This fast-growing group mainly consists of multigenerational families with children in the South and West, and household sizes often exceed three members. More than a quarter of this population is under age 18. Marriage rates are lower than average, with many single-parent households or cohabiting families. These residents live primarily in suburban areas with low vacancy rates and limited access to public transportation.
Esri provides the following segments in LifeMode group G. Click a tab to learn more about each segment.
Segment G1 - Shared Roots
These settled communities are mostly located in suburban—and sometimes urban—regions in the South and West. Large households are common: nearly half of all households include children and one in three individuals are younger than age 18. This segment is primarily composed of young households, adult children living with parents, and multigenerational families. Approximately one in three residents were born outside the United States. Employment is commonly in skilled and service occupations, such as construction, manufacturing, retail trade, and agriculture. Household incomes are in the lower and middle tiers, and although male labor force participation exceeds female participation, over half of all families have two or more incomes. Housing costs are relatively affordable, and the housing stock consists of a mixture of old- and new-construction single-family and mobile homes, whether rented or owned. Families often own multiple cars to accommodate large families, and most commute times are 30 minutes or less.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 30.5
Average household size: 3.49
Predominant household structure (Census 2020): Married couples
Median household income: $62,594
Median net worth: $122,480
Percentage of individuals with completion of a bachelor's degree or higher: 11.2%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Shopping is done at price-competitive stores and often in bulk, prioritizing groceries, clothing, and child-related items.
Residents often opt for do-it-yourself projects for maintaining their homes, gardens, and vehicles. Many save to travel abroad and financially support their families.
They stay connected with family abroad using cell phones for video calls, and they keep up with news, soccer, movies, and other content on TV and radio.
Members of these communities tend to save instead of borrow money but may carry a credit card balance.
Segment G2 - Up and Coming Families
Residents in this fast-growing segment tend to live in suburban neighborhoods in the South, particularly in Texas, Georgia, Florida, and North Carolina. Large, young families in a variety of household structures—primarily married couples with or without children—make up about half of these households, with the balance composed of single-parent households, cohabiting couples with kids, and multigenerational families. Most residents have completed high school, with one in four obtaining a bachelor’s or graduate degree and another third with some college education. Household incomes are in the middle tier and labor force participation is high, with many two-income families. This segment has notable enrollment in the armed forces as well as employment in occupations such as administration, protective services, retail, education, health care, manufacturing, and construction. There are many first-time home buyers, and homeowners outnumber renters. The housing stock in this segment consists of single-family residences constructed in the past 20 to 25 years. While rental housing is available, rents are slightly above the national average. Residents often commute longer distances, frequently outside their county of residence.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 33.8
Average household size: 3.01
Predominant household structure (Census 2020): Married couples
Median household income: $94,086
Median net worth: $290,733
Percentage of individuals with completion of a bachelor's degree or higher: 31.7%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Households frequently use coupons for cleaning products, toiletries, and cosmetics.
These residents tend to spend money on their children, pets, and homes. They often visit movie theaters, zoos, aquariums, and theme parks.
They often install the latest technology, including smart home devices, TVs, and video game systems.
These residents often carry mortgages and credit card balances and tend to seek financial advice from others.
Segment G3 - Generational Ties
These communities consist of large, multigenerational families residing mostly in the largest metropolitan areas—mostly in the suburbs but also in urban cores and vicinities—in the West, particularly in California, with notable populations in Florida and New York. This diverse segment is multigenerational and multilingual, with average family sizes that exceed 3.5 people—the highest in the nation. Children are present in a third of households, and adult children often remain living in the family home. One in three individuals was born outside the United States, with most having lived in the U.S. for 10 or more years. Nearly half of this segment has either a college degree or some college education, and workers typically hold jobs in health care, retail trade, manufacturing, construction, and transportation. Household incomes are primarily in the middle tier. Housing stock is composed of older single-family homes, mostly built before 1970. Vacancy rates are among the lowest in the nation, making these neighborhoods highly sought after and leaving little room for development or new construction. For nearly a third of households that rent, rental prices are significantly higher than the national average.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 37.0
Average household size: 3.51
Predominant household structure (Census 2020): Married couples
Median household income: $101,159
Median net worth: $364,915
Percentage of individuals with completion of a bachelor's degree or higher: 22.2%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Households typically purchase groceries, clothing, and household supplies in person at warehouse or discount stores, although fashion and electronics are frequently bought online.
Residents tend to maintain more than three vehicles, purchasing new sedans and SUVs, and roadside assistance services.
They stay in touch with friends and family through regular messaging and phone calls.
International travel is typically family-oriented.