If The Name Fits...

Bohemian Mix

One of the trendsetting clusters, Bohemian Mix are real-life Friends, the young singles and couples who dress hip and frequent coffee bars, microbreweries and arthouse movie theatres. This cluster is open to new things. With almost three-quarters of the Mix single or divorced, and almost a third gay, author Michael J. Weiss notes this cluster is "a haven for alternative lifestyles." This is where the Gay Pride parade will be held, the multiethnic clothing boutique located, and the McDonald's and Wal-Mart willfully rejected. Also called "the young and the restless," these singles consume almost twice the national average in alcoholic beverages, enjoy aerobic activities to work those imbibed calories off, and lead sales in condoms.

  • Living in the heart of downtown, these apartment-dwellers are ethnically mixed white-collar professionals who earn an average salary of $33,700.
  • Voting booth: Predominantly liberal Democrats, they voted for Bill Clinton and are concerned about gay rights, legalizing marijuana and defusing racial tensions.
  • Reading material:New York Magazine (440), GQ (340), Esquire (307)
  • Watching and listening:Nightline (270), Homicide (185), contemporary rock radio (184)
  • Eating and drinking: imported beer (201), gourmet coffee (191), imported wine (180)
  • Driving: Alfa Romeos (277), Volkswagen Cabriolets (234), Audi 90s (228)

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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