This is the audience that makes Britain Great.
They could be defined as the critical mass, but we prefer to think of them as the people who make a difference.
These are the people that make Britain tick and keep it ticking over. They are at the tip of the tipping point. They turn niche into mainstream and make stuff sticky. They were the deciding factor in the last government and they'll be the deciding factor in the next one. And the next. And the... well, you get the idea.
They're not the glamorous ones, they're the essential ones. They man the call centres, drive the trains, deliver the goods and are the beating heart of the NHS. In short, if something needs doing, they're the ones doing it.
So it's Saturday night pizza with the kids, shouting at the telly. It's the whole family on holiday with gran and granddad too. It's nights out with the boys, laughing at the same old jokes. And it's being a joyaholic not a workaholic.