they'll neglect to tick the box.
They will not seek loans or any financial services as they wander around, filling out lifestyle surveys, entering competitions and buying things by mail order. The one thing that will unite them is that they won't be interested in credit cards. Each will have a unique set of hopes, desires, predilections, vices and spending habits, reflected in the various mailing lists they'll sign up to - from Porsche down to hardcore pornography. Each will be poles apart, personality-wise.
Their surnames will all be Ronson, and they'll all live at my address, but they'll have different first names.
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