Mortgaged Families

Mortgaged Families

The Mortgaged Families tend to live in areas of recently built private housing. They are typically younger families for whom mortgage repayments are a large proportion of their household expenditure. Whilst the group tends to be populated by young families, there are an increasing number of childless couples in this group.

They tend to be located more on larger groups of housing that have been built on greenfield sites, and which are dominated by a poor transport infrastructure and a lack of well developed community facilities. In the context of Suffolk, this creates a need for every adult member of the family to have a car. The members of this group tends to resent the “anti-car” nature of public policy as they feel that policy makers do not fully appreciate the nature of their dependence upon the car for work, leisure, and to simply take the children to school.

This colours the leisure activities of this group. They tend to shop, as a family, at large edge-of-town retail outlets where there are a number of stores in a single location that has good parking and easy access to the main roads.

There are three sub-groups to this Tribe living in Suffolk - the Brand New Areas, the Nestmaking Families, and the Prenuptial Owners. The common thread to these three sub-groups is that they tend to be either childless couples or couples who are at the start of raising a family. In terms of occupation, they tend to be located in service industries and junior white collar occupations. Their income levels tend to be mid-scale, but this belies the ambition of the group, who see themselves as upwardly mobile. Indeed, many of the members of this Tribe are unlikely to settle in these areas over the long term. They tend to be passing through to better things.

The three sub-groups tend to be quite disparate in their likes. Whilst the Brand New Areas and the Prenuptial Owners have a liking for Foreign Travel, the Nestmaking Families are unable to share this interest as they simply can’t afford it. There also some acute cultural antipathies within the Tribe. The families living in the Brands New Areas have a preference for Urban Pursuits and Health Clubs, whilst the Nestmaking Families have a preference fro completely the opposite - for Outdoor Pursuits.

In many ways, this reflects the orientation of the two sub-groups. Those living in Brand New Areas tend to be Urban Achievers, whilst those who belong to the Prenuptial Owners sub-group tend to be Young Influentials. This is reflected further in the dislikes of the sub-groups. Those living in Brand New Areas tend to dislike mobile phones and professional sports; those in the Nestmaking Families sub-group have an antipathy for boxing, dieting, and smoking; whilst the Prenuptial Owners sub-group are not keen on gardening and pets. These dislikes reflect the life conditions faced by the members of the sub-groups.

As a group, this tribe has been stable numerically over the period 1980 to 2000. There is no reason to suggest that there ought to be any significant change in the relative incidence of this group out to 2020. The members of the group will change over time, but that reflects the transitory nature of membership to this group.

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LOCATION

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

IP0209, IP0803, IP1100, IP1102, IP2402, IP2808, IP3207, IP3302, NR3308.

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

CB0909, IP0200, IP0502, IP0503, IP0600, IP1103, IP1203, IP1402, IP2201, IP3206.

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