This segment is very similar to Assertive Materialists in terms of their demographic profile being middle/upper middle class families parented by highly educated, big earners who are strongly engaged with new technology (particularly smartphones & tablets) and social media.

What differentiates this segment is its values. While this group contains a relatively high proportion of male earners, they do not necessarily place great importance on social status and consumption. They are likely to be more socially aware and support public schools. Although they are as likely as the population as a whole to believe that a trade is just as good as a university degree, they do so even though most do not work in trades themselves.

Despite their relatively high incomes, members of this group are financially conservative. They are more optimistic than average about their economic future and the economy in general.

They are also home focused, with an above average interest in home renovations. They are also above average readers of books, home & garden and food & entertaining magazines. They are also heavily predisposed to shopping online.

“It’s important to be part of a community of like-minded people, so we can reinforce our values in our children. I have lived and worked in this area for many years and we are like-minded. It’s about the environment, slowing things down, thinking about ways we can teach children that don’t require toys, getting away from the idea that it’s all about ‘me’ and ‘stuff.”

(Affluent Urbanites by The Mind & Mood Report)