LifeMode Group: GenXurban

5D
Rustbelt Traditions
Households: 2,716,800

Average Household Size: 2.47

Median Age: 39.0

Median Household Income: $51,800

WHO ARE WE? OUR NEIGHBORHOOD SOCIOECONOMIC TRAITS

The backbone of older industrial cities in states • Almost half (46%) of the households are married-couple • Most have graduated from high school or
surrounding the Great Lakes, Rustbelt Traditions families, similar to the US (48%), most without children spent some time at a college or university.
residents are a mix of married-couple families (also similar to the US); the slightly higher proportion • Labor force participation slightly higher
and singles living in older developments of of singles (Index 105) reflects the aging of the population. than the US at 67%.
single-family homes. While varied, the workforce • Average household size is slightly lower at 2.47.
is primarily white collar, with a higher concentra- • While most income is derived from
tion of skilled workers in manufacturing, retail • They are movers, slightly more mobile than the US wages and salaries, nearly 31% of
trade, and health care. Rustbelt Traditions population (Index 109), but over 70% of householders households collect Social Security
represents a large market of stable, hardworking moved into their current homes before 2010. and nearly 20% draw income from
consumers with modest incomes but an average • Most residents live in modest, single-family homes in retirement accounts.
net worth of nearly $400,000. Family oriented, older neighborhoods built in the 1950s (Index 224). • Family-oriented consumers who value
they value time spent at home. Most have lived, time spent at home.
• Nearly three quarters own their homes; nearly half of
worked, and played in the same area for years. households have mortgages. • Most have lived, worked, and played in
• A large and growing market, Rustbelt Traditions the same area for years.
residents are located in the dense urban fringe of • Budget-aware shoppers that favor
metropolitan areas throughout the Midwest and South. American-made products.
• Most households have one to two vehicles available. • Read newspapers, especially the
TAPESTRY
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Sunday editions.
SEGMENTATION
esri.com/tapestry Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100.
Consumer preferences are estimated from data by MRI-Simmons.
 LifeMode Group: GenXurban
TAPESTRY
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5D
Rustbelt Traditions SEGMENTATION
esri.com/tapestry

AGE BY SEX (Esri data) RACE AND ETHNICITY (Esri data) INCOME AND NET WORTH
The Diversity Index summarizes racial and ethnic diversity. The index Net worth measures total household assets (homes, vehicles,
Median Age: 39.0 US: 38.2 shows the likelihood that two persons, chosen at random from the investments, etc.) less any debts, secured (e.g., mortgages)
Indicates US $98,100
same area, belong to different race or ethnic groups. The index Esri Median Net Worth
or unsecured (credit cards). Household income and
&'$%45%6$7%)!"#$ 56$78&9:8%"
ranges from 0 (no diversity) to 100 (complete diversity). net worth are estimated by Esri.
$93,300
85+ !"#$%"&'("&3,4 !"#$%&'$%2+3

80–84 !"#$%"&'("&3)*3+ !"#$%&'$%2()2*$

Diversity Index: 46.8 US: 64.0
75–79
70–74
!"#$%"&'("&2,*2- !"#$%&'$%1+)1,$
Median Household Income
Hispanic*
!"#$%"&'("&2)*2+ !"#$%&'$%1()1*$

65–69 !"#$%"&'("&1,*1- !"#$%&'$%0+)0,$

60–64 !"#$%"&'("&1)*1+ !"#$%&'$%0()0*$

$51,800
55–59 !"#$%"&'("&, *,- !"#$%&'$%++)+,$ Multiple Esri Median HH Income

50–54 !"#$%"&'("&,) *,+ !"#$%&'$%+()+*$

$56,100
45–49 !"#$%"&'("&+,*+- !"#$%&'$%*+)*,$
Other
40–44 !"#$%"&'("&+)*++ !"#$%&'$%*()**$

35–39 !"#$%"&'("&0,*0- !"#$%&'$%/+)/, $

Asian and 0
$0
$100K
$100,000
$200K
$200,000
$300K $300,000
$400K
$400,000
$500K
$500,000
$600K+
$600,000

30–34 !"#$%"&'("&0)*0+ !"#$%&'$%/()/*$

Pac. Islander Series2 Series1

25–29 American Median Net Worth

!"#$%"&'("&/, */- !"#$%&'$%.+)., $

20–24 !"#$%"&'("&/) */+ !"#$%&'$%.().*

Indian
15–19 !"#$%"&'("&., *.- !"#$%&'$%-+)-, $

10–14 !"#$%"&'("&.) *.+ !"#$%&'$%-()-*

Black $98,100
5–9 !"#$%"&'("&,*- !"#$%&'$%+),
Esri Median Net Worth

<5 !"#$%"&'("&)*+ !"#$%&'$%()*

)"!# $ ("%#$ ("!# $ '"%# $ '"!# $ &"%#$ &"!# $ !"%# $ !"!#"!# $ $ !"%# $ &"!# $ &"%#$ '"!# $ '"%# $ ("!# $ ("%#$ )"!# $
White $93,300
6$89$:. 6$89$:- ;"7:"</ ;"7:"<.

8% 4% 0 4% 8% 0 20% 40% 60% 80% 0 $100K $200K $300K $400K $500K $600K+
Male Female US Average. *Hispanic Can Be of Any Race. US Median.
$51,800
Esri Median HH Income

AVERAGE HOUSEHOLD BUDGET INDEX OCCUPATION BY$56,100

EARNINGS
The index compares the average amount spent in this market’s household budgets for The five occupations with the highest number of workers in the market are displayed
$0 $100,000 $200,000

Series2
$300,000

Series1
$400,000 $500,000 $600,000

housing, food, apparel, etc., to the average amount spent by all US households. An index by median earnings. Data from the Census Bureau’s American Community Survey.
of 100 is average. An index of 120 shows that average spending by consumers in this market
is 20 percent above the national average. Consumer expenditures are estimated by Esri.
$140,000

Housing 77 $120,000

Food 78 Median Earnings

$100,000
Apparel & Services 76
$80,000
Transportation 78

Health Care 80 $60,000

Entertainment & 78 $40,000

Recreation
Education 76
$20,000
Pensions & 77
Social Security
0
Other 79
200,000 20 400,000 6 600,000
0 50 100 150 200 250 300 350 Workers (Age 16+)
 LifeMode Group: GenXurban
TAPESTRY
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5D
Rustbelt Traditions SEGMENTATION
esri.com/tapestry

MARKET PROFILE (Consumer preferences are estimated from data by MRI-Simmons.) HOUSING
• Residents take advantage of convenience stores for fueling up and picking up incidentals. Median home value is displayed for markets that are primarily
owner occupied; average rent is shown for renter-occupied markets.
• Watching television is a common pastime; many households have more than four TVs. Tenure and home value are estimated by Esri. Housing type and average
Chart Title
rent are from the Census Bureau’s American Community Survey.
• Favorite programming ranges from Freeform, A&E, and TNT to
children’s shows on Nickelodeon and the Disney Channel.
• Residents are connected; entertainment activities like online gaming dominate
their internet usage.
• Favorite family restaurants include Applebee’s, Arby’s, and Texas Roadhouse.
Home-
• Radio dials are typically tuned to classic rock stations. Own ownership Rent
71.2% US Percentage: 28.8%
62.7% Own
Typical Housing: 37.3% Rent

Single Family
Median Value:
$123,400
US Median: $207,300

Own Rent

POPULATION CHARACTERISTICS ESRI INDEXES

Total population, average annual population change since Census 2010, and average Esri developed three indexes to display average household wealth, socioeconomic status,
density (population per square mile) are displayed for the market relative to the size and housing affordability for the market relative to US standards.
and change among all Tapestry markets. Data estimated by Esri.

900,000 Population 11,000,000

6,771,900
0 70 350
Wealth Index
-0.5% Population Growth (Annual %) 3.0%

0 49.4 100
0.3%
Socioeconomic Status Index
0 Population Density (Persons per sq. mile) 25,000

1000 0 194 350

661 Housing Affordability Index
 LifeMode Group: GenXurban
TAPESTRY
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5D
Rustbelt Traditions SEGMENTATION
esri.com/tapestry

SEGMENT DENSITY
This map illustrates the density and
distribution of the Rustbelt Traditions
Tapestry Segment by households.

High

Low

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