Ogilvy

Group profile

These predominantly ageing households typically have no resident dependent children. Most are owner-occupiers and live in detached houses in low density residential developments (although renting is more common than in the rest of the Supergroup). White ethnicity predominates. Residents are typically beyond retirement age but those still in work have managerial, professional or skilled trade occupations. White ethnicity and Christian religious affiliation predominate. Neighbourhoods are located throughout rural UK.

Wider pattern

Typically married but no longer with resident dependent children, these well-educated households either remain working in their managerial, professional, administrative or other skilled occupations, or are retired from them – the modal individual age is beyond normal retirement age. Underoccupied detached and semi-detached properties predominate, and unpaid care is more prevalent than reported disability. The prevalence of this Supergroup outside most urban conurbations indicates that rural lifestyles prevail, typically sustained by using two or more cars per household.

Group profile

Many residents of these accessible neighbourhoods have wide-ranging non-UK European origins. Typically residing in privately rented flats, many residents live alone and are beyond normal retirement age. There are more students than elsewhere in the Supergroup, some of which live in communal establishments. Household residents are often drawn from different ethnic groups.

Wider London pattern

These neighbourhoods house people of all ages, predominantly of White British or European extraction. Resident turnover is low. Religious affiliation is less common than average and tends to be Christian if expressed. Homeownership, typically of terraced houses, is common but use of the social rented sector is not. Employment is typically in professional, managerial and associate professional or technical occupations. There are few full-time students. Level 4 qualifications are common. More households lack dependent children than have them which, considered alongside low levels of crowding and over-all age structure, indicates that many households may be post child-rearing and in late middle age. Incidence of disability is low, as is residence in communal establishments.