This group mainly consists of multigenerational families with children, and household sizes often exceed three members. Marriage rates are lower than average, with many single-parent households or cohabiting families. These residents live primarily in suburban areas with low vacancy rates and limited access to public transportation.
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 |
|---|---|---|---|
32 | Shared Roots | Large multigenerational households in the South and West | |
33 | Up and Coming Families | Southern suburbanites with diverse family structures, education, and employment | |
34 | Generational Ties | Large, multigenerational families in the suburban West |
Segment G1
These communities are mostly located in suburban, and sometimes urban, regions in the South and West. Large households are common, with one in three individuals under 18 years old and nearly half of families having children. There is a significant number of young households, adult children living with parents, and multigenerational families. Approximately one in three residents were born outside the U.S. Employment is common in skilled and service occupations, with key industries being construction, manufacturing, retail trade, and agriculture. Most households earn low- to middle-tier incomes. Housing is relatively affordable, featuring a mix of old and new owner-occupied and renter-occupied homes, with a notable presence of single-family units and mobile homes. Families often have multiple vehicles, and most commutes are under 30 minutes.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 30.4
- Median household size: 3.52
- Predominant household structure (Census 2020): Married couples
- Median household income: $59,647
- Median net worth: $97,589
- Percentage of individuals with completion of a bachelor's degree or higher: 10.4%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Core
- Median home value: $208,064
- Homeownership rate: 60.4%
- Rent burdened households (American Community Survey 2019-2023): 39.5%
- Labor force participation rate: 62.2%
- Unemployment rate: 6.4%
Lifestyle patterns
- Shopping is done at price-competitive stores and often in bulk, prioritizing groceries, clothing, and child-related items.
- Residents often opt for do-it-yourself projects for maintaining their homes, gardens, and vehicles. Many save to travel abroad and financially support their families.
- They stay connected with family abroad using cell phones for video calls, and they keep up with news, soccer, movies, and other content on TV and radio.
- Members of these communities tend to save instead of borrow money but may carry a credit card balance.
Segment G2
Residents in this segment tend to live in suburban neighborhoods in the South, particularly in Texas, Georgia, Florida, and North Carolina. These are large, young families in a variety of household structures: married couples, both with and without children, make up about half of the households, with significant numbers of single-parent households, cohabiting couples with kids, and multigenerational families. Nearly one in three members of this segment hold a bachelor’s or graduate degree. Key employment sectors include health care, retail, education, manufacturing, and construction. There are many first-time homebuyers, and homeowners outnumber renters. Approximately half of homes in this segment were constructed in the last 5 to 10 years. Residents often commute longer distances, frequently outside their county of residence.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 33.6
- Median household size: 3.02
- Predominant household structure (Census 2020): Married couples
- Median household income: $89,093
- Median net worth: $247,071
- Percentage of individuals with completion of a bachelor's degree or higher: 31.0%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $315,564
- Homeownership rate: 73.1%
- Rent burdened households (American Community Survey 2019-2023): 38.5%
- Labor force participation rate: 70.0%
- Unemployment rate: 4.1%
Lifestyle patterns
- Households frequently use coupons for cleaning products, toiletries, and cosmetics.
- These residents tend to spend money on their children, pets, and homes. They often visit movie theaters, zoos, aquariums, and theme parks.
- They often install the latest technology, including smart home devices, TVs, and video game systems.
- These residents often carry mortgages and credit card balances and tend to seek financial advice from others.
Segment G3
These communities consist of large, multigenerational families residing mostly in suburbs in the West, particularly in California, with notable populations in Florida and New York. Average family sizes exceed 3.5 people, the highest in the nation. Children are present in a third of households, including adult children living at home. One in three individuals was born outside the U.S. Nearly half of this segment has some college education, and workers typically hold jobs in health care, retail trade, manufacturing, construction, and transportation that provide middle-tier incomes. They reside in older single-family homes, with much of the housing built before 1970. For nearly a third of households that rent, rental prices are significantly higher than the national average.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 36.9
- Median household size: 3.52
- Predominant household structure (Census 2020): Married couples
- Median household income: $95,282
- Median net worth: $298,163
- Percentage of individuals with completion of a bachelor's degree or higher: 21.5%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Vicinity
- Median home value: $542,261
- Homeownership rate: 71.8%
- Rent burdened households (American Community Survey 2019-2023): 44.0%
- Labor force participation rate: 63.9%
- Unemployment rate: 5.4%
Lifestyle patterns
- Households typically purchase groceries, clothing, and household supplies at warehouse or discount stores, and electronics are frequently bought online.
- Residents tend to maintain more than three vehicles, purchasing new sedans and SUVs, and roadside assistance services.
- They stay in touch with friends and family through regular messaging and phone calls.
- International travel is typically family-oriented.