I: Family Union

Middle income, middle-aged families living in homes supported by solid blue-collar occupations

5.48% of households and 7.73% of population

Who We Are

  • Aged 36-45
  • Household income $50,000-$74,999
  • 2 person household
  • Homeowner
  • Very high level of technology adoption

Key Features

  • Bilingual
  • Married with kids
  • Large households
  • Financially cautious
  • Team sports
  • Blue-collar jobs


I30: Potlucks and the Great Outdoors

I31: Hard Working Values

I32: Steadfast Conventionalists

I33: Balance and Harmony


In Family Union, families live in middle-class comfort within the sprawl of major metropolitan areas. Many of the households contain older parents and their children, who have worked hard, settled in modest houses and established a comfortable lifestyle for their families. They tend to live in multi-ethnic and multi-lingual neighborhoods, some speaking Spanish in shops and cafes, driving used American compact cars and minivans, and filling their homes with food and decorations that remind them of their roots.

The four types of Family Union are found across the country, especially in the West and Midwest in cities like El Paso, Texas; Albuquerque, N.M.; and Los Angeles, Calif.

Members of this group typically own small ranch and revival-style houses valued at average levels. Almost all of these residents are homeowners and live in established, inner-ring suburbs. On neat streets with landscaped lawns are the signs of middle-class status: boats, motorcycles and recreational vehicles. More than half of all households have lived at the same address for more than a decade.

Family Union have average educations, with about a quarter of households not having finished high school and just over one third having college diplomas. But they earn mid-scale incomes thanks to multiple workers in the household—more than ten percent of households contain a young adult living at home—who hold jobs in blue-collar occupations such as construction, manufacturing, transportation and food services. Despite their working-class jobs, they’ve managed to achieve middle-class status through determination and a yearning for personal achievement.

Family Union are vibrant and active, engaging in plenty of sports with their families, including soccer, basketball and baseball. When they go out to eat, they’re more likely to go to a local eatery or a fast food chain.

Family Union like to shop. They like to keep up with the latest fashion and make a unique statement with their apparel. However, if they want something with a designer label, they head to discount department stores. These family-centered households like to equip their homes with the latest appliances—even if they end up buying discount brands.

They have below-average rates for registering to vote, and those households that are politically involved could swing to either side.