C: Booming with Confidence

Prosperous, established couples in their peak earning years living in suburban homes

7.08% of households and 9.11% of population

Who We Are

  • Aged 51-65
  • Household income $100,000-$124,999
  • 3 person household
  • Homeowner
  • Medium level of technology adoption

Key Features

  • Highly educated
  • Affluent
  • Upscale housing
  • Savvy investors
  • Tech apprentices
  • Environmental philanthropists

Types

Description

The four segments comprising Booming with Confidence are married couples in their peak earning years, approaching retirement. Many of the households have dual incomes and few children, allowing them to afford fashionable homes on small, manicured yards in city and suburban neighborhoods. Having made a conscious effort to distance themselves from the noise and chaos of the urban core, they’ve retreated to the quiet and desirable neighborhoods located only a short commute from their jobs.

Most households in Booming with Confidence are found in relatively new subdivisions in the West and Northeast on tree-lined streets worth more than $350,000. The majority have lived at the same address for more than 15 years.

Many have built up equity in their homes that supports their comfortable lifestyles and leisure activities. Their houses are also large enough to accommodate young adults, as almost one out of every six households has a young adult still living at home.

With over half of the households earning six-figure incomes, Booming with Confidence are at the peak of their careers in white-collar professions in business, law, education and science. Given their college degrees and foreign travel, there’s a cultured air to these segments.

Booming with Confidence tend to have sophisticated tastes. With their well-appointed homes, solid incomes and diversified portfolios, they can afford to live the good life. They like to spend on nightlife, going to plays, concerts, movies and restaurants. On weekends, they can be seen touring museums and antique shops, always on the lookout for objects to add to their collections. They travel widely, taking getaways internationally. At home, they like to relax by reading general editorials, travel and business news, gardening and cooking magazines.

As consumers, Booming with Confidence have conservative tastes. They’re attracted to comfortable classic fashions that have stood the test of time, and mid-range cars and trucks from both domestic and foreign automakers. With many still in the workforce or volunteering for charitable causes, they wear smart styles and designer labels they find at favorite mall retailers like Nordstrom and Ann Taylor. Many patronize local shops they’ve frequented for years when stocking up on wine, gourmet food and books. They’d never qualify as early adopters, but they like to equip their homes with the latest flat-screen TVs and Blu-ray players. These folks pride themselves on subtle, classy taste rather than flashy display.

Despite their busy lifestyles, Booming with Confidence make time for traditional media. They watch an average amount of TV, enjoying the programming on cable networks, particularly sitcoms and reality shows. Among Booming with Confidence segments, though, nothing compares to their reliance on traditional print media for information, particularly for editorials, travel and business.

Booming with Confidence are active in their communities, and they frequently belong to arts groups, veterans’ clubs and churches and synagogues. Politically, they tend to be moderates with a disproportionate number affiliated with the Republican Party. When it comes to charitable donations, this segment favors education, environmental, and health organizations and contributes generously to their churches.