K45: City Diversity

Households renting social flats in busy city suburbs where many nationalities live as neighbours

Type of Municipal Tenants consisting of 1.22% of households and 1.36% of population

Who We Are

  • Aged 26-35
  • Household income £30k-£39,999
  • One child
  • Council/housing association flat
  • Very high level of household technology

Key Features

  • Council/HA flats
  • Densely populated
  • Would like to set up their own business
  • Uber passengers
  • Technology news online
  • Third party car insurance


City Diversity are adults in their twenties, thirties and forties who rent inner-city apartments from local authorities or housing associations. These city neighbourhoods attract people of many nationalities and cultures creating a vibrant sense of diversity.

Households include a broad range of family types – some people are single, some share, some live in extended families and some are cohabiting couples. Around a third of households have children and some have an adult child living in the household.

Their flats are located in purpose-built blocks that typically date from the 1960s and 70s. They have an above-average market value due to high property prices in these mostly London boroughs. With two bedrooms typically, space may be limited for larger households. These locations provide excellent accessibility to job opportunities and there are many options for shopping, socialising and entertainment, reached either on foot or by public transport.

People in this type typically earn salaries near the national average. Many are ambitious in their careers and some dream of setting up their own business. They like to keep up with new developments in technology and they use the internet frequently including making video calls, listening to music and watching videos. They rely on their smartphones and some check social media many times a day.