- 25-39 year olds - we call them "young professionals" are a diverse group who are driven more by passion and impulse than brands when making purchasing decisions
25-39 year olds in Central Minnesota tend to be middle- and working-class child-filled households. Most families have at least one child under 18. And residents in this group share similar consumption patterns. They generally live in modestly priced homes, are gaining traction in life as they pay off college loans, get married, start families or even move up to a second home as their discretionary income increases. As consumers, Mainstream Families maintain lifestyles centered around their children: lots of sports, electronic toys, and groceries in bulk. Their garages are filled with hockey nets, bikes and basketballs - their living rooms are outfitted with big screen TVs, Play Stations and Wiis.
They also tend to be married with children. They enjoy generally comfortable lifestyles, socializing with neighbors and co-works, bar-hopping, and playing golf, hockey or boating as well as home-based activities such as gardening, landscaping, and crafts such as scrapbooking. Reflecting their rural, family environment, they prefer trucks, SUVs, and minivans or crossovers to cars.
Multi-taskers who live in the moment
25-39 year olds are concerned about their financial future and strengthening their families, as many are married with young children at home. The younger end of this cohort is establishing credit, paying off college and setting up a household. The older set in this age-cohort is living in the moment - kids, a mortgage, multiple car payments, and toys for their active family. Their time is limited and attention span shared, therefore any product or service that allows them to multitask is of great interest. 25-39 year olds are the model audience to receive advertising messages.
