H: Bourgeois Melting Pot

Middle-aged, established couples living in suburban homes

3.70% of households and 3.33% of population

Who We Are

  • Aged 36-45
  • Household income $75,000-$99,999
  • 1 person household
  • Homeowner
  • High level of technology adoption

Key Features

  • Sturdy blue-collar
  • Multi-cultural
  • Comfortable spending
  • Financially informed
  • Suburb living
  • Married

Types

Description

Bourgeois Melting Pot are mostly married, middle-aged consumers without children living in suburban neighborhoods. Many of their homes were built during the post-war baby boom but these couples aren’t the original owners. Most Bourgeois Melting Pot have lived at their current address for fewer than 9 years, having moved to their comfortable homes to ease quietly into middle age.

Nearly three quarters are between the ages of 35 and 65. Nearly 60 percent have no children at home. These households predominately consist of married couples almost half of which are empty-nesters concentrating on their careers and relaxed lifestyles.

Bourgeois Melting Pot are found in the older neighborhoods of small towns and cities across the country. The highest concentrations live in the West and Northeast, but some have also moved to resort communities like Hilton Head, S.C.; Lake Arrowhead, Calif.; and Warren, Vt. With about half of the homes built between 1950 and 1990, housing values are below average. However, most of their homes are well-maintained and set on quarter-acre lots. These residents find comfort in their stable neighborhoods filled with overgrown trees, top-of-the-line grills and recent, imported compact cars and pickups.

Bourgeois Melting Pot have middling educational backgrounds. However, they’ve managed to turn high school diplomas and some college classes into a mix of skilled blue-collar, sales and office jobs. They have middle-class incomes and many have a tenuous hold on the American dream. Most have below-average levels of investments and a comfortable retirement is hardly assured. In this group, many worry about maintaining their standard of living and their present level of comfort, although their consumer confidence is slightly above average.

In their stable neighborhoods, Bourgeois Melting Pot pursue low-stress, unpretentious lifestyles. They like to listen to music, garden and cook for fun. They’re the casual folks whose idea of nightlife is to go to a bowling alley, movie theater, or a restaurant. They’re not big on strenuous outdoor exercise, but many belong to a health club where they like to use the rowing and cardio machines. When they take a vacation, which they do as often as average Americans, it’s often to a destination within the US.

As shoppers, Bourgeois Melting Pot like to shop at brick-and-mortar stores that offer large selections of mainstream brands. Many shop at nationally-known department stores and warehouse clubs such as Target, Sears and Macy’s. They also have grown into a strong online shopping audience, frequently planning shopping trips online and looking for discounts online, often through bid sites.

Bourgeois Melting Pot enjoy learning about brands while streaming TV, listening to their favorite 60s and 70s music stations or apps, even as brands share offers using mobile display ads. They’re middling fans of newspapers and magazines. While the internet has siphoned away some of their attention, they remain true to TV, and they particularly enjoy sitcoms.

Politically, Bourgeois Melting Pot do not have strong party affiliations and one third are not registered to vote.