Our Audience

Meet the Met Set

Anxious, ambitious, caring, pleasure-seeking, hard-working, yoga loving, cocktail drinking - and almost certainly yearning for a good night’s sleep - the Met Set are a very different, very specific set of people. The liberal urban elite, demonised by the popular press, mistrusted by their less-privileged counterparts in the regions, are probably the most influential demographic in Britain today.

Their politics are staunchly and passionately international, their relationships strive for relaxed equality, and their tastes in TV and music are uncompromisingly eclectic. Above all, they are looking for meaning. The old consumerism, which promised happiness in exchange for a debit card number, no longer holds sway. This generation values friendship and personal development over wealth. They are powerful consumers, but consumers with heart. 

Explaining the Met Set