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Segment Code: 50

Segment Name: Heartland Communities

 LifeMode Group: L5 Senior Styles

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Segment Code: 25

Segment Name: Salt of the Earth

 LifeMode Group: L11 Factories & Farms

 Urbanization Group: U10 Rural I

Demographic: These married couples with and without children have a median age of 39.5 years. One fifth of Salt of the Earth residents live in single-person households. Nearly 95 percent of the population is white.

Socioeconomic: Salt of the Earth residents live in blue-collar neighborhoods in rural areas or small towns. Hardworking, primarily in agriculture, manufacturing, or mining, these workers are slightly older than the U.S. median age of 36 years with low unemployment rates. They earn a median household income of $46,300 that parallels that of the United States median. Income sources include wages, dividends, rental income and Social Security benefits. Their net worth is nearly $90,000.

Residential: Most Salt of the Earth residents own single -family detached homes with a median value of $111,200. Some live in mobile homes.

Preferences: As the segment name implies, Salt of the Earth residents are settled, traditional and hard working. Their consumer preferences reflect their background; they concentrate on home, yard and auto maintenance. They’re frequent shoppers at True Value hardware stores and order garden supplies, seeds and plants by phone, mail or online. They purchase men’s gloves, work boots and hunting clothes. Salt of the Earth residents heat their homes with oil, coal or wood stoves and kerosene heaters. Do-it-yourself lawn and landscaping maintenance requires tools; Salt of the Earth residents own riding lawnmowers, garden tractors, garden tillers, and purchase vegetable and flower seeds and plants. They’re equally busy inside, installing exterior doors, vinyl flooring and papering walls. Tools owned by Salt of the Earth residents for these projects include woodworking equipment such as saws and welders. They own two- or four-door trucks to haul their do-it-yourself materials. Salt of the Earth residents are also vehicle tinkerers; if they can’t perform the task themselves, they take their vehicles to discount department stores. No “designer” coffee for this segment; Salt of the Earth residents drink Maxwell House Rich French Roast. Television is important to Salt of the Earth households; they own satellite dishes and three sets. They watch entertainment and news specials, Country Music Television and QVC. Their magazine preferences reflect their lifestyle; they read hunting, fishing and gardening publications. They listen to country music radio. Leisure time is spent with their pets, hunting, fishing, and playing softball. Salt of the Earth investments are conservative; residents own U.S. savings bonds, carry personal loans, and hold a personal credit line. They hold low-value homeowners’ and life insurance policies. Always searching for bargains, Salt of the Earth residents patronize chain grocery and warehouse stores. Health-conscious Salt of the Earth residents take One-A-Day vitamins, visit nurse practitioners, and take prescription medications for sinus congestion and headaches. Civic - minded Salt of the Earth residents visit elected officials, join veterans’ clubs and fraternal organizations, belong to a union, serve on church boards and fund-raise.     

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Segment Code: 42

Segment Name: Southern Satellites

 LifeMode Group: L11 Factories & Farms

Urbanization Group: U11 Rural II

Demographic: Southern Satellites make up almost three percent of all U.S. households. They are slightly older than the U.S. median of 36.0 years, with a median age of 36.9 years. Most Southern Satellites households are married couples, with or without children; some single-person households are also typical. This segment is not ethnically diverse; more than 85 percent of the population is white.

Socioeconomic: Median household income for Southern Satellites residents is $36,000; their median net worth is $64,000. Although some Southern Satellites residents receive Social Security benefits, most income for this segment comes from wages or salary. These neighborhoods are dominated by a single manufacturing and/or construction industry. Residents also do some farming. Almost one third do not have a high school diploma, a figure well above the U.S. average of 20 percent.

Residential: Single-family detached houses and mobile homes are the primary housing types in Southern Satellites neighborhoods; almost a third of these families own mobile homes. Southern Satellites homes are newer, with a median value of $76,200, about half the U.S. median. They are found primarily in the rural South.

Preferences: Hunting and freshwater fishing are important activities in Southern Satellites households. They buy hunting clothes and flea and tick products for dogs and cats; they own kerosene heaters, riding lawnmowers and garden tillers, but probably not snowblowers. Because they own this equipment, they probably would not hire a lawn maintenance service. They might apply for a personal loan, own homeowners insurance policies valued below $75,000 or take prescription drugs for migraine headaches. Southern Satellites residents would probably serve on a church board, attend country music performances, search the Yellow Pages for pharmacies and insurance agents. They own a satellite dish to watch Country Music Television, listen to country music radio over jazz radio, and read hunting and fishing magazines. They are not likely to shop at Macy’s or join a frequent flyer program.    

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Segment Code: 46

Segment Name: Rooted Rural

 LifeMode Group: L12 American Quilt

Urbanization Group: U11 Rural II

Demographic: The population is older than the national median of 36.0 years with a median age of 40.4 years. Married couples with and without children are typical of Rooted Rural households. Most of the Rooted Rural residents are white.

Socioeconomic: The median household income for Rooted Rural households is $34,500; their net worth is $71,500. Both of these figures are nearly three quarters of the U.S. medians. Income is derived from wages and retirement income. About one-third of the households are already drawing Social Security benefits. They have attended high school. Rooted Rural residents rank in Tapestry’s top five segments for employment in farming and agriculture. Other employment opportunities are available in the manufacturing, construction, retail, and healthcare industries.

Residential: Rooted Rural neighborhoods are located in rural areas or small towns and include mainly single-family detached houses with an above-average percentage of mobile homes and seasonal housing. More than 80 percent of their homes are owner-occupied with a median home value of $79,500. Most homes were built after 1970. They tend to “stay put” and don’t move very often.

Preferences: Rooted Rural residents are “do-it-yourselfers”; they have installed vinyl flooring and service their vehicles themselves. They might spend more than $500 per year on tires. They own welders, chainsaws and drill presses. They buy tillers, tractors, lawnmowers, vegetable plants and seeds to tend their gardens. To hold the bounty from their gardens, Rooted Rural residents own a separate freezer. They tend to own investment CDs longer than six months, and join special seniors banking clubs. Favorite grocery stores are IGA and Winn-Dixie. They use shortening, yeast and cornmeal for meal preparation. They take prescription medications for diabetes and arthritis. They buy western boots and hunting clothes. They attend country music performances, join civic and veterans’ clubs, read hunting and fishing magazines, listen to country radio, and own a satellite dish. Rooted Rural residents order merchandise from the J.C. Penney catalog, and seeds, plants and coffee by mail, phone or online. They probably wouldn’t participate in a regular exercise program, read women’s magazines, listen to jazz radio or shop at Macy’s.    

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Segment Code: 57

Segment Name: Simple Living

 LifeMode Group: L5 Senior Styles

Urbanization Group: U6 Urban Outskirts II

Demographic: Even though the median age of this segment is 39.5 years, many Simple Living residents are 65 years or older. Half of these residents are single, 20 percent are married couples without children and the rest are evenly split between married couples with children and single parents. Most Simple Living residents are white; some blacks and Hispanics also live in these neighborhoods.

Socioeconomic: With many retirees in this segment, only 62 percent earn their median household income of $26,000 from salaries or wages. Simple Living residents rely on retirement, Social Security, supplemental security and public assistance benefits for support. Their median net worth is $81,800. Only 14 percent of Simple Living residents hold a Bachelor’s or graduate degree; 28 percent did not finish high school. They work in service and skilled labor occupations in the healthcare, retail trade and accommodations/food services industries.

Residential: Simple Living residents live in dense urban fringes. Nearly half of their relatively older housing was built in 1950 or earlier. Housing is about evenly mixed between single family and multi-unit dwellings. Just over half rent; owner-occupied units have a median home value of $86,000. Most households have either one vehicle or no vehicles.

Preferences: Limited resources prevent Simple Living residents from making many purchases. They have air conditioners in separate rooms. They drink Maxwell House ground coffee, own one television set, and join special seniors’ banking clubs. Simple Living residents eat deviled ham, canned stews, Italian bread and packaged pasta salads. They hold life and homeowners’ insurance policies valued below $50,000. Simple Living residents serve on school or church boards, join veterans’ clubs and attend country music performances. They might participate in hunting, softball or tennis. They watch syndicated programming such as Full House and Fresh Prince of Bel Air and Hollywood Squares and the Game Show Network on cable. When they eat out, they go to family restaurants and steak houses such as Ponderosa, Big Boy and Bob Evans Farms. They fill their prescriptions at the Wal-Mart Pharmacy and shop in department, clothing and variety stores. Simple Living residents probably wouldn’t buy books at warehouse stores, hire an outside contractor for home improvement projects, visit theme parks, or hold long-term-care insurance policies.    

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Segment Code: 53

Segment Name: Home Town

LifeMode Group: L11 Factories & Farms

Urbanization Group: U8 Suburban Periphery II

Demographic: The median age for Home Town residents is 33.6 years. Above-average concentrations of single parent and single -person households characterize these neighborhoods. Home Town neighborhoods are almost 75 percent white, with above-average percentages of blacks and American Indians.

Socioeconomic: The median household income for Home Town residents is $27,900; their net worth is $59,200. With slightly more than 70 percent of their income derived from wages and salaries, they also rely on Social Security, supplemental security and public assistance for support. In education, 34 percent haven’t graduated from high school compared to 20 percent nationally. Only seven percent hold a Bachelor’s or graduate degree compared to 25 percent nationally. Although unemployment is fairly high, most of those who are working find service or skilled labor jobs. The manufacturing, retail trade, construction, transportation and support services industries are the primary sources of employment for these residents.

Residential: These low-density, settled neighborhoods in the Midwest and South rarely change. Home Town residents may move from one house to another, but they seldom cross the county line. More than 70 percent live in single -family detached homes; another 12 percent live in two to- four unit structures. Nearly half of the homes are owner-occupied with a median value of $55,300, only 40 percent that of the U.S median value. Most homes were built before 1960.

Preferences: Home Town residents buy books from a department store, join a special seniors banking club, and own a lawn or garden tractor. Home Town residents will eat no-bake cakes, cook with cornmeal, and serve children’s prepared dinners. They hold personal property insurance policies valued below $25,000, visit online chat rooms, and serve on a church board. They watch syndicated television such as Sabrina, Mad About You and The Jenny Jones Show and listen to the radio on weekends. They search the Yellow Pages for video equipment, insurance agents and supermarkets. Home Town residents own dogs as pets and buy packaged moist dog food. They eat at Golden Corral and Ponderosa family restaurants; their fast-food favorites are Hardees, Rally’s and Krystal’s Burgers. They shop at Belk and Wal-Mart Pharmacy; they also buy cosmetics in-home from Avon. Home Town residents are heavy smokers. They enjoy practicing martial arts, attending Monday night pro-football games and freshwater fishing.    

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Segment Code: 29

Segment Name: Rustbelt Retirees

 LifeMode Group: L5 Senior Styles

Urbanization Group: U8 Suburban Periphery II

Demographic: Most Rustbelt Retirees can be found in older, industrial Northeastern cities; those found in Pennsylvania or around the Great Lakes are typical of these neighborhoods. Their median age is 43.2 years. More than 90 percent of the population is white.

Socioeconomic: Their median household income of $44,800 is derived from wages, dividends and rental properties. Their median net worth is $98,500. Although many are still working, 40 percent are drawing Social Security income. Many have graduated from high school; almost 30 percent have attended some college and 12 percent hold bachelor’s degrees. They work mostly in professional, management and service occupations.

Residential: Rustbelt Retirees’ owner-occupied, single-family homes in the city hold a current market value of $104,600. Unlike many retirees, those in the Rustbelt are not inclined to move.

Preferences: Rustbelt Retirees are settled, hard working residents who have owned and lived in the same place for years. They are practical consumers who work on their homes and yards. Snow blowers, shovels, dehumidifiers, trimmers and shop vacuums are household necessities in these snowbelt neighborhoods. Big-ticket home improvement purchases include downspouts and gutters, vinyl flooring, horizontal blinds kitchen furniture and recliners. They search the Yellow Pages for general contractors and plumbers. Rustbelt Retirees drink Maxwell House coffee and diet sodas. Television is important to these residents; they own three TV sets and watch QVC and Primetime Thursday. To keep up with home and garden improvement projects, they watch This Old House, Bob Vila’s Home Again and Home and Garden Television on cable. Financially conservative Rustbelt Retirees own shares in tax-exempt funds, annuities, and contribute to IRA retirement savings accounts. They hold consolidation loans, and separate whole life, variable life and theft and loss insurance policies. Health-conscious Rustbelt Retirees visit their cardiologists, join Weight Watchers for diet control, take Centrum Silver vitamins, and prescription medications for osteoporosis. Spare time is spent gambling in Atlantic City, caring for their pets, attending ice hockey and baseball games. Rustbelt Retirees are joiners; they belong to unions, veterans’ clubs and fraternal orders.    

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Segment Code: 14

Segment Name: Prosperous Empty Nesters

 LifeMode Group: L5 Senior Styles

Urbanization Group: U7 Suburban Periphery I

Demographic: With a median age of 46.1 years, more than half of Prosperous Empty Nesters households are headed by someone aged 55 years or older. These well-educated married couples are shedding their childrearing responsibilities for a prosperous retirement. More than 90 percent of these residents are white; Prosperous Empty Nesters neighborhoods are not ethnically diverse.

Socioeconomic: Their median income of $64,100 will support their current lifestyle of travel and home improvement. With a median net worth of $164,000, 1.7 times that of the national median, they are investing prudently for the future. Although these households still earn approximately 70 percent of their income from wages and salaries, 37 percent collect Social Security income and 58 percent collect some form of investment or dividend income. More than one-fifth hold college degrees; nearly 30 percent of the others have attended college. Many Prosperous Empty Nesters residents are still working in well-established careers holding professional and management positions in the finance, legal and education industries.

Residential: Most of Prosperous Empty Nesters (83 percent) live in single-family detached houses with a median home value of $171,400. They do not tend to live in new homes; 43 percent of their homes were built in the 1950s and 1960s.

Preferences: Women’s parkas, men’s ties and ski clothes are favorite apparel purchases of Prosperous Empty Nesters residents. They might belong to auto clubs, own dehumidifiers and drink imported table wines. Prosperous Empty Nesters buy history and mystery books; they also read two or more daily newspapers, listen to sports radio and watch entertainment specials on television. Computer-savvy Prosperous Empty Nesters would spend more than $2,000 for a home computer and use the Internet to buy airline tickets and check their stocks. Their financial health is important to Prosperous Empty Nesters, so they consult financial planners, join special senior banking clubs, hold homeowners’ insurance policies valued at less than $300,000, own longterm- care insurance policies and annuities. Physical health is front and center to Prosperous Empty Nesters who take prescription drugs for osteoporosis, own and use their treadmills at home and take vitamins. Proud of their properties, Prosperous Empty Nesters residents might spend up to $5,000 for home improvements. Interested in civic affairs, Prosperous Empty Nesters work on political campaigns, join fraternal organizations, write to a newspaper or magazine editor and donate to charities. They enjoy dining out at Friendly’s, Cracker Barrel, Bob Evans Farms, and Perkins Family Restaurants.    

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Segment Code: 32

Segment Name: Rustbelt Traditions

 LifeMode Group: L10 Traditional Living

Urbanization Group: U5 Urban Outskirts I

Demographic: Rustbelt Traditions are the backbone of older industrial cities in states bordering the Great Lakes. For years these residents sustained the manufacturing industry that drove the local economies. Their median age is 36.1 years. Rustbelt Traditions households are a mix of married couples, single parents and singles without children. Most of these residents are white with some black and some Hispanic populations represented.

Socioeconomic: Their median household income is $41,400. Most Rustbelt Traditions earn wages; others receive retirement and Social Security benefits. Their median net worth is $80,700. Most are high school graduates; some have attended college. Rustbelt Traditions work in the services, retail, administration and government sectors; some hold professional and management positions.

Residential: Most live in modest, single-family houses with a median value of $87,500. Over 60 percent of the housing in these neighborhoods was built prior to 1960.

Preferences: The segment name is an accurate description of Rustbelt Traditions residents. They are solid citizens who have lived, worked, spent and played in the same area for years. They don’t follow fads; they stick with the products and services they know. Some purchases reflect their attentive maintenance of their homes and yards; Rustbelt Traditions own dehumidifiers, work boots and gloves, kerosene heaters, lawnmowers, lawn sprinklers, trimmers and snowblowers. For specialized projects, Rustbelt Traditions will contract for roofing, flooring and carpet installations. Financially conservative Rustbelt Traditions have a personal loan that is not associated with a student loan or a vacation loan. They hold low-value variable life and homeowners’ insurance policies. Rustbelt Traditions will see a doctor for diet control, buy lenses and sunglasses from optical discount stores, exercise on a stationary bike at home and take garlic supplements. They also buy foods that are labeled as high-fiber and low-cholesterol. They are members of veteran clubs. Target shooting and bowling are some of their favorite leisure activities. They’re devoted pet owners. Watching television is an important activity to Rustbelt Traditions. They watch entertainment and news specials, Victory Garden and QVC. Rustbelt Traditions watch their pennies and look for bargains in the J.C. Penney catalog, and at Sam’s Club warehouse store, Shop ‘N Save, Aldi, Walgreen’s and Lerner. Rustbelt Traditions probably wouldn’t bank by mail, join a business club or listen to all-talk radio.     

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Segment Code: 48

Segment Name: Great Expectations

 LifeMode Group: L7 High Hopes

Urbanization Group: U5 Urban Outskirts I

Demographic: Young singles and married couples dominate this large urban market that represents nearly six million people. Their median age is 33 years; an above-average percentage of these householders are still in their twenties. Whites, blacks and Hispanics populate this segment.

Socioeconomic: The median household income of $33,800 and net worth of $68,730 are low compared to that of the U.S. Although most of their income is derived from wages and dividends, some residents receive Social Security benefits. Many have graduated from high school; nearly 30 percent have some college credits, just beating the U.S. average of 27 percent who have earned some credits. The service, manufacturing and retail industries are the primary employers of Great Expectations residents.

Residential: Nearly half own single -family houses with a median value of $89,500; the rest pay rent of approximately $528 for apartments in small two-19 unit buildings. Most homes in these older suburban neighborhoods were built before 1960.

Preferences: Great Expectations residents own a room air conditioner, drink low- no-alcohol beer and buy baby and children’s products. They own one television set, have a student loan, hold renter’s insurance policies and take prescribed drugs for anxiety. They play pool and join veteran’s clubs. They use the Yellow Pages to find pharmacies and healthcare facilities. Great Expectations residents watch syndicated television, eat at family restaurants, practice martial arts and kickboxing. They use caller ID. They probably wouldn’t buy Starbucks ground coffee, own a home equity credit line, take vitamins, listen to all-talk and sports radio or order flowers online.     

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Segment Code: 33

Segment Name: Midlife Junction

LifeMode Group: L10 Traditional Living

Urbanization Group: U8 Suburban Periphery II

Demographic: The segment name says it all: Midlife Junction residents are phasing out of the child-rearing years and approaching retirement. They are married couples with and without children and single persons. Few households still have children living at home. Their median age is 40.1 years. Most of these residents are white.

Socioeconomic: Most Midlife Junction residents are still working, earning a median household income of $41,800 derived from wages, dividends, rental properties, retirement income and Social Security benefits. Their net worth is $101,200. Nearly one-third draws retirement funds. Many have graduated from high school; some hold college credits. They work in the service, manufacturing, healthcare, sales and administrative industries. About ten percent of Midlife Junction residents are self-employed.

Residential: Most Midlife Junction residents still own their single -family detached houses although some are giving up their home ownership responsibilities and moving into multiunit apartment buildings. Their median home value is $117,300.

Preferences: As Midlife Junction residents pass from child rearing into retirement, they live quiet, settled lives. They spend their money carefully and don’t succumb to fads. Those who are still in their houses are opting for low-maintenance conveniences such as heat pumps, trash compactors, self-cleaning ovens, riding mowers and kerosene heaters. They contract for the installation of downspouts, gutters and roofing. They purchase books from department stores. Midlife Junction residents use cordless phones. They own Sony computers. They search the Yellow Pages for carpet cleaning services, healthcare facilities and florists. Fiscally conservative Midlife Junction residents belong to senior banking clubs, own savings certificates and consult financial planners. They hold boat owners’, travel and homeowners insurance policies. Mindful of their health, Midlife Junction residents take vitamin supplements, arthritis medication and shop for sugar-free foods. Favorite family restaurants include Krystal’s, Ruby Tuesdays and Captain D’s. They search for bargains in the J.C. Penney catalog and at Belk, Lowe’s and Wal-Mart. They also order from the Eddie Bauer and Land’s End catalogs. Midlife Junction residents join veterans’ and civic clubs, serve on church boards and work on political campaigns. They listen to religious radio and watch entertainment and news specials on television. They go power boating, attend college football games and enjoy hunting. Midlife Junction residents probably wouldn’t use a stock rating service, wear tinted contact lenses, or own a satellite dish.  

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