Overview
Hardworking Families are mostly industrious empty nesters living in unpretentious but agreeable, low density, owner occupied estates, typically built during the 1970s and 1980s on the outskirts of medium sized towns.
Occupations range from junior managerial staff and well qualified technicians to white-collar service workers and some skilled manual workers. Many work in commercial and industrial organisations, relatively few for themselves. The towns in which they work and live fit within the soubriquet of Middle England, they are neither associated with nineteenth century smokestack industries nor the high-tech or service industries by which the contemporary economy will be rejuvenated. Most of these people have been brought up in medium size communities which do not suffer from high levels of unemployment, in places where family relationships persist and where ethnic minorities are seldom seen.
People tend to have lived in their own homes for a very long time. When their homes were built by a large developer it was possible to build homes for families at much lower residential densities than is common today. Many of these are – by no means expensive – detached houses, others bungalows and semi-detached.
As time has gone by, the original young families have grown up and most have now left home. The outstanding balance on the mortgages is often a small proportion of the value of the home. People’s minds are concentrated on adding to the savings which they can draw upon once they reach retirement.
Although this type tends to hold down jobs which are fairly well paid, few people have especially high academic qualifications or are what might be described as high achievers. In their tastes this type are followers rather than leaders and go along with whatever prevails as contemporary fashion. Individuality is expressed more often through craftsmanship than intellectual articulation and satisfaction will be gained from simple everyday pleasures such as walking the dog and meeting friends in the pub. Many people in this type will have surpassed the career expectations of their parents, will be first time owner occupiers and will be looking forward to a retirement of modest comfort.
Hardworking Families represents the typical consumer base of most mid-market retail chains as well as a barometer of political opinion. They are likely to prefer market leading brands that cater for mainstream tastes and whose products are class-neutral to brands which have distinctive lifestyle connotations. These are the sort of people who are more likely to talk to shop assistants than to complain about service levels.
Compared to other types of neighbourhood common in small town environments this type is not especially engaged in community activities and finds it difficult to imagine what kind of community it wants to belong to. Arguably family means more to this type than community. Culturally it is not excited by diversity or by exposure to foreign cultures.
These communities form the bedrock of Daily Express and Daily Mail readership. Consumers are price sensitive and responsive to promotional offers. They check the premiums on the invitations to renew their car insurance as carefully as they drive their hatchback and saloon cars, and recognise the value of the Internet and make frequent use of price comparison sites.
Demographics and Behaviour
Hardworking Families is made up of older married couples, usually over 55, but still working, and in some cases their adult kids who often still live with them. Most of them work in mid-level administrative positions, for organisations where they have worked for many years. Despite their relatively meagre education, they have worked hard and made their way to a position of comfort they are proud of. They spend most of their time with their partners, but also have a few friends they can rely on for support and companionship.
Many are employed in industry as managers or skilled workers, as well as others who work in teaching or for the civil service. They have worked their way up to positions of responsibility. Prospects for employment are not so good in the industries they work in, but they are provided for and not worried about early retirement. In fact, they are quite looking forward to it. Some will have bought into the buy-to-let boom, and/or have properties abroad which they holiday in and may intend to retire to. They have good pension provision, usually in final-salary schemes. Their current income is lower than previously, as many have cut back on hours, but with both partners working, the mortgage paid off and low expenses, they are doing fine.
