According to Miriam Webster, a pioneer is:
a :a person or group that originates or helps open up a new line of thought or activity or a new method or technical development
b : one of the first to settle in a territory
We like this definition for pioneer, particularly the part about opening a “new line of thought.” We definitely don’t think we’re originators, but we hope to be part of a group that does help to open thought about the daily choices we make as middle class Americans. We also mean “pioneer” in the sense of a homesteader, one who settles on land and cultivates it…in this case, one who settles on land and a house in the suburbs.