N: Pastoral Pride

Eclectic mix of lower middle-class consumers who have settled in country and small town areas

4.71% of households and 4.11% of population

Who We Are

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

Key Features

  • Rural living
  • Working class sensibility
  • Limited investments
  • Tech wizards
  • Satellite TV
  • Blue-collar jobs



The four types in Pastoral Pride are concentrated in small, country towns and characterized by modestly-educated middle-aged couples and divorced or widowed individuals. About half have children still at home. Having settled in remote villages and towns far from the urban centers, they enjoy their homes, their sleepy country communities and their steady, blue-collar and service sector jobs. In their communities where solitude and self-reliance are cherished, they’ve managed to fashion a simple, unpretentious lifestyle.

Pastoral Pride are scattered across America’s rural landscape, where most are found in isolated communities in the South and Midwest. Just under 75 percent of households own their

homes, which tend to be modest ranch houses, farmhouses and bungalow homes built during the last century. While their lots tend to be large, their properties are valued at only half the national average. Most have lived at the same address for fewer than ten years which indicates a trend of movement among this segment. With their low mortgages and limited expenses, many can devote more money to fancier trucks or muscle cars, typically bought used and perhaps retrofitted to handle the rugged roads.

Getting a college education is not a priority in Pastoral Pride. In high school, sports are bigger than academics. Most household heads earned a high school diploma and possibly an associates’ degree, but only around 10 percent have gone on to receive a bachelor’s degree.

Most in this group landed blue-collar or service-sector jobs in construction, transportation, public administration or health care. Wages are below average and household incomes typically are less than $75,000.

With households located far away from malls and movie theaters, Pastoral Pride like to spend their leisure time enjoying the outdoors as well as getting together with friends. Entertainment typically involves playing cards, attending a potluck dinner or watching a game on TV. When they take a vacation, most travel by car or truck and stay within the US.

Like other older, small-town consumers, Pastoral Pride have a preference for brands made in the US, or at least portray similar values of having consistent products made by honest people. They tell researchers that discount department stores are just as good as upscale chains and they are perfectly happy shopping for clothes and household goods at Walmart, Kmart, Family Dollar and Dollar General. These consumers are split between tech wizards and late adopters, limiting most of their electronics purchases to TV technology.

In their remote communities, Pastoral Pride are average media fans. Many subscribe to newspapers and pay particular attention to the classified sections. They describe magazines as a source of entertainment, reading a mix of outdoor recreation and home-based titles. On TV, they tune in to dramas, game and reality shows as well as early evening shows— often via a satellite dish.

Most Pastoral Pride have little interest in digital media, and the internet doesn’t have as much value to them compared to the average consumer.