Geographyand Demographics
Welcome to our Gen X Segment Scrapbook. No need for sugar paper and glue sticks, we’ve already done the hard work to uncover the geographic and demographic quirks of Gen X. Start scrolling to explore how the different segments live, love, earn and own.Welcome to our Gen X Segment Scrapbook. No need for sugar paper and glue sticks, we’ve already done the hard work to uncover the geographic and demographic quirks of Gen X. Start scrolling to explore how the different segments live, love, earn and own.
Geographyand Demographics
Welcome to our Gen X Segment Scrapbook. No need for sugar paper and glue sticks, we’ve already done the hard work to uncover the geographic and demographic quirks of Gen X. Start scrolling to explore how the different segments live, love, earn and own.Welcome to our Gen X Segment Scrapbook. No need for sugar paper and glue sticks, we’ve already done the hard work to uncover the geographic and demographic quirks of Gen X. Start scrolling to explore how the different segments live, love, earn and own.
Regional Clusters
Wish you were here? Postcards from across the UK reveal where each Gen X segment is making their mark — from city slickers to countryside dwellers.Wish you were here? Postcards from across the UK reveal where each Gen X segment is making their mark — from city slickers to countryside dwellers.
are flocking to London. They’re over-indexed here, bringing their high incomes and diverse perspectives to the capital.are flocking to London. They’re over-indexed here, bringing their high incomes and diverse perspectives to the capital.
are also making London their basecamp for busyness, with a strong concentration in the city.are also making London their basecamp for busyness, with a strong concentration in the city.
cluster quietly in the East of England and the North East.cluster quietly in the East of England and the North East.
are mostly tucked neatly away in Yorkshire and Northern Ireland.are mostly tucked neatly away in Yorkshire and Northern Ireland.
are spreading their roots across London, the South West, and Wales.are spreading their roots across London, the South West, and Wales.
over-index in the West Midlands and Northern Ireland.over-index in the West Midlands and Northern Ireland.
HomeOwnership
They’ve got the keys. We've got the secrets. Who’s made it onto the property ladder and who’s still renting? Find out below.
“We’ve got the keys!”
83% of Comfortable Traditionalists are homeowners (vs. 65% average).
“Home is where the ambition is.”
77% of Adventurous Achievers are homeowners.
“Still renting, still venting.”
With only 34% homeowners, Cynical Fatalists are the least likely segment to own.
Relationships
Love hearts don’t lie. These sugary stats reveal who’s coupled up, who’s single, and who’s seriously over it.
Children
Our retro robot is ready to spill the beans on who's raising teens and who’s keeping things kid-free.
Beep boop. Gen X parental data incoming.
"Short Termers" are most likely to
have kids—especially teens
(61% vs. 41% average)
"Comfortable Traditionalists" least
likely to have children in the house
(47% vs. 33%)
"Anxious Planners" are also less
likely to have kids (42% vs. 33%)
Employmentand income
Have a sneaky peak at jobs and earnings to see who’s climbing the corporate ladder and who’s feeling the financial pinch.
The Employment Gap
Busy Short Termers are the most professionally active with
Adventurous Achievers follow closely
at 95%Cynical Fatalists are least likely to be working
at 59%Adventurous Achievers are top earners on
£70k vs. £46k averageBusy Short Termers are
next up on £56kComfortable Traditionalists bring in a bit more than
average on £51kProgressively Engaged earn
below average on £35kAnxious Planners bring
in even less on £30kCynical Fatalists have the lowest household
income of all on £27k
GenderandDiversity
From gender balance to ethnic backgrounds, here we tune in to show who’s represented, and where the differences lie.
62%
of Anxious Planners are women vs. 47% average.