M1

Modern Millennials

Idealistic, patriotic, team-oriented. These are just some of the characteristics that define the generation that came of age in post-9/11 America. Like many of their peers, "Modern Millennials" understood at a very young age that they live in an unsafe world. Not surprisingly, many of them sought to make a difference by pursuing careers in law enforcement and the armed forces. Below average incomes haven't deterred these singles from purchasing new furnishings for their starter homes, leasing a 'like new' compact car or hitting the hot new club for a night of dancing with friends. Having never lived without computers, "Modern Millennials" are most comfortable in a digital environment and get all of their information and most of their socialization from the internet. So when this group wants to unwind, they're likely whipping up that chili recipe they just saw on Pinterest or updating their Instagram feed while listening to the new album they recently downloaded from iTunes.

M2

Mature Millennials

As the seniors of their generation, "Mature Millennials" have conquered college, landed a job and found a place to call home. Hit hard by the Great Recession of the late 2000s, this group delayed marriage and children in favor of establishing themselves. They still aren't earning as much as they'd like, but it's enough to pay for utilities, food & beverages, personal care and rental insurance. Having grown up in a digital environment, "Mature Millennials" view the world as 24/7 place where fast and immediate processing reigns supreme. As such, these men and women live online. Simply put, if it isn't discussed in a blog, debated in a forum, endorsed with a like, memorialized with a selfie or posted on their feed, it probably isn't worth their time.

X1

X in the City

Representing the younger side of Generation X, "X in the City" are independent singletons living life on their own terms in the big city. Like most of their Gen X peers, this group's loyalty to themselves far outweighs their loyalty to any one organization. As such, you can bet this group of healthcare support professionals have probably had two to three different employers at this stage of their career--and they'll probably have three to four more before they retire. Their below average incomes limit their spending to basic expenses including utilities, food & beverages, rental insurance, healthcare, retail purchases and personal care. Unlike their Boomer parents, "X in the City" relish their time outside the office, which may involve grabbing a beer or two with friends or updating their Facebook page while relaxing to the new album they just bought.

X2

maXed Mommies

Like many of their Gen X peers, "maXed Mommies" were late to marry and quick to divorce. Now single parents, these moms are working double time as full-time moms with full-time jobs. As healthcare support professionals, material movers and maintenance workers, this group works hard for their below average incomes. The bulk of their spending centers around necessities such as utilities, food & beverages, personal care and healthcare. They've likely also bought new toys for the kids and a new outfit for themselves recently. Unlike their Baby Boomer parents, "maXed Mommies" embrace their time away from work when they can relax with a favorite magazine, catch up with their kids over lunch at a nearby fast food restaurant or get together with girlfriends for a night of dancing.

X3

X-Y-Z Families

"X-Y-Z Families" are married Gen X couples enjoying an active suburban lifestyle with their Y and Z children. Growing up with Baby Boomer parents whose excessive work schedules often left them on their own, these Gen X parents strive for a healthy balance between work and family. As such, these successful lawyers, doctors, sales professionals and engineers are also successful homework advisors, amateur coaches and part-time chauffeurs. As above average earners, these parents shower their kids with top-of-the-line sports/recreation equipment, fashion-forward apparel, new toys and season passes to the local theme park. Like most 21st century families, "X-Y-Z Families" are rarely off the grid. These Gen X moms and dads are clueless when it comes to the latest social media phenomenon (Facebook continues to rock their world), but are totally engaged when it comes to their smartphones.

X4

Gen X Execs

Representing the senior side of Gen X, "Gen X Execs" are success-oriented singles living life on their own terms. As is typical for their generation, this group is highly educated which they parlayed into lucrative careers as doctors, lawyers and business executives. Unlike their Boomer parents, these fiercely independent professionals lack organizational loyalty and will readily jump ship if a better opportunity comes their way. Outside the office, these fun loving singles enjoy gambling, cooking and catching up with friends over a beer or two. Like most of their peers, "Gen X Execs" rely on the internet to pay their bills, shop for bargains, access the latest news, meet new people and pretty much everything in between.

X5

Great Xpectations

Trending on the older side of Gen X, "Great Xpectations" are single parents striving to create a comfortable life for themselves and their kids in sunny suburbia. As dedicated administrative professionals, this group pulls down average salaries, which they spend on transportation, groceries, toys for the kids and clothes for themselves. They've also probably treated the kids to a day at the theme park followed by burgers and fries at their fave fast food restaurant. Like most of their Gen X peers, "Great Xpectations" can remember life before the digital revolution. What they can't remember is how they managed to get through the day without their smartphone, the internet and their Facebook feed!

X6

X's and O's

"X's and O's" are married Gen X couples living the suburban dream complete with 2 kids and the family dog. Raised by Baby Boomer parents whose work schedules often cut into family time, these parents are determined to do a better job of balancing work with family. Not surprisingly, many of these mom and dads started home-based businesses, which offered them the flexibility to work around their kid's schedules. Financially, these families can afford to splurge on brand name sports/recreation equipment, trendy toys and household appliances that cut chore time in half (at least that's what the infomercial claimed). "X's and O's" also recently treated themselves to a top-of-the-line refrigerator, which quickly became the envy of all their neighbors. Although they occasionally turn to their kids for help, these Gen X parents are digi-capable...especially when it comes to the internet.

B1

Junior Boomers

For the most part, "Junior Boomers" trend younger along the Baby Boomer spectrum. They are unlikely to be married and even less likely to have kids. Rather, as is typical for their generation, these workaholics are devoted to their careers in law enforcement, sales, administration and the armed forces. As average earners, their spending is fairly mundane, except when it comes transportation where fiscal responsibility takes a backseat to conspicuous consumption. This group lives in small town suburban settings where the climate doesn't always behave, in average homes built sometime between 1990-2005. Although they aren't planning to retire anytime soon, "Junior Boomers" are preparing now by investing in stocks, mutual funds and retirement savings plans.

B2

Boomers Without Babies

"Boomers Without Babies" are middle-aged married couples who opted for career over kids. With advanced degrees and equally matched ambitions, these power couples have carved out successful careers in dynamic fields including the arts, social services, social sciences and the law. Like many of their Boomer peers, these couples are materialistic, but with above average salaries they can afford to indulge on upscale townhomes, visits to high-end salons and frequent retail therapy sessions. These former yuppies have also managed to accumulate a tidy net worth with investments in stocks, mutual funds and real estate. As is typical for their generation, "Boomers Without Babies" are hesitant to take too much time off work. When they do manage to tear themselves away, it probably entails a luxury getaway to an exotic foreign locale.

B3

Fringe Boomers

Teetering on the edge of Gen X, "Fringe Boomers" are living the American Dream in the large suburbs that comprise our nation's urban fringe. As typical members of the first generation to raise their children in dual-income homes, these Boomer parents both enjoy successful careers in finance, sales, healthcare and management. As above average earners, these couples can afford the latest apparel, upscale homes, high-end educations for their kids and personal insurance. They've also been known to splurge on fine jewelry and foreign travel. And with teens on the verge of college, regular deposits into college savings plans are a must. As with most Baby Boomers, "Fringe Boomers" desire to make a difference, which for them means volunteering for a local charity and contributing to worthwhile causes.

B4

Blue Collar Boomers

Single without children at home, "Blue Collar Boomers" are closing in on retirement from their jobs in material moving, healthcare support, maintenance and fire prevention. With below average salaries, this group's household spending focuses on basics such as utilities, food & beverages, personal care and their preferred tobacco product. Being the senior statesmen of their generation, "Blue Collar Boomers" have likely taken a prescription remedy for an ailment or a vitamin to support their overall health. As members of the first TV generation, these folks continue to enjoy watching their favorite shows when they get some downtime.

B5

Transitional Boomers

Representing the senior side of the Baby Boom generation, "Transitional Boomers" are gradually moving into the next phase of their lives. Take retirement for instance. Although they've reached an appropriate age, this group isn't quite ready for full-time retirement. They are after all, members of the generation that defined their worth through work. Not surprisingly, many of these men and women chose a more flexible path to retirement through home-based business ownership. In addition to providing an outlet for their highly developed work ethic, the extra income helps offset unexpected household expenses. With teens still at home, "Transitional Boomers" are still footing the bill for new clothes, books, weekly grocery bills in excess of $150 and frequent dinners at family restaurants.

B6

Red, White and Boom

"Red, White and Boom" are married Baby Boomers living ordinary average lives in America's heartland. As teens they marched for peace, fought for Civil Rights and said Y-E-S to the E-R-A. As adults they settled down, raised families, bought homes and worked long hours as farmers, production specialists and construction workers. With the kids out of the house and retirement knocking at the door, these couples are using their newfound free-time to try new things like planting that vegetable garden they've always wanted or exploring the countryside on the ATVs they recently purchased. While "Red, White and Boom" may never live in the lap of luxury, their average household income supports their modest expenses including healthcare deductibles, food & beverages, tobacco and payments on their full-size pick-ups and standard cars.

B7

Bucolic Boomers

Married with children, "Bucolic Boomers" love the slow and easy pace of their small town life. As part of the first generation to raise their children in dual-income homes, both dad and mom hold down jobs outside the home in the fields of healthcare, law enforcement and installation. As you would expect with kids at home, a fair share of their income is devoted to groceries, which often exceed $150 per week. They also spend quite a bit on their multiple vehicles, including his and hers motorcycles, the family van and the compact pick-up the kids share. For fun, "Bucolic Boomers" make the most of their country surroundings with a day of off-roading on their ATVs.

S1

Sole Silents

Single without children at home, "Sole Silents" are enjoying a quiet retirement in sunny southern suburbs. As part of a generation that valued saving over spending, these former lawyers, law clerks and legal secretaries accumulated a respectable net worth over the years, including the retirement real estate they now call home. Yes, their income is limited, but so is their spending with medical insurance premiums, retail purchases and renter's insurance topping their list of expenses. Like many other Silents, these retirees are avid readers and take great pleasure in reading their local newspaper cover-to-cover. They're also fond of puttering in their gardens and tuning into their favorite shows on TV. Unlike their children and grandchildren (possibly even great grandchildren), "Sole Silents" aren't prone to cell phone separation anxiety. In fact, they're still rather attached to their landlines, which they use to make local and domestic long distance calls.

S2

Silent Sets

"Silent Sets" are married empty nesters representing the younger side of the Silent generation. Like many of their contemporaries, these Silents retired in style with a healthy net worth and a household income most non-retirees would envy. Free from restrictive budgets, these twosomes enjoy indulging in cruise vacations, gambling at their local casino and spending long weekends at the lake cabin they bought to celebrate their retirement. As is the case for most Silents, these men and women are avid readers and relaxing with their local newspaper is a favorite pastime. And while they may own a cell phone, "Silent Sets" favor their landlines, especially when making long distance calls to the grandkids.

S3

Sunsetting Silents

Representing the senior side of the Silent generation, "Sunsetting Silents" are living out their golden years in the peaceful surroundings of small-town suburbia. Once married, these longtime empty nesters are flying solo nowadays since losing their spouse of many years. Like most women from their generation, this predominantly female segment formerly spent their days caring for the children and taking care of the home while their husbands pursued careers in healthcare, sales and administration. Now retired, this group enjoys more leisurely pursuits such as participating in collector's clubs and watching their favorite shows on television. They also enjoy reading their local newspaper, which is typical for most Silents. And now that the kids have scattered, you can bet these retirees make frequent long distance calls to catch up with their loved ones. Like most people their age, "Sunsetting Silents" devote much of their fixed income to healthcare expenses, including medical insurance premiums and prescription medications.