A: City Prosperity

High status city dwellers living in central locations and pursuing careers with high rewards

3.97% of households and 4.40% of population

Who We Are

  • Aged 26-35
  • Household income £150k+
  • No children
  • Rented flats
  • Very high level of household technology

Key Features

  • Urban areas
  • High value flats
  • High income
  • Cosmopolitan lifestyles
  • High-tech homes
  • Uber passengers



City Prosperity are high-income residents who have expensive homes in desirable metropolitan locations. Households range in type from successful young professionals to wealthy families.

Their homes are located in upmarket city streets and are priced at a significant premium due to the quality of housing, the status of the neighbourhoods and the accessibility of the locations. Their properties include executive apartments and luxurious houses. Some people own their expensive homes, others pay high rents for the privilege of living there. They have all the benefits of the city at their fingertips, with career options, business opportunities, culture and entertainment either nearby or easily accessible via good public transport links.

They receive substantial incomes from their occupations and business interests. Many have high-status jobs in the city and working long hours is commonplace. Their roles are often at managerial, professional or director level in information, financial, scientific and technical sectors. With high discretionary incomes, these people have spare money to spend on their lifestyles and to add to their wide-ranging savings and investments.

They are highly connected, spending much time online and using hotspots to stay constantly in touch. It’s important for them to be well informed and they read newspapers, both online and in paper version. With so many shops close to home, they have less need to purchase items online. High-street supermarkets and local independent stores provide them with organic food and premium ranges.