Design wise, our demographic like simple clean design with bold colours and organic materials. They tend to dress in a smart casual way, preferring dark blue jeans with a T Shirt, sweater or open shirt and jacket. Fonts tend to be sans serif, spaced and simple. Furniture involves organic materials, including wood mixed with light industrial (they are not as rustic or industrial as hipster or Gen Z). It's around this age that our Crowds start to marry, have children and buy their first house. Geometric shapes are popular, especially with strong contrasting colours, but the shapes are simple and not complex or over bearing. They are professional, often working from home (especially during the pandemic). The furniture is simple and clutter free, and colours usually come from cushions, rugs, throws, books, plants etc. Popular colours include a deep blue, a pastel pink (especially when aimed specifically at women), natural colours that resemble wood and plants as well as colours that are off-white, and off-black.