Plum

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

Scattered across London’s Inner and Outer suburbs, residents of these neighbourhoods are typically housed in the social rented sector. Although terraced and semi-detached houses predominate, more residents live in flats than elsewhere in the Supergroup. Neighbourhoods are more ethnically diverse than the Supergroup average. Those identifying as of Bangladeshi, Pakistani and some Black ethnicities are more prevalent. Europeans born in a overseas non-EU countries make up more of the lower proportion of residents identifying as White. Few residents are very old (85+). Employment in distribution, hotels and restaurants is more common than elsewhere in the Supergroup.

Wider London pattern

Many families in these neighbourhoods have young children. Housing is principally in the social rented sector, in terraced or semi-detached units. While over-all residential densities are low, overcrowding is also prevalent locally. Residents are drawn from a range of ethnic minorities, with many identifying as Black and above average numbers born in Africa. Numbers identifying as of Chinese, Indian or White ethnicity are below average. Levels of proficiency in English are below average. Levels of separation or divorce and incidence of disability are both above average. Education is typically limited to Level 1, 2, or apprenticeship qualifications. Few residents work in professional or managerial occupations but the employment structure is otherwise diverse: it includes skilled trades, caring, leisure and other service occupations, sales and customer service occupations, construction, and work as process, plant, and machine operatives.