G28: Modern Parents

Busy couples in modern detached homes juggling the demands of school-age children and careers

Type of Domestic Success consisting of 1.50% of households and 1.66% of population

Who We Are

  • Aged 36-45
  • Household income £70k-£99,999
  • Two children
  • Owned detached house
  • High level of household technology

Key Features

  • Families with school-age children
  • Modern houses
  • Mid-sized, detached houses
  • Mid to high household income
  • Monthly discretionary income under £1000
  • Outstanding mortgage


Modern Parents are homeowners in their late thirties and forties who live in contemporary houses found in developments on the outskirts of cities and towns. These families usually have school-age children. Sometimes the oldest child has recently reached adulthood.

Their houses were built in recent decades and have an average market value. A high proportion of these properties are detached and have four bedrooms, characteristics that could cost much more in older properties. Many are located in estates of new housing with attractively designed surroundings and streets laid out in cul-de-sacs.

In many households both parents work, earning good salaries. Sometimes, one partner works part-time hours to allow more time to look after the family. As well as paying the mortgage, they are likely to contribute to personal pension plans and try to put aside savings. Their location away from city centres means cars are a necessity, both for travelling to work and domestic purposes, and many households own two vehicles. These are usually good quality cars that are financed through dealers or banks.

These homeowners are frequently online using tablets, smartphones and computers. As regular internet shoppers they check voucher code websites, read expert reviews and use price comparison sites. They may own some smart devices such as home heating controls. Recorded television and on-demand services allow them to watch their choice of programmes at their convenience.