Lifestyle segment summaries (january 2016) read only

Demographics
General Interest
Psychographics
Serious Empathy
Lifestyle Segments
Pinpoint Relevance
www.ThrivingChurch.com

• Attitudes
• Behaviors
• Lifestyle Preferences
• Retail Priorities
• Recreations
• Relationships
• Tastes
• Habits
• Political Perspectives
• Outlooks
• Work Ethic
• Religiosity

19 Groups
71 Segments
A
Power Elite
6 Segments
6.13%
B
Flourishing Families
4 Segments
4.42%
C
Blooming with Confidence
4 Segments
5.34%
D.
Suburban Style
4 Segments
5.02%
E
Thriving Boomers
3 Segments
5.13%
F
Promising Families
2 Segments
3.36%
G
Young, City Solos
2 Segments
2.01%
H
Middle-class
Melting Pot
4 Segments
5.76%
I
Family Union
4 Segments
5.40%
J
Autumn Years
3 Segments
5.64%
K
Significant Singles
4 Segments
4.72%
L
Blue Sky Boomers
3 Segments
5.11%
M
Families in Motion
2 Segments
3.58%
N
Pastoral Pride
4 Segments
7.28%
O
Singles and Starters
6 Segments
8.83%
P
Cultural
Connections
6 Segments
6.42%
Q
Golden Year Guardians
4 Segments
7.25%
R
Aspirational Fusion
2 Segments
2.92%
S
Struggling Societies
4 Segments
4.69%

For Lifestyle
Segments
Leadership
Hospitality
Worship
Education
Small Groups
Outreach

Leadership
Care Giver
Enabler
CEO
Visionary
Discipler
Mentor
Pilgrim

Hospitality
The Basics
Multiple Choices
Healthy Choices
Take Out

Worship
Educational
Transformational
Inspirational
Coaching
Care-Giving
Healing
Mission-Connection

Worship
Educational for the Lonely
Transformational for the Trapped
Inspirational for the Anxious
Coaching for the Lost
Care-Giving for the Discarded
Healing for the Broken
Mission-Connection for the Abused

Education
Curricular
Experiential
Biblical
Topical
Generational
Peer Group

Small Group
Rotated Leaders
Designated Leaders
Curriculum Oriented
Affinity Oriented

Outreach
Survival
Recovery
Health
Quality of Life
Human Potential
Interpersonal
Human Destiny

For Lifestyle
Segments
Facility and
Technology
Stewardship
and Finance
Communication

Facility and Technology
Ecclesiastical
Utilitarian
Christendom
Contemporary
Modern
Post-Modern

Stewardship and
Finance
Unified Budgets
Designated Giving
Informed Philanthropy
Lifestyle Coaching

Communication
Newsprint
Radio
Television
Telephone
Internet
Gatherings
Multi-Sources

Wealthy, influential couples and
families living in prestigious suburbs
“Divine Right”
Churches make a valuable contribution
to society. “My church should catch
people’s attention”
Expect to shape policy and choose
personnel.
Sporadic attendance, web and blog
Good givers, abhor waste
Clear strategic plans & measureable
outcomes.
Larger, influential churches and
pastors.
American Royalty
A01

Visionary, CEO
Healthy choices;
Educational, inspirational worship
Curricular, topical, peer group;
Designated leaders and affinity groups
Programs: quality of life: outreach for
anything “glocal”
Key Insights:
Adventurous and travel, cautious about
advocacy; right of center political and
ethical views, but willing to discuss
differences respectfully.
Leaders and
Programs A01

Ecclesiastical facilities, Christendom
symbols, post-modern tech;
High aesthetics
Designated giving; informed
philanthropy
Communications: print, Internet, Smart
Internet
Key Insights:
Money is a means of control; often
prefer to be anonymous donor; strong
opinions about personnel oversight.
Scrutinize philanthropic giving.
Resources and
Communications A01

Wealthy, established empty-nesting
couples in suburban and in-town homes
“Divine Right”
Drive for affluence, sense of well-being;
Maj. Religions highly regarded, but new
movements & fanaticism are suspicious.
Prefer Christianity shaped by culture;
loyal for tradition; sporadic attenders,
but follow favorite theologians. Must
respect the pastor or priest.
Basic Christian morality and worldview
are fixed patterns in lifestyle and
career.
Platinum Prosperity
A02

Visionary, Pilgrim leadership
Multiple, healthy choice hospitality
Educational, inspirational worship
Curricular, topical, peer group;
Designated leaders and affinity groups
Programs: quality of life: outreach for
anything “glocal”
Key Insights:
Adventurous and travel, cautious and
advocacy; right of center political and
ethical views, but willing to discuss
differences respectfully.
Leaders and
Programs A02

Utilitarian facilities, Christendom
symbols, modern tech
Unified budgets; informed philanthropy
Communications: print, Internet, Smart
Phone
Key Insights:
Money is a means of control; often
prefer to be anonymous donor; strong
opinions about personnel oversight.
Scrutinize philanthropic giving.
Resources and
Communications A02

Prosperous, middle-aged married
couples with children living child
focused lives in affluent suburbs
“Divine Right”
High aesthetic sensibilities; high
expectations for church effectiveness.
Spirituality of heart healthy lifestyle.
Gravitate to large churches, excellent
programs, relevance to youth. Fanatical
about child safety; generally
conservative about sexuality and
relationships.
Tend to disengage as empty-nesters.
Kids and Cabernet
A03

Discipler leadership
Multiple and healthy choice hospitality
Coaching and inspirational worship
Experiential, topical, generational of
CE;
Designated leaders, curriculum or
affinity groups.
Programs: human potential,
interpersonal relationships; outreach for
quality of life
Key Insights:
Mission must bring personal fulfillment,
and deepen parent – child or marriage
relationships. Favor long-term mission.
Leaders and
Programs A03

Ecclesiastical or utilitarian facilities;
Christened in symbols, postmodern tech
Unified budgets and designated giving;
lifestyle coaching
Communication: print, Internet,
Smartphone
Key Insights:
Immediate access to essential
information; little time, but strong
opinions; expect dialogue.
Resources and
Communications A03

Established families of child rearing
households living in wealthy suburbs
“Divine Right”
Spirituality of heart and healthy
lifestyle.
Social traditionalists, civic minded,
concerned about moral character;
Strong drive for affluence and sense of
well-being;
Often accept leadership in nonprofit
Picture-Perfect Families
A04

The church is an important partner in
the social contract;
Value the church for its educational and
social assimilation functions;
More likely to join an established
church with a rich heritage and
aesthetic sophistication;
Religion should “make sense”,
interpreted as a psychological
phenomena; skepticism about religion is
growing;
Often debate orthodoxy;
Wary of irrational experiences and
uncontrollable people
A04

CEO and Mentor
Multiple choice hospitality
Educational and inspirational worship
Curricular, biblical or topical, peer
group;
affinity.
quality of life
Key Insights:
Knowledgeable leaders; prefer natural
and artistic ambience. Provide awesome
moments of meditation; great empathy
Leaders and
Programs A04

Ecclesiastical, Christendom,
postmodern
Unified budgets and designated giving;
lifestyle coaching
Communication: print, Internet,
Smartphone
Key Insights:
Quest for quality, updated technology;
Dislike meetings, want access to
detailed information; often frustrated
with traditional organizational models.
Resources and
Communications A04

Middle-aged, childless couples living in
affluent metro areas;
Caucasian, some Asian
“Divine Right”
Highly mobile, citizens of the world;
Cultivate cross-cultural relationships
well-being;
Couples with Clout
A05

Churches struggle to connect with them
(No children)
Gravitate to larger churches with big,
global visions;
High class churches focus on health,
ethics, and philanthropy
Uncomfortable with dogmatisms, willing
to wrestle with ambiguity
Always support openness and
tolerance;
Eucharist is important, but participation
is infrequent
A05

Visionary, Pilgrim
Healthy Choices
Inspirational, mission-connectional
worship
Experiential, Topical, Peer Group
education;
Affinity groups with designated or
rotated leaders.
Programs: Quality of Life &
anything global
Key Insights:
Worship not preferred way to connect
Outreach and home groups
Leaders and
Programs A05

Ecclesiastical or utilitarian,
Contemporary, postmodern
Designated giving, informed
philanthropy
Communication: Internet
Key Insights:
Positions on public policy influence
financial giving;
Little tolerance for inefficiency;
Cashless, passionate internet users;
Watch podcasts;
Often change address, but are loyal to
the church of their choice.
Resources and
Communications A05

Mix of Affluent singles and couples
living high-rise, fashionable lives in
urban neighborhoods;
“Divine Right”
Global perspective, strong leadership
well-being;
Jet Set Urbanites
A06

Churches struggle to connect with them
Strong performing arts;
Clear liberal social values;
Question dogmas and doubt
supernatural explanations;
Sample many world religions,
but generally loyal to Catholic or
Protestant upbringings;
Membership may be important, but
attendance and participation not
Likely to connect personally with a
visionary pastor
A06

Visionary, Pilgrim
Healthy Choices
Inspirational, mission-connectional
worship
Experiential, Topical, Peer Group
education;
Affinity groups with designated leaders.
Programs: Quality of Life &
anything global
Key Insights:
Leaders model holistic healthy and
blended spirituality;
Leaders and
Programs A06

Contemporary, postmodern
Designated giving, informed
philanthropy
Communication: Internet
Key Insights:
Architecture is a theological statement
and aesthetic priority;
Money is a means to control policy;
Website should link to global mission
leaders, and provide constant feedback
Resources and
Communications A06

Prosperous, middle-aged married
couples with children living child
focused lives in affluent suburbs
“An important part of a healthy lifestyle”
Keenly aware of lifecycles; high
expectations for relevant programs
Social, indulgent, include several
generations at home; 50- and 20-
“somethings” with interesting debates
about religion, life, worship styles.
Prefer traditional doctrines, but
progressive methods. Loyal, if there are
lots of options.
Generational Soup
B07

Enabler and CEO of leadership
Multiple choices hospitality
Coaching and inspirational worship
All options open in CE; rotated leaders
and affinity groups
Programs: health, quality of life on the
survival and human potential
Key Insights:
Charitable giving and personal
involvement go hand-in-hand.
Affinity groups often based on hobbies,
crafts, music, and other interests.
Leaders and
Programs B07

Ecclesiastical facilities; Christendom
symbols; postmodern tech
Unified budget and lifestyle coaching
Communications: Internet, multi-
sources
Key Insights:
Interior more important than exterior;
financial managers must be credible
spiritual leaders and active participants;
dress conservatively, but opt for cutting
edge technology.
Resources and
Communications B07

Middle aged couples with large families
and active lives in affluence suburbia
“An important part of a healthy lifestyle
Sociable, indulgent, keenly aware of life
cycles. Dual career; seeking help to cope
with busy lives. May relocate every 7
years for mobile careers and family
needs.
Both spiritual and religious; church is a
part of a balanced lifestyle. Shop for
churches that are child sensitive and
family-friendly. Gravitate to large
churches with lots of programs.
Conservative, but open to creativity of
Babies and Bliss
B08

CEO, discipler leadership;
Multiple-choice hospitality;
Coaching, inspirational worship
Experiential, biblical, generational CE;
Designated leaders, affinity or
curriculum groups
Programs: Human potential, destiny;
outreach for health him a quality of life,
interpersonal relationships
Key Insights:
Strong needs for lifestyle coaching,
intimacy; fiscally very cautious,
generous to help teenagers.
Leaders and
Programs B08

symbols, postmodern tech
Unified budget and designated giving,
lifestyle coaching
Communications: Internet
Key Insights:
Safe location and quality space for
children; leaders must set a benchmark
for giving; text a “thought for the day”
for their personal spirituality
Resources and
Communications B08

Middle-aged couples with large families
and active lives in affluent suburbia
“An Important Part of Healthy Lifestyle”
Keenly aware of life cycles;
High expectations for relevant
programs;
Very Sociable and Indulgent;
High devotion to family;
High sense of Well being;
Long term residencies and lasting
bonds with friends and churches;
Prefer conservative social policies but
rarely radical.
Family Fun-tastic
B09

Religion & church attendance important;
Stability more important than creativity;
Reinforce traditional family values;
Moderation is a virtue.
Prefer churches over 200, don’t like to
stand out in a crowd;
Denominations with too radical policies
(conservative or liberal) frustrate them;
Dislike conflict, and may withdraw until
it’s over. Hesitant about accountability.
B09

Enabler, CEO
Basics, Multiple Choices
Educational, Inspirational worship
Curricular, topical, generational Ed;
Affinity or curriculum groups with
designated leaders.
Inreach: Human Potential, Destiny;
Outreach: Health, Quality of Life,
Interpersonal relationships
Key Insights:
Pastor maintains harmony; Clear faith,
but compassionate to adapt;
Highlight mission trips;
Youth are a priority.
Leaders and
Programs B09

Christendom, modern
Unified budgets or designated giving;
Lifestyle coaching
Communication: Internet, Print,
Gatherings
Key Insights:
Youth space and Sunday School crucial;
Reluctant to set benchmarks for giving;
Always keep donations confidential;
Frugal, but generous in emergencies;
Resources and
Communications B09

Affluent, mainly Asian couples/families
enjoying dynamic lifestyles in metro
areas
“An Important Part of Healthy Lifestyle”
Keenly aware of life cycles;
High expectations for relevant
programs;
Very Sociable and Indulgent;
High devotion to family;
High sense of Well being;
Focused on health and wealth;
Travel and other cultures.
Cosmopolitan Achievers
B10

Religion often associated with heritage
and tradition.
Respect the church, but do not attend
very often.
Content with accepted religious faith
and practice; not philosophically
adventurous;
Aesthetics and spirituality closely
related; Respect other faiths, but not
especially mission-minded;
Participate in churches that are broad-
minded and non-dogmatic.
Bi-lingual can be important.
B10

Visionary, Pilgrim
Healthy Choices
Inspirational, educational
Curricular, topical, generational or peer
group education;
Curriculum groups with designated
leaders.
Inreach: Human Potential, Health;
Outreach: Survival, Quality of Life
Key Insights:
Pastor need no visit, should not be
intrusive into private lives; but should
mingle before and after church.
Leaders and
Programs B10

Contemporary, modern
Unified budgets or designated giving;
Informed philanthropy
Communication: Internet, Print,
Gatherings
Key Insights:
Degree of generosity influenced by
respect for the senior pastor;
Internet provides reach, not depth;
Resources and
Communications B10

Upscale boomer-aged couples living in
city and close-in suburbs
“It’s the right thing to do”
First wave of baby boomers with an
“approach/avoidance” relationship with
the church. High interest in spirituality,
exploring various religions.
Lost interest in radical ideas. Frustrated
by dogmatism and bureaucracy.
Passionate for various social causes –
preferred faith-based nonprofits.
Religion part of a balanced life
Aging of Aquarius
C11

Visionary, Pilgrim or discipler
leadership;
Multiple-choice or healthy hospitality;
Inspirational – educational worship.
Experiential, topical, peer group CE;
Rotated leaders and affinity groups
Programs: interpersonal relationships,
health; outreach for human potential
and quality of life.
Key Insights:
Generous, but not necessarily
sacrificial; high self-esteem (ego?);
emphasis on respect can lead to low
accountability
Leaders and
Programs C11

Utilitarian facilities, contemporary
symbols, modern technologies
Designated giving;
informed philanthropy or lifestyle
coaching
Communications:
Internet, print, gatherings
Key Insights:
Worship may be presentational, but
they associate video technology with
“mere entertainment”
Resources and
Communications C11

Upscale retirees and empty-nesters in
comfortable communities
Quiet and good taste, morality with
minimum sacrifice. High commitment to
career and sense of well-being.
Over 65, regularly attend church.
Religion provides continuity with past.
Transfer membership to a church of the
same denomination, and expect to feel
right at home.
Conservative values and beliefs – the
church is a rock of stability.
Golf Carts and Gourmets
C12

Enabler, CEO leadership;
Multiple and healthy choice hospitality;
Inspirational or care giving, educational
worship.
Curricular, topical, peer group CE;
Rotated leaders, curriculum groups.
health; outreach for human potential,
quality of life.
Key Insights:
Volunteers disappear over the holidays;
love the youth, but just like change.
Worship is comfortable and predictable.
Leaders and
Programs C12

Unified budgets, informed philanthropy
Communications: gatherings, print,
phone
Key Insights:
Worship should never be
“entertainment”. Prefer to talk to real
people, not machines. Secretary must be
well trained. People get what they
deserve, and deserve what they have.
Resources and
Communications C12

Mature, upscale couples and singles in
suburban homes
Quiet and good taste, morality with
minimum sacrifice. High commitment to
career and sense of well-being.
Over 65, many widowed and divorced;
Longtime residents, stylish homes;
Relatively liberal;
Church is part of education, social
service, and arts networks; members
old friends;
Highly artistic worship, focused
outreach; provide a strong sense of
Silver Sophisticates
C13

Healthy choice hospitality;
Inspirational, educational worship.
Curricular, topical, generational CE;
affinity.
health; outreach for human potential,
quality of life.
Key Insights:
Trust church officers, but require good
feedback. SS classes stay together a
long time. Strong views about
Eucharist.
Leaders and
Programs C13

Unified budgets, informed philanthropy
Communications: gatherings, print,
phone
Key Insights:
Clear distinctions between sacred and
secular space and time. Generosity most
influenced by credibility of leadership.
Often critical of personnel costs.
Avoid answering machines!
Resources and
Communications C13

Baby boomer adults and their teenage/young
adult children sharing suburban homes
“It’s the Right Thing to Do!”
Quiet good taste … High Well Being
Morality with minimum sacrifice
Households with 20-something children
living at home. Disappointed empty-nesters,
but remarkably harmonious households.
Traditional lifestyles;
right-of-center points of view.
Family over career; sense of well being is
tempered by money management concerns.
Boomers and
Boomerangs C14

Differ about the importance of church.
Parents still have a high commitment to
family, and "kids" often influence lifestyle
decisions.
Lack of church involvement begets even
more lack of church involvement by next
generation.

Larger, resource size churches; or church
plants. Contemporary in worship style …
traditional in worship structure.
Senior pastors often younger than staff.
Short term activities;
External focus.
C14

Discipler
Multiple Choices
Coaching, Inspirational Worship
Experiential, topical, peer;
Designated or Rotated leaders; affinity
Programs: Interpersonal, Recovery
Quality of Life; Human Potential
Key Insights:
Sunday school classes self-sustaining;
Small groups creative and fun;
Potential for mid-week Recovery
Worship
Leaders and
Programs C14

symbols, Modern or Post-Modern Tech
Unified budget and Lifestyle Coaching
Communications: Multi-Sources
Key Insights:
Most visible worship tech: Drum Set!
Parents want a tax receipt, but children
spend their tax refund.
Resources and
Communications C14

Upscale, middle-aged couples with school-
aged children living active family lifestyles in
outlying suburbs
“Generally speaking, God is often among our
higher priorities”
Over-programmed, self-motivated, and
undecided;
Spontaneous and sociable;
High drive for affluence;
High entertainment activities;
Multi-generations in same household
Boomers and
Boomerangs D15

Family is central, so the church must
make family nurturing central;
Church competes with many other clubs,
sports, and other organizations;
Somewhat skeptical of organized religion;
Medium-sized independent churches;
Relevant generational programs;
No debt, practical visions;
May live in starter homes … enthusiastic
about church plants.
D15

Enabler, Discipler
The Basics
Coaching, Transformational Worship
Experiential, Biblical or Topical,
Generational;
Designated or Rotated leaders; affinity
Inreach: Quality of Life
Outreach: Survival, Health
Key Insights:
Conservative pastor who avoids
confrontation & cooperates with other
churches; Short term projects;
Convenience food and pot luck;
Leaders and
Programs D15

symbols, Post-Modern Tech
Designated giving and Lifestyle Coaching
Key Insights:
Electronic keyboards standard;
Hard to reach if you are not internet
savvy,
Easily distracted;
Their challenge is how to spend tax
refunds; temper self-indulgence; and how
to spend any financial windfalls faithfully.
Resources and
Communications D15

Upper middle-class diverse family unites
and empty nesters living in established
suburbs
undecided;
Live close enough to the city to enjoy it,
but far enough from the mayhem.
Settled in Suburbia
D16

Look to church for fellowship,
reassurance and hope … but distance
themselves from excessive demands or
extreme views.
God, family, and personal development
are all equal priorities.
Middle of the road and moderate;
Modest risk takers, limit debt; avoid
leadership;
Prefer larger churches, a sense of
tradition.
Can join a management board, but
depend on professionals.
Appreciate creativity, but not stress;
D16

Enabler, CEO
The Basics, Multiple Choices
Educational or coaching, inspirational
Worship
Curricular, Biblical or Topical,
Generational;
Designated leaders; curriculum
Outreach: Survival, Health
Key Insights:
Pastor is clearly pastoral;
Eucharist meditative and calming;
Laughter a sign of unity and health;
Leaders and
Programs D16

symbols, Modern Tech
Unified budgets; Lifestyle Coaching
combined with informed philanthropy;
Communications: Print, radio, some
internet
Key Insights:
Usually about 10 years behind the
cutting edge in technology;
“Presentational” sanctuaries;
Resources and
Communications D16

Ethnically-diverse, middle-aged families
settled in new suburban neighborhoods
undecided;
Mainly Hispanic and Asian, balance
traditional and contemporary lifestyles.
Settled in Suburbia
D17

Integrate heritage with cross-cultural
realities;
Church competes with career and family;
Well-educated, can be effective board
leaders … if properly motivated;
Church is a part of a lifecycle transition;
Work more central to identity than church;
Success measured by possessions;
Prefer larger churches … often with
impressive contemporary architecture,
state-of-the art technologies; landscaped
grounds, regional visibility.
D17

Discipler, Visionary
Multiple Choices
Inspirational Worship
Experiential, Biblical or Topical, Peer;
Designated leaders; affinity
Inreach: Human Potential
Outreach: Quality of Life
Key Insights:
Pastor or priest a model of spiritual
discipline, aura of holiness;
Worship classically Christian, but blog,
podcast, & post sermon immediately.
Leaders and
Programs D17

Ecclesiastical facilities, Christendom or
Contemporary, Postmodern Tech
Unified budgets; Lifestyle Coaching
combined with informed philanthropy;
Communications: Internet, radio
Key Insights:
Technology demonstrates sound
communication;
Intimacy and internet can go together.
Big visions motivate generosity;
Resources and
Communications D17

D18
Suburban Attainment
(Soulful Spenders)

Upper-middle-class couples/families
in expanding suburbs
“Generally speaking, God is often
among our higher priorities”
Emerging black professional class
pursuing the good life in savvy and
healthy ways
Church is part of their identity;
Preserve ties with old neighborhoods,
but migrating to upgrade properties.
Church as extended homogeneous
large family; but tolerant and open
Suburban Attainment
D18

Visionary, CEO leadership
Basic or multiple-choice hospitality
Inspirational or coaching worship
Curricular, biblical, generational CE
Designated leaders, affinity groups
Programs for human potential
Outreach for quality of life
Key insight:
Motivation is often more important
than information; capture their
attention with a big, bold, vision of
social change.
Leaders and
Programs D18

Utilitarian or ecclesiastical facilities;
Christendom symbols, modern tech
Unified budgets
Lifestyle coaching
Key communications:
Telephone
Gatherings
Radio
Key insight:
Verbal communication demands
constant repetition
D18
Resources and
Communications

E1
9
Full Pockets, Empty Nests

Empty-nesting, upper middle-class
households with discretionary income living
sophisticated lifestyles
“Reasonable Religion, from Privileged
Perspective, for a Better World”
Objective distance. Expand personal
space; Occasional passion for a cause
Global, Progressive, Fulfillment;
High concern for environment;
High desire to broaden horizons;
Work, career, senior management
experience central to their self-esteem.
Full Pockets, Empty
Nests E19

Once backbone of established church, but
now distancing themselves and
gravitating to faith-based non-profits;
Frustrated by slow bureaucracies;
Attend lectures, worship sporadically;
Learn theology, resist spiritual discipline;
Gravitate to counter-cultural churches,
but with sophisticated tastes;
Good strategic planners, but prone to
micro-management;
Rigorously align budgets, measure
results, but may have idiosyncratic views.
E19

Visionary, CEO
Multiple Choices, Healthy Choices
Inspirational, Mission Connectional;
Curricular or Experiential, Topical,
Peer;
Designated leaders; affinity
Inreach: Human Potential
Outreach: Quality of Life
Key Insights:
Leaders work long hours, stand up to
pressure, take initiative;
Child-friendly not a priority; worship an
adult experience.
Leaders and
Programs E19

Utilitarian or Ecclesiastical facilities,
Contemporary, Modern or Postmodern
Unified budgets or Designated Giving;
Informed philanthropy;
Communications: Print, Internet, Smart
Phone
Key Insights:
High quality furnishings, or deliberate
nostalgia;
Generosity related to great mission
stories and measureable results.
Big visions motivate generosity;
Resources and
Communications E19

Upper-middle-class, multigenerational
households in exurban areas
“Reasonable religion, from privileged
perspective, for a better world”
Global, progressive, seeking fulfillment
concerns for environment, big horizons
Late wave Boomers 50+ and Buster
children(20 to 30); different opinions,
family values, surprising harmony
No Place Like Home
E20

Church important to both generations;
Neighborly but reserved toward
newcomers
Theologically conservative, strong
fellowship, ecumenically minded;
Prefer small and medium-size churches
that offer options in worship and
fellowship;
May attend the mega church for its lively
worship in small groups.
No Place Like Home
E20

Enabler, Discipler leaders;
Multiple choices;
Inspirational and Coaching worship;
Rotated leaders, affinity groups;
Outreach: quality of life, relationships;
for others survival and health
Key insights:
Local focus; loose denominational ties;
Pastor mingles in the food court;
Seasonal worship and special
occasions;
Leaders and
Programs E20

Utilitarian, Christendom, modern or
postmodern
Unified budget or designated giving,
lifestyle coaching
Print, Internet, telephone, gatherings
Key Insights:
Fiscal conservatives, avoid debt;
Many renovations problems for wireless
and Internet connections;
Kitchen technologies particularly
important
Resources and
Communications E20

Comfortably established baby boomer
couples in town and country communities
“Reasonable religion, from privileged
perspective, for a better world”
Critical distance, personal space,
occasional passion for a cause
Intentionally chose rural life.
Conservative, hard-working, mainstream.
Spiritual and religious – sensitive to God
in creation – connect with established
churches.
Eager volunteers, rarely challenge
authority but have strong opinions.
Unspoiled Splendor
E21

Enabler or caregiver, discipler leaders;
Basic hospitality and multiple choices;
Educational, care giving or inspirational
worship.
Regular, biblical or topical, peer group
CE;
Rotated leaders, curriculum groups.
Programs: quality of life, interpersonal
relationships; survival, human potential.
Key Insights:
The lead and gentle evangelism.
Hesitate to enforce too much
accountability. Strong opinions about
Sunday school.
Leaders and
Programs E21

Unified budgets for designated giving,
informed philanthropy.
Communications: print, telephone,
gatherings
Key Insights:
Usually opt to reduce staff rather than
change property; they watch a DVD, but
don’t surf the web.
Resources and
Communications E21

Active, young upper-middle-class
couples/families living upwardly mobile
lifestyles
“Looking for God through (or with?) the
eyes of a child”
Critical distance, personal space, passion
for a cause. High devotion to family.
Extreme mobility – short-term residence.
The house is more of a staging area than
a residence. Often live in an ethical blur;
self absorbed. Church involvement may
be sporadic and crisis driven. They
struggle with absolutes. Church must be
convenient.
Fast Track Couples
F22

Mentor, discipler leadership;
Multiple-choice and take-out hospitality;
Experiential, topical or biblical,
generational or peer group CE;
designated leaders and affinity groups.
relationships; reached the same plus
recovery.
Key Insights:
Require consistent mentoring; open to
the miraculous; avoid mere chit chat.
Leaders and
Programs F22

Utilitarian, contemporary symbols,
postmodern tech;
Designated giving, lifestyle coaching;
Key Insights:
Nuances of a message are often lost in
translation; more likely to prioritize
money for personnel and sacrifice
property. Status conscious for a quality
environment – a dress conservatively
and avoid ceremony.
Resources and
Communications F22

Young middle-class families in scenic
suburbs leading active, family focused
lives
“Looking for God through (or with?) the
eyes of a child”
Critical distance, personal space,
passion for a cause; high devotion to
family.
Young adults struggling for work,
prioritizing relationships, dual careers.
Only a minority with an academic
degree.
Seek churches with programs for young
Families Matter Most
F23

Discipler, CEO of leadership;
multiple-choice and take-out hospitality;
Experiential or curricular, biblical,
generational CE; designated leaders
and affinity groups
relationships; outreach for quality of
life.
Key Insights:
Pastor credibility is crucial. Minimalist
faith expectations, strong commitment
to spiritual growth. Adults prefer
midweek groups to Sunday school.
Leaders and
Programs F23

symbols, postmodern tech.
Designated giving, lifestyle coaching
Key Insights:
Receptive to advertising; avoid
controversial topics; not very status
conscious; staff salaries and benefits
comparable to the working experience
of these young couples.
Resources and
Communications F23

Younger, upwardly-mobile singles living in
mid-scale metro areas leading leisure-
intensive lifestyles
“Spiritual Truth is buried beneath an
avalanche of religious hypocrisy”
Web-savvy, self-indulgent, ardent social
activism;
High Altruism and Giving;
High Entertainment Activities
Optimistically climbing the corporate
ladder.
Status Seeking Singles
G24

Unattached, educated, 30-40;
Combine luxuries and social action;
Indifferent or hostile to church;
Prefer churches with major non-profit
ministries;
Rarely consider membership or worship;
Many attracted to spiritual celebrities;
Some attract to Gospel of Success;
Organize charitable fund raising, but
rarely join protest march;
Liberal views may be obscured by self-
absorption.
G24

CEO, Pilgrim
Healthy Choices
Experiential, Topical, Peer;
Rotated leaders; affinity
Inreach: Interpersonal Relationships
Outreach: Anything except evangelism
Key Insights:
Pastor often a denominational maverick;
Value ceremony as mission solidarity;
Open to mystery and emotion.
Leaders and
Programs G24

Utilitarian facilities, Contemporary,
Postmodern
Designated Giving; Informed
philanthropy;
Communications: Internet, Smart Phone
Key Insights:
Value trendy gadgets;
Meet personally with CEO’s for outreach
projects and micro-charities;
Avoid huge charitable organizations;
Websites are a hub of intimacy, and link
to sites related to arts or justice.
Resources and
Communications G24

Younger, up-and-coming singles living big
city lifestyles located within top CBSA
markets
“Spiritual Truth is buried beneath an
avalanche of religious hypocrisy”
Web-savvy, self-indulgent, ardent social
activism;
High Altruism and Giving;
High Entertainment Activities
Liberal, eclectic, 20-30, in funky, hip
nbeighborhoods.
Urban Edge
G25

Risk takers comfortable in insecure
surroundings;
Extremely skeptical of religion, but
broadly “spiritual” and often artistic.
Church is about artificial conformity &
even oppression; but remarkable respect
for priests & prophetic pastors who are
spiritually disciplined and blessing the
poor.
Live in the moment, flaunt the “herd
mentality”; intellectual; extremely
relational; nighttime lifestyles;
G25

Pilgrim, Mentor
Multiple Choices, Take-out
Experiential, Topical, Peer;
Rotated leaders; affinity
Outreach: Anything except evangelism
Key Insights:
Leaders are mystical or peophetic;
Prefer spontaneity in worship;
Small groups very unstructured;
Leaders and
Programs G25

Utilitarian facilities, Contemporary,
Postmodern
philanthropy;
Key Insights:
Gravitate to free wireless environments;
Often follow blogs;
Donate skills for charity;
Raise money through entertainment
venues
Resources and
Communications G25

Mature, multi-ethnic couples with
comfortable, active lives in middle class
suburbs
“Faithfulness means being brand loyal
and cost conscious”
Many first generation immigrant
couples. Strong ties to old country &
home church.
Strong, extended family ties mean less
time to volunteer in church.
“Too Busy” but good givers. American
values with ethnic twist. Attracted to
churches with cross-cultural
sensitivities. Always rally behind the
Progressive Potpourri
H26

CEO, Enabler leadership
The Basics and Multiple hospitality
Inspirational, Educational or Care-
Giving.
Curricular, Biblical, Generational CE;
Designated leaders, Curriculum groups
Programs: Quality of Life, Survival,
Human Potential
Key Insights:
Worship leadership a great honor.
Gender and generational groups.
Give generously to charities.
Leaders and
Programs H26

symbols; Modern or Post-modern tech
Unified Budgets; Informed Philanthropy
or Lifestyle Coaching
Communications: Print, television,
telephone, gatherings
Key Insights:
Provide ample hospitality and mingling
space. Any financial mismanagement
very shaming. Provide ample
information.
Trend toward digital and internet use.
Resources and
Communications H26

Upper middle-class, established couples
living leisure lifestyles in small towns and
cities
and cost conscious"
Worried about the future, avid collectors,
balance and moderation
Dutiful, restrained, high need for security,
Prefer to follow than lead;
High concern for the environment
Left the rat race for rustic, recreational
and artsy communities.
Birkenstocks and Beemers
H27

Spirituality is important … not religion;
Nature a key to spirituality;
Smaller, intimate congregations,
strong sense of belonging without high
expectations;
Mainstream churches with high aesthetics
for sacred space and liturgy;
Inclusive, non-dogmatic, liberal …
but avoid conflict.
1-day-a-week commitment,
and charitable contributions.
H27

Enabler, Caregiver
Multiple, healthy choices
Inspirational, educational/caregiving
Curricular or Experiential, Topical, Peer
Rotated leaders, curriculum or affinity
Inreach: Quality of Life, Human
Potential
Outreach: Survival
Key Insights:
Pastor a calming, rational influence;
Pot luck suppers;
Short term small groups for projects
rather than spiritual life;
Leaders and
Programs H27

Ecclesiastical, Christendom or
Contemporary symbols, Modern Tech
Unified budgets, Informed Philanthropy
Print, television, gathering, and
basic cell phones
Key Insights:
Fun Fund-Raisers;
Building as Community Center
Resources and
Communications H27

Mid-scale, multi-cultural couples and
families living in mid-tier metro
suburban settings
and cost conscious”
40-65, childless (some teens)
Worried about the future, avid
collectors, balance/moderation
“Average” is both norm & choice.
Conformists, long residencies, deep
roots
Churches are reliable, not flashy;
membership has privileges;
Everyday Moderates
H28

Enabler – Caregiver leadership
The Basics and Multiple Choices
Educational Care-Giving worship
Rotated leaders, Curriculum or affinity
groups
Programs: Quality of Life, Survival
Key Insights:
Worship leadership a great honor.
Gender and generational groups.
Cautious about money.
Leaders and
Programs H28

symbols; Modern or Modern tech
Unified Budgets; Informed Philanthropy
Communications: Print, television,
telephone, gatherings
Key Insights:
Provide ample hospitality and mingling
space. Any financial mismanagement
very shaming. Provide ample
information.
Resources and
Communications H28

Middle-aged, mid-scale couples in rural
towns and fringe suburbs working to enjoy
their active lifestyles
and cost conscious"
Worried about the future, avid collectors,
balance and moderation
Dutiful, restrained, high need for security,
Prefer to follow than lead;
High concern for the environment
Laid back, blue collar, “Silent Majority”
Destination Recreation
H29

Volunteer for a good cause, but avoid
organizational memberships;
Optimistic without strong opinions;
Participate in a church, but don’t join;
Comfortable as adherents;
The year round residents providing retail
& public service in seasonal resort areas;
Small traditional churches,
personal religion; avoid controversy;
Generous in emergencies,
Committed to outdoor activities
H29

Enabler
The Basics
Inspirational, Mission Connectional
Curricular or Experiential, Biblical, Peer
Designated leaders, affinity
Outreach: Survival
Key Insights:
Pastor a People Person;
One-day-a-week Christians
Passing the Peace important
Leaders and
Programs H29

Ecclesiastical or Utilitarian facilities,
Christendom symbols, Modern Tech
Designated Giving, Lifestyle Coaching
Internet, corded and cell phones,
Gatherings
Key Insights:
Fun Fund-Raisers;
Building as Community Center;
Use email for commerce, chat, email,
advertising – Kijiji users
Resources and
Communications H29

I 30 Stockcars and State Parks

Middle-class couples and families living in
more remote rural communities
“Religious practices cherish our past
and can empower my future"
Multi-cultural, extended family, friendly
networks, strong work ethics
Social, seeking affluence
High commitment to career
Empty nesters who like plenty of space,
Natural surroundings
Stock Cars & State Parks
I30

Church is the one organization they
will join;
Conservative politics and values;
Won’t join parties & civic organizations,
but will attend rallies;
Deep roots in rural communities
and family church
Key Insights:
Pastor always welcome; need not be
ordained; Lay preaching appreciated;
Lots of fellowship, gender-based groups;
Food and fun with scripture and prayer;
I30

Enabler, Caregiver, Mentor
The Basics
Inspirational, Caregiving
Curricular, Biblical, Generational
Designated leaders, Curriculum or
Affinity
Inreach: Quality of Life, Survival
Outreach: Survival, Recovery
Key Insights:
Pastor a spiritual authority;
Classic hymns and camp songs;
Memorized religion;
Rehab and w Wellness Centers
Leaders and
Programs I30

Unified Budgets, Lifestyle Coaching
Corded telephones, Print, Gatherings
Key Insights:
Memorials important;
Unlocked doors;
Skeptical of denominational overhead;
Consensus decision-making
Resources and
Communications I30

Middle-class couples and families living in
more remote rural communities
“Religious practices cherish our past and
can empower my future”
Multicultural, family and friends, strong
work ethic – value of friendly church.
Relatively content couples and cost
conscious consumers. Buy American and
settle for durability. Shop around for the
best church with the most helpful programs
and least financial overhead.
Open-minded, but membership has its
privileges
Blue Collar Comfort
I31

Enabler, CEO, discipler leadership;
Multiple choices in hospitality;
Inspirational, coaching or care giving
worship.
Curricular or experiential, biblical or
topical, generational CE; rotated leaders,
curriculum or affinity group
Program: quality of life; outreach for
survival, recovery, health
Key Insights:
Open-ended to community groups (12
Step, fitness, etc.) Keep church life
uncomplicated!
Leaders and
Programs I31

Ecclesiastical or utilitarian facilities,
Unified budgets, informed philanthropy,
lifestyle coaching
Communications: Gatherings, print,
Internet
Key Insights:
Websites are simple and static;
comfortable with manageable debt;
the building will get hard use.
Resources and
Communications I31

I 32 Steadfast Conventionalists
(Latin Flair)

Conventional Hispanic Gen X families
located in coastal city homes
Hard working, 1st
Generation Immigrants
in their 40-s-50’s
Steadfast Conventionalists
I32

Older, denser urban neighborhoods;
Spanish primary language and culture;
Religion important – Roman Catholic or
Pentecostal – Focus for fellowship and
mutual support
Traditional expectations; duty before
happiness; encourage tolerance;
Traditional marriage and family,
and female roles
Key Insights:
Reina Valera Bible at home;
“Parish Church”
Willing to try something new
I32

Discipler, CEO
The Basics
Inspirational, Caregiving, Educational
Affinity
Inreach: Quality of Life, Health
Outreach: Survival
Key Insights:
Strong but flexible priest;
Women more likely in Small Groups;
Priority for education;
Leaders and
Programs I32

Corded telephones, Print, Gatherings
Key Insights:
Custodial and security concerns;
Donate time rather than money;
Resources and
Communications I32

I 33 Balance and Harmony
(Hispanic Harmony)

Middle-class Hispanic families living lively
lifestyles in city-centric neighborhoods
Younger version Steadfast Conventionalists
30’s and 40’s
Steadfast Conventionalists
I33

More interested in novelty and change,
open to marketing, online social media
Strongly committed to Spanish culture,
more adaptive
Traditional church, family values;
Women
Key Insights:
Reina Valera Bible at home;
“Parish Church”
Willing to try something new
I33

Discipler, CEO
The Basics, Take-Out
Inspirational, Caregiving, Educational
Affinity
Inreach: Quality of Life, Health
Outreach: Survival
Key Insights:
Strong but flexible priest;
Credible laity connect with visitors;
Devotional resources;
Community centers & grassroots
advocacy
Leaders and
Programs I33

Internet, basic cell phones, Gatherings
Key Insights:
House Non-Profit agencies;
Donate time rather than money;
Email communications
Resources and
Communications I33

Middle class seniors living solid,
suburban lifestyles
“God’s mission, our community,
my church”
Sink deep roots, enjoy being home,
cherish grandchildren, and keep it
simple.
Longtime residents; local church
integral to identity; value continuity with
the past and concrete philanthropy.
Their church is the “gold standard” for
the church of their children and
grandchildren.
Aging in Place
J34

Enabler, caregiver leadership
Multiple and healthy choices hospitality
Care giving, educational worship
Curricular, biblical or topical, and
generational CE; rotated leaders,
curriculum or affinity groups
Programs: quality of life, interpersonal
relationships; outreach for survival
Key Insights:
Large groups for women, men, teens;
prefer basic training for Sunday school
teachers; special worship services and
holidays are important.
Leaders and
Programs J34

symbols; modern tech
Unified budget and informed
philanthropy
gatherings
Key Insights:
Often complain about poor
communication; difficult challenge to
build trust; often skeptical of
professional capital fund raisers.
Resources and
Communications J34

Older middle-class couples and singles
living comfortable lives in rural towns
my church”
White middle-class seniors over 65,
conservative with strong traditional
family ties;
Some may have military experience, but
detach themselves from stressful events
and a concern for contemporary issues
Often isolated both geographically and
intellectually; old-fashioned sensitivity
and simple pleasures
Rural Escape
J35

Deep roots, enjoy home, cherished
grandchildren, keep it simple
Very content in remote agricultural
regions. Modest or manufactured
homes. Spirituality and faith important,
church attendance a duty and a
pleasure.
Traditional family values, some with
military experience. Fellowship and
tradition important.
J35

Enabler, caregiver leadership;
Basic hospitality;
Inspirational, care giving worship.
Curricular, biblical, peer group;
affinity group.
Programs: survival, quality of life;
outreach the same plus recovery.
Key Insights:
Connect Sunday school with private
devotions. Large gender and age-based
groups important.
Leaders and
Programs J35

Christendom symbols, modern tech.
Unified budgets, informed philanthropy.
gatherings.
Key Insights:
Support denominational mission funds
that emphasize quality of life or health –
not public policy advocacy. Value
sacred space.
Resources and
Communications J35

Older middle-class empty-nesting
couples and singles in city
neighborhoods
my church”
Sink deep roots, enjoy being home, and
keep it simple
Local, traditional, planned lives
High devotion to family and faith
Longtime residents in changing
neighborhoods
Settled and Sensible
J36

Church is a stronghold and refuge;
Worship provides hope and fellowship;
Denominationally loyal;
Give generously within pensions;
Conservative on social issues;
Liberal on economic issues;
Traditional family values, but fight
poverty, provide health care, protect
safety
Homogeneous churches preserve ethnic
orientations;
Pragmatic and adaptive so long as they
can live quietly and undisturbed
J36

CEO, Caregiver leadership;
Basic hospitality;
Inspirational, care giving or educational.
Curricular, biblical, peer group;
Rotated leaders, curriculum or affinity
group.
Inreach: Quality of Life, Relationships
Outreach: Health
Key Insights:
2nd
staff Associate Ordained Visitor;
Hover in friendship circles;
Religious & National pride go together
Leaders and
Programs J36

symbols, modern tech.
Unified budgets, informed philanthropy.
gatherings, television.
Key Insights:
Kitchen & washrooms require upgrades;
More open to professional fund raisers;
Television is always on
Resources and
Communications J36

Young, mid-scale singles & couples
living socially active city lives
“An Eccentric Habit with Only
Occasional Advantages”
Unattached, body conscious, fashion
forward, active & urbane
Progressive, Carefree, Self oriented
High Entertainment Activities;
Low devotion to families
College graduates just starting careers;
Wired for Success
K37

They know how to have a good time;
Conspicuous consumers,
crave recognition.
Churches struggle to reach them:
Mobile, preoccupied, socializing,
working
Become involved in liberal causes,
art shows, rock concerts;
Instant spontaneous action;
Unconventional, multi-cultural, tolerant;
Disinterested in religion, may get
interested in spirituality.
Conversation without condescension.
K37

Mentor, Pilgrim leadership;
Multiple healthy choices;
Inspirational, Coaching.
Experiential, Topical, peer group;
Designated leaders, affinity groups.
Outreach: Human Potential and any
cause other than evangelism
Key Insights:
Texting and “Thought for the Day”;
Unpredictable attendance;
Websites are the classrooms
Leaders and
Programs J37

Utilitarian facilities, COntemporary
symbols, Postmodern tech.
Designated Giving, Lifestyle Coaching.
Communications: Internet, some print
Key Insights:
Being seen and opportunities for
interaction;
Give time & enthusiasm … not money;
Resources and
Communications J37

Mix of middle-aged, middle-class
singles and couples living urban New
York City and like lifestyles.
Only in large metro areas, many single
and divorced, 40’s-50’s multi-ethnic;
Gotham Blend
K38

Dense, energetic, diverse
neighborhoods;
Bilingual and multi-lingual;
Work hard, play hard, learn constantly;
Roman Catholic or Black Protestant;
Mainstream struggle to reach them;
Sporadic in worship;
Progressive, liberal – model tolerance
and multi-cultural harmony;
Big, audacious, city reaching visions;
Key Insights:
Opportunities for cultural assimilation;
Dating scene;
Celebrate uniqueness;
K38

CEO, Visionary leadership;
Multiple choices; Take-Out
Inspirational, Coaching.
Curricular or Experiential, Topical, peer
group;
Designated leaders, affinity groups.
Outreach: Human Potential, Quality of
Life
Key Insights:
Larger than Life leaders;
Topical, practical, thematic worship;
Risk-takers;
Leaders and
Programs K38

Christendom symbols, Postmodern tech.
Communications: Internet, some print
Key Insights:
Mingle and dialogue;
Spend discretionary income on
themselves;
Outdoor signage;
Resources and
Communications K38

Ethnically diverse, middle-aged singles
living urban, active lifestyles
“An eccentric habit with only occasional
advantages”
Unattached, body conscious, urbane;
Fashionable, progressive, self-
absorbed;
Low devotion to families.
Middle age individualists uncomfortable
with conformity. Creative, outspoken,
liberal. Diverse relationships. Risk-
takers.
Cautious about church, strong social
Metro Fusion
K39

Mentor, Pilgrim leadership
Multiple and healthy choices hospitality
Transformational, Coaching worship
Rotated or Designated leaders, affinity
groups
Programs: Interpersonal Relationships;
Human Potential, Quality of Life
Key Insights:
Multi-sensory worship; internet
education
Passionate about human rights and
freedom of expression.
Leaders and
Programs K39

Utilitarian facilities; Post-Christendom
symbols; Post-modern tech
Philanthropy or Lifestyle Coaching
Communications: Internet, smart phone,
some print
Key Insights:
Visibility and interaction crucial.
Often carry significant debt; balance
debt and generosity.
Strong market for magazines.
Resources and
Communications K39

Older, divorced and widowed individuals
enjoying settled urban lives;
Never married or starting over, large
circles of friends, active community
groups;
Bohemian Groove
K40

Laid back, enjoy music and hobbies,
creative arts;
Interested in spirituality, late adopters;
Connect with churches with informal
worship, intelligent preaching, great
aesthetics; avoid membership.
Eccentric, inconsistent values;
Unpredictable views;
Strong opinions;
Key Insights:
Individualistic iconoclasts;
Alternative medicine;
Celebrate uniqueness;
Creative energy;
K40

Visionary, Pilgrim leadership;
Multiple healthy choices;
Inspirational, Educational.
Curricular or Experiential, Topical, peer
group;
Rotated leaders, affinity groups.
Outreach: Human Potential, Quality of
Life
Key Insights:
Curiosity and personal growth;
Opportunities for feedback;
Adult education and experts;
Leaders and
Programs K40

Contemporary symbols, Modern tech.
Communications: Print, radio, modest
internet
Key Insights:
Preserve history & architecture;
Always update outreach;
Act on impulse & just show up;
Resources and
Communications K40

Older empty nesting couples/singles
enjoy and relax lives in small towns
“Always take time to smell the roses
and appreciate what you have”
Thrifty, outdoorsy, slower paced, small
towns are just right. ”Snowbirds”?
Transition to retirement, not committed
to the trappings of success. Look
forward to recreation and leisure with
solid savings and discretionary income.
Visit large, resource size churches for
upbeat worship and variety of programs
–but often feel lost in a crowd.
Booming and Consuming
L41

Multiple, healthy choice hospitality;
Inspirational, educational worship.
Curricular, biblical or topical,
generational; rotated leaders, affinity or
curriculum group.
health; outreach for health, quality of
life, human destiny.
Key Insights:
Intimate, long-term small groups. Love
“children’s time” in worship. politically
active, but separate church and state.
Leaders and
Programs L41

symbols, modern or postmodern tech;
Unified budget, informed philanthropy.
Communications: Internet, print,
television
Key Insights:
Landscaping important; provide regular
financial statements for their scrutiny;
appreciate religious broadcasting.
Resources and
Communications L41

Mid-scale baby boomer singles and couples
rooted in established suburban communities
and approaching retirement
“Smell the Roses & Appreciate what You
Have”
Thrifty, outdoorsy, slow paced;
Traditional, simple, and care-free
Older, educated boomers (50s’ and 60’s);
Approaching retirement with mixed feelings.
Fear economic uncertainty, family
estrangement, less recognition.
Rooted Flower Power
L42

Tend to be firm in faith and in church and
other civic organizations. A
After they return from a once-in-a-lifetime
trip to Europe (recovering ancestry),
may volunteer in local charities, support
environmental and health causes, or
political parties.

Participate in name-brand or historic
churches that are somewhat liberal;
strong family values, ethical behavior,
and excellent programs.
Curious; like good sermons, relevant Con
Ed, strong outreach.
Rooted Flower Power
L42

Visionary or CEO
Multiple or Healthy Choices
Educational or Inspirational Worship
Experiential or curricular, topical, peer;
Rotated leaders; affinity or curriculum
Programs: Health,
Quality of Life; Survival
Key Insights:
They expect a church to share their
concerns about “what the world is
coming to”, and are ready to be a part
of “what the church is going to do about
it.”
Leaders and
Programs L42

Ecclesiastical facilities, Christendom or
Contemporary symbols, Modern Tech
Unified budget and Informed
Philanthropy
Communications: Print, Radio, TV,
Internet
Key Insights:
Low risk, large reserve funds;
Internet primarily a library;
May not use social media
Resources and
Communications L42

Lower middle-class baby boomer
households in remote town/country
homes
“Always take time to smell the roses and
appreciate what you have”
Thrifty, outdoorsy, slower paced, small
towns are just right. Traditional, simple
and carefree.
A tenuous hold on middle-class status in
hard times, enjoy simplicity, independent
lifestyles. Lifelong members of the
church; celebrate life cycle milestones in
the church. Volunteer for many projects,
but don’t waste time in meetings.
Homemade Happiness
L43

Enabler, caregiver leadership;
Basic hospitality;
Inspirational, care giving worship.
Curricular, biblical or topical Thomas
generational CE; designated leaders,
affinity or curriculum groups.
health; outreach for quality of life,
survival, recovery.
Key Insights:
Migration of young adults to find work;
potential addiction issues; small groups
may continue a long time.
Leaders and
Programs L43

Ecclesiastical or utilitarian facilities in
the: Christendom symbols; modern tech
Unified budget and lifestyle coaching.
Communications: print, radio, phone
Key Insights:
Leave the building open for private
prayer; it’s okay to take a second
offering on Sunday morning for outreach;
plan ahead to receive people who come
early or late.
Resources and
Communications L43

Lower middle-income rural families,
diverse adult & children household
dynamics
“God, Family, and Country”
Jeans & work boots, outdoorsy, religious,
family loyal, followers
Top 3 priorities are equal. Agrarian roots,
now living in subdivisions & mobile
homes. Patriotic, own 3+ vehicles, don’t
like to stand out in a crowd.
Christian lifestyle more important than
church attendance … very spiritual, not
intellectual … hope for tomorrow, family
focus.
Red, White & Bluegrass
M44

Enabler, Discipler;
Basic or Multiple Choice hospitality:
Inspirational, coaching or
transformation.
generational CE. Rotated leaders with
some training and curriculum groups.
Programs: quality of life, health;
outreach the same plus survival.
Key Insights:
Small groups more important than
worship as entry points to church.
Target male head of households to
reach family.
Leaders and
Programs M44

Christendom symbols; modern tech.
Unified budget, lifestyle coaching.
Communications: radio, television,
gatherings and some internet
Key Insights:
Church buildings should stand out;
exterior signage very important;
sheltered car ports, great nursery;
flexible seating; informality; coach
family Christian financial management.
Some email, basic cell phone.
Resources and
Communications M44

Young, working-class families/single parent
households living in small established cities
“God, family, and country”
Jeans and work boots, outdoorsy with
multiple vehicles, religious and family loyal
Under 35, starting out or starting over;
raising children are more middle-class
incomes; modest educations; changing
circumstance. U-Haul truck is a common
sight
Faith is important, looking for the right
church with family centered opportunities
and low expectations. Cynical, but
Diapers and Debit Cards
M45

Enabler, discipler leadership
Basic, takeout hospitality
Inspirational, coaching or
transformational worship
Experiential or curricular, biblical or
topical, generational C.E.; designated
leaders, affinity or curriculum groups
Programs: human potential, quality of life;
outreach for health and relationships
Key Insights:
Small-group important entry point into
church – including sports.
Leaders and
Programs M45

symbols; modern for postmodern tech
Communications: Internet, radio,
television, gatherings
Key Insights:
Leaders lead! Require visible
benchmarks for giving; look for role
models and mentors. Easy accessibility,
central location, child friendly.
Resources and
Communications M45

Older, middle-class households in town-
country communities in the nation’s
midsection
“The Lord is my shepherd”
Solitude and self-reliance, retrofitted
vehicles and large freezers.
Over 45 with deep roots. Longtime
residents in older homes.
Very spiritual – church a routine.
Casual, conservative, parochial – come
as you are – predictable worship – local
focus. True individualists – don’t like
change.
True Grit Americans
N46

Enabler, Caregiver, Mentor leadership;
Basic hospitality and take-out;
Educational or coaching,
generational CE; designated leaders,
affinity or curriculum groups.
Programs: survival, quality of life,
health; outreach for survival and human
destiny
Key Insights:
Pastor available 24/7; Recovery can be
important; time is not a factor.
Leaders and
Programs N46

Unified budgets and lifestyle coach
Communications: Prince, telephone,
gatherings
Key Insights:
Growing interest in Internet gaming;
look for role models and benchmarks for
giving. Church buildings often sit on
large, undeveloped land.
Resources and
Communications N46

Lower middle-income couples and
singles living rural casual lives
Solitude and self-reliance, retrofitted
Stepped up to brick or manufactured
homes on recently developed lots
Childless, traditional family values,
Outdoorsy, wary of strangers, distrustful
of authorities, sense of humor but
stubborn about change
Open to working & career women
Countrified Pragmatics
N47

Prefer small traditional churches,
unambiguous doctrines, strong fellowship
Pastor: Enabler and Care Giver
Leads, but not always has the last word
Hospitality: The Basics, Take Out
Worship: Inspirational, Care Giving
CE: Biblical, Generational
Groups: Rotated Leaders, Affinity or
Curriculum – Recovery can be important
Outreach: Survival, Quality of Life, Health
Sometimes Human Destiny
Leaders and
Programs N47

Upgraded Kitchen
Unified budgets and lifestyle coach
Need visible benchmarks for giving
Communications: Gatherings,
Telephone some Print
Key Insights:
Dial-up internet; resist pledging, but
some tithe; very sacrificial responding
to natural disasters and family
emergencies;
Resources and
Communications N47

N48 Rural Southern Bliss
(Gospel and Grits)

Lower middle income African-American
multigenerational families in small
towns
Small towns mainly in south; life rotates
around family, community, church.
Bad economy means scrambling for
jobs. Maintain an appearance of
success.
Baptists or independent church – attend
regularly, Sunday school included,
fellowship programs.
Conservative faith, equal rights, open to
Rural Southern Bliss
N48

Enabler, caregiver leadership
Basic and take out hospitality
Inspirational, care giving or
generational CE; designated leaders
and affinity groups
health; outreach for health, human
destiny
Key Insights:
Special training for nonprofit
organizations
Leaders and
Programs N48

Unified budgets,
Lifestyle coaching
Communication: gatherings,
telephone, print
Key Insights:
Postmodern splurge for the pastor a
cell phone with hands free ear piece
Resources and
Communications N48

N49 Touch of Tradition
(Work Hard, Pray Hard)

Working-class, middle-aged
couples/singles living in world homes
Solitary and self-reliant; retrofitted
Very small communities and churches.
Adults 35 to 50 delivered the chosen an
old-fashioned agrarian lifestyle. Prefer to
be close to nature. Support members,
wary of newcomers and big institutions.
Church often part of a larger circuit; often
last anchor of survival for a community.
Touch of Tradiction
N49

Enabler, Mentor leadership;
Basic hospitality:
Inspirational, healing worship.
Curricular, biblical/topical, peer group
CE.
Rotated leaders and affinity groups.
health; outreach the same plus human
destiny.
Key Insights:
Family unit the closest thing to a small
group; rapidly responsive and very
sacrificial in response to natural
disasters and family emergencies.
Leaders and
Programs N49

Christendom symbol; modern tech.
Unified budget, lifestyle coaching.
Communications: gatherings, telephone,
print
Key Insights:
The general store is a communication
hub. Church rarely has financial
reserves. Memorial flowers, flags, and
plaques – especially for family and
community members killed in war.
Resources and
Communications N49

Younger and middle-aged singles
gravitating to second-tier status
“Looking for heroes of faith”
High-energy, online, music soundtrack
in the background
Self-reliant and self-absorbed;
Progressive, sociable, discovering their
potential
Starting careers, plan to move on to
bigger cities; Upwardly mobile and
transient
Prefer trendy, active, downtown
neighborhoods
Full Steam Ahead
O50

Churches connect through a credible
spiritual leader who is part of a movement
rather than an institution.
Progressive, liberal churches.
Part of a global village (not denomination)
Wide open to experimentation
and change.
Few absolutes and lots of creativity.
Aggressive social action & human rights;
Pursues a clear mission
in-person and on-line.
Deep relationships through mission teams
and social media; low expectations for
membership, worship, or stewardship.
Full Steam Ahead
O50

Pilgrim, Mentor leadership;
Multiple-choices, Take-out hospitality;
Educational, mission connection
worship.
Experiential/Curricular,
topical, peer small group;
Rotated leaders, affinity groups
quality of life, recovery, survival, health
Key Insights:
Need clear values;
Worship should lead to action;
On-line education
Leaders and
Programs O50

Unified budgets and lifestyle coaching
Communications: Internet, smart phone
Key Insights:
Architecture is important;
High debt, generous hearts;
Update quickly, apologize later;
Resources and
Communications O50

Mix of Gen Y and X singles who live
digital-driven, urban lifestyles
High-energy, online, music soundtrack
in the background
Adventurous, outspoken, creative risk-
takers spend more time in the virtual
world than the real one. College-
educated, revel in multi-tasking.
Worship is boring, struggle in traditional
educational settings. Church is just not
relevant. Sleep in!
Digital Dependents
O51

Pilgrim, Mentor leadership;
Multiple-choice hospitality;
Coaching, mission connectional
worship.
Experiential, topical, peer group;
quality of life
Key Insights:
Long-distance participation in the global
village. A challenge to discern purpose
and meaning in the midst of daily
experience.
Leaders and
Programs O51

Communications: Internet, smart phone
Key Insights:
Share quickly, not perfectly; update
later. No (or bad) credit history.
Website design is more important than
church architecture.
Resources and
Communications O51

Mainly GenY, African American singles,
single families established in small
cities
Under 35, striking out on their own;
Entry level jobs, 20% unemployed,
apartments in high density areas
Lots of pride; duty and work ahead of
good times; taking extra classes
Rebelling against cultural expectations;
Don’t wait for them to come to you –
meet them where they are
Urban Ambition
O52

CEO, mentoring leadership
Multiple choices, take-out hospitality;
Inspirational, coaching worship;
Experiential or curricular, topical,
peer group CE;
Designated leaders and affinity
groups
Programs for human potential and
interpersonal relationships;
Outreach for survival, quality of life,
health, and recovery.
Key Insight:
Addictions can be an issue
Leaders and
Programs O52

Unified budget;
Lifestyle coaching
Communications:
Print, gatherings, phone
Key insight:
Update outdoor signs; offer legal aid;
career counseling; infant care; basic
home medicine
Resources and
Communications O52

Young singles and recent college
graduates living in college communities
Under 35, striking defying stereotypes;
Finding themselves, University
employment,
Liberal, politically disaffected;
Relatively complacent, how pathetic;
Self absorbed, it can be very generous
Fluid, tribal social structure defined by
affinities of taste and interest; diverse
relationships; connect with a mission or
a cause rather than a church.
Colleges and Cafes
O53

Pilgrim, mentor
Multiple choices, take out
Coaching, Mission-Connection
Worship
Experiential or curricular, topical,
peer group CE;
Designated or rotated leaders and
affinity groups
Programs for human potential and
interpersonal relationships;
Outreach for survival, quality of life,
health, and recovery.
Key Insight: Every mission and
Leaders and
Programs O53

Christendom or contemporary
symbols, Postmodern tech
Designated giving;
Lifestyle coaching
Communications:
Print, Internet, gatherings, phone
Key insight:
Sacred ambience is more important
and sacred space– and that extends
to social media
Resources and
Communications O53

Young, multi-ethnic singles living in Midwest
and Southern city centers
“Looking for Heroes of Faith”
Progressive, sociable, seeking fulfillment
High energy, enthusiastic, on line,
music soundtrack in the background
Transitional stage of life.
Live in older apartments close to the
“action”. Ambitious, motivated, over-
achievers; Entertainment-intensive lives,
sampling the smorgasbord of culture.

All about status and recognition, self-
improvement, latest fashions & tech.
Striving Single Scene
O54

More likely to spend Christmas in a new
Caribbean destination than in church.

If they connect:
Very liberal. strong on social action;
Cutting edge in technology
Big, bold vision to make the world a
better place, but radically experimental in
how to get there.
Love novelty and change … conformity
makes them uncomfortable.
Go to independent church, church plant,
or new religious movement before they
ever consider joining a denomination.
Striving Single Scene
O54

Visionary or CEO
Multiple or Healthy Choices
Coaching or Inspirational Worship
Experiential, topical, peer CE;
Designated or rotated leaders, affinity
Programs: Human Potential,
Interpersonal; Quality of Life; Recovery
Key Insights:
Despite appearances often insecure
and worried about the future;
Poor givers, strong volunteers
Leaders and
Programs O54

Utilitarian facilities, Contemporary
Communications: Internet, cell phone,
and print
Key Insights:
Multi-tasking, often sleep deprived;
Share quickly, not perfectly … repeat!
Apologize later if necessary.
Resources and
Communications O54

Families and single-parent households
living near military bases
“Looking for Heroes of Faith”
Progressive, sociable, seeking
fulfillment
High energy, enthusiastic, on line,
music soundtrack in the background
Very transient;
Identity crisis – uprooted lives;
Fatalistic, short of cash;
Guilt-ridden parents seeking normal
family lives
Family Troopers
O55

Expect the church to bring normality into
their lives; help parent their children;
Smaller, medium size churches that are
very inclusive, tolerant of children;
Follow traditions and rituals that bring
continuity and meaning to life;
Church is upbeat, positive;
Messages of hope & unexpected
blessings
Avoid politics, public policy debates;
Moral codes of honesty, equality, respect,
fairness – confidence in prayer.
O55

Enabler, Mentor
Multiple Choices
Caregiving, Transformational Worship
Designated, affinity or curriculum;
Inreach: Human Potential, Relationships;
Outreach: Quality of Life; Recovery, Health
Key Insights:
Extra training for marriage counseling,
domestic violence, suicide prevention;
Blessing more important than offering;
Take-Home Sunday School resources;
Leaders and
Programs O55

Christendom symbols, modern or
postmodern tech
Communications: Internet, cell phone,
and television
Key Insights:
Personnel more important than
property;
Wireless building, cellphone use;
Technology in worship;
Resources and
Communications O55

P56
Midscale Medley
(Rolling the Dice)

Middle aged, midscale income singles and
divorced individuals in secondary cities
“God is good, and life gets better”
Enormous challenges, hard work, English as
a second language – restrained and dutiful
Gen Xers who have been bypassed or left
behind in the race for affluence. Rundown
houses, small apartments – many didn’t
finish high school – low-paying jobs.
Religion is important – faith provides
strength. Church as extended family of
mutual support. Surprising optimism and
openness to change using unconventional
paths to success.
Mid-Scale Medley
P56

Enabler, CEO leadership
Basic hospitality with a few extras
Care giving, inspirational or
Experiential, biblical or topical, peer
group
Designated/rotated leaders, affinity
groups
Programs: human potential, interpersonal
relationships; outreach for survival,
quality of life, health, recovery
Key Insights:
Exercise caution using lotteries for
fundraising. Fellowship is as important as
Leaders and
Programs P56

phone, television
Key Insights:
Staff salaries and benefits may be seen
as luxuries. Access to computers
encourages tutoring. Audio and video
technologies helpful in worship.
Resources and
Communications P56

Mid-scale African-American singles
established in inner-city communities
Enormous challenges, hard work,
English as a second language;
Restrained and dutiful
High devotion to family,
High importance of religious faith;
Living in major metropolitan cities;
Low education, high unemployment;
High density housing
Meager Metro Means
P57

Deeply spiritual and regular church goers;
Readily volunteer for a good cause;
Very compassionate – but often very
outspoken;
Church provides spiritual encouragement
and strength in times of trouble;
Center for social life;
Membership and leadership both sincere
and means of gaining social status;
Conviction about faith and life, combines
with an opportunity to stand out in a crowd
P57

Visionary, CEO leadership
Inspirational or transformational worship
topical, peer group
groups
Inreach: Human potential, Relationships;
Outreach: Survival, quality of life, health,
recovery
Key Insights:
Pastor with strong personality;
Security a major concern;
Adult Sunday school;
Leaders and
Programs P57

Christendom symbols, Modern or
Postmodern tech
Communications: Gatherings, internet,
phone, television
Key Insights:
Internet access at church;
A tithe includes money and service
together;
Resources and
Communications P57

P58
Heritage Heights
(Fragile Families)

Multi-cultural singles and families with mid
and low incomes living settled lives in
urban apartments
Living in major metropolitan cities;
Limited education and big dreams;
Country of origin communities;
Heritage Heights
P58

Faith and church very important;
Key to identity, part of daily routine;
Personal & household spirituality merge;
Regular church attendance;
Prefer worship to have structure and style;
Symbols & music similar to homeland;
Primary language shared by priest, pastor;
Want to practice English in worship;
Socially conservative;
Economically liberal;
Entrepreneurial in spirit;
P58

Inspirational or Caregivingl worship
topical, Generational
groups
Inreach: Human potential;
Outreach: Survival, quality of life, health;
Key Insights:
Extra training in immigration law, human
rights, social issues;
Masses vary in formality;
Bi-lingual verbal announcements;
Leaders and
Programs P58

symbols, Modern tech
phone
Key Insights:
Internet access at church;
Invest in co-ops & non-profits;
Repetition important;
Resources and
Communications P58

P59 Expanding Horizons
(Nuevo Horizons)

Middle-aged, mid-scale income Hospanic
families living mainly within US border
cities
Older children and teens;
Crowded conditions, industrial areas;
Seeking the American Dream
Expanding Horizons
P59

Anxious about prejudice & poverty, but
surprisingly optimistic;
Follow the tradition of their homeland;
Spiritual households, regular worship;
Traditional programs;
Communicate with priest or pastor in
primary language;
Church as community center, hosts array
of social and health services;
Apolitical, but committed to law and order;
P59

Enabler, Caregiver leadership
Inspirational or Caregivingl worship
groups
Key Insights:
Masses vary in formality;
Bi-lingual verbal announcements;
Leaders and
Programs P59

phone
Key Insights:
Sanctuaries look traditional, but
outbuilding very utilitarian;
Depot ministries (food, clothes, etc)
Resources and
Communications P59

P60 Striving Forward
(Ciudad Strivers)

Mid-scale Hispanic families & single
parents in gateway communities
Older children and teens;
Crowded conditions, industrial areas;
Seeking the American Dream
Striving Forward
P60

Strong roots Mexican culture, but
naturalized US for the children;
Ready to take risks for long term goals;
Hope is with the next generation;
Religion and church very important;
Faith provides hope and endurance;
Church provides fellowship, mutual
support
Church brings continuity with homeland
customs and festivals;
Transient – so pack as much love and
encouragement as possible in a short time.
P60

Enabler, Caregiver leadership
Inspirational or Caregiving worship
Key Insights:
Hotline for emergencies;
Leaders and
Programs P60

phone
Key Insights:
Generosity through in-kind gifts;
Depot ministries (food, clothes, etc.)
Resources and
Communications P60

Multi-ethnic singles and single parent
households with mid-scale incomes in city
apartments
Among the poorest in the country;
2/3 Spanish, African American;
All about economic success;
Humble Beginnings
P61

Self-confessed workaholics, even though
family is important;
Affluence is the root to respect;
Worship attendance sets an example for
children;
Church helps religious & moral upbringing;
Keep perspective, maintain balance;
Meet friends, extra food, practical help;
Volunteer for a good cause;
Liberal attitudes support social reforms;
P61

Inspirational or Caregiving worship
Curricular, biblical, Generational
Inreach: Human potential; Relationships
Outreach: Survival, quality of life,
recovery, human destiny
Key Insights:
Pastor has compassionate heart, but is
no “soft touch”;
Bi-lingual greeters;
Youth programs;
Drug intervention ministries;
Leaders and
Programs P61

Christendom symbols, Modern tech
phone, some internet
Key Insights:
Provide a computer center for access to
job hunting and training;
In-kind gifts and personal service;
Resources and
Communications P61

Relax, retired couples /widowed
individuals in suburban homes living quiet
lives
“Faith of our Fathers (and Mothers! ),
Living still”
Brand loyal, low risk, very friendly,
seniority matters.
Survived tough times to achieve stable,
comfortable lives; traditional views, but
have not stopped growing. Interested in
international events and the arts.
Faith is a rock; church people are their
friends; worry more about losing people
then welcoming people
Reaping Rewards
Q62

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