caci acorn
National Letterbox Marketing continues to lead the way in providing our clients with the most up to date, accurate demographic data.
We now have in-house, the new updated CACI ACORN classification system, based on information from the 2001 census.
New ACORN takes into account the many significant changes in consumer habits and behaviour over the past decade, enabling us to profile and target your potential customers more accurately than ever.
Some of the key trends are outlined below:
- More consumers are asset rich, with a growth of 20% of homeowners having paid off their mortgages
- As the wealth of the nation increases and borrowing gets easier, car ownership has risen and more people commute by car.
- Conversely there is much less unemployment.
- New building has increased with more detached and semi-detached properties. There are now different types of people living in traditional housing
- The workplace is now more flexible, illustrated by an increase in people working from home.
- The population is becoming more educated and the number of students has nearly doubled.
- Family structure is changing, with significant growth in single parents. Despite an increase of grown-up children remaining in the family home, there are more “empty nester” consumers than ever before as older couples become free of the financial responsibility of schoolchildren.
- We are seeing a significant growth of the very elderly. The population is getting older.
The New ACORN categories, groups and types have been designed to reflect these changes.