Noah Banga
male · 22 ans · Single
Dorigny, Lausanne (Vaud), Switzerland
University student (Communication program) · student
"If it is not trending and vouched for by my people, it is not worth my money."
About
Noah is a 22 year old communication student living in a shared flat by UNIL Dorigny in Lausanne, building status through drops, tech and campus visibility. He moves fast between TikTok, YouTube and group chats, using creator signals and peer proof to time purchases, then resells to keep liquidity for the next release. He constantly balances progressive values and a tight budget with a very real need to look credible in front of friends and online. He converts when brands offer credible creator validation plus scarcity mechanics that feel like access, not advertising.
Power
Why is this persona strategic?
Noah is strategic because he sits at the intersection of youth culture, resale behavior, and performance driven social media discovery. He is not a high income buyer, but he is high velocity: he amplifies trends, creates urgency in his circles, and treats purchases as both identity and cash flow. Winning him often means winning his group chat and the secondary market conversation around a product.
What defines his socio-economic situation?
3,000 CHF/month
median total monthly income for Swiss higher education students with high study intensity, so he stays liquid by flipping items instead of saving big
EUROSTUDENT VII, Switzerland, high study intensityLives on part time gigs plus modest support, so big purchases must be justified socially or financed via resale.
Personal annual cash flow is low and irregular because he is a student; most months depend on gigs and small grants.
Enrolled in a university bachelor track, oriented toward media and communication careers.
Cost control is a priority, so housing is optimized for proximity to UNIL and social access rather than comfort.
Room in a shared flat near Dorigny, utilities often split.
Campus meals plus discount groceries, spends more when socializing.
Basics most months, then spike spending around drops.
Basketball, campus events, occasional nights out.
Local transit, occasional SBB trips for events or pickups.
Low frequency, mostly short trips.
Streaming and cloud or gaming add ons, rotates to save money.
Often replaced by holding value in items he can resell.
Tries to minimize out of pocket costs.
- drop moments that boost status
- devices that signal taste
- authenticity checks and safe marketplaces
- full price basics
- long contracts
- anything that cannot be resold
He prefers instant payments that work in resale and marketplace contexts, and uses platform protections only when counterfeit risk is high.
What drives his decisions?
74.1%
of young adults in the 16 to 25 sample regularly use smartphones for social media, matching his default discovery mode
JMIR 2023 survey, ages 16-25, 4 countries incl. Switzerland- Trusts creators more than brand claims
- Sees limited access as respect for the community
- Needs proof of authenticity and resale value
- Responds to time pressure when it is paired with social proof
What cultural context shapes his expectations?
45%
of Swiss Gen Z identify as early majority for innovations, so he positions himself as slightly ahead by using creator signals to move first
Statista Consumer Insights 2024, Gen Z CHHe treats hype as both identity and funding. He learns what is next from short form content, moves through deal groups, and buys with a resale lens. His status is built on being early, being real, and being able to prove it.
Swiss mainstream culture rewards reliability and discretion, but youth subcultures in cities create smaller arenas where taste, drops, and who you know become the real status markers. Noah navigates both by keeping his spending low in daily life while making highly visible purchases that read as culturally fluent.
Dorigny life concentrates social proof. What matters is what your circle sees on campus, at courts, and in Stories. A few well timed pieces can outweigh a full wardrobe, especially if they are rare and authenticated.
Open bragging can backfire, so status is signaled through details: the right pair, the right collab, the right timing. He frames purchases as smart moves, deals, or community finds rather than flexing.
limited sneaker releases · creator led product signals · resale with authentication · Telegram deal communities
generic brand ads · overly polished corporate campaigns · buying full price without a story · obvious fake flex
video podcasts as discovery · AI tools for school and side hustles · challenger sneaker brands gaining resale momentum · community drops with local pickup moments
What are his key lifestyle behaviors?
85.2 min/day
average smartphone time on social media in the 16 to 25 sample, which explains why short form signals drive his buying decisions
JMIR 2023 survey, ages 16-25, smartphone use durationBasketball is his daily third place for status, routines, and fits.
3 to 5 sessions per week, more when weather is good
street basketball · pickup games · watching highlights on YouTube
social status · stress release · community
Culture is consumed through algorithmic feeds first, then experienced offline when it feels socially meaningful.
Daily short form, weekly in person moments
streetwear culture · sneaker history videos · campus events
watch clips then decide · go with friends
Music is constant and doubles as identity signaling in Stories.
hip hop · Afrobeats · drill
Central Cee · Burna Boy · Travis Scott
headphones while commuting · background while gaming
Gaming and flipping culture overlap through Discord like communities and late night routines.
gaming · resale listing and negotiating · watching drop recaps
Telegram · WhatsApp
Social Life
Group chats are his decision engine, and campus is his stage.
fast casual
takeaway
bars
Not relevant
Signature
He buys to be seen, then resells to keep buying, using creator proof and group chat timing as his edge.
What media does he trust?
54%
of Romandie podcast listeners use YouTube to listen to podcasts, which fits his video first discovery habit
Qualinsight 2024, Suisse romande 17+Where does he shop?
71%
of items sold on Ricardo are second hand, aligning with his buy then flip loop to fund the next drop
Ricardo press release 2024He buys mass market only when it is part of a hype story, otherwise he prefers local credibility or resale finds for uniqueness.
Food spending rises when it is tied to social moments, and drops when he is saving for releases.
Home spending is minimized so more budget can be held for visible items like sneakers and devices.
He values electronics as social proof objects, so he chooses items with recognizable silhouettes and strong resale liquidity.
Sports purchases are split between cheap functional gear and a few visible items that read as culturally correct.
He treats shopping as an ecosystem: a buy is only good if it can be worn, posted, and then resold without losing face.
How do we reach him effectively?
39%
of Romandie podcast listeners listen exclusively to native podcasts, so creator led storytelling works better than repackaged brand content
Qualinsight 2024, Suisse romande 17+effectiveness
Creator credibility makes the product feel culturally safe and shareable.
Keeps authenticity while adding reach inside his discovery feed.
He checks details and legitimacy right before purchase.
High exposure during student mobility and pickups, reinforces legitimacy.
effectiveness
Offline proof plus scarcity, but needs strong creator tie in.
Good for awareness, but he skips unless the hook is immediate.
Talk like a community insider: show receipts, show authentication, show who is already in. Use clear timestamps, limited quantities, and invite only mechanics that feel earned. Keep it short, direct, and demonstrably real.
Glossy brand storytelling without proof, long explanatory copy, moralizing about sustainability while selling scarcity, or fake urgency without community validation.
How does he move through the buying journey?
15%
of Ricardo members are in the 18 to 30 segment, so resale behavior is normalized in his age cohort and reduces purchase hesitation
Ricardo press release 2024Awareness
"Is this actually trending and is it real?"
- creator clip
- friend repost in group chat
- TikTok
- YouTube
- ✕ looks like an ad
- ✕ no creator proof
Consideration
"Can I get it, can I prove it, can I resell it?"
- authentication details
- price signals
- community comments
- YouTube
- Telegram
- Ricardo
- ✕ unclear authenticity
- ✕ weak resale value
Decision
"Checkout fast, do not miss the window."
- timer
- low stock proof
- friend confirmation
- Drop page
- TWINT
- StockX
- Ricardo
- ✕ payment friction
- ✕ slow site
- ✕ sold out uncertainty
Loyalty
"Did this purchase raise my status and was it a smart move?"
- wearing it on campus
- positive peer reactions
- ✕ quality mismatch
- ✕ no community reward
Advocacy
"I want my people to know I was early."
- shareable proof assets
- creator repost
- referral access
- TikTok
- Instagram Stories
- Group chats
- ✕ fear of looking like a shill
How do we convert him?
CHF 700M
estimated Swiss sales for Temu in 2024 shows how price and speed can capture youth attention if access feels easy
Carpathia ranking 2025, sales 2024Position products as culturally legitimate assets, not purchases. Combine creator validation with scarcity, authentication, and resale friendly guarantees. Make the path from discovery to checkout frictionless, then give him shareable proof like digital certificates, drop numbers, and community unlocks so he can signal status immediately.
strategy
Fast, direct, proof driven, community first.
- "Verified drop, limited quantity, with authentication included"
- "Early access for campus community, invite only slots"
- "Creator tested, receipts shown, no fluff"
- "Buy now, resell later, we support both"
- No authenticity proof
- Looks like mass produced hype
- Long shipping windows with no tracking clarity
- Creator partnership that feels fake or mismatched
Sources
- 1. Students' total monthly income - Eurostudent Database
- 2. Digital 2026: Switzerland (DataReportal)
- 3. New study results on Swiss media use: Summary study IGEM Digimonitor 2024 EN
- 4. Characterizing Digital Communication Device Use Among Young People aged 16 to 25 in Italy, Poland, Spain, and Switzerland (JMIR, 2023 survey)
- 5. Ricardo celebrates five million members (press release with age segment and 71% second hand)
- 6. Statista Consumer Insights Global: Gen Z in Switzerland 2024 EN (Admeira file)
- 7. Qualinsight: Les podcasts en Suisse romande un média en pleine expansion (Aug 2024 study, 754 respondents)
- 8. Lausanne streetwear store doodah Lausanne
- 9. Isaac Isaac Lausanne streetwear brand site
- 10. MANIAK Boutique Lausanne
- 11. Top selling B2C online shops Switzerland ranking (Carpathia via Shoez.biz, 2025 ranking for 2024 sales including Temu CHF 700M)
- 12. Favikon: Top TikTokers in Switzerland in 2026 (creator name list)
- 13. Favikon: Top YouTubers in Switzerland in 2026 (creator name list)
What social content does he engage with?
47%
of Romandie podcast listeners discover new podcasts via social networks, which mirrors how he discovers products and drops
Qualinsight 2024, Suisse romande 17+consumption
Watches creator reviews and fit checks, saves videos for drop dates, forwards clips into group chats.
Daily, fast sessions throughout the day
sneaker drops · streetwear fits · tech unboxings · deal hacks
Longer reviews, resale explainers, gaming content, then cross checks price and authenticity.
Daily, especially evenings
product reviews · drop guides · gaming
Core coordination and purchase validation with close circles.
All day
group chat links · drop reminders
consumption
Tracks peers, local event moments, and resale pages, posts selectively when he has something worth showing.
Daily, mostly Stories and DMs
Stories · streetwear posts · resale listings
Deal groups, alerts, and peer sourced links.
Several check ins per day
deal alerts · price drops
Gaming plus niche drop chatter.
A few evenings per week
gaming servers · drop talk
LinkedIn (Occasional, career driven) · BeReal (Occasional bursts)