H34: New Foundations

Occupants of brand new homes who are often younger singles or couples with children

Type of Aspiring Homemakers consisting of 0.23% of households and 0.18% of population

Who We Are

  • Aged 26-35
  • Household income £70k-£99,999
  • One child
  • Rented flat
  • High level of household technology

Key Features

  • Modern houses
  • Newly moved in
  • Mix of homeowners and renters
  • High outstanding mortgages
  • Work full-time
  • Internet via smartphone


New Foundations are residents who have moved into newly built housing within the last year. These people tend to be young, usually in their twenties or thirties. Many are single and live alone; a smaller proportion are married. Some households have one or two young children.

They typically work full-time and earn above-average wages. Those households with two professional salaries have a good family income.

Their homes are usually situated within new housing developments that include a mix of housing types. These brand-new streets are often found around the outer edges of large cities or in locations within a commutable distance to urban centres. Some developments are apartment blocks in city centres.

Homes are priced above the average market value. Around half of residents are tenants of private landlords and pay high rents to enjoy their brand-new fixtures and fittings. The others have bought their recently completed homes and are likely to have sizeable mortgages to pay.

They use the internet frequently and check social media many times a day on their smartphones. Online shopping saves them time and they are good at finding bargains for their new homes. Many have groceries delivered and use Click and Collect.