G26: Cafés and Catchments

Affluent families with growing children living in upmarket housing in city environs

Type of Domestic Success consisting of 1.65% of households and 1.91% of population

Who We Are

  • Aged 36-45
  • Household income £100k-£149,999
  • Two children
  • Owned semi-detached house
  • Very high level of household technology

Key Features

  • Families with children
  • Generation X
  • University degrees
  • High value, pre-war properties
  • Mid to high household income
  • High mortgage debt

Description

Cafés and Catchments are parents in their thirties and forties who balance the demands of their successful careers and growing families. They live in popular suburbs in the commuter belt of London or close to other cities, where there are excellent amenities, well-regarded schools and good transport links. These university-educated couples have children at pre-school, primary or secondary school.

Housing in these areas is priced at a premium with homes costing twice the national average. Many are semi-detached, some are terraced, and they were often built in the interwar period.

Adults work in professional and higher-level occupations in service industries and the public sector. These roles offer very good salaries and benefits, and families are able to build on their savings, make pension contributions and meet high mortgage payments. In some families both parents work full-time, in others one partner may work reduced hours. Many feel they are regularly juggling multiple tasks.

The internet is their central point of information, and residents are frequently online. They like the convenience of online shopping and check user reviews and voucher code websites before buying. Getting groceries delivered saves them time and they spend an above-average amount on Fairtrade, organic and premium products.