The Macrosegments

OPTIMISTIC THE HAVES 71MI $$$ Living the American Dream. The traditional ways of making it in the United States (getting a good educa- tion, working hard) have paid off for them. Comfortable and secure in their THE TECHIES | 33MI $$$ + . YOUNG & FORWARD-FOCUSED Mostly single, with middle to high incomes, The Techies have the American Dream well in sight and may even feel they are living it today. They are well-educated and link that and their skills with technology to career success. This group is quite dialed in with social media and the latest andgreatest technology. L. 43MI $$$I communities, and they can afford the things they need and most of what they want. They have the interest and means to incorporate technology into their lives as it suits them. Composed of the oft-mentioned millennials, young with a high percentage of students. Despite the recession, they dream big and remain optimistic about their future. Focused on getting ahead by dint of education, superior technological skills and hard work. They are constantly connected to their friends, family and information via mobile technology and social media. ENGAGED WORRIERS 56M! $$$4 This group is cautious, religious and conservative. They generally fear the best days of our country are behind it, especially from an economic point of view. They are nervous about having sufficient income to maintain a comfortable lifestyle throughout their retirement. STILL STRIVING FOR THE DREAM i 56M: $$$ + This group of African Americans and Hispanics should be happily ensconced in the middle-class, but they just can't quite get ahead. They can put food on the table, but barriers such as lower levels of education, low(er)-income jobs, less familiarity with technology, and real or perceived prejudice keep them from fully reaching their American Dream. INDIFFERENT & DISAFFECTED | 53MI $$$ . The common thread is a willful disengagement. No longer striving to get ahead, most believe that even if they play by the rules, they DOWNSCALE WRONG-TRACKERS won't be successful. Lower levels of education. Disengaged from their community and not politically They believe that their lives are not active, this group tends to turn inward in frustration. 1. 47MI $$$ -|| getting better and will likely not be better than their parents' lives, even though they believe they are working hard and playing by the ruſes. No apparent fast track for this group. Worried about crime, finances and their ability to afford health insurance and a secure retirement. HISPANIC AFRICAN AMERICAN WHITE ASIAN AMERICAN PESSIMISTIC THE MACROSEGMENTS DISENGAGED ENGAGED