High Income Families

In the context of Suffolk, the High Income Families tend to be those who have moved to Suffolk from London and the South East, and who still work in London. They tend to be congregated within easy travelling distance from a main rail station.

They live in the more affluent and expensive areas where professionals and the more wealthy business people can afford to live in the large, highly priced, owner occupied housing of these areas. Typically, these are family neighbourhoods where inter-war and early post-war housing predominates. The houses tend to have four or more bedrooms and quite large gardens.

There are very few first-time buyers and younger families in this group. Two-income, upmarket households dominate the group, where there are older children who reflect the high achievement orientation of their parents. The levels of education amongst this group tend to be high and many members of the group have accumulated substantial amounts of capital.

In Suffolk, there are five sub-groups belonging to this tribe - the Clever Capitalists, the Ageing Professionals, the Rising Materialists, the Corporate Careerists, and the Small Business Owners. The five sub-groups are all solidly white collar in terms of occupation, and live in a suburban/ small town setting. In terms of income and wealth, they are all upscale and executive in outlook.

The five sub-groups all demonstrate a preference for Health Clubs, Country Clubs, and Foreign Travel. Given the similarities in background, outlook, and income & wealth, this is not a surprising result. However, what does differentiate the sub-groups is their attitudes towards technology. For example, the Clever Capitalists have a preference for PC Banking, whilst the Corporate Careerists display a preference for Internet Shopping. The technology is available to the members of the sub-groups, but the use to which they put it depends upon their differing life conditions.

There is no common thread to the dislikes of the five sub-groups. For example, the Rising Materialists dislike Dieting, Bargain Stores, and Urban Pursuits, whilst the Corporate Careerists dislike Camping, Watching TV, and Travel Inn. It would be interesting to establish a common thread to these antipathies, but that is beyond the scope of this project.

In demographic terms, this Tribe has been growing at an accelerating rate over the period 1980-2000, even though it started from a very low base. It currently accounts for about 10% of the population in Suffolk, but has the potential to grow to 25% of the population, being the largest Tribe in Suffolk by 2020. The key issue surrounding this tribe is the extent to which the other tribes will be able to accommodate that growth.

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LOCATION

In Suffolk, the High Income Families are the primary Tribe in the following Post Code Sectors:

IP0403, IP0405, IP0501, IP0502, IP0503, IP0902, IP1109, IP1204.

In Suffolk, the High Income Families are the secondary Tribe in the following Post Code Sectors:

CO0605, CO0706, IP0103, IP0104, IP0609, IP0705, IP0706, IP0901, IP1107, IP1201, IP1307, IP1702, IP1703, IP3102, IP3103, IP3207, NR3308.

Click Here to link to a map that shows the locations of the Tribe in Suffolk. The area shaded in Purple is where the High Income Families are the primary Tribe, and the area shaded in Orange is where the High Income Families are the secondary Tribe.