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Contents
The ACORN User Guide
Contents
Welcome to ACORN
2
1. Wealthy Achievers
Groups A, B, C
A
Wealthy Executives
B
Affluent Greys
C
Flourishing Families
16
pages
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
1
2
3
4
5
6
7
8
9
10
11
12
Wealthy mature professionals, large houses
Wealthy working families with mortgages
Villages with wealthy commuters
Well-off managers, larger houses
Older affluent professionals
Farming communities
Old people, detached homes
Mature couples, smaller detached homes
Older families, prosperous suburbs
Well-off working families with mortgages
Well-off managers, detached houses
Large families and houses in rural areas
19 - 21
22
23
24
25
26
27
28
29
30
31
32
33
2. Urban Prosperity
34
Groups D, E, F
D Prosperous Professionals
E
Educated Urbanites
F
Aspiring Singles
pages
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
13
14
15
16
17
18
19
20
21
22
23
Well-off professionals, larger houses and converted flats
Older professionals in suburban houses and apartments
Affluent urban professionals, flats
Prosperous young professionals, flats
Young educated workers, flats
Multi-ethnic young, converted flats
Suburban privately renting professionals
Student flats and cosmopolitan sharers
Singles and sharers, multi-ethnic areas
Low income singles, small rented flats
Student terraces
36 - 38
39
40
41
42
43
44
45
46
47
48
49
3. Comfortably Off
50
Groups G, H, I, J
G Starting Out
H Secure Families
I
Settled Suburbia
J
Prudent Pensioners
pages
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
24
25
26
27
28
29
30
31
32
33
34
35
36
Young couples, flats and terraces
White-collar singles/sharers, terraces
Younger white-collar couples with mortgages
Middle income, home owning areas
Working families with mortgages
Mature families in suburban semis
Established home owning workers
Home owning Asian family areas
Retired home owners
Middle income, older couples
Lower incomes, older people, semis
Elderly singles, purpose built flats
Older people, flats
53 - 56
57
58
59
60
61
62
63
64
65
66
67
68
69
4. Moderate Means
70
Groups K, L, M
K
Asian Communities
L
Post-Industrial Families
M Blue-collar Roots
pages
Type
Type
Type
Type
Type
Type
Type
37
38
39
40
41
42
43
Crowded Asian terraces
Low income Asian families
Skilled older families, terraces
Young working families
Skilled workers, semis and terraces
Home owning families, terraces
Older people, rented terraces
72 - 74
75
76
77
78
79
80
81
5. Hard-Pressed
82
Groups N, O, P, Q
N Struggling Families
O Burdened Singles
P
High-Rise Hardship
Q Inner City Adversity
pages
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
44
45
46
47
48
49
50
51
52
53
54
55
56
Low income larger families, semis
Low income, older people, smaller semis
Low income, routine jobs, terraces and flats
Low income families, terraced estates
Families and single parents, semis and terraces
Large families and single parents, many children
Single elderly people, council flats
Single parents and pensioners, council terraces
Families and single parents, council flats
Old people, many high-rise flats
Singles and single parents, high-rise estates
Multi-ethnic purpose built estates
Multi-ethnic, crowded flats
84 - 87
88
89
90
91
92
93
94
95
96
97
98
99
100
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