Brand

Group profile

Many residents are of normal retirement age or above and live in communal establishments, and there are few dependent children. The dominant property type is a mix of retirement flats and detached houses. Those in work are likely to be employed in managerial and professional occupations, and many residents are educated to degree level. Levels of owner occupation are high, but the private rental sector is also present. Rural locations predominate.

Wider pattern

Pervasive throughout the UK, members of this Supergroup typically own (or are buying) their detached, semi-detached or terraced homes. They are also typically educated to A Level/Highers or degree level and work in skilled or professional occupations. Typically born in the UK, some families have children, although the median adult age is above 45 and some property has become under-occupied after children have left home. This Supergroup is pervasive not only in suburban locations, but also in neighbourhoods at or beyond the edge of cities that adjoin rural parts of the country.

Group profile

Predominantly located in neighbourhoods on the outskirts of Greater London, residents of these neighbourhoods typically have their highest qualifications below degree (Level 4) level, with those still in work engaged in skilled trades and occupations in distribution, hotels and restaurants. There is low ethnic diversity in these neighbourhoods and high levels of Christian religious affiliation. Detached or terraced houses predominate, often with spare rooms.

Wider London pattern

The age distribution of these neighbourhoods is skewed towards the middle-aged and old, although few residents live alone or in communal establishments and numbers of dependent children are around average. Owner occupation is the norm, as is residence in detached or semi-detached houses. Residential densities are low and many households have spare rooms. Most residents were born in the UK and, aside from some identifying as members of Chinese or Indian ethnicities, identify as White. Mixed ethnicity households are rare. Incidence of married couples is higher than average and few individuals have never been married. A large proportion of individuals still in employment work in administrative and secretarial occupations, or in the construction industry. Few residents are students, and many households own more than one car.