This group consists primarily of college students, college educators, and full-time military families. Mostly unmarried and in their late teens to early 20s, they often work part-time jobs—in sectors such as service, education, food, retail, and the arts—while pursuing degrees. The presence of both students and educators contributes to a wide range of income levels. They typically live in rental housing near campuses or military bases and move frequently.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
Segment B1
These neighborhoods are found in the centers and suburbs of metropolitan areas, with a notable presence in cities of 100,000 to 500,000 people. The residents in this segment represent the youngest demographic among all Tapestry segments. Predominantly college-focused, they are pursuing bachelor's and graduate degrees and are mostly unmarried, in their late teens to early 20s. They are often employed part-time in service occupations, reflecting their student lifestyle, while full-time workers are primarily professional faculty and support staff, with some higher rates of employment in government sectors. Income disparity is common given the large student population—who often rely on families or student loans for financial support. Housing for this segment is a blend of on-campus and off-campus living. Most reside in multiunit buildings with five or more units, such as dormitories or apartments, featuring a mix of old and new housing.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 21.8
- Average household size: 2.02
- Predominant household structure (Census 2020): Singles living alone; singles with roommates
- Median household income: $30,376
- Median net worth: $10,265
- Percentage of individuals with completion of a bachelor's degree or higher: 58.4%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core; Suburb
- Median home value: $341,024
- Homeownership rate: 6.9%
- Rent burdened households (ACS 2020-2024): 58.1%
- Labor force participation rate: 47.9%
- Unemployment rate: 8.1%
Lifestyle patterns
- To save money, residents tend to choose generic brands and environmentally friendly budget products. They often visit convenience stores for snacks.
- Socially active, they tend to go out to movies, bars, beaches, and theme parks, often opting for fast food or take-out.
- Individuals are active on social media and play video games, frequently purchasing consoles and accessories. Podcasts, music services, and dating apps are popular. Many own computers, but a significant number depend on school-provided internet for academics and entertainment.
- They are passionate sports fans and participate in various team and individual sports. They also attend professional games and follow their favorite teams on TV.
Segment B2
Communities in this segment are spread across the country and are most often located in and around city centers and in the suburbs. Neighborhoods are frequently located in the largest metropolitan areas, but there is a significant presence in smaller cities of 100,000 to 250,000 people. These residents are a mix of students and individuals affiliated with universities. Actively enrolled students constitute nearly half of the population, with many having recently moved to the United States. Nearly half of the population holds a bachelor’s or graduate degree. Part-time work is common, often within a biking or walking distance from home, in jobs linked to colleges or supporting industries such as food service and accommodations. Rates of government employment are also high. Around three-quarters of residents are renters, and on-campus and multifamily housing is typical.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 24.6
- Average household size: 2.06
- Predominant household structure (Census 2020): Singles living alone; singles with roommates
- Median household income: $48,484
- Median net worth: $14,948
- Percentage of individuals with completion of a bachelor's degree or higher: 49.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core; Suburb
- Median home value: $302,244
- Homeownership rate: 25.0%
- Rent burdened households (ACS 2020-2024): 46.8%
- Labor force participation rate: 61.9%
- Unemployment rate: 5.7%
Lifestyle patterns
- With tight and often fixed budgets, residents tend to shop around for deals, using coupons, sales, and free shipping.
- Despite their budget-conscious habits, however, they favor environmentally safe, natural, and organic products, even when these cost a bit more.
- They are avid readers of various media, subscribing to digital newspapers, listening to podcasts, and reading print fiction.
- Busy schedules make residents lean toward quick and easy meals; many are regulars at the gym and participate in multiple sports.
Segment B3
These small communities are typically located in suburban regions near military facilities, with the highest concentrations in the South and West. This segment primarily consists of young, married couples, with or without children, as well as nonfamily and single-parent households. Many in this segment are affiliated with the military and work full-time. Government and federal employment rank higher than in any other segment. Many have completed some college or earned an associate degree; the proportion of individuals with bachelor’s or graduate degrees is relatively low. Residents tend to move frequently and rent subsidized housing in relatively new developments. The daytime population is significantly higher than the national average due to the presence of armed forces personnel both on and off bases.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 22.9
- Average household size: 3.04
- Predominant household structure (Census 2020): Married couples with kids
- Median household income: $74,555
- Median net worth: $19,348
- Percentage of individuals with completion of a bachelor's degree or higher: 35.7%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $368,530
- Homeownership rate: 3.3%
- Rent burdened households (ACS 2020-2024): 43.1%
- Labor force participation rate: 21.2%
- Unemployment rate: 6.4%
Lifestyle patterns
- Common purchases include products for babies and children. They are protective of their families: insurance coverage is comprehensive, including property, personal, home and renter's, auto, and dental health insurances.
- The lifestyles of these residents are predominantly family-focused. They allocate more spending to video games than any other form of entertainment.
- At home, they stream movies, watch sports, play board games, and read.
- Residents lead highly active lifestyles, participating in a variety of outdoor activities. They also tend to visit museums, zoos, and movie theaters.