Claire Morel
female · 61 ans · Single · 3 children
Chartrons, Bordeaux (Gironde), France
Self employed filmmaker and YouTube creator · Self employed
"I buy with my eyes, my hands, and people I trust, not with slogans."
About
Claire is a 61 year old self employed filmmaker musician and YouTube creator living in Bordeaux in Chartrons, known for a poetic, tactile way of making and choosing things. She runs on routines that protect her attention: morning writing, slow market errands, and long evenings of films, radio, and meticulous editing at home. She wrestles with a constant trade off between artistic integrity and the financial stress of irregular gigs, plus a push pull between craving solitude and occasionally needing the sensory release of late night cinema or parties. She converts when a brand feels like a community recommendation and looks undeniably beautiful, because trust and aesthetics reduce her fear of being misled.
Power
Why is this persona strategic?
Claire represents a reachable but skeptical cultural micro segment: older creators with low income who still spend on experiences, ethical food circuits, and secondhand, and who influence peers through taste making rather than volume. She is strategic for cultural services, local retail, ethical marketplaces, and subscription models because she values repeatable rituals, will advocate when treated with respect, and can amplify through long form content and voice notes once she feels safe.
What defines her socio-economic situation?
2h53/day
online, yet she avoids fast scroll habits by prioritising long form video and radio style listening
Médiamétrie 2024, 50-64 ansShe has a professional cultural background but irregular earnings from gigs, grants, and online monetisation.
Low annual income typical of precarious artistic self employment; she relies on careful budgeting and low cost routines.
Completed higher education in arts related fields and learned cinema through informal circles and practice.
Lives in a rented, light filled apartment in a dense central district where walkable errands reduce transport costs.
Rent and charges in Bordeaux Chartrons with careful heating and low consumption habits.
Mix of markets and organic staples; buys less but higher quality.
Mutuelle top ups and occasional therapy or specialist visits.
Indie cinema, exhibitions, small concerts, festival tickets when possible.
Electric bike upkeep and occasional tram tickets; train for intercity travel.
Secondhand clothing, instrument accessories, home needs.
Selected streaming and press, often paused and resumed.
Irregular, only when gig month is good.
- Indie cinema and cultural outings
- Organic basics and good produce
- Tools that support making: audio gear, editing subscriptions
- Impulse fashion buys
- Pushy home services and tradespeople
- Premium travel and flights
She uses subscriptions selectively and prefers predictable recurring payments for culture and utilities.
What drives her decisions?
29%
of her time online goes to social networks and messaging, but she uses them more for community signal than constant posting
Médiamétrie 2024, 50-64 ans- She trusts what looks crafted, calm, and human, and distrusts hard selling.
- She prefers proof through testimonials, local reputation, and tangible details.
- She rewards brands that respect her intelligence and time with loyalty and advocacy.
What cultural context shapes her expectations?
21%
of people report buying more organic over the past year, and she frames her own organic spend as a moral and sensory choice rather than a trend
Agence Bio 2025, FranceClaire embodies a French cultural habitus where taste, language, and aesthetic judgement are social currency, even when money is tight. She lives like a curator of her own life: a home filled with objects that have stories, and a media diet that values criticism and context. She will pay for what feels honest and beautiful, but she needs reassurance because she has learned that being trusting can be costly.
In France, cultural legitimacy matters: curated taste, public service media, and auteur cinema carry weight, while overly commercial messaging can feel vulgar or manipulative. People respond to narratives grounded in craft, critique, and lived experience, especially when supported by institutions like Arte and France Culture.
Chartrons blends bourgeois architecture with galleries, markets, and slow street life. It supports routines based on walking, browsing, and community venues, so local anchors like the covered market and indie cinema become part of identity rather than occasional treats.
Personal recommendation, neighbourhood reputation, and human warmth are powerful. The most persuasive messages feel like a friend telling you where to go, not a brand claiming it deserves your money.
Train travel and slow weekends · Secondhand and solidarity shopping · Long form cultural YouTube and radio podcasts · Indoor plant culture and home rituals
Flashy influencer ads and aggressive discount rhetoric · Overproduced corporate storytelling that feels cold · Frequent flying as a status signal in creative circles of her age group · Throwaway fast fashion
Community supported cultural memberships · Ethical resale platforms and solidarity marketplaces · Hybrid events: film screening plus discussion · Audio first storytelling via voice notes and podcasts
What are her key lifestyle behaviors?
30%
of people listen to radio or audio content mostly via internet, matching her routine of long audio sessions while doing home tasks
ARCEP 2025, 12 ans et plusWellness is sensory: plants, light, textures, and quiet routines more than fitness optimisation.
Daily micro rituals
Plant care · Baths and simple skincare
Sensory regulation · Home as sanctuary
She travels rarely and prefers trains that let her stay inside her routine while moving through landscapes.
A few train trips per year, few flights
French cities with film culture · Coastal off season breaks
Train first · Carry light and minimal
SNCF trains
Cinema and criticism are her primary social and inner life fuel, with regular visits to independent venues.
Weekly screenings and nightly viewing at home
Auteur cinema · Short film festivals · Film criticism
Indie screenings · Festival days · Post film discussions
Music is both identity and coping: she plays, records, and collects sounds for films.
Ambient · French chanson · Experimental
Björk · Philip Glass · Agnes Obel
Headphones during editing · Speakers at home · Live small gigs
Her hobbies blur into work: writing, editing, collecting objects, and cultivating a visually rich home.
Writing short film scripts · Editing YouTube films · Thrifting for objects and posters
YouTube film communities · Local cinema circles
Social Life
Mostly intimate and home centred, punctuated by occasional intense nights out that feel like a release.
Covered market stalls
Organic grocery stores
Not relevant
Not relevant
Signature
A home curated like a film set: plants, vintage posters, and instruments, with a weekly ritual of Utopia screenings and long voice note storytelling.
What media does she trust?
10 places
on a Utopia cinema card that fits her predictable weekly ritual of indie screenings
Utopia card, 10 placesWhere does she shop?
24%
buy organic frequently, and she expresses this through consistent market and organic store routines despite low income
Agence Bio 2025, FranceShe prefers garments with history and texture, and she chooses fewer pieces but keeps them longer.
She splits shopping into small frequent trips that support routine and reduce waste.
Home purchases double as set design decisions for her videos.
She values durability and repairability because gear failures threaten her income.
She treats local ecosystems as part of her identity, not just utility.
How do we reach her effectively?
41%
of users have consulted platform terms, and she reads signals of trust carefully because she fears being misled
ARCEP 2025, 12 ans et pluseffectiveness
She already watches ARTE and film culture content; a short cinematic spot feels native.
She trusts venues and printed programmes; a partnership feels like a recommendation.
Audio fits her long listening routines and feels intimate, especially with documentary tone.
effectiveness
Works if cinematic and slow; she ignores flashy hooks.
She reads it for culture; print can feel trustworthy but budget limits response.
Warm, art directed communication that feels like a curator inviting her in, with real testimonials and clear ethical proof points. Use sensory language, beautiful photography, and specific details that show you respect craft and time.
Cold performance marketing, aggressive urgency, price shouting, and generic promises. Anything that feels like a scam or hides conditions will trigger immediate refusal.
How does she move through the buying journey?
75%
of people consult social networks or video platforms daily, so discovery often happens through her daily cultural browsing loops
ARCEP 2025, internautesAwareness
"This looks beautiful, but is it real and for people like me?"
- Seeing it in a trusted cultural context
- A friend voice note recommendation
- ARTE
- YouTube
- Utopia programme
- ✕ Fear of scams
- ✕ Feels too commercial
Consideration
"Show me the details, the terms, and who is behind it."
- Clear pricing and ethics page
- Testimonials from real users
- Website
- In store visit
- ✕ Unclear pricing
- ✕ Too many steps
Decision
"Will this fit my routine without adding stress?"
- Small entry offer
- Local pickup option
- Debit card checkout
- In person purchase
- ✕ Upfront cost
- ✕ Delivery uncertainty
Loyalty
"If it stays consistent, I will stay."
- Predictable quality
- Occasional personal touches
- Subscription
- Repeat visits
- ✕ Quality drift
- ✕ Customer service coldness
Advocacy
"This deserves to be shared because it is honest."
- A great experience plus a story she can tell
- Voice notes
- Local groups
- YouTube mention
- ✕ Fear of recommending something that disappoints
How do we convert her?
$18-45
estimated CAC because she is reachable through cultural media but selective and low income
Estimate based on channel cost logic
Position offers as ritual friendly and community endorsed: subscription passes, solidarity and secondhand bundles, and locally rooted cultural memberships. She will not buy often, but when she trusts she can become a vocal advocate through long form recommendations and local networks.
strategy
Poetic, respectful, precise, with tactile proof and human voices.
- "Made for people who notice details and want fewer, better choices."
- "Recommended by your local cultural places, with clear terms and no tricks."
- "Beautiful objects with a story, priced for real life, not for status."
- "Support creators and communities while getting something genuinely useful."
- Hidden fees, unclear terms, or pressure tactics
- Design that looks cheap or generic
- Promises that cannot be verified
- Sales calls or repeated retargeting that feels invasive
Sources
- 1. Niveaux de vie − France, portrait social (Insee Références, 2024)
- 2. Niveau de vie selon l'âge (Insee, 2025, données 2019-2023)
- 3. L'Année Internet 2024 (Médiamétrie, 2024)
- 4. L'Année Internet 2024 PDF (Médiamétrie, 2024)
- 5. Baromètre du numérique édition 2025 PRESENTATION (Arcep, mars 2025)
- 6. Baromètre des produits biologiques en France 2025 (Agence Bio, PDF)
- 7. Biocoop Chartrons store page (address and hours)
- 8. Marché Chartrons Bordeaux (city page)
- 9. Les marchés de Bordeaux (Bordeaux.fr, 2025 update)
- 10. Carte d’abonnement Cinémas Utopia (10 places, 50€)
- 11. Marché bio des Chartrons Bordeaux (producers and schedule)
- 12. Label Emmaüs background and scale (Estimate based on article)
- 13. Portrait de 7 influenceurs seniors (includes Studio Danielle, Robert Longechal, Nicole Tonnelle)
- 14. Influenceur senior (includes Je ne suis pas une sénior, valeriandhs)
What social content does she engage with?
50 min/day
on social networks and messaging for her age group, which she channels into YouTube research and close circle voice note storytelling
Médiamétrie 2024, 50-64 ansconsumption
Researches film references, listens to long form essays, publishes crafted short pieces irregularly.
Daily, long sessions
Film essays · Music performances · Indie documentaries
Researches film references, listens to long form essays, publishes crafted short pieces irregularly.
Daily, long sessions
Film essays · Music performances · Indie documentaries
consumption
Local groups for Bordeaux events, community recommendations, and practical alerts.
Several times per week
Local events · Secondhand groups · Festival announcements
Instagram (A few times per week)