This group consists of working professionals in their mid-30s, many of whom were born outside the U.S. They live primarily in urban areas, renting multifamily housing in major metropolitan cities. Residents tend to commute using public transportation or have access to remote work options.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
| Segment code | Segment number | Segment name | Overview |
|---|---|---|---|
16 | Emerging Hub | Young, high-earning, mobile urban professionals | |
17 | Trendsetters | Urban, educated, young professionals with commutes | |
18 | Modern Minds | Urban, educated, affluent households with commutes | |
19 | Metro Renters | Young, educated professionals in urban rentals | |
20 | Laptops and Lattes | Young, educated professionals in major metropolises |
Segment D1
Members of these communities are young, live in cities, and move frequently. These neighborhoods show consistent growth and are composed of large numbers of young graduates and college students who have relocated to the U.S. Most individuals live alone, though some share their homes with roommates or partners. Most earn middle-tier incomes and are employed in full-time professional occupations such as management, finance, computer science, engineering, education, and health care; the rate of remote work is higher than average. Housing options are a mix of single-family and multifamily units. Frequent relocations occur both within and outside the county, and rents are on par with the national average. While owning a vehicle is considered necessary, biking or walking to nearby schools and workplaces is an option.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 36.0
- Median household size: 1.87
- Predominant household structure (Census 2020): Singles living alone; married couples with no kids
- Median household income: $70,356
- Median net worth: $58,291
- Percentage of individuals with completion of a bachelor's degree or higher: 51.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core; Suburb
- Median home value: $369,687
- Homeownership rate: 32.7%
- Rent burdened households (American Community Survey 2019-2023): 35.3%
- Labor force participation rate: 74.0%
- Unemployment rate: 3.6%
Lifestyle patterns
- Residents tend to shop online for groceries, clothing, household essentials, and electronics.
- They often plan domestic trips and spend money on workout wear, team sports apparel, and educational books.
- These residents use the internet to conduct meetings, complete assignments, and search for employment and housing. Social media use is common.
- Playing video games and watching TV are common sources of entertainment.
Segment D2
Nearly all residents in this segment reside in or near metropolitan areas with dense urban populations exceeding 2.5 million. Half of the segment is aged 25 to 44 and many are unmarried. Bachelor’s and graduate degrees are common, and most have completed at least some college education. More than a quarter of the population was born outside the U.S., with many having immigrated in the last decade. Many are employed in professional jobs in industries like technology, health care, and education. Some work from home. Most homes are rented, many in multiunit structures. Of the homes that are owned, nearly three-quarters are valued over $500,000. Over half of workers have lengthy commutes of at least 30 minutes, and use of public transportation is common.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 37.4
- Median household size: 2.18
- Predominant household structure (Census 2020): Singles living alone; married couples
- Median household income: $86,061
- Median net worth: $69,698
- Percentage of individuals with completion of a bachelor's degree or higher: 52.4%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core; Suburb
- Median home value: $741,526
- Homeownership rate: 25.7%
- Rent burdened households (American Community Survey 2019-2023): 40.9%
- Labor force participation rate: 71.5%
- Unemployment rate: 5.3%
Lifestyle patterns
- Digital payment services and online transactions, including ride share and food delivery apps, are widely used.
- They tend to purchase imported beer, organic and natural products, and nondairy milk. Many adhere to specific diets, such as vegetarianism.
- Nearly all households own a computer, often essential for work.
- Residents tend to incorporate exercise into their daily routine. They often engage with their communities through fundraising, local politics, and other activities.
Segment D3
This fast-growing segment is primarily located just outside downtown sections of large cities or in nearby suburbs. Residents are mostly in the 25 to 44 age range, and nearly half of individuals aged 25 and older hold a bachelor’s degree. The segment has grown due to recent immigration, adding to the notable population of individuals born outside the U.S. already living here. Key employment sectors include health care, technology, retail, education, and manufacturing, and incomes often fall in the upper tier. The segment is a mix of homeowners and renters, residing in both single-family and multifamily units. Homes are generally newer, and two-thirds of owned homes are valued above $300,000. Households typically own multiple vehicles. While many have the option to work from home, most commute by car.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 34.6
- Median household size: 2.37
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $91,039
- Median net worth: $121,498
- Percentage of individuals with completion of a bachelor's degree or higher: 49.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
- Median home value: $429,764
- Homeownership rate: 41.4%
- Rent burdened households (American Community Survey 2019-2023): 34.5%
- Labor force participation rate: 76.1%
- Unemployment rate: 3.3%
Lifestyle patterns
- Consumers tend to place orders online from warehouse clubs and department stores.
- These residents spend money on clothing, travel, and dining out, including fast food.
- Social media is commonly used for sharing photos and videos, professional networking, and following favorite brands, sports, and hobbies.
- Individuals tend to explore new exercise and diet regimes and often opt for active vacations.
Segment D4
Located mainly in the centers of major metropolitan areas, these neighborhoods are composed of highly educated young professionals in their 20s and 30s, many of whom were born outside the U.S. Residents often live alone, cohabitate with partners, or share space with roommates. The majority hold a bachelor’s degree or higher, and a significant portion are enrolled in college. They work in professional or management positions with upper-tier incomes. Most homes are rented in buildings with 20 or more units, many of which have been constructed since 2010. Working from home is common. These areas also experience significant daytime population growth as hubs for workplaces, restaurants, and entertainment. Walking, ridesharing, or public transportation are common for commuting.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 32.9
- Median household size: 1.60
- Predominant household structure (Census 2020): Singles living alone
- Median household income: $94,766
- Median net worth: $51,079
- Percentage of individuals with completion of a bachelor's degree or higher: 73.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core
- Median home value: $566,069
- Homeownership rate: 15.8%
- Rent burdened households (American Community Survey 2019-2023): 33.0%
- Labor force participation rate: 78.8%
- Unemployment rate: 3.1%
Lifestyle patterns
- Residents often shop at specialty grocery stores for natural, organic, and environmentally friendly products.
- They tend to go to movies, musicals, theater, bars, clubs, and museums.
- These residents tend to use the internet for banking, digital payments, social media, shopping, and reading digital newspapers.
- They frequently travel both domestically and internationally.
Segment D5
These neighborhoods are located in and around the largest, most densely populated metropolises in the country. Residents are young, and many live alone, with roommates, or as unmarried couples. One in three individuals aged 25 and older holds a graduate degree. They work in management, business, and computer-related fields in the technology, finance, health, and education sectors and earn upper-tier incomes. They may also make money through investments, rental properties, or operating their own businesses. Members of this segment generally rent property in mid- to high-rise buildings, with a mix of new construction and renovated units built before 1950. This is the most expensive market to rent or own housing relative to typical incomes. Commutes are often long; this segment ranks the highest for remote working.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 36.2
- Median household size: 1.95
- Predominant household structure (Census 2020): Singles living alone; married couples with no kids
- Median household income: $145,759
- Median net worth: $233,707
- Percentage of individuals with completion of a bachelor's degree or higher: 78.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Urban Core
- Median home value: $918,816
- Homeownership rate: 35.9%
- Rent burdened households (American Community Survey 2019-2023): 29.3%
- Labor force participation rate: 79.6%
- Unemployment rate: 3.2%
Lifestyle patterns
- Consumers tend to shop online for clothing, groceries, household essentials, and other goods.
- Residents spend money on travel, entertainment, fine dining, and fashion.
- They frequently listen to podcasts, buy physical books, and follow news websites, and they tend to own the latest electronics and accessories.
- Residents schedule regular medical appointments, emphasize healthy eating, and integrate exercise into their routines.