The map opens in Map Viewer.

This map highlights the predominant generations that make up the population of the United States. The predominant generation is the generation with the largest population compared to the other generations in a given area.

Each generation is represented by a different color. For example, the Baby Boomer Generation is purple, Generation X is blue, and the Millennial Generation is teal.

At this zoom level, you only see purple, teal, and green United States counties. It appears that baby boomers (in purple) are the predominant generation in most counties, with the Millennial Generation (in teal) and Generation Z being the predominant generations in fewer, but still a notable number of, counties.

Notice the different sizes of symbols on the map. The symbol size shows the sum of the generational categories—that is, the total population in each county. For example, you can see several large symbols in Southern California representing counties with over 1,500,000 people.

The map zooms to the area surrounding Los Angeles. At this zoom level, the generational population data is broken down by census tract area. United States census tracts divide state counties into smaller geographic areas, which are useful for revealing local spatial patterns. You can see that the Millennial Generation is the predominant generation in most of the census tracts around Los Angeles.

Your travel agency is located west of the Harbor Freeway near the Hollywood Freeway, which is surrounded by predominantly Millennial Generation census tracts.

Take some time to review the pop-up information.

Millennials are predominant by a significant amount, with a population of 1,720 compared to a baby boomer population of 302.

There is a similar pattern of strong predominance of millennials over baby boomers and other generations.

With the predominance of millennials over baby boomers and the relatively low population of baby boomers in tracts near the Los Angeles agency, this agency doesn't appear to be a suitable location to launch your luxury travel services.

Next, you'll see whether Washington, D.C., is more suitable.

The map zooms to Washington, D.C., and the surrounding region. It's immediately apparent that this region has mostly millennial-dominated (teal) census tracts close to the city center.

Your travel agency is northwest of the city center, near the Potomac River. There are predominantly millennial (teal) census tracts in this area. However, they may be worth examining more closely, as their total populations are larger than 7,000, which is evident from the size of the symbols and the map's legend.

The pop-up indicates that the baby boomer population is 1,129, while the millennial population is 4,669.

The tracts near your Washington D.C. agency have slightly higher numbers of baby boomers than those near the Los Angeles agency. Washington D.C. may be a better candidate than Los Angeles for launching luxury travel services to baby boomers. However, you want to look at your third location, Chicago, before making a decision.

Most of the tracts around Chicago are teal, indicating a predominance of millennials. However, there is a cluster of purple baby boomer tracts in Near North Side, close to Lake Michigan. This is where your travel agency is located.

The population of baby boomers is nearly 700, but millennials are not far behind, with a population of about 500.

When you add the baby boomer populations from these tracts together, the total number of baby boomers is significant. Most importantly, all the tracts are in close proximity to your Chicago travel agency. It looks like you may have found the best place to launch your luxury travel services.