This new interactive map, titled "Tapestry Lifestyle Segmentation," divides the nation into 67 distinctive identities. Each and every ZIP code is classified by their culture, whether that's "Trendsetters," "City Strivers," or "Lattes and Laptops." Rather than focus solely on income, age, and population density, the map also analyzes characteristics like the types of technology used and where the residents shop. To create the map, ESRI used data from the U.S. Census Bureau, the Office of Management and Budget, and Nielsen Media Research. To see what kinds of identities are found in Washington, D.C., Curbed took a closer look what the map has to offer. See what was discovered below.
In the downtown area of Washington, D.C., ESRI believes that absolutely everyone in the area fits into the "Dorms to Diplomas" category. This category is composed of Millennials who spend their days studying, socializing, blogging, and shopping. As ESRI put it, "[They] can't live without our cell phones; [they]'re connected 24/7." These residents eat fast food because they're too impulsive to save their money.
To the West, the 20037 ZIP code is composed of 61 percent "Metro Renters" ("young, mobile, educated, ... live alone, ... practice yoga"), 20 percent "Laptops and Lattes" ("affluent, well-educated, ... hold professional positions, ... nice clothes"), and 14 percent "Golden Years" ("active, independent seniors").
Up in the Northwest corner where Washington, D.C. meets Maryland, the 20012 ZIP code is mostly composed of "City Lights," "Top Tier," and "City Strivers." What makes someone fit in the "City Lights" category is if they live in densely populated, diverse neighborhoods, are passionate about social welfare and equal opportunity for all, and are fairly price-savvy. Those who are "Top Tier" have achieved their corporate career goals, travel frequently, and are married. What makes someone fit in the "City Strivers" category is if they're young renters who follow the latest trends. They tend to be foreign born, work in retail, and have long commutes.
In the Southeast corner of Washington, D.C. in the 20019 ZIP code, around half of the population are "City Stivers." The two other categories that inhabit the area are "Modest Income Homes" and "City Commons." The former category is composed of "non-traditional" families whose religious faith and family values guide their lives. According to ESRI, this group tends to have single parents and multigenerational families living below the poverty level who use public assistance to scrape by. Those in the "City Commons" category are young singles or single parents who do the best they can for their kids and their families, often earn public assistance payments, keep up with the latest fashions, and listen to urban radio.
East of the Anacostia River in ZIP Code 20032, a little over 40 percent of the population fit in the "City Strivers" category, while a little less than 30 percent fit in the "City Commons" category. ESRI determined that there were also enough who fit in the "Modest Income Homes" category to make up 14 percent of the population.
· Tapestry Lifestyle Segmentation [ESRI]
· Mapping LA Neighborhoods By Yuppies, Cool Kids, Do-Gooders, Elites, and More [Curbed LA]
· Mapping San Francisco's Neighborhoods By Hipsters, Yuppies, Families, and More [Curbed SF]