Know the neighborhood
Neighborhood Segments
Experian's Mosaic USA groups every American household into 19 groups and 71 types. National gives councils the ZIP-code breakdown through the Opportunity for Growth report — pair it with the messaging guidance here so a flyer in Ewa Beach doesn't read like a flyer in Kahala.
How to actually use this
- Pull Opportunity for Growth in my.Scouting to see which segments dominate your unit's ZIP codes.
- Open that group below and read its "How to reach them" panel.
- Write the flyer, the school pitch, and the social post in that voice — not in ours.
Segments describe neighborhoods, not families. Use them to choose a channel and a tone, never to decide who gets invited. Every kid gets invited.
The wealthiest households in the US, living in the most exclusive neighborhoods, and enjoying all that life has to offer
Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, active lifestyles
Prosperous, established couples in their peak earning years living in suburban homes
Middle-aged, ethnically-mixed suburban families and couples earning upscale incomes
Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in suburban homes
Young couples with children in starter homes, living child-centered lifestyles
Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas
Middle-aged, established couples living in suburban homes
Middle income, middle-aged families living in homes supported by solid blue-collar occupations
Established and mature couples living gratified lifestyles in older homes
Diversely aged singles earning mid-scale incomes supporting active city styles of living
Middle-class baby boomer-aged households living in small towns
Working-class families with young children, earning moderate incomes in smaller residential communities
Eclectic mix of lower middle-class consumers who have settled in country and small town areas
Young singles starting out and some starter families living a city lifestyle
Diverse, mid- and low-income families in urban apartments and residences
Retirees living in old homes, settled residences and communities
Lower-income singles and single parents living in urban locations and striving to make a better life
Cost-conscious adults living alone in urban areas
Source: Experian Mosaic USA (2019), supplied to councils through my.Scouting → Council Membership Tools → Resources.