J: Autumn Years

Established and mature couples living gratified lifestyles in older homes

7.19% of households and 7.20% of population

Who We Are

  • Aged 66-75
  • Household income $35,000-$49,999
  • 2 person household
  • Homeowner
  • Low level of technology adoption

Key Features

  • Rural living
  • Community roots
  • Financial savings
  • AARP members
  • Financially secure
  • Outdoor hobbies


J34: Suburban Sophisticates

J35: Rural Escape

J36: Settled and Sensible


One of the nation’s more elderly groups, Autumn Years consumers are mostly mature couples retired in the same house where they’ve lived for much of their adult lives. Just under two thirds are over 65 years old. About the same proportion are married couples with grown-up children. Autumn Years live in single-family homes and have not yet, or may never, moved to a retirement community. Proud members of the Greatest Generation, these couples are rooted in their communities, often belonging to veterans’ clubs, unions, churches and temples.

Many Autumn Years live in more suburban and rural communities throughout the country. These couples raised their children in quaint modest homes, which were built between

1950 and 1990. Comfortable in their tight-knit communities, over half have lived at the same residence for more than 20 years.

Autumn Years often came from humble beginnings; about half completing high school and entering the workforce. While nearly half are retired, those who are still in the workforce hold jobs in farming or blue-collar professions. These working-class jobs provide median household incomes of around $50,000. However, with their modest expenses and children out of the house, these couples enjoy easy-going and home-centered lifestyles that don’t require high-powered salaries to live happily and comfortably.

The members of Autumn Years enjoy their quiet leisure time. They tend to like to stick around the house to watch TV, play card games, read books, garden or pursue hobbies like needlework. They enjoy easy listening music, as well as outdoor activities such as walking and fishing. They have enough money from their regular investments in stocks and savings bonds to splurge on a trip to a restaurant, but hitting the early-bird specials. They drive American pickup trucks.

As consumers, Autumn Years admit that they’re not very adventurous. They have a conservative fashion sense and are loyal to their favorite brands and love American made products. They are loyal shoppers of mid-market and discount chains such as Sears.

These older couples make a good target market for traditional media. Many subscribe to a daily newspaper, typically reading it from cover to cover. These seniors also appreciate women’s and housekeeping magazines and wouldn’t miss their regular game shows, early evening shows or drama TV programs. When it comes to technology, they are novices.

Politically, this group is equally split between the core political parties. Philanthropy is popular among these households, and many contribute to religious and health organizations. They’re not too worried about their own status; many say that they’re happy with their current lives and confident about the future.