Actually, this isn’t an existential question. We’re on a little quest to understand who lives around here.
Today, I discovered the most common types of 94611 people, though a marketing site. We’re a mix of affluent empty nesters and young achievers who hang out in the urban uptown.
The “top five” groups living here sound like a conflicting mix of freewheeling and stodgy folks. It turns out these segments do a pretty good job of defining who we are, along with what we’re most likely to consume. See where you belong:
- Bohemian Mix – The Nation’s most liberal lifestyles, with an ethnically diverse, progressive mix of young singles, couples, and families. This segment features early adopters who are first to check out new movies, nightclubs, brews, etc. They eat at Au Bon Pain, buy Spanish/Latin music, read The Economist, watch soccer and drive an Audi A4.
- Money & Brains – They have it all with high incomes, advanced degrees, and sophisticated tastes to match their credentials. This segment typically includes married couples with few children, who live in fashionable homes. They shop at Nordstrom, contribute to NPR, read the Sunday newspaper, watch Wall Street Week and drive a Mercedes Benz E class.
- Movers & Shakers – America’s up-and-coming business class: a wealthy suburban (!) world of dual-income couples who are highly educated. This segment is most likely to own a small business and have a home office. They eat at Bertucci’s, go scuba diving/snorkeling, read Inc., watch Saturday Night Live and drive a Porsche 911.
- Upper Crust – The wealthiest lifestyle in America, and a haven filled with empty-nesting couples between the ages of 45 and 64. This segment has the highest concentration of post-grad degrees too. They shop at Saks Fifth Ave, spend $3,000+ on foreign travel, read The Washington Post, watch Golf Channel and drive an Astin Martin DB9.
- Urban Achievers – The first stop for up-and-coming immigrants from Asia, South America, and Europe. This segment mixes young singles, couples, and families who are college-educated and speak a second language. They shop at Rite-Aid, download music from web, read Latina, watch BET and drive a Toyota Yaris.
Well, at least we answered that non-existential question. We’re not all cut from the same cloth, which keeps things lively. And no one’s struggling much, at least based on stuff they do or own. However some of these descriptions seem so pat, crass and make me want to scream…a little.