Today I found a blog from The Wall Street Journal about how the zip code that you live in could dictate who you are. Mapping behemoth ESRI mashed Census data along with marketing data from GfK Mediamark Research & Intelligence and tries to predict what you will buy according to the zip code you live in.
The mapping piece is beautiful, the map moves smoothly and the graphics are top notch. The descriptions of the socio-economic levels are stereotypical and questionable.
I did some spot checking around my area in South Jersey to see how the data compares to my own local knowledge. I gave to say that in the zip code that I live in ESRI did get the fact that there are a lot of apartment dwellers in my hometown correct. What they did not get right was the fact that a lot of these apartment dwellers are not millennials, instead they are middle class families. Looking at the Census data can tell you that.
I also found the categories in the “Top Tapestry Segments” incredibly insensitive and stereotypical.
Case in point: Camden City Zip Code 08110
This area in Camden is broken down into:
36% American Dreamers: Basically foreign born married couples and older people
30% Parks and Rec: People who live in older more established communities
18% Urban Villages: Recent immigrants who do not speak fluent English
The Urban Village description is the one I find most offensive. “Shopping for trendy clothes for the whole family is important so we can be fashionable”. Why is this connected to the urban poor? Why play up to stereotypes? I think that this map has some really good uses but I think that it delivers its message poorly.
Check out the map here and feel free to leave your comments.