PRIZM® Premier by Claritas is a powerful lifestyle segmentation tool that helps digital marketers understand and target audiences based on demographic, behavioral, and geographic data. It classifies every U.S. household into one of 68 distinct segments, grouped into 14 Social Groups and 11 Lifestage Groups.
Why It Matters for Marketers
- Improve audience targeting with lifestyle and geographic overlays.
- Personalize messaging and creative to fit segment-specific preferences.
- Refine media mix and channels using insights about digital behavior.
- Optimize budget allocation based on segment performance.
- Layer PRIZM on CRM data for segmentation, lookalike modeling, and retention.
PRIZM Social and Lifestage Groups
Social Groups (14)
Defined by urbanicity and affluence.
- Urban Uptown
- Midtown Mix
- Urban Cores
- Second City Society
- City Centers
- Metro Mix
- Connected Bohemia
- Comfortable Country
- Country Comfort
- Rural Resorts
- Rustic Living
- Simple Pleasures
- Middle America
- Small Town Charm
Lifestage Groups (11)
Defined by age, income, and presence of children.
- Youth & Transition
- Midlife Success
- Mature Years
- Young Achievers
- Young Families
- Midscale Families
- Family Life
- Active Adults
- Wealthy Empty Nests
- Midlife Stability
- Retirement Communities
Use the Claritas ZIP Code Look-Up tool to view the lifestage or social group for a given area, along with data on household income, composition, age distribution, and racial and ethnic demographics.
Full segment narratives are available here:
Claritas PRIZM® Premier Segment Narratives (PDF)
All 68 PRIZM Premier Segments
| Segment Code | Segment Name | Quick Description |
|---|---|---|
| 01 | Upper Crust | Wealthy, retired, suburban couples |
| 02 | Networked Neighbors | Wealthy, tech-savvy suburbanites |
| 03 | Movers & Shakers | Wealthy, career-focused professionals |
| 04 | Young Digerati | Affluent, urban tech-savvy singles |
| 05 | Country Squires | Upper-middle-class families in rural areas |
| 06 | Winner’s Circle | Successful suburbanites with new money |
| 07 | Money & Brains | Highly educated professionals in cities |
| 08 | Gray Power | Affluent retirees in suburban areas |
| 09 | Big Fish, Small Pond | Small-town elites |
| 10 | Fast-Track Families | Upscale, suburban, middle-aged families |
| 11 | Blue Blood Estates | Established, wealthy suburban households |
| 12 | Brite Lights, Li’l City | Urban, upper-middle-class singles & couples |
| 13 | Upward Bound | Upper-middle-class, suburban families |
| 14 | Kids & Cul-de-Sacs | Middle-class, child-centric suburbanites |
| 15 | New Empty Nests | Empty nesters in upscale neighborhoods |
| 16 | Park Bench Seniors | Retired, lower-middle-income households |
| 17 | Urban Achievers | Young, lower-middle-class city dwellers |
| 18 | Mayberry-ville | Small-town couples and retirees |
| 19 | Milk & Cookies | Lower-middle-class suburban families |
| 20 | Fast-Lane Families | Young, affluent suburban families |
| 21 | Urban Elders | Older, working-class urban singles |
| 22 | Middleburg Managers | Middle-income suburban families |
| 23 | Greenbelt Families | Child-centered households in suburbs |
| 24 | Up-and-Comers | Young, ambitious singles and couples |
| 25 | Country Casuals | Rural, middle-income households |
| 26 | The Cosmopolitans | Urban professionals and educated singles |
| 27 | Big Sky Families | Large families in remote communities |
| 28 | Generation Web | Tech-focused, young urban households |
| 29 | White Picket Fences | Suburban, middle-class families |
| 30 | Small-Town Collegiates | College students in small towns |
| 31 | Connected Bohemians | Urban, low-income creatives |
| 32 | Downtown Melting Pot | Low-income urban multicultural households |
| 33 | Second City Startups | Younger, budget-conscious city residents |
| 34 | Young & Rustic | Rural, lower-income singles |
| 35 | Rural Escape | Lower-income families in rural areas |
| 36 | Toolbelt Traditionalists | Working-class rural families |
| 37 | Bright Lights, Li’l City | Young singles in small urban hubs |
| 38 | Hearth & Home | Family-centric lower-middle suburbanites |
| 39 | Urban Modern Mix | Modern multicultural city dwellers |
| 40 | Aspiring A-Listers | Youthful, status-conscious households |
| 41 | Rural Bypass | Isolated households in remote areas |
| 42 | Metro Mix | Multicultural city residents |
| 43 | Gray Collar Comfort | Working-class, older suburbanites |
| 44 | Southwestern Families | Hispanic families in the Southwest |
| 45 | Urban Footsteps | Newcomers to city life |
| 46 | Low-Rise Living | Renters in mid-sized apartments |
| 47 | Wireless Urbanites | Tech-dependent urban dwellers |
| 48 | Generation Nation | Multicultural millennial neighborhoods |
| 49 | City Strivers | Single renters in inner cities |
| 50 | Metro Grads | Recent grads in urban apartments |
| 51 | Campuses & Cafes | Students and recent grads in city hubs |
| 52 | Full House | Larger, diverse households |
| 53 | Low Income Elders | Older, budget-restricted residents |
| 54 | Striving Selfies | Social and media-driven young adults |
| 55 | Red, White & Blue | Patriotic, working-class suburbanites |
| 56 | Multi-Culti Mosaic | Diverse, multilingual urban clusters |
| 57 | Park Bench Seniors | Older urban renters on fixed incomes |
| 58 | Old Milltowns | Working-class factory town households |
| 59 | New Melting Pot | Recent immigrants in urban areas |
| 60 | Small Town Shallow Pockets | Financially-strapped rural households |
| 61 | High-Rise Renters | Urban, high-density rental units |
| 62 | Modest Metro Means | Low-income city dwellers |
| 63 | Low Income Elders | Seniors with limited resources |
| 64 | Family Thrifts | Budget-minded suburban families |
| 65 | Young City Solos | Young, urban professionals |
| 66 | New Beginnings | Urban newcomers, lower income |
| 67 | Park Bench Seniors | Older retirees on limited income |
| 68 | Bedrock America | Lower-income, small-town traditionalists |
How to Use PRIZM Segments in Digital Marketing
1. Audience Targeting
Use segment characteristics to create interest-based ad targeting strategies across Meta, Google Ads, or programmatic platforms.
2. Content Personalization
Adapt tone, visuals, and value propositions based on the preferences and lifestyles of each segment.
3. Geographic Targeting
PRIZM is ZIP+4 based, making it ideal for local and hyperlocal marketing strategies.
4. CRM and Email Segmentation
Overlay your database with PRIZM to personalize lifecycle marketing and loyalty campaigns.
5. Campaign Optimization
Analyze performance by segment to optimize creative, media placement, and spend allocation.
Comparing PRIZM Premier with Other Segmentation Systems
| Segmentation System | Focus | Key Strengths | Best Use Cases |
|---|---|---|---|
| PRIZM Premier | Demographics, lifestyle, geography | 68 segments; ZIP+4 granularity; integrates with CRM data | Digital marketing, media planning, localized campaigns |
| VALS (Values and Lifestyles) | Psychographics, motivations, values | Focuses on psychological traits and consumer behavior | Product development, brand positioning, messaging strategies |
| Mosaic | Demographics, household composition, behaviors | Global applicability; detailed household-level data | International marketing, cross-cultural segmentation |
| Demographic Segmentation | Age, income, education, occupation | Simple to implement; widely available data | Basic targeting, initial market analysis |