If The Name Fits...

Kids & Cul-De-Sacs

The largest cluster in America, these minivan driving, Disney-worshiping families center on the pint-sized set. Three percent of the population, this cluster creates the common definition of suburbs: predominantly white and Asian, upper-middle-class professionals, soccer moms and barbecue dads. Weekends are comprised of trips to Price Club to spend $150-plus on groceries, renting videos for their two or more VCRs, ordering pizzas, organizing the kids' activities, and trekking to the local theme park or zoo.

  • Family folks with money, the Kids & Cul-de-Sacs cluster has a median income of $61,600, are college grads, and work in white-collar professions.
  • Voting booth: Conservative Republicans who voted for Bob Dole, they treasure their kids above all else and are concerned about family values, tax reform and public-school funding.
  • Reading material:Golf Digest (230), Bicycling (215), Travel & Leisure (210)
  • Watching and listening: soft rock (160), Wall Street Week (152), news/talk radio (152)
  • Eating and drinking: low-fat sour cream (158), Entenmann's snacks (148), candy bars (137)
  • Driving: Toyota Previas (323), Nissan Quests (300), Mercury Villagers (290)

Source: The Clustered World: How We Live, What We Buy, and What It All Means About Who We Are (Little, Brown and Company) by Michael J. Weiss

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This article was originally published in the March 2000 print edition of Entrepreneur with the headline: If The Name Fits....

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