B: Flourishing Families

Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, active lifestyles

4.35% of households and 6.82% of population

Who We Are

  • Aged 36-45
  • Household income $125,000-$149,999
  • 2 person household
  • Homeowner
  • High level of technology adoption

Key Features

  • Affluent
  • Charitable contributors
  • Athletic activities
  • Saving for college
  • High credit card use
  • Family-oriented activities



Flourishing Families contain prosperous parents and children of all ages living life in suburban comfort. Most of the adults are married, in their late 30s to early 50s and college- educated. Over two thirds of households consist of married couples with children, whose ages range from pre-school to post-graduate. With high incomes and diversified assets, many parents have attained a level of financial stability that allows them to kick back and enjoy their quiet residential neighborhoods. Nearly one in six households contains a young adult, while many others have children spread across all age ranges.

Scattered across the country in the suburbs of large cities from New York, N.Y. to San Francisco, Calif., Flourishing Families tend to live in spacious homes where they’ve built up significant equity. Many of the homes were built between 1999 and today. They’re valued at more than $300,000 thanks to their well-groomed yards, coveted locations and spacious interiors that can accommodate the young adults still living at home.

In Flourishing Families, most of the adults have turned their college educations into lucrative positions in management, law, education, and technical professions. Many households contain dual earners, resulting in a healthy six-figure income. The money supports a car-dependent culture where commuting to city jobs is a fact of life.

For these family households, their vehicles of choice for cruising from the office to ball fields to grocery stores are SUVs and premium CUVs, minivans from foreign automakers and hybrid cars and trucks.

With kids of all ages in this group, their leisure activities revolve around family-friendly fun. These households are big on sports of all sorts. Some are outdoor sport enthusiasts and like cycling, skiing, mountain-biking and backpacking. Fitness buffs, they like weight training, softball, aerobics and yoga classes as well. Others focus on a round of golf or playing a match of tennis. They like to take their families on warm-weather vacations to Hawaii and the Bahamas. To keep their youngsters occupied on weekends, they head to museums, zoos and aquariums. The parents get some alone-time while dining out, going to movies and enjoying cultural offerings like plays and classical concerts.

Flourishing Families are willing to spend their money on their children. This is the prime market for toys, sporting goods and digital games. You’ll see them shopping at places like Dick’s Sporting Goods and Michaels. While the members of this group have the income to spend, many of the parents are also looking for bargains at chain department stores like Kohl’s, Costco and T.J. Maxx. Many prefer the ease and convenience of shopping through catalogs and websites.

The multitasking Flourishing Families have little time to devote to traditional media. They’re below average fans of radio, newspapers and magazines, and much of their information-gathering now takes place on the internet. They like watching sitcoms, and their favorite cable networks include ESPN. They read general editorial and parenting magazines. They’re more receptive to ads served up on streaming TV as well as mobile SMS, email and social media.

Somewhat more conservative than other family groups of their age, the segments in Flourishing Families are more Republican than Democratic. When it comes to philanthropy, they are quite generous with nearly 50% donating to some form of charity, specifically to health, welfare, education, arts and religious groups.