A02: Uptown Elite

High status households owning elegant homes in accessible inner suburbs where they enjoy city life in comfort

Type of City Prosperity consisting of 1.32% of households and 1.53% of population

Who We Are

  • Aged 46-55
  • Household income £100k-£149,999
  • No children
  • Owned terraced house
  • Very high level of household technology

Key Features

  • Expensive properties
  • High income
  • Quality news
  • Waitrose
  • Uber passengers
  • Performing arts sites


Uptown Elite are affluent, older families who live in desirable neighbourhoods within inner suburbs. They are attracted to these areas by high-quality housing and easy access to city amenities.

These homeowners are usually aged in their later working years, from their late forties onwards. Many have been settled in their homes some years and most have seen their children grow up, though some still provide a home for their young adult offspring.

Their upmarket housing is often older in style, perhaps built in the Edwardian or Victorian eras. These properties are worth a significant amount of money but have a relatively small land area and many homes are terraced.

These people have successful careers in managerial and professional occupations, typically within service industries. A significant number are directors of companies. With their high incomes, they continue to build up their financial assets and have a range of investments. Many pay for professional financial advice.

Independent grocers, greengrocers and bakeries are popular, and these consumers are interested in organic and Fairtrade produce. They believe it is important to be well informed and regularly read quality and mid-market newspapers. They don’t have particularly high internet use but go online for information.