Welcome to the land of coworking! If you're curious about who’s filling the WeWork offices across the United States, you've come to the right place. In this report, we're taking a fun yet insightful look at the various customer segments that have made WeWork their second home – or should we say "second desk"? Whether you're a marketer looking to license the full report or just eager to find out if there's a segment for you, we’ve got you covered!
Let’s kick off with the #HighRisers—these young professionals are strutting their stuff with high incomes and impressive education under their belts. They’re the Warby Parker aficionados of the business world, thriving in densely populated areas. It’s not just about the designer eyewear; they’re clearly in high demand, making up 12.73% of WeWork's customer base!
Following closely in the limelight are the #Urbanists. If you picture young, well-off renters living their best lives in gentrified neighborhoods of major cities, you've spotted them! This group, accounting for 11.75% of customers, is at the heart of urban chic culture.
Next up, we have a colorful cast dubbed the #BigCityProgressives. These dreamers are young, diverse renters with aspirations brighter than a New York City skyline at night. They might be working service and low-paying arts jobs, but they've got hustle! Representing about 7.77% of the customer population, these die-hard optimists are riding the waves in the big cities.
Then we’ve got the #RisingProfessionals—young college graduates who’ve swapped their student loans for trendy office rentals. They make up 6.07% of our coworking crew, and they're doing just fine in the trendiest parts of town!
As the plot thickens, let’s talk food! Enter the #CuisineHavens, primarily made up of Asian renters working in local restaurants and retail jobs. They add a spicy, savory flavor to the business environment, constituting 3.22% of our WeWork family. Next in line, the #SalsaSwagger segment showcases Afro-Latino renters in urban environments. They may have low incomes, but you’ll find them bringing rhythm and swagger, making up 4.06% of the customer base.
We also have the fabulous #SkyHigh folks, a high-income, educated group of singles and young couples hanging out in urban cores—making up 2.06% of the collective. Talk about climbing to new heights!
There’s also a growing population of #GoldenCitySolos. They’re retired and enjoying golden years—enjoying classier digs that approve of their empty-nester style, making 2.67% of the crew. So, whether you’re young with a flair for adventure or living the cushy retired life, there’s a workspace just for you!
For those tech enthusiasts, the #SiliconNation segment is your jam. These well-educated engineers and business types reside in urban tech hubs, comprising 2.79% of WeWork's clientele. Who says work can’t be techy and trendy?
Then, there are the #UrbanFashion families. Embodying the stylish side of the city, these upper-middle-class African American families near urban areas make for a spicy 1.74% of the customer mix, influencing fashion trends one coworking space at a time.
The elder side of the mix includes the #DestinationsRetirees, who are the ones likely soaking up the sun on a beach or relaxing in their mountain retreats—no wonder they represent 0.48% of the customer pool. Then, we have families under the #FusianFamilies banner, bringing charm and chaos with kids in tow, adding about 1.27%.
Now, let's shine a spotlight on some of the underdogs. Think #Rentadors, made up of diverse renters with tight budgets but huge ambitions. They constitute 0.52% of the WeWork population but work hard in high-value areas.
And folks, those in the #ResilientRenters demographic are renting households characterized by dynamic situations, making 0.43% of our space. It’s tough out there, but they make it work!
Speaking of making it work, there are many insights we can gain from our data-driven dive into this community. For instance, mobile retail businesses like Microsoft are enjoying a sky-high popularity index of 964. It looks like tech isn’t going anywhere—hard to find a more team-oriented culture than shared office spaces, eh?
WeWork is right there at 715, ensuring collaboration and creativity flow freely in a friendly environment. With growing popularity in a mobile-connected world, brands in groceries and eateries are climbing high—FreshDirect and Pottery Barn Kids are scoring major wins with scores of 749 and 740, respectively.
Now, let’s dig into demographics. Drumroll, please… Brands like Apple Store and the good folks at Pottery Barn are cashing in with high popularity—scoring big with an index of 427 and 740. It’s dreamy out there for online and mobile!
Crossing over into social media, brands like FreshDirect are making waves in the grocery category, innovating the shopping experience for our urban populations. With engaging influencers and academic appeals, numerous growth opportunities abound.
So, there you have it! A glimpse into the diverse and vibrant customer profiles of WeWork that continue to shape the coworking culture. From high-risers to resilient renters, this melting pot of demographics is thriving in a shared space that’s as much about connection as it is about productivity.
Curious to get the whole scoop? Don't be shy! Consider licensing the full report to unlock the enigma of WeWork’s customer base. After all, success loves company—so, join the coworking movement and find your fit in the workspace of the future!
