Alloy Access sought to provide a clear portrayal of the new urban consumer, a segment representing a huge slice of the 12-34 year old demographic. It's a segment that is highly coveted by Corporate America, yet it remains ill-defined in the marketplace. The "Urban Hustler" consumer group embodies a segment not defined simply by race, gender, geography or income, but rather by a shared mindset born out of the unique energy, creativity and diversity of America's urban centers. A shared aspiration for a lifestyle linked by social status and entrepreneurial and prosperous pursuits also defines this demo. What emerged from the study are figures proving the tremendous weight and purchasing power of this trendsetting and influential group, who continue to impact national consumer trends across many categories, particularly within the retail, technology and entertainment sectors.