M55: Back with the Folks

Older owners whose adult children are sharing their modest home while striving to gain independence

Type of Modest Traditions consisting of 1.67% of households and 2.68% of population

Who We Are

  • Aged 56-65
  • Household income £30k-£39,999
  • No children
  • Owned semi-detached house
  • Low level of household technology

Key Features

  • Homeowners
  • Adult children at home
  • 3 bedrooms
  • Low outstanding mortgage
  • Established in community
  • Solar panels

Description

Back with the Folks are mature families who have adult children living with them in their affordable family homes. Parents are typically in their fifties and sixties and children in their twenties. The younger generation haven’t reached a position where they can afford to rent or buy their own home yet. They are therefore making the most of their parents’ support while they improve their employment situation or save up for their own place.

These older couples bought their semi-detached or terraced houses many years ago and the outstanding mortgage is now much reduced. They are modestly priced properties found in suburban neighbourhoods that offer value for money. They usually have three bedrooms but are often quite small in size, and the space isn’t generous for multi-generational living.

Many parents still work, usually in jobs found locally, but some older couples are enjoying the early stages of retirement. Incomes are well below average and any financial contribution from young people’s wages can make a real difference to the household budget. They may have modest savings, and some may take out a loan, perhaps to finance the purchase of a car.

There are usually multiple televisions in the household and television advertising can be effective. The older generation are less confident online but may be encouraged by their children to try out some games or make occasional online purchases.