Who they are (high-level)
Accumulated Wealth represents the most affluent families within the Family Life lifestage. These are established, high-income households, typically college-educated professionals, living in large suburban or exurban homes, often beyond major metro cores.

Key characteristics

• Predominantly married couples with children
• High to very high household incomes
• Strong levels of education and professional employment
• Significant disposable income and accumulated assets

Housing & geography

• Large single-family homes
• Suburban, exurban, and beltway communities
• High rates of homeownership

Lifestyle & spending

• Comfortable, upscale family lifestyles
• Spend heavily on:
  • Children’s activities and enrichment
  • Electronics and technology
  • Smart home devices
  • High-end vehicles
  • Travel (including theme parks and international travel such as European destinations)
• Balance family needs with premium personal consumption

Media & behavior traits

• Digitally fluent and multi-device households
• Heavy users of:
  • Streaming and cable TV
  • News, business, and sports content
  • Online shopping and financial tools
• Respond well to messaging around quality, convenience, reliability, and long-term value

Who they are (high-level)
Affluent Empty Nests are older, financially secure households, generally 45+, whose children have left home. These are high-income, well-educated adults who have accumulated significant assets and now prioritize comfort, experiences, and lifestyle quality.

Key characteristics

• Upper-income to affluent
• High rates of homeownership, often mortgage-free
• College-educated; many are retired or approaching retirement
• Live in suburban, exurban, and upscale second-city communities

• Lifestyle & spending
  • Shift spending away from child-focused expenses toward:
    • Travel and leisure
    • Dining (casual upscale and fine dining)
    • Home upgrades and renovations
    • Financial planning, investments, and wealth management
  • Strong interest in:
    • Cultural activities
    • Golf, fitness, and wellness
    • Premium brands and services

• Technology & media
• • Comfortable with technology, though not bleeding-edge
  • Heavy consumers of:
    • News and financial content
    • Travel and lifestyle media
    • Streaming and cable TV
  • Respond well to quality, trust, and long-term value messaging

Who they are (high-level)
Sustaining Seniors are the oldest and most downscale group within the Mature Years lifestage. These households are typically 65+, often retired, and living on fixed or limited incomes. Many are single-person households, including widows and widowers.

Key characteristics

• Lower income and limited discretionary spending
• High concentration of renters or owners of older, modest homes
• Less formal education on average
• Financially cautious and necessity-driven

Lifestyle & behavior

• Home-centered lives
• Lifestyle & daily life
  • Strongly home-centered
  • Enjoy watching television, gardening, sewing, and woodworking
  • Socialize through veterans’ clubs and fraternal organizations
  • Spending prioritizes:
    • Essentials (utilities, groceries, healthcare)
    • Affordable entertainment
    • Basic transportation needs
  • Less travel; routines are predictable and local

  Technology & media

  • Lowest technology adoption of all lifestage groups
  • Limited use of smartphones, apps, and digital services
  • Media habits skew heavily toward:
    • Traditional broadcast TV
    • Daytime programming
    • Familiar, long-established media brands