Look At Me^© refers to a pattern of responses associated with rebellion from the family or household. They are looking for fun and freedom away from the family, being a part of "their generation", the in-crowd of their peers. They are fashion and trend conscious, wishing to stand out from their parent's generation but are very conscious of conforming to their peer group.

Whilst this pattern of responses is more often found amongst teenagers, trying to "stand out" to seek recognition by the family for being "grown up" can occur at any time in a person's life.

Being very active socially, they prefer a party to staying at home. They like to be seen as "outrageous" and taking part in "cool" or "hip" activities. They tend not to get involved in social or political issues. Sport, leisure and fun are too important to be interfered with by longer term commitments.

The Look At Me^© pattern of responses tends to be associated with hedonism, only living for today and often considering themselves invincible. Not considering the consequences of their actions is a common feature in this segment.

Short term thinking also features strongly in this segment, looking at getting jobs not having a career, and working for wages (9-5) not salaries which carry more responsibility. They may say they want responsibility but only to the extent that they don't want anyone looking over their shoulder and telling them what to do. They still expect the family to support them, feed them, do their laundry but definitely not clean up their room - that's private.

Money is very important to them, but not if it requires financial planning or thought for tomorrow. Money is essentially a means to an end - something you need to enjoy yourself.

Music is an important form of expression for Look At Me^©, and a key mechanism for rebellion against the family. Consequently, music related purchases are high on their list of expenditure - stereos, CDs, and rock concerts. They are heavy viewers of music based television programmes including Rage and Video Hits, more likely to be readers of magazines such as Smash Hits and Rolling Stone and more likely to listen to Top 40 radio stations.

They are also attracted by media which reflects their peer group and generation, particularly programmes such as Home and Away, Neighbours and The O.C., and Reality TV shows like Australian Idol & Big Brother. Their reading interests in magazines are similarly self-reflective with Girlfriend, Dolly, Cleo, and Cosmopolitan etc. being among the highest read. Males tend to reflect their peer interests in cars and bikes with Hot Metal, Hot Fours and Live to Ride and in women with Playboy, Penthouse, FHM and Ralph.