2011 canadian segments user guide v11520

Canadian Segments 2011

Release 1 v11520

Copyright 2011

“The strength of a nation derives from the integrity of the home.”

-Confucius

Canadian Mosaic & the Home

Copyright 2011

Table of Contents

Group A Platinum Playgrounds

Group B Cross Canada Careers & Kids

Group C Cosmo Canadians

Group D Rooted in Canada!

Group E Resident Urbain

Group F Young & Yearning

Group G Fine Canadian Vintage

Group H Belle Ville Cosmopolite!

Group I Frontier Families

Group J Single in the City

Group K Mid-Aged Medley

Group L Family Footprints

Group M Urban & Urbane

Group N Prairie Pride & West Coast Wisdom

Group O East Coast Check Up

Group P Foundation of the Nation

Group Q Acadian Accents!

Group R Suite City Life

Group S Éclectiques Québécois

Group T Trans-Canada Communities

Group & Type Descriptions

Copyright 2011

Did

Did you know? Toronto is home

to the world’s tallest building, The CN Tower

Group A: Platinum Playgrounds

Calgary, Toronto, Edmonton & Vancouver Household 248,783

Urban gentry defines this set of married, 45-59 year olds with school aged children living in single detached homes in established cosmopolitan locations. With good educations in law, life sciences, technology and business, they are employed as gold collar senior management or professionals in finance, health, and arts and culture professions. Earning incomes over three times the national average, careers are established and they seek to enhance their lifestyles. They will not hesitate to refine their homes with furnishings and professional cleaning or landscaping services. Focused on maintaining personal health and wellness, regular visits to physicians and dentists are key, as well as keeping memberships to health clubs and professional associations. Purchasing the latest fashions to maintain their stylish persona, whisking off for a vacation to enhance their global vision or escaping to their vacation property are all important aspects of their social being. They absorb the aesthetic pleasures of live shows and cultural performances, read a large selection of publications to keep informed and contribute substantially to their portfolios - especially children’s education and retirement plans! Of European descent, with Jewish and Christian roots, they do not hesitate to share their wealth, contributing to charitable organizations.

Did

Did you know? Michael J. Fox was born in

Edmonton, Alberta

Copyright 2011

Group B: Cross Canada Careers & Kids

Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver Households 892,210

Did

Did you know? Ottawa is Canada’s

National Capital, selected by Queen Victoria

in 1857

Kids, career, home, leisure time and planning for retirement – these are the important things in life for this cluster of active, predominantly well educated, married baby boomers 45-59 years old with children from elementary school to post-secondary education ages. Find business and finance executives, judges, public administrators or technical and health professionals in these neighbourhoods, earning incomes over two times higher than the national average. Owning a detached home for their 4-5 person households, they spend on furniture, clothing, and household and vehicle maintenance. Leisure time is important as they are high users of recreation equipment and services, entertain friends at home, take package travel tours and send the children to camp. Health and wellness are also important, evident in their high use of health clubs, health care practitioner services, and private health insurance plans. They are investing in their future with RSP and RESP plans and have a keen interest in maintaining a good lifestyle as they age. This group tends to have a Christian and Jewish based value system, indicative of their Northern European or Jewish heritage and are generous in their donations to charities and organizations in need.

Did

Did you know? Musician

Justin Bieber is from

Stratford, Ontario Copyright 2011

Group C: Cosmo Canadians

Calgary, Edmonton, Toronto & Ottawa-Gatineau Households 613,794

Family times abound in this group of 30-39 year olds with babies and young children living in 4 to 5 person households. They make their homes in row-type houses and have a mortgage to match! With a mix of college and university educations in behavioural sciences, engineering and business administration fields, they are developing careers as managers, educators, professionals or technical experts. Being young in their careers, they look forward to opportunities for advancement and enhancing their portfolios. Incomes range from $70,000 to above $100,000 but with expenses of managing a home, career and family, they have significant expenditures on child care, clothing, health care and vehicle maintenance. Home is the hub of activity so furnishing for comfort and style, equipping the house with entertainment systems and recreation equipment is well above average. Saving for children’s education and their own retirement is important; however, they indulge in experiences – taking family vacations, attending live sporting events and participating in an array of leisure activities. This group has predominantly Northern and Eastern European backgrounds and their cultural attitudes are likely based on a Christian based value system.

Did

Did you know? Napanee, Ontario is

home to musician Avril Lavigne

Did

Did you know? Edmonton is home

to musician k.d. lang

Copyright 2011

Group D: Rooted in Canada!

Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver & some Toronto Households 1,256,635

Large households in single detached houses in a mix of Canadian urban and smaller rural communities create the living spaces of these married couples 40-54 years of age and their teen aged children. Pets are likely part of this picture, too! Earning incomes from $70,000 to over $100,000, likely from college educations infused with many years of work experience, they are employed as nurses, contractors in primary production or are engaged in finance and insurance businesses. Home is their palace and they spend time and money on maintenance, utilities, tending gardens and fixing their vehicles. They work hard and play hard, indulging in recreational sports, activities and likely have a gym membership or belong to a professional or community association. Ensuring their lifestyle is secure for the future, they are contributing to pension plans and children’s educations. Their Northern European heritage is synonymous with Christian values and they don’t forget to give to international charities and organizations. This cluster of Canadians is rooted to their communities and look forward to reaping the fruits of their efforts well into their senior years. Did

Did you know? Drumheller, AB is

The Dinosaur Capital of the World

Copyright 2011

Did

Did you know? Basketball player

Steve Nash grew up in Vancouver!

Group E: Resident Urbain

Montréal & Ottawa-Gatineau Households 362,658

Urban Québécois centres are cultural landscapes and habitats for these 35-44 year old single and common-law folks with young children under 14. Living in semi-detached homes with 3-5 persons, this group has an above average income of $60,000-$100,000 achieved from occupations in health sciences, senior management and administration or as skilled technicians, social workers and protective services employees. They have some post-secondary education but careers are focused on managing time and household finances to support their young families. They are designers of comfort and care, spending on child care, food, clothing, vehicles and cell phones. Communication tools are key to organizing their families and French is the language of choice. Strong Québécois heritage and predominantly Roman Catholic values influence their family and healthy active lifestyle and they make an effort to give back to society as well, donating to charitable causes. Find these city dwellers cycling, visiting a cultural site or setting up a home entertainment system to entertain family and friends.

Did

Did you know? In Montréal people

that speak English are referred to as Anglophones

Did

Did you know? Musician Alanis

Morissette is from Ottawa, Ontario

Copyright 2011

Group F: Young & Yearning

Vancouver, Toronto & Calgary Households 925,159

Did you know? Victoria, B.C is home to

musician Nelly Furtado

Married couples and singles under 40 with children constitute this youthful group who make their homes in fairly new semi-detached or row-type homes and apartment duplexes in Canadian cities in BC and Ontario. With some university or college level education, they are employed in clerical, technical, business and finance jobs or are skilled trade’s people earning incomes of $90,000 - $100,000. As these folks may live in large multiple family households, their expenditures are above average for clothing, furniture, child care, recreation goods and children’s education. They are likely to equip their homes with entertainment equipment, yet not quite ready to engage in health or retirement plans. Catching a movie with friends or attending a cultural event with the family is part of their social lives. Urban excitement meets ethnic diversity in this cluster, where a mix of South Asian, Central American, West Indian, and Middle Eastern heritage create unique lifestyles and tastes. With Buddhist, Sikh and Christian values, hard work, community support and family are key to prosperity and wellness.

Did

Did you know? Comedian Russell

Peters is from Toronto, Ontario

Copyright 2011

Group G: Fine Canadian Vintage

Edmonton some Calgary & Ottawa-Gatineau Households 872,931

The Canadian standards for healthy aging are illustrated in this group of seniors living on their own in detached homes in urban centres of the Prairies and Ontario. Privileged to have mostly university educations, their hard work in finance, nursing and years of life experiences has enabled them an annual household income of over $80,000, likely from many years of saving and planning. Personal health is important and they spend on health plans, medication and supplies to maintain their active lifestyles. As they are likely in transition to retirement, they indulge in leisure activities. Attending live shows, visiting museums, reading newspapers or renting a recreation vehicle to tour around the countryside or local lake are activities they embrace. With Northern European backgrounds, this fine group of history-makers make lifestyle choices based on Protestant values and traditional beliefs. Giving back to society is important for them and they donate to charitable causes and religious organizations .

Did

Did you know? Actor Dan Aykroyd

is from Ottawa, Ontario

Did

Did you know? Edmonton is home to West Edmonton Mall. The largest shopping

centre in North America

Copyright 2011

Group H: Belle Ville Cosmopolite!

Ottawa-Gatineau & Montréal Households 448,451

Did you know? The Rideau Canal, Ottawa

becomes the largest skating rink in the world

during winter

This collection of 55-79 year olds inhabits urban centres of Québec . Being older, in common law relationships without children at home, or possibly experiencing a life change such as divorce, they live in one or two person households and own their apartment or semi-detached home. Incomes range from $50,000 to over $90,000 and with some university certification or trades qualifications, they are employed in technical trades or clerical work in health, education and social services. Expenditures are average for most sectors, spending normal amounts on health care, transportation, furnishings, utilities, food and recreation. From the bustling streets of Montréal to the quaint neighbourhoods of Ottawa and other la belle province cities, these predominantly Roman Catholic followers lend form and life fashion to the inimitable Québécois culture.

Did

Did you know? Musician Leonard

Cohen is from Montréal

Copyright 2011

Group I: Frontier Families

P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan, Alberta, B.C & Territories Households 923,308

Atlantic Canada; Home of the 8 mile

Confederation Bridge

Did

Did you know? Stompin’ Tom

Connors is from Saint John, N.B

Copyright 2011

With 2 – 4 person households, these mix of married and separated 40 – 65 year olds, with school aged children at home, earn $60,000 – $90,000 per year. They live in rural areas across Canada and own their single detached home or movable dwelling. Occupations and educations vary, but with high school and trades certificates, they find work as technical, or child care workers or as trades’ people in agriculture, forestry or fisheries. They likely drive to work and spending habits for food, utilities, recreation, furniture and clothing are all slightly below average, including spending on health care. Hard working and resourceful, they likely have Western and Northern European heritage and may follow some spiritual faith such as Lutheran, United Church or Christian Reformed. This group also represents some of the rural Christian based communities such as Mennonites, further illustrating their propensity for hard work and resourcefulness. Community spirit is key to this group, providing the foundation for these strong enclaves across Canada.

Group J: Single in the City

Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau Households 480,471

Did you know? Vancouver is home to

the annual Cherry Blossom Festival

Selections of cities across the nation are home to these 20 -29 year old well educated singles that rent and live independently in a high rise apartment. With graduate degrees in physical science, math, visual arts and culture, they are launching into the work force, working in service and sales or arts and culture sectors. As they are starting in entry level positions, incomes are below average at $30,000 - $60,000 and expenditures are reflective of this, with lower than average spending on clothing, furnishings, education, communication equipment and reading materials. They are high users of public transportation, bikes and walking as their urban environments offer close proximity to services and amenities. There is high ethnic diversity, many of Northern and Eastern European, Japanese and Mexican descent with a number of non-permanent residents, which adds a unique vibrancy to these communities. Although downtown single city life is satisfying, these city bred singles are highly mobile. Being the architects of their careers, they aspire to create families and craft a meaningful lifestyle.

Did

Did you know? Nickelback is from

Hanna, Alberta

Copyright 2011

Group K: Mid-Aged Medley

Montréal, some New Brunswick Households 670,444

Small communities in Québec and New Brunswick are home to this mix of married, common law and divorced folks aged 40 – 64 years, some living with school aged children in 3-4 person households. They own their single detached or moveable dwelling house. Their educations in business, management, personal protection and agriculture offer employment opportunities as machinists, mechanics or secretaries or as labourers in agriculture where they earn $40,000 – $70,000. From the breathtaking rural landscapes to the charming village atmospheres of these small Québec and New Brunswick communities, this group of predominantly French speaking people spend lower than average amounts on clothing, transportation, home entertainment, health care and reading materials. Traditional values influence their rural French Canadian lifestyles where they embrace the outdoors and community life.

Copyright 2011

Montréal is the 2nd largest city in

Canada! Did

Did you know? Actress Sandra Oh

is from Ottawa!

Group L: Family Footprints

Calgary, Edmonton & Ottawa-Gatineau Households 684,268

Did y

Did you know? Calgary was the 1st

Canadian city to host the Winter Olympics (1988)

Young single parents 20-34 years old with high school educations constitute this group of hard working blue collar, sales, service and clerical workers. Incomes are below average at $40,000 - $70,000 as they have experienced some unemployment while building a career. Remaining resources are quickly absorbed into child care expenses and the numerous requirements for nurturing a family. Due to lower income and their situation, spending on furnishings, clothing, recreation, health care and transit are below average. However, these challenges do not deter them from creating a fulfilling lifestyle or enhancing their row-type homes. Northern European heritages mixed with immigrants from Central America, Africa and Eastern Europe creates a mosaic of tastes in these cosmopolitan clusters of Alberta, Ontario and New Brunswick. They aspire to care for their homes, build a foundation for their families and improve their lifestyles.

Did


to hockey star Mark Messier

Copyright 2011

Group M: Urban & Urbane

Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton & Vancouver Households 609,203

Hip and happening describe these 20 – 34 years old single and common-law people living in charming older apartments in the city. University and graduate degrees in visual and cultural arts, communications, life sciences and technology are the catalysts for launching their careers in health, finance and technical occupations. Being in metropolitan areas, they are high users of transit and commuting. Although incomes are well below average at $10,000 – $30,000, they do not have children yet so household expenditures are low and they can spend time and money on themselves, taking in a restaurant meal or simple luxuries such as using dry cleaning services. Immigration is high in this group, bringing global cultures from Latin America, Africa, South Asia and the Middle East to their urban habitats, further refining their budding international and refined tastes. They are moving up, moving on and motivated!

Did y

Did you know? In Vancouver, B.C you can

sail, snowboard & golf all in one day

Did

Did you know? Kingston, Ontario

is home to The Tragically Hip!

Copyright 2011

Group N: Prairie Pride & West Coast Wisdom

Prairies & British Columbia Households 349,621

Did y

Did you know? The Prairies are home to

Neil Young &

The Guess Who

Pioneers of the west describe these over 65 year olds who are widowed or married living in detached homes or movable dwellings in small communities scattered throughout the Prairies and B.C. With limited opportunity for grand educations, these folks toiled in trades and agricultural occupations or worked in administration type jobs, possibly within health and recreation sectors. Raising their families, building communities and educating their children was the primary focus. Incomes are around $40,000, generally gained from pensions and hence, they concentrate on personal pleasures rather than appearance. They do not spend copiously on home furnishings but desire to maintain their health and lifestyles, spending above average on hospital care, medications and physician visits. Their Northern European heritage and Christian values such as Lutheran and Ukrainian orthodox beliefs, guide their attitude of believing in hard work, supporting the family and building strong communities. These folks are ready to embrace the good life they have spent years building.

Did

Did you know? Actress Pamela

Anderson is from Ladysmith B.C

Copyright 2011

Did

Did you know? Musician Shania

Twain is from Timmins, Ontario!

Group O: East Coast Check Up

Maritimes, some British Columbia & Ontario Households 790,871

Did y

Did you know? There are more pubs per

sq. foot on George Street, St. John’s than anywhere

else in Canada!

Copyright 2011

The flavour of the Canadian Maritimes is embellished with the presence of these predominantly older 65 years and up folks who live in a condominium, single attached or movable dwelling in small communities throughout the east coast. There are some married people but also a significant mix of separated and widowed individuals, so many live independently. Due to their age, educational opportunities were not available to them when they were young; hence they have been employed as child care or support workers, as labourers in primary industries or heavy equipment operators but may now be retired. Reflective of this are incomes of $10,000 – $40,000, some extracted from government transfer payments. Expenditures are quite low as these folks have already accumulated most of their tangible needs; however, they enjoy their homes, the outdoors and seek to enhance their health with above average spending on medical care and supplies. Deeply rooted in Protestant values, these folks embrace a traditional east coast lifestyle.

Group P: Foundation of the Nation

Manitoba, Saskatchewan, British Columbia & some Ontario Households 584,780

Did y

Did you know? Churchill, Manitoba is the

“Polar Bear Capital of the World”

Did

Did you know? Musician Diana

Krall is from Nanaimo B.C

Copyright 2011

West coast and prairie cities are the home to this group of older people who rent an apartment or condominium and live alone. They are over 65 and likely collecting some type of retirement or government pension with incomes coming in below $40,000. As they have already accumulated most material goods, their spending is low, especially on computer technology, however, they are interested in keeping healthy, spending on medical supplies, prescribed medicines and pharmaceuticals and they contribute to public health plans. Reading newspapers keeps them informed and entertained but they may take a chance on a lottery ticket just for fun! They are generous and give to charities in Canada and, as they live in urban communities, they walk or take a short taxi ride to amenities. With Russian, Korean, Iranian and Northern European heritages, they likely are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish religions, hence their traditional values and affiliation to their communities.

Did y

Group Q: Acadian Accents

New Brunswick & Québec Households 393,450

Did

Did you know? Céline Dion is from

Charlemagne, Quebéc

Did you know? Canada’s oldest

independent brewery, Moosehead Brewery is located in Saint John,

New Brunswick

Copyright 2011

This group of married, common law, divorced or widowed 60-69 year olds make up this sector of one and two person households. Living in an older single attached house they own in an archipelago of smaller, likely francophone communities spread throughout Québec and New Brunswick, they are committed to their lifestyles and are unlikely to move. These folks are bilingual but likely chose French as the main language of communication. Unique to this group is their tenacious Acadian spirit! They have high school level education or trades apprenticeships and have persevered through periods of unemployment; but when employed, they work in clerical positions and as cooks, or as mechanics and trades people in natural resources sectors. As such, incomes are below $50,000. Due to their age and place in life, they may be in transition to retirement and spend on health care. Committed to their families and communities, they live Roman Catholic values and take time to enjoy recreational outdoor activities.

Group R: Suite City Life

Montréal, Toronto & Vancouver Households 691,643

Single, separated, living in a suite in the city! These 25-34 year olds make their homes in an apartment, have good educations, some with graduate degrees, and are launching into their careers and family lives. Many have small children and babies and with a high instance of lone parent families, their resources are stretched. However, diverse ethnic flavours abound! Recent immigrants of Central and South American, Eastern European, African, Asian and Middle Eastern decent offer a mix of Buddhist, Hindu, Muslim, Orthodox and Christian values with the family unit being very important and supportive. This group has a significant portion of non-permanent residents and are very mobile, seeking to improve their lifestyles. They tend to have lower expenditures due to their low incomes which range from $10,000 - $40,000 and have experienced some unemployment. They use public transit to go to work, take the children to health care appointments and visit their community of friends!

Did

Did you know? Former Prime Minister

of Canada, Pierre Trudeau is from

Montréal, Québec

Did y

Did you know? Toronto is Canada’s

largest city

Copyright 2011

Did

Did you know? NHL head coach

“Scotty” Bowman was born in

Montréal, Québec

Group S: Éclectiques Québécois

Montréal Households 926,668

A world of eclectic neighbourhoods is illustrated in this group of young people 25 – 29 years old and an older gentry of 70 – 85 year old folks. Some have children at home and educations are generally trades apprenticeships or high school level, hence their occupations as secretaries, assistants in health care, cooks, sales and service workers and labourers in processing or manufacturing. Incomes are well below $40,000 and there are significant government transfers due to high unemployment and retirement pensions. Expenditures tend to be low, however, living in urban centres, they embrace all Montréal and Québec cities have to offer. They make their homes in a rented apartment, duplex, or older single attached house and are high users of public transit. The addition of Aboriginal, Haitian and African heritage augments the strong French Canadian tradition, creating a truly distinguished urban Québécois lifestyle.

Did y

Did you know? Montréal is 100 feet above sea level and

built next to a dormant volcano

Copyright 2011

Group T: Trans-Canada Communities

Across Canada Households 486,749

Did

Did you know? The Trans-Canada

Highway is 7,821 km!

Did y

Did you know? The baseball glove, electric light bulb,

television, telephone & zipper were

invented in Canada

Copyright 2011

Young parents raising young children are the theme of this group who generally rent an apartment or community type of housing. Incomes are quite low, ranging below $40,000, likely due to low employment, limited educations and a predominance of single parent families. They find employment as cashiers, cooks, child and home support workers or as trades’ helpers in primary industries. Although, their economic situation may deter significant spending, they are resourceful and are busy accumulating life experiences! Living in larger households of six or more people, they share resources. Unique to this group of young Canadians is the presence of First Nations, Métis and Inuit people where Pentecostal and Aboriginal spirituality provide them strong cultural bonds and an allegiance to their communities.

Canadian Segments Group & Type Descriptions

Copyright 2011

Did

Did you know? Toronto is home

to the world’s tallest building, The CN Tower

Group A: Platinum Playgrounds

Calgary, Toronto, Edmonton & Vancouver Household 248,783

Urban gentry defines this set of married, 45-59 year olds with school aged children living in single detached homes in established cosmopolitan locations. With good educations in law, life sciences, technology and business, they are employed as gold collar senior management or professionals in finance, health, and arts and culture professions. Earning incomes over three times the national average, careers are established and they seek to enhance their lifestyles. They will not hesitate to refine their homes with furnishings and professional cleaning or landscaping services. Focused on maintaining personal health and wellness, regular visits to physicians and dentists are key, as well as keeping memberships to health clubs and professional associations. Purchasing the latest fashions to maintain their stylish persona, whisking off for a vacation to enhance their global vision or escaping to their vacation property are all important aspects of their social being. They absorb the aesthetic pleasures of live shows and cultural performances, read a large selection of publications to keep informed and contribute substantially to their portfolios - especially children’s education and retirement plans! Of European descent, with Jewish and Christian roots, they do not hesitate to share their wealth, contributing to charitable organizations.

Did

Did you know? Michael J. Fox was born in

Edmonton, Alberta

Copyright 2011

•Married home owners with elementary, high school & post secondary age children

“‘ Platinum Playgrounds” A001 Urban Ontario & Prairie Households 13,439

A003 Urban Ontario, Prairie & some B.C Households 87,286

A002 Urban Ontario & Prairie Households 45,236

B004 Urban Ontario

A004 Urban Ontario Households 102,822

•Married home owners with elementary, high school & post secondary age children •Living in single detached homes with 4-5 individuals Religion: Anglican, Jewish & Presbyterian Dominant Ethnicities: American, Polish & British Isles Ethnic Highlights: Jewish, Iranian & Russian

•Married home owners with toddlers, elementary, high school & post secondary age children •Living in single detached homes with 4-5 individuals

Religion: Lutheran, Church of Jesus Christ of Latter-day Saints, Christian & Missionary Alliance Dominant Ethnicities: German, Italian & Dutch Ethnic Highlights: Danish, Austrian & Norwegian

•Married home owners with elementary, high school & post secondary age children •Living in single detached homes with 4-6 individuals

Religion: Jewish, Anglican& Orthodox Dominant Ethnicities: Polish, Italian & Scottish Ethnic Highlights: Jewish, Russian & Czech

•Married home owners with elementary, high school, post secondary age & older children •Living in single detached homes with 4-5 individuals Religion: Jewish & Orthodox Dominant Ethnicities: Polish, Italian & Chinese Ethnic Highlights: Jewish, Egyptian & Iranian

Household Income over $100,000




Copyright 2011

Group B: Cross Canada Careers & Kids

Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver Households 892,210

Did

Did you know? Ottawa is Canada’s

National Capital, selected by Queen Victoria

in 1857

Kids, career, home, leisure time and planning for retirement – these are the important things in life for this cluster of active, predominantly well educated, married baby boomers 45-59 years old with children from elementary school to post-secondary education ages. Find business and finance executives, judges, public administrators or technical and health professionals in these neighbourhoods, earning incomes over two times higher than the national average. Owning a detached home for their 4-5 person households, they spend on furniture, clothing, and household and vehicle maintenance. Leisure time is important as they are high users of recreation equipment and services, entertain friends at home, take package travel tours and send the children to camp. Health and wellness are also important, evident in their high use of health clubs, health care practitioner services, and private health insurance plans. They are investing in their future with RSP and RESP plans and have a keen interest in maintaining a good lifestyle as they age. This group tends to have a Christian and Jewish based value system, indicative of their Northern European or Jewish heritage and are generous in their donations to charities and organizations in need.

Did

Did you know? Musician

Justin Bieber is from

Stratford, Ontario Copyright 2011

“Cross Canada Careers & Kids”

B005 Urban Ontario Households 48,048



B008 Urban Ontario & B.C Households 99,296

• Older divorced or widowed singles living in rented dwellings with no children at home Religion: Jewish, Muslim & Orthodox Dominant Ethnicities: Polish, Chinese & Irish Ethnic Highlights: Jewish, Egyptian & Iranian

•Married couples with elementary, high school & post secondary age children •Living in owned single detached homes

Religion: Jewish, Hindu & Orthodox Dominant Ethnicities: Chinese & Polish Ethnic Highlights: Jewish, Egyptian & Italian

•Married home owning couples •Living in semi- detached dwellings with a mix of young and older children Religion: Jewish, Orthodox & Anglican Dominant Ethnicities: Irish, Scottish & English Ethnic Highlights: Jewish, Czech & British Isles

•Older married couples living in single detached owned homes, with post secondary age & older children at home Religion: Jewish, Anglican & Orthodox Dominant Ethnicities: Polish, Chinese & Italian Ethnic Highlights: Jewish, Iranian & Korean





Copyright 2011

•Household Income $90,000- $100,000+


B009 Urban Québec Households 59,963

B010 Urban Ontario & Prairie Households 132,923

•Common- law couples with children ranging from toddlers to high school age •Living in owned single detached homes

Religion: Roman Catholic Dominant Ethnicities: Canadian & Italian Ethnic Highlights: Québécois, Egyptian, French & Lebanese

•Married single detached home owners •Children are elementary school to high school age with some toddlers Religion: Roman Catholic, Ukrainian Catholic, Lutheran Christian & Missionary Alliance & United Church Dominant Ethnicities: Polish, Ukrainian & Scottish Ethnic Highlights: Italian, Slovak, Croatian & British Isles

Household Income $90,000- $100,000+

Household Income $90,000- $100,000+

B011 Urban Ontario & B.C Households 175, 830

B012 Urban Ontario & Prairie Households 54,830

•Married single- detached home owners •Living with their post secondary age children and some elementary and high school age children Religion: Christian Reformed Church, United Church & Anglican Dominant Ethnicities: English, Irish & Scottish Ethnic Highlights: Finnish, Slovak & Croatian

•Married couples with toddlers •Living in owned semi-detached and row homes

Religion: Christian Reformed Church, Lutheran, Christian & Missionary Alliance & United Church Dominant Ethnicities: Polish, Ukrainian & Chinese Ethnic Highlights: Yugoslav, Egyptian & Slovak

Household Income $80,000-$100,000+


Copyright 2011


B013 Urban/Rural B.C & Ontario Households 92,023 •Married home owners without children at home, living in single- detached homes Religion: Anglican, United Church & Presbyterian Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Welsh, Icelandic & Czech


•A mix of 30- 39 year old home owners & renters living in semi-detached homes & apartments without children Religion: Jewish , Anglican & Orthodox Dominant Ethnicities: Polish, Irish & Scottish Ethnic Highlights: Jewish, Greek & Japanese



Copyright 2011

Group C: Cosmo Canadians

Calgary, Edmonton, Toronto & Ottawa-Gatineau Households 613,794

Family times abound in this group of 30-39 year olds with babies and young children living in 4 to 5 person households. They make their homes in row-type houses and have a mortgage to match! With a mix of college and university educations in behavioural sciences, engineering and business administration fields, they are developing careers as managers, educators, professionals or technical experts. Being young in their careers, they look forward to opportunities for advancement and enhancing their portfolios. Incomes range from $70,000 to above $100,000 but with expenses of managing a home, career and family, they have significant expenditures on child care, clothing, health care and vehicle maintenance. Home is the hub of activity so furnishing for comfort and style, equipping the house with entertainment systems and recreation equipment is well above average. Saving for children’s education and their own retirement is important; however, they indulge in experiences – taking family vacations, attending live sporting events and participating in an array of leisure activities. This group has predominantly Northern and Eastern European backgrounds and their cultural attitudes are likely based on a Christian based value system.

Did

Did you know? Napanee, Ontario is

home to musician Avril Lavigne

Did


to musician k.d. lang

Copyright 2011

“Cosmo Canadians” C015 Urban Prairie & Ontario Households 69,014 •Married home owners with toddlers and elementary school age children, living in row housing & some single-detached homes

Religion: Evangelical Missionary Church, Lutheran, Christian & Missionary Alliance Dominant Ethnicities: Italian, Chinese & Ukrainian Ethnic Highlights: Croatian, Egyptian & Korean

C016 Urban Prairie & Territories Households 75,867

•Married single-detached home owners with toddlers, elementary & high school age children Religion: United Church, Lutheran, Christian & Missionary Alliance Dominant Ethnicities: German, Scottish & English Ethnic Highlights: Norwegian, Ukrainian & Swedish

C018 Rural Prairie & Territories Households 45, 021

•A mix of renting singles & common-law couples with some young children Religion: Salvation Army, Pentecostal, Aboriginal Spirituality & Anglican Dominant Ethnicities: Ukrainian, German & Irish Ethnic Highlights: Inuit, Métis & North American Indian





Copyright 2011

C017 Urban Ontario Households 66, 000 •Married home owners with young children, living in semi-detached , row housing & some single-detached homes Religion: Jewish, Hindu & Orthodox Dominant Ethnicities: Chinese & Polish Ethnic Highlights: Jewish, Egyptian & Italian


C021 Urban Maritime, Ontario & Prairie Households 98,108

•Married single-detached & row house owners with toddlers & elementary school age children Religion: United Church, Anglican, Baptist & Lutheran Dominant Ethnicities: German, Scottish & English Ethnic Highlights: British Isles, Yugoslav & Dutch

“Cosmo Canadians”

C020 Urban Prairie Households 80,745

•Married couples with toddlers & some elementary age children •Living in owned row housing or single & semi- detached homes Religion: Lutheran, Buddhist & Ukrainian Catholic Dominant Ethnicities: Chinese, Ukrainian & Polish Ethnic Highlights: Vietnamese, Filipino & Lebanese

C019 Urban Ontario Households 50,879

•Married home owners with toddlers and some elementary & high school age children living in semi-detached and row housing Religion: Serbian Orthodox, Pentecostal , Ukrainian Orthodox & Presbyterian Dominant Ethnicities: Italian, Polish & Chinese Ethnic Highlights: Trinidadian/ Tobagonian, Jamaican & Guyanese




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Group C: Cosmo Canadians C022 Urban Prairie Households 63,843 •A mix of common-law & married couples primarily without children & some with toddlers •Living in owned semi-detached & row housing

Religion: Church of Jesus Christ of Latter-day Saints, Lutheran & Christian Dominant Ethnicities: German, Ukrainian & Dutch Ethnic Highlights: Norwegian, Danish & Swedish

C023 Urban Ontario Households 64,317 •Married single- detached, semi-detached & row housing owners •Living with toddlers & elementary age children in 4-5 person households Religion: Christian Reformed Church, Presbyterian, Baptist, Anglican & United Church Dominant Ethnicities: Italian, Dutch & Polish Ethnic Highlights: Serbian, Portuguese & Yugoslav

Household Income $60,000-$100,000


Copyright 2011

Group D: Rooted in Canada!

Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver & some Toronto Households 1,256,635

Large households in single detached houses in a mix of Canadian urban and smaller rural communities create the living spaces of these married couples 40-54 years of age and their teen aged children. Pets are likely part of this picture, too! Earning incomes from $70,000 to over $100,000, likely from college educations infused with many years of work experience, they are employed as nurses, contractors in primary production or are engaged in finance and insurance businesses. Home is their palace and they spend time and money on maintenance, utilities, tending gardens and fixing their vehicles. They work hard and play hard, indulging in recreational sports, activities and likely have a gym membership or belong to a professional or community association. Ensuring their lifestyle is secure for the future, they are contributing to pension plans and children’s educations. Their Northern European heritage is synonymous with Christian values and they don’t forget to give to international charities and organizations. This cluster of Canadians is rooted to their communities and look forward to reaping the fruits of their efforts well into their senior years. Did

Did you know? Drumheller, AB is

The Dinosaur Capital of the World

Copyright 2011

Did

Did you know? Basketball player

Steve Nash grew up in Vancouver!

“Rooted in Canada!”

D026 Rural Maritime & Ontario Households 167,540

D025 Urban Prairie & Territories Households 77,488

•Married single- detached home owners with high school & post secondary age children Religion: Ukrainian Catholic, Lutheran, Christian & Missionary Alliance & Ukrainian Orthodox Dominant Ethnicities: German & Polish Ethnic Highlights: Icelandic, Ukrainian & Norwegian

•Married single-detached home owners with elementary, high school & post secondary age children

Religion: Christian Reformed Church, Presbyterian & United Church Dominant Ethnicities: English, Irish & Scottish Ethnic Highlights: English, Irish & Scottish

D027 Urban Ontario & Prairie Households 119,880

•Married couples with elementary, high school & post secondary age children •Living in owned single & semi- detached homes

Religion: Serbian Orthodox, Brethren in Christ , Presbyterian, Lutheran& Christian Reformed Church Dominant Ethnicities: Polish, Ukrainian & Italian Ethnic Highlights: Portuguese, Croatian & Serbian

D024 Rural Prairie & B.C Households 67,714

•Married single-detached home owners •Living with & without children

Religion: Aboriginal Spiritual, Christian & Missionary Alliance, Lutheran, United Church & Mennonite Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Norwegian, Danish & Swedish





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D030 Urban Ontario & Prairie Households 104,705

•Married semi & single-detached home owners with their older children living at home Religion: Serbian Orthodox, Lutheran, Presbyterian, United Church & Anglican Dominant Ethnicities: Ukrainian, Polish & Italian Ethnic Highlights: Croatian, Slovak & Serbian


D028 Rural Ontario Households 148, 385

D029 Urban Ontario Households 66,762

•Married couples with & without children •Living in owned single-detached homes with 4-6 individuals Religion: Christian Reformed Church, Mennonite, United Church, Anglican & Presbyterian Dominant Ethnicities: English & Scottish Ethnic Highlights: Dutch, Yugoslav & Finnish

•Separated semi-detached & row home owners with post secondary age children Religion: Muslim, Buddhist, Jewish & Hindu Dominant Ethnicities: Chinese, Polish & East Indian Ethnic Highlights: Egyptian, Trinidadian/Tobagonian & West Indian

D031 Urban Ontario, B.C & Maritime Households 77,350

•Married couples with & without children at home •Living in owned single-detached homes

Religion: United Church, Anglican & Baptist Dominant Ethnicities: Dutch, English &Scottish Ethnic Highlights: Croatian, Slovak & Finnish





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D032 Urban B.C & Territories Households 123,487

D033 Rural Maritime & Ontario Households 69,499

•Married couples with & without children at home •Living in relatively new owned row homes, apartments & some single- detached homes Religion: Christian, Lutheran, United Church , Baptist& Anglican Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Norwegian, Swedish & Danish

•Single-detached home owners with elementary & high school age children Religion: Roman Catholic Dominant Ethnicities: French, Canadian & North American Indian Ethnic Highlights: Acadian, Québécois & Métis

D034 Urban Prairie, B.C & Territories Households 133,101

D035 Urban Maritimes Households 100,724

•Married couples, some separated with toddlers, elementary, high school & post secondary age children •Living in owned single & semi-detached homes.

Religion: Christian & Missionary Alliance, United Church & Lutheran Dominant Ethnicities: German, Dutch & Polish Ethnic Highlights: Norwegian, Icelandic & Ukrainian

•Married semi-detached & apartment owners with high school & post secondary age children Religion: Salvation Army, Baptist , United Church & Anglican Dominant Ethnicities: English & Scottish Ethnic Highlights: Acadian, Inuit & Irish





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Group E: Resident Urbain

Montréal & Ottawa-Gatineau Households 362,658

Urban Québécois centres are cultural landscapes and habitats for these 35-44 year old single and common-law folks with young children under 14. Living in semi-detached homes with 3-5 persons, this group has an above average income of $60,000-$100,000 achieved from occupations in health sciences, senior management and administration or as skilled technicians, social workers and protective services employees. They have some post-secondary education but careers are focused on managing time and household finances to support their young families. They are designers of comfort and care, spending on child care, food, clothing, vehicles and cell phones. Communication tools are key to organizing their families and French is the language of choice. Strong Québécois heritage and predominantly Roman Catholic values influence their family and healthy active lifestyle and they make an effort to give back to society as well, donating to charitable causes. Find these city dwellers cycling, visiting a cultural site or setting up a home entertainment system to entertain family and friends.

Did

Did you know? In Montréal people

that speak English are referred to as Anglophones

Did

Did you know? Musician Alanis

Morissette is from Ottawa, Ontario

Copyright 2011

“Resident Urbain ”

E036 Urban Québec Households 92,358




•Mix of common-law & singles living in owned single & semi-detached homes with elementary, high school & post secondary age children Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Haitian, Québécois & French

•Mix of singles & common- law couples with toddlers, elementary & some high school age children •Living in owned single & semi-detached homes

Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian

•Mix of singles & common- law couples with elementary, high school & post secondary age children •Living in owned semi & single- detached homes

Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Canadian & Haitian

•Common-Law & singles living in owned semi- detached homes, with children, toddlers & elementary age Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian

Household Income $70,000-$100,000 +




Copyright 2011

Group F: Young & Yearning

Vancouver, Toronto & Calgary Households 925,159

Did you know? Victoria, B.C is home to

musician Nelly Furtado

Married couples and singles under 40 with children constitute this youthful group who make their homes in fairly new semi-detached or row-type homes and apartment duplexes in Canadian cities in BC and Ontario. With some university or college level education, they are employed in clerical, technical, business and finance jobs or are skilled trade’s people earning incomes of $90,000 - $100,000. As these folks may live in large multiple family households, their expenditures are above average for clothing, furniture, child care, recreation goods and children’s education. They are likely to equip their homes with entertainment equipment, yet not quite ready to engage in health or retirement plans. Catching a movie with friends or attending a cultural event with the family is part of their social lives. Urban excitement meets ethnic diversity in this cluster, where a mix of South Asian, Central American, West Indian, and Middle Eastern heritage create unique lifestyles and tastes. With Buddhist, Sikh and Christian values, hard work, community support and family are key to prosperity and wellness.

Did

Did you know? Comedian Russell

Peters is from Toronto, Ontario

Copyright 2011

“Young & Yearning”

F040 Urban Ontario & B.C Households 59, 826

F042 Urban Ontario Households 88,106



•Married home owners , living in single-detached, row homes & apartments with primarily post secondary & some high school & elementary age children Religion: Buddhist, Orthodox , Sikh, Muslim, Christian & Hindu Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Iranian & Korean

•Married apartment & single detached home owners with elementary, high school & post secondary age children Religion: Sikh, Hindu, Christian, Buddhist & Muslim Dominant Ethnicities: Chinese & Italian Ethnic Highlights: East Indian, Punjabi & South Asian

•Married semi-detached & row home owners with children ranging from toddlers to post secondary age Religion: Sikh, Hindu, Muslim & Buddhist Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: South Asian, Punjabi & Pakistani

•Married single & semi- detached home owners with post secondary age children Religion: Orthodox, Hindu, Sikh & Roman Catholic Dominant Ethnicities: East Indian Ethnic Highlights: Italian, Portuguese & Vietnamese





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F045 Urban Ontario & B.C Households 61,111

•Married semi-detached, row home & apartment owners living in multiple-family households •Children ranging from toddlers to post secondary age Religion: Hindu, Christian, Muslim, Sikh & Adventist Dominant Ethnicities: East Indian & Chinese Ethnic Highlights: Guyanese, Sri Lankan & Jamaican

•Married semi-detached & apartment owners living in multiple-family households •Children ranging in age from toddlers to post Secondary Religion: Sikh, Hindu, Muslim & Adventist Dominant Ethnicities: East Indian & Punjabi Ethnic Highlights: Punjabi, East Indian & South Asian

F046 Urban Ontario & B.C Households 129,547

F047 Urban B.C Households 72,989

•Semi-detached & apartment owners living with post secondary age & older children Religion: Greek Orthodox, Muslim, Christian, Sikh, Hindu & Buddhist Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: Greek, Filipino & Sri Lankan

•Married apartment owners with toddlers, elementary, high school, post secondary & older children at home Religion: Sikh, Hindu, Muslim, Christian & Buddhist Dominant Ethnicities: Chinese Ethnic Highlights: Punjabi, East Indian & South Asian






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F048 Urban B.C Households 111,286


•Married row house & apartment owners living in multi- family households with post secondary & older children Religion: Buddhist, Christian, Hindu & Sikh Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Vietnamese & Filipino

•Single & separated owners & renters of semi- detached homes & apartments with post secondary and older children living at home Religion: Buddhist, Orthodox & Adventist Dominant Ethnicities: Italian & Chinese Ethnic Highlights: Portuguese, Vietnamese & West Indian

F050 Urban Prairie & B.C Households 75,702


•Semi-detached, row homes & apartment renters with post secondary & older children living at home in multiple-family households Religion: Buddhist, Christian, Muslim, Hindu & Sikh Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Filipino, Vietnamese & Sri Lankan

•Separated & single semi-detached & apartment renters with post secondary & older children living at home multiple-family households Religion: Buddhist, Hindu, Christian, Sikh & Muslim Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: Salvadoran, Vietnamese & Portuguese

Household Income $70,000-$79,999 & 100,000+

Household Income Ranging




Copyright 2011

Group G: Fine Canadian Vintage

Edmonton some Calgary & Ottawa-Gatineau Households 872,931

The Canadian standards for healthy aging are illustrated in this group of seniors living on their own in detached homes in urban centres of the Prairies and Ontario. Privileged to have mostly university educations, their hard work in finance, nursing and years of life experiences has enabled them an annual household income of over $80,000, likely from many years of saving and planning. Personal health is important and they spend on health plans, medication and supplies to maintain their active lifestyles. As they are likely in transition to retirement, they indulge in leisure activities. Attending live shows, visiting museums, reading newspapers or renting a recreation vehicle to tour around the countryside or local lake are activities they embrace. With Northern European backgrounds, this fine group of history-makers make lifestyle choices based on Protestant values and traditional beliefs. Giving back to society is important for them and they donate to charitable causes and religious organizations .

Did

Did you know? Actor Dan Aykroyd

Is from Ottawa, Ontario

Did

Did you know? Edmonton is home to West Edmonton Mall. The largest shopping

centre in North America

Copyright 2011

“Fine Canadian Vintage” G052 Urban Ontario & Prairie Households 139,129

G054 Urban Maritime & Ontario Households 126,207

G053 Urban Ontario, Prairies & Territories Households 122,731

G055 Urban Ontario & B.C Households 93,101

•Married single-detached home owners with post secondary & older children, or no children at home Religion: Ukrainian Orthodox, Serbian Orthodox & Ukrainian Catholic, United Church, Anglican, Lutheran & Presbyterian Dominant Ethnicities: Italian, Polish & Ukrainian Ethnic Highlights: Serbian, Slovak & Croatian

•Separated & divorced single-detached & apartment Owners Religion: Christian Reformed Church, United Church, Lutheran & Anglican Dominant Ethnicities: Scottish, German & English Ethnic Highlights: Icelandic, Austrian & Welsh

•Older individuals, mix of married & widowed single-detached & row home owners Religion: United Church, Anglican, Baptist & Presbyterian Dominant Ethnicities: Scottish, English & Irish Ethnic Highlights: Scottish, English & Irish

•Primarily widowed, apartment owners, living in 1 person households

Religion: Presbyterian, Anglican & United Church Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Korean, Japanese & Serbian





Copyright 2011

G056 Rural B.C Households 58,476

G058 Urban Ontario Households 91,344

G057 Rural Ontario & B.C Households 140,055

G059 Urban Prairie Households 101,888

•Mix of married & widowed individuals •Living in owned single-detached & row housing

Religion: Anglican, Presbyterian & United Church Dominant Ethnicities: English, Scottish & German Ethnic Highlights: Swiss, Swedish & Danish

•Married couples living without children in their owned single-detached homes Religion: Anglican, Presbyterian & United Church Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Finnish, English & Welsh

•Primarily widowed & some married individuals with some older children living in their owned single– detached home Religion: Serbian Orthodox, Presbyterian & Ukrainian Catholic Dominant Ethnicities: Polish, Ukrainian & English Ethnic Highlights: Slovak, Serbian & Croatian

•Primarily widowed with some married individuals •Living in owned single-detached homes without children Religion: Ukrainian Catholic, Ukrainian Orthodox, Lutheran & United Church Dominant Ethnicities: German & Dutch Ethnic Highlights: Icelandic, Ukrainian & Swedish





“Fine Canadian Vintage”

Copyright 2011

Group H: Belle Ville Cosmopolite!

Ottawa-Gatineau & Montréal Households 448,451

Did you know? The Rideau Canal, Ottawa

becomes the largest skating rink in the world

during winter

This collection of 55-79 year olds inhabits urban centres of Québec . Being older, in common law relationships without children at home, or possibly experiencing a life change such as divorce, they live in one or two person households and own their apartment or semi-detached home. Incomes range from $50,000 to over $90,000 and with some university certification or trades qualifications, they are employed in technical trades or clerical work in health, education and social services. Expenditures are average for most sectors, spending normal amounts on health care, transportation, furnishings, utilities, food and recreation. From the bustling streets of Montréal to the quaint neighbourhoods of Ottawa and other la belle province cities, these predominantly Roman Catholic followers lend form and life fashion to the inimitable Québécois culture.

Did

Did you know? Musician Leonard

Cohen is from Montréal

Copyright 2011

“Belle Ville Cosmopolite” H060 Urban Québec Households 66,486

H062 Urban Québec Households 62,561


H063 Rural Québec Households 112,559

•Mix of common-law & divorced individuals •Living in owned semi-detached homes

Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, French & Belgian

•Mix of singles, divorced & common-law individuals with some high school age children •Living in owned single & semi-detached homes


•Mix of common-law & divorced individuals with some older children at home •Living in semi-detached homes & apartments

Religion: Roman Catholic Dominant Ethnicities: French, Canadian & Italian Ethnic Highlights: Haitian, Lebanese & Québécois

•Common-law & divorced couples living in 2 person households without children •Occupying owned single-detached homes & apartments

Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, Acadian & French





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•Mix of common-law, divorced & separated renters living in 1 person households

Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, French & Haitian

•Mix of single, divorced & common-law individuals renting semi-detached, row homes & apartments

Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Canadian & Haitian



“Belle Ville Cosmopolite”

Copyright 2011

Group I: Frontier Families

P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan, Alberta, B.C & Territories Households 923,308

Atlantic Canada; Home of the 8 mile

Confederation Bridge

Did

Did you know? Stompin’ Tom

Connors is from Saint John, N.B

Copyright 2011

With 2 – 4 person households, these mix of married and separated 40 – 65 year olds, with school aged children at home, earn $60,000 – $90,000 per year. They live in rural areas across Canada and own their single detached home or movable dwelling. Occupations and educations vary, but with high school and trades certificates, they find work as technical, or child care workers or as trades’ people in agriculture, forestry or fisheries. They likely drive to work and spending habits for food, utilities, recreation, furniture and clothing are all slightly below average, including spending on health care. Hard working and resourceful, they likely have Western and Northern European heritage and may follow some spiritual faith such as Lutheran, United Church or Christian Reformed. This group also represents some of the rural Christian based communities such as Mennonites, further illustrating their propensity for hard work and resourcefulness. Community spirit is key to this group, providing the foundation for these strong enclaves across Canada.

“Frontier Families” I066 Rural Ontario Households 207,591

I067 Rural Prairie, B.C & Territories Households 138, 247

•Married & separated individuals living in owned single-detached homes with their •Elementary & high school age children

Religion: Christian Reformed Church, Brethren in Christ, United Church, Anglican & Presbyterian Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Dutch, Finnish & English

•Separated individuals with some common-law couples •Living in owned dwellings Religion: Lutheran, Christian, United Church & Church of Jesus Christ of Latter-day Saints Dominant Ethnicities: German, Scottish & English Ethnic Highlights: Norwegian, Swedish & Métis

I068 Rural Prairie Households 129,737

I069 Rural Ontario Households 120, 181

•Married single-detached home owners with elementary & high school age children Religion: Hutterite, Church of Jesus Christ and Latter-day Saints, United Church, Christian & Lutheran Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Norwegian, Swedish & Métis

•Married couples living in owned single-detached homes with their elementary, high school & post secondary age children Religion: Christian Reformed Church, Mennonite, United Church, Baptist, Lutheran & Presbyterian Dominant Ethnicities: German, English & Irish Ethnic Highlights: Dutch, Belgian & Swiss





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I070 Rural Prairie, B.C & Territories Households 79,765

I071 Urban B.C & Ontario Households 126,050

•Mix of single, separated & common-law individuals •Combination of renting & owning single-detached homes Religion: Aboriginal Spirituality, Church of Jesus Christ and Latter-day Saints & Christian, Anglican & Lutheran Dominant Ethnicities: Ukrainian & German Ethnic Highlights: Inuit, Métis & North American Indian

•Separated & divorced individuals •Renting or owning semi-detached, row housing & apartments Religion: Anglican, Baptist, Lutheran & Presbyterian Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Finnish, Dutch & English

I072 Rural Maritime Households 121, 737

•Married couples without children at home •Living in owned single-detached homes

Religion: Baptist, Salvation Army , Presbyterian, United Church, Anglican & Pentecostal Dominant Ethnicities: English Ethnic Highlights: Acadian, Scottish & Irish

Household Income $20,000-$29,999 & $60,000-$69,999



“Frontier Families”

Copyright 2011

Group J: Single in the City

Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau Households 480,471

Did you know? Vancouver is home to

the annual Cherry Blossom Festival

Selections of cities across the nation are home to these 20 -29 year old well educated singles that rent and live independently in a high rise apartment. With graduate degrees in physical science, math, visual arts and culture, they are launching into the work force, working in service and sales or arts and culture sectors. As they are starting in entry level positions, incomes are below average at $30,000 - $60,000 and expenditures are reflective of this, with lower than average spending on clothing, furnishings, education, communication equipment and reading materials. They are high users of public transportation, bikes and walking as their urban environments offer close proximity to services and amenities. There is high ethnic diversity, many of Northern and Eastern European, Japanese and Mexican descent with a number of non-permanent residents, which adds a unique vibrancy to these communities. Although downtown single city life is satisfying, these city bred singles are highly mobile. Being the architects of their careers, they aspire to create families and craft a meaningful lifestyle.

Did

Did you know? Nickelback is from

Hanna, Alberta

Copyright 2011

“Single in the City” J073 Urban Ontario & B.C Households 69,286

•Single individuals living in 1 person households, renting semi-detached homes & apartments Religion: Jewish , Greek Orthodox & Buddhist Dominant Ethnicities: Irish, Chinese & Polish Ethnic Highlights: Jewish, Greek & Japanese

J074 Urban Ontario & B.C Households 109,432

•Separated & divorced individuals renting row homes & apartments

Religion: Muslim, Buddhist, Serbian Orthodox & Hindu Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Korean, Serbian & Iranian J075 Urban Prairie, Territories, B.C & Maritime

Households 99,139 •Mix of single & divorced individuals, living in 1 person rented apartments Religion: Church of Jesus Christ of Latter-Day Saints, Christian & Lutheran Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Norwegian, Japanese & Swedish

Household Income under $10,000



Copyright 2011

J077 Urban Prairie & Maritime Households 91,296

•Mix of single, separated & divorced, living in 1 person rented row housing & apartments Religion: Church of Jesus Christ of Latter- day Saints & Aboriginal Spirituality Dominant Ethnicities: German, Ukrainian & North American Indian Ethnic Highlights: Norwegian, Métis & Swedish


“Single in the City” J076 Urban B.C, Prairie & Ontario Households 111,318

•Separated & divorced individuals, living in 1 person rented row housing & apartments

Religion: Serbian Orthodox , Christian , Anglican & Lutheran Dominant Ethnicities: Scottish, Irish & German Ethnic Highlights: Serbian, Yugoslav & Welsh


Copyright 2011

Group K: Mid-Aged Medley

Montréal, some New Brunswick Households 670,444

Small communities in Québec and New Brunswick are home to this mix of married, common law and divorced folks aged 40 – 64 years, some living with school aged children in 3-4 person households. They own their single detached or moveable dwelling house. Their educations in business, management, personal protection and agriculture offer employment opportunities as machinists, mechanics or secretaries or as labourers in agriculture where they earn $40,000 – $70,000. From the breathtaking rural landscapes to the charming village atmospheres of these small Québec and New Brunswick communities, this group of predominantly French speaking people spend lower than average amounts on clothing, transportation, home entertainment, health care and reading materials. Traditional values influence their rural French Canadian lifestyles where they embrace the outdoors and community life.

Copyright 2011

Montréal is the 2nd largest city in

Canada! Did

Did you know? Actress Sandra Oh

is from Ottawa!

K078 Rural Québec Households 132,661

•Single, divorced & common-law individuals, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French

“Mid-Aged Medley”

K079 Urban Québec Households 107, 588 •Single, divorced & common-law individuals, living in owned semi & single- detached homes with their elementary, high school & post secondary age children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French


•Single & common-law individuals, living in owned single-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & Acadian

K081 Urban & Rural Maritime Households 55,082 •Separated & common-law individuals, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Acadian, Canadian & French





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•Mix of single, divorced & common-law individuals, living in owned single-detached homes without children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French


•Single & common-law individuals, living in owned singled-detached homes

Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French


•Single & common-law individuals, living in owned single-detached homes with some high school age children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & Swiss

K085 Urban Québec Households 60,833

•Mix of single, divorced & common-law individuals, living in rented semi-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Haitian & Canadian





Copyright 2011

“Mid-Aged Medley”

Group L: Family Footprints

Calgary, Edmonton & Ottawa-Gatineau Households 684,268

Did y

Did you know? The Calgary was the 1st

Canadian city to host the Winter Olympics (1988)

Young single parents 20-34 years old with high school educations constitute this group of hard working blue collar, sales, service and clerical workers. Incomes are below average at $40,000 - $70,000 as they have experienced some unemployment while building a career. Remaining resources are quickly absorbed into child care expenses and the numerous requirements for nurturing a family. Due to lower income and their situation, spending on furnishings, clothing, recreation, health care and transit are below average. However, these challenges do not deter them from creating a fulfilling lifestyle or enhancing their row-type homes. Northern European heritages mixed with immigrants from Central America, Africa and Eastern Europe creates a mosaic of tastes in these cosmopolitan clusters of Alberta, Ontario and New Brunswick. They aspire to care for their homes, build a foundation for their families and improve their lifestyles.

Did


to hockey star Mark Messier

Copyright 2011

“Family Footprints” L086 Urban Ontario Households 88,816 L087 Urban & Rural Territories, Prairie &

Maritime Households 26,820

•Primarily separated individuals living in owned semi-detached & row housing Religion: Pentecostal, Adventist, Anglican & Salvation Army Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Salvadoran, Trinidadian/ Tobagonian & Yugoslav

•Single & common-law individuals living in rented semi-detached, row housing & apartments with their toddlers Religion: Pentecostal, Baptist, Anglican & United Church Dominant Ethnicities: German, Scottish & Irish Ethnic Highlights: Métis, Norwegian & North American Indian

L088 Urban Prairie, Ontario, B.C & Territories Households 109,351

L089 Urban Ontario Households 132, 709

•Separated or divorced individuals living in 3 person households, occupying owned semi & detached-homes Religion: Orthodox, Muslim & Christian Dominant Ethnicities: Polish, East Indian & Scottish Ethnic Highlights: Salvadoran, Trinidadian/ Tobagonian & Arab

•Separated or divorced individuals living in owned single-detached homes & apartments Religion: United Church, Baptist, Anglican & Presbyterian Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Finnish, Yugoslav & Slovak





Copyright 2011

L090 Urban Maritime, Prairie & B.C Households 94,354

L091 Urban Ontario Households 50,256

•Separated, divorced & some singles with toddlers & elementary age children, living in rented semi-detached & row housing

Religion: Pentecostal, Christian, Church of Jesus Christ of Latter-day Saints Dominant Ethnicities: Scottish, Dutch & English Ethnic Highlights: Salvadoran, Métis & North American Indian

•Single & separated individuals with toddlers, elementary & high school age children, living in rented row housing & some semi- detached homes Religion: Muslim, Christian, Buddhist, Pentecostal & Jewish Dominant Ethnicities: North American Indian, Polish & East Indian Ethnic Highlights: Salvadoran, Arab & Black

L092 Urban Maritime & Ontario Households 88,636

L093 Urban Prairie Households 93,326

•Separated & divorced individuals, living in older rented apartments Religion: Baptist , Anglican & Pentecostal Dominant Ethnicities: English & Irish Ethnic Highlights: Acadian, Black & Scottish

•Mix of single, separated & divorced individuals, living in rented single-detached homes & apartment duplexes Religion: Lutheran, Christian, Ukrainian Catholic & Aboriginal Spirituality Dominant Ethnicities: North American Indian, German & Polish Ethnic Highlights: Métis, Icelandic & Ukrainian





“Family Footprints”

Copyright 2011

Group M: Urban & Urbane

Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton & Vancouver Households 609,203

Hip and happening describe these 20 – 34 years old single and common-law people living in charming older apartments in the city. University and graduate degrees in visual and cultural arts, communications, life sciences and technology are the catalysts for launching their careers in health, finance and technical occupations. Being in metropolitan areas, they are high users of transit and commuting. Although incomes are well below average at $10,000 – $30,000, they do not have children yet so household expenditures are low and they can spend time and money on themselves, taking in a restaurant meal or simple luxuries such as using dry cleaning services. Immigration is high in this group, bringing global cultures from Latin America, Africa, South Asia and the Middle East to their urban habitats, further refining their budding international and refined tastes. They are moving up, moving on and motivated!

Did y

Did you know? In Vancouver, B.C you can

sail, snowboard & golf all in one day

Did

Did you know? Kingston, Ontario

is home to The Tragically Hip!

Copyright 2011

“Urban & Urbane”

M094 Urban Ontario & B.C Households 90, 838

M095 Urban Québec Households 46,383

•Primarily single individuals living in rented apartments as 1 person households Religion: Jewish, Muslim, Orthodox & Buddhist Dominant Ethnicities: Chinese, Polish & East Indian Ethnic Highlights: Jewish, Iranian, Japanese & Korean

•Mix of single, common-law & divorced individuals living in rented apartments Religion: Roman Catholic Dominant Ethnicities: French, Canadian & Italian Ethnic Highlights: Québécois, Mexican & Belgian

M096 Urban B.C & Ontario Households 106,743

M097 Urban Prairie & B.C Households 112,256

•Single individuals living in 1 person households, renting apartments Religion: Orthodox, Muslim, Christian & Jewish Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Jewish, Iranian, Korean & Japanese

•Singles & some divorced or common-law, living in rented apartments without children Religion: Serbian Orthodox, Buddhist, Christian & Jewish Dominant Ethnicities: Ukrainian, Scottish & Irish Ethnic Highlights: Japanese, Jewish, British Isles & Serbian

Household Income under $10,000 & over $100,000



Household Income under $10,000 & $30,000- $49,999

Copyright 2011

“Urban & Urbane”

M098 Urban Québec Households 65,747

M099 Urban Maritime & Québec Households 67,619

•Single with some common-law individuals, living in older rented apartments Religion: Roman Catholic Dominant Ethnicities: French & Canadian Ethnic Highlights: Québécois, Haitian & Mexican

•Single apartment renters, living in 1 person households Religion: Muslim, Buddhist, Orthodox & Hindu Dominant Ethnicities: Chinese & East Indian Ethnic Highlights: Arab, Egyptian & Korean

M100 Urban Prairie & B.C Households 119,617

•Single, separated & divorced individuals living in rented apartments Religion: Aboriginal Spirituality, Christian, Orthodox & Buddhist Dominant Ethnicities: Ukrainian, North American Indian, German Ethnic Highlights: African, Japanese & Serbian




Copyright 2011

Group N: Prairie Pride & West Coast Wisdom

Prairies & British Columbia Households 349,621

Did y

Did you know? The Prairies are home to

Neil Young &

The Guess Who

Pioneers of the west describe these over 65 year olds who are widowed or married living in detached homes or movable dwellings in small communities scattered throughout the Prairies and B.C. With limited opportunity for grand educations, these folks toiled in trades and agricultural occupations or worked in administration type jobs, possibly within health and recreation sectors. Raising their families, building communities and educating their children was the primary focus. Incomes are around $40,000, generally gained from pensions and hence, they concentrate on personal pleasures rather than appearance. They do not spend copiously on home furnishings but desire to maintain their health and lifestyles, spending above average on hospital care, medications and physician visits. Their Northern European heritage and Christian values such as Lutheran and Ukrainian orthodox beliefs, guide their attitude of believing in hard work, supporting the family and building strong communities. These folks are ready to embrace the good life they have spent years building.

Did

Did you know? Actress Pamela

Anderson is from Ladysmith B.C

Copyright 2011

“Prairie Pride & West Coast Wisdom” N101 Rural Prairie

Households 51,292

N103 Rural B.C Households 120,222

•Married single-detached home owners with elementary & high school age children Religion: Mennonite, Hutterite, United Church, Ukrainian Catholic & Lutheran Dominant Ethnicities: Ukrainian & Dutch Ethnic Highlights: Norwegian, Swedish & German

N102 Rural Prairie Households 31,067

•Married single-detached home owners with toddlers, elementary & high school age children Religion: Mennonite, Lutheran, Hutterite & Christian Dominant Ethnicities: German, Dutch & Ukrainian Ethnic Highlights: Mexican, Russian & Swiss

•Separated & divorced living in owned single–detached homes without children Religion: Christian, Aboriginal Spirituality Jehovah’s Witnesses & Lutheran Dominant Ethnicities: North American Indian, German & English Ethnic Highlights: Swedish, Norwegian & Danish

N104 Rural Prairie Households 147,040

•Older widowed & some married individuals, living in owned single-detached homes Religion: Lutheran, United Church, Mennonite, Hutterite & Ukrainian Catholic Dominant Ethnicities: Polish, German & English Ethnic Highlights: Icelandic, Ukrainian & Norwegian

Household Income $30,000- $39,999




Copyright 2011

Did

Did you know? Musician Shania

Twain is from Timmins, Ontario!

Group O: East Coast Check Up

Maritimes, some British Columbia, & Ontario Households 790,871

Did y

Did you know? There are more pubs per

sq. foot on George Street, St. John’s than anywhere

else in Canada!

Copyright 2011

The flavour of the Canadian Maritimes is embellished with the presence of these predominantly older 65 years and up folks who live in a condominium, single attached or movable dwelling in small communities throughout the east coast. There are some married people but also a significant mix of separated and widowed individuals, so many live independently. Due to their age, educational opportunities were not available to them when they were young; hence they have been employed as child care or support workers, as labourers in primary industries or heavy equipment operators but may now be retired. Reflective of this are incomes of $10,000 – $40,000, some extracted from government transfer payments. Expenditures are quite low as these folks have already accumulated most of their tangible needs; however, they enjoy their homes, the outdoors and seek to enhance their health with above average spending on medical care and supplies. Deeply rooted in Protestant values, these folks embrace a traditional east coast lifestyle.

“East Coast Check Up” O105 Rural Maritime & Ontario Households 192,541

•Separated, widowed & some married single- detached older home owners living without children Religion: Anglican, Presbyterian, Baptist & United Church Dominant Ethnicities: Irish, German & Canadian Ethnic Highlights: Scottish, Dutch & English

0106 Rural Maritime & Ontario Households 71,792

•Separated & widowed individuals living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: North American Indian, Canadian & Irish Ethnic Highlights: Acadian, Métis & French

O107 Rural Maritime Households 60,754

•Married & some widowed individuals, living in owned single-detached homes Religion: Salvation Army, United Church, Pentecostal & Anglican Dominant Ethnicities: Irish, North American Indian & Scottish Ethnic Highlights: Inuit, English & Canadian

O108 Urban Maritime & Ontario Households 129,720

•Widowed, separated & divorced older apartment renters, living in 1 person households Religion: Presbyterian, Anglican, Baptist, Lutheran & United Church Dominant Ethnicities: Irish, German & Dutch Ethnic Highlights: Finnish, Scottish & English





Copyright 2011

“East Coast Check Up” O109 Rural B.C Households 117,093

•Divorced, widowed , separated & some married single detached home owners, living in 2 person households Religion: United Church, Anglican, Lutheran, Christian & Jehovah’s Witnesses Dominant Ethnicities: English, German & Dutch Ethnic Highlights: Danish, Swedish & Icelandic

0110 Rural Maritime Households 85,149

•Married & widowed single- detached older home owners Religion: Pentecostal, Salvation Army, United Church, Anglican & Baptist Dominant Ethnicities: Canadian, Irish & Dutch Ethnic Highlights: Acadian, Scottish & English

O111 Rural Maritime Households 63,332 •Married & widowed individuals, living in owned single-detached homes Religion: Salvation Army, Pentecostal, Baptist & Anglican Dominant Ethnicities: Irish & North American Indian Ethnic Highlights: Inuit, English & Canadian

O112 Urban Maritime Households 70,490

•Separated & widowed, living in older rented semi-detached homes Religion: Salvation Army, Baptist & Anglican Dominant Ethnicities: English, Canadian & French Ethnic Highlights: Scottish, Acadian & Irish





Copyright 2011

Group P: Foundation of the Nation

Manitoba, Saskatchewan, British Columbia, some Ontario Households 584,780

Did y

Did you know? Churchill, Manitoba is the

“Polar Bear Capital of the World”

Did

Did you know? Musician Diana

Krall is from Nanaimo B.C

Copyright 2011

West coast and prairie cities are the home to this group of older people who rent an apartment or condominium and live alone. They are over 65 and likely collecting some type of retirement or government pension with incomes coming in below $40,000. As they have already accumulated most material goods, their spending is low, especially on computer technology, however, they are interested in keeping healthy, spending on medical supplies, prescribed medicines and pharmaceuticals and they contribute to public health plans. Reading newspapers keeps them informed and entertained but they may take a chance on a lottery ticket just for fun! They are generous and give to charities in Canada and, as they live in urban communities, they walk or take a short taxi ride to amenities. With Russian, Korean, Iranian and Northern European heritages, they likely are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish religions, hence their traditional values and affiliation to their communities.

“Foundation of the Nation” P113 Urban Québec & Ontario Households 56,540

•Primarily widowed individuals, living in 1 person rental apartments Religion: Jewish, Buddhist, Muslim & Orthodox Dominant Ethnicities: Polish & Chinese Ethnic Highlights: Jewish, Iranian & Russian

P114 Urban Ontario & B.C Households 79,033

•Widowed individuals living in owned apartments, as 1 or 2 person households Religion: Presbyterian, United Church, Anglican, Lutheran & Mennonite Dominant Ethnicities: English, Scottish & Dutch Ethnic Highlights: Japanese, Welsh & Austrian

P115 Urban Prairie, B.C, Ontario & Maritime Households 63,922

•Primarily widowed with some separated & divorced individuals, renting apartments, living in 1 person households Religion: Ukrainian Catholic, Ukrainian Orthodox, United Church, Baptist, Presbyterian & Lutheran Dominant Ethnicities: Ukrainian, English & German Ethnic Highlights: Icelandic, Finnish & Norwegian

P116 Urban Québec Households 46,042

•Primarily widowed with some divorced individuals, renting apartments, living in 1 person households Religion: Roman Catholic Dominant Ethnicities: Québécois. French & Canadian Ethnic Highlights: Québécois. French & Canadian



Household Income $10,000- $39,999 Household Income $10,000- $39,999

Copyright 2011

“Foundation of the Nation” P117 Urban Prairie, B.C & Ontario Households 140,299

•Primarily widowed with some separated & divorced individuals, living in rented apartments Religion: Lutheran, Presbyterian, Serbian Orthodox & Anglican Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Serbian, Japanese & Korean

P118 Urban Prairie, B.C & Ontario Households 92,020

•Primarily widowed with some separated & single apartment renters, living in 1 person households Religion: Ukrainian Catholic, Lutheran, Ukrainian Orthodox, United Church & Anglican Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Finnish, Ukrainian & Icelandic P119 Urban Prairie

Households 43,574

•Widowed individuals living in 1 person households, as renters of apartments

Religion: Ukrainian Orthodox, Mennonite, Lutheran, United Church & Ukrainian Orthodox Dominant Ethnicities: Dutch, Ukrainian, & English Ethnic Highlights: Japanese, Korean & Québécois

P120 Urban Ontario Households 63,350

•Primarily widowed with some divorced & separated individuals, living in rented apartments Religion: Presbyterian, United Church, Serbian Orthodox & Salvation Army Dominant Ethnicities: Ukrainian, English & Scottish Ethnic Highlights: Finnish, Serbian & Yugoslav





Copyright 2011

Did y

Group Q: Acadian Accents

New Brunswick & Québec Households 393,450

Did

Did you know? Céline Dion is from

Charlemagne, Quebéc

Did you know? Canada’s oldest

independent brewery, Moosehead Brewery is located in Saint John,

New Brunswick

Copyright 2011

This group of married, common law, divorced or widowed 60-69 year olds make up this sector of one and two person households. Living in an older single attached house they own in an archipelago of smaller, likely francophone communities spread throughout Québec and New Brunswick, they are committed to their lifestyles and are unlikely to move. These folks are bilingual but likely chose French as the main language of communication. Unique to this group is their tenacious Acadian spirit! They have high school level education or trades apprenticeships and have persevered through periods of unemployment; but when employed, they work in clerical positions and as cooks, or as mechanics and trades people in natural resources sectors. As such, incomes are below $50,000. Due to their age and place in life, they may be in transition to retirement and spend on health care. Committed to their families and communities, they live Roman Catholic values and take time to enjoy recreational outdoor activities.

“Acadian Accents” Q121 Rural Québec Households 109,717

•Common-law couples, some with & without children, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian

Q122 Urban Québec Households 58,796


•Mix of common-law & divorced single-detached home owners Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French

•Mix of common-law, widowed & divorced renters of apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French




Copyright 2011

“Acadian Accents”

Copyright 2011

Household Income under $10,000- $49,999

•Common-law couples, living in owned single- detached homes Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian


Q125 Rural Québec & Maritime Households 73,976

•Common-law & some widowed individuals, living in owned single-detached homes, with some older children living at home Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian


Group R: Suite City Life

Montréal, Toronto & Vancouver Households 691,643

Single, separated, living in a suite in the city! These 25-34 year olds make their homes in an apartment, have good educations, some with graduate degrees, and are launching into their careers and family lives. Many have small children and babies and with a high instance of lone parent families, their resources are stretched. However, diverse ethnic flavours abound! Recent immigrants of Central and South American, Eastern European, African, Asian and Middle Eastern decent offer a mix of Buddhist, Hindu, Muslim, Orthodox and Christian values with the family unit being very important and supportive. This group has a significant portion of non-permanent residents and are very mobile, seeking to improve their lifestyles. They tend to have lower expenditures due to their low incomes which range from $10,000 - $40,000 and have experienced some unemployment. They use public transit to go to work, take the children to health care appointments and visit their community of friends!

Did

Did you know? Former Prime Minister

of Canada, Pierre Trudeau is from

Montréal, Québec

Did y

Did you know? Toronto is Canada’s

largest city

Copyright 2011

Q126 Urban Ontario & B.C

“Suite City Life”

R126 Urban Ontario & B.C Households 49, 551

•Young 20-39 year old row housing & apartments renters Religion: Jewish, Christian, Muslim & Buddhist Dominant Ethnicities: East Indian Ethnic Highlights: Korean, Iranian & Chinese


R127 Urban Québec Households 24,416

•Older 65-74 year olds, living in rented semi-detached homes & apartments, some with older children at home Religion: Greek Orthodox, Hindu, Sikh, Orthodox, Jewish, Christian & Muslim Dominant Ethnicities: Italian & East Indian Ethnic Highlights: Greek, Lebanese & Haitian

Household Income under $39,999 R128 Urban B.C Households 67,786 •Mix of young 25- 39 years old & older 75-85 individuals, renting row-housing & apartments Religion: Christian, Buddhist, Hindu & Muslim Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Korean & Iranian


R129 Urban Ontario Households 113,649

•Primarily separated individuals, living in rented apartments as multi-family households Religion: Hindu, Christian, Buddhist, Sikh, Muslim & Adventist Dominant Ethnicities: East Indian & Chinese Ethnic Highlights: Sri Lankan, Pakistani & South Asian Household Income under $49,999

Copyright 2011

“Suite City Life” R130 Urban Ontario & B.C

Households 208,955

R131 Urban Ontario Households 61,844

R132 Urban Québec Households 51, 367

R133 Urban Québec Households 114,075

•Primarily separated 25-34 year old individuals living in rented apartments Religion: Serbian Orthodox, Christian, Buddhist, Muslim & Hindu Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Serbian, Filipino & Iranian

•Single & separated individuals living in rented row housing & apartments, with toddlers & elementary age children Religion: Adventist, Muslim , Christian, Hindu & Buddhist Dominant Ethnicities: East Indian Ethnic Highlights: Jamaican, Black & Guyanese

•Single & separated 20 -34 year old apartment renters, some with toddlers Religion: Muslim, Buddhist, Orthodox & Hindu Dominant Ethnicities: Chinese Ethnic Highlights: Lebanese, Arab & Egyptian

•Mix of single, separated & divorced 20-34 year old renters of apartments Religion: Muslim, Buddhist, Hindu, Orthodox & Adventist Dominant Ethnicities: Italian Ethnic Highlights: Haitian, Salvadoran & Arab





Copyright 2011

Did

Did you know? NHL head coach

“Scotty” Bowman was born in

Montréal, Québec

Group S: Éclectiques Québécois

Montréal Households 926,668

A world of eclectic neighbourhoods is illustrated in this group of young people 25 – 29 years old and an older gentry of 70 – 85 year old folks. Some have children at home and educations are generally trades apprenticeships or high school level, hence their occupations as secretaries, assistants in health care, cooks, sales and service workers and labourers in processing or manufacturing. Incomes are well below $40,000 and there are significant government transfers due to high unemployment and retirement pensions. Expenditures tend to be low, however, living in urban centres, they embrace all Montréal and Québec cities have to offer. They make their homes in a rented apartment, duplex, or older single attached house and are high users of public transit. The addition of Aboriginal, Haitian and African heritage augments the strong French Canadian tradition, creating a truly distinguished urban Québécois lifestyle.

Did y

Did you know? Montréal is 100 feet

above sea level

Copyright 2011

S134 Urban Québec

“Éclectiques Québécois ”

S134 Urban Québec Households 68,511




•Mix of common-law, divorced & single, some older & some younger •Renting apartments, living in 1 person households Religion: Roman Catholic Dominant Ethnicities: Québécois, Haitian & French Ethnic Highlights: Québécois, Haitian & French

•65-70 year olds living in rented semi-detached homes & apartments Religion: Roman Catholic, Orthodox, Adventist & Muslim Dominant Ethnicities: Haitian, Italian & Arab Ethnic Highlights: Haitian, Italian & Arab

•Mix of single, common-law & divorced individuals, living in rented apartments Religion: Roman Catholic & Muslim Dominant Ethnicities: Italian, French & Canadian Ethnic Highlights: Haitian, Québécois & Arab

•Mix of divorced, widowed & common-law individuals, living in rented apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French





Copyright 2011

“Éclectiques Québécois” S138 Urban Québec & Maritime Households 52,219




•Mix of single, divorced, widowed & common-law individuals, living in rented apartments Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Acadian & Canadian

•Mix of single, divorced & common-law renters living in apartments


•Mix of single, divorced & common-law renters of apartments Religion: Roman Catholic Dominant Ethnicities: French & Canadian Ethnic Highlights: Québécois, Haitian & Acadian

•Mix of widowed, divorced & common-law apartment renters Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, French & Acadian





Copyright 2011

“Éclectiques Québécois ”

S142 Urban Québec Households 86, 545



•Mix of single, widowed, divorced & common-law individuals, living in rented apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, French & Canadian Ethnic Highlights: Québécois, French & Canadian

•Mix of single, divorced & common-law individuals, living in rented apartments Religion: Roman Catholic Dominant Ethnicities: French, Canadian & North American Indian Ethnic Highlights: Québécois, Haitian & Arab

•Mix of single, divorced, widowed & common-law individuals living in rented apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, French & Canadian Ethnic Highlights: Québécois, French & Canadian




Copyright 2011

Group T: Trans-Canada Communities

Across Canada Households 486,749

Did

Did you know? The Trans-Canada

Highway is 7,821 km!

Did y

Did you know? The baseball glove, electric light bulb,

television, telephone & zipper were

invented in Canada

Copyright 2011

Young parents raising young children are the theme of this group who generally rent an apartment or community type of housing. Incomes are quite low, ranging below $40,000, likely due to low employment, limited educations and a predominance of single parent families. They find employment as cashiers, cooks, child and home support workers or as trades’ helpers in primary industries. Although, their economic situation may deter significant spending, they are resourceful and are busy accumulating life experiences! Living in larger households of six or more people, they share resources. Unique to this group of young Canadians is the presence of First Nations, Métis and Inuit people where Pentecostal and Aboriginal spirituality provide them strong cultural bonds and an allegiance to their communities.

“Trans-Canada Communities” T145 Rural Territories & Prairie Households 78,992

T146 Urban Maritime & Ontario Households 128,939

•Single & common-law individuals •Living in households of 6 or more people, with toddlers to high school age children & some post secondary age or older Religion: Anglican, Pentecostal, Aboriginal Spirituality Dominant Ethnicities: Inuit, North American Indian & Métis Ethnic Highlights: Inuit, North American Indian & Métis

•Mix of single, separated, divorced & common-law, living in rented apartments Religion: Baptist, Anglican & Aboriginal Spirituality Dominant Ethnicities: Scottish, English & Dutch Ethnic Highlights: North American Indian, Irish & Finnish



T147 Rural B.C, Territories & Prairie Households 53,952

•Mix of single, separated & common-law, living in households of 6 or more people •Residing in rental & band housing units

Religion: Aboriginal Spirituality, Anglican, Pentecostal & Ukrainian Orthodox Dominant Ethnicity: Ukrainian Ethnic Highlights: North American Indian, Métis & Inuit Household Income under $39,999

Copyright 2011

“Trans-Canada Communities” T148 Urban Maritime & Ontario Households 61,983

T150 Urban Ontario & B.C Households 52,739

T149 Urban Maritime, B.C & Ontario Households 110,144

•Mix of single, separated, divorced & common-law, living in rented row housing & apartments Religion: Aboriginal Spirituality, Pentecostal & Baptist Dominant Ethnicities: Irish, Scottish & English Ethnic Highlights: Black, North American Indian & Salvadoran

•Mix of young & old single, separated, divorced, widowed & common-law individuals, renting apartments & living in 1 person households Religion: Aboriginal Spirituality, Baptist & Christian Dominant Ethnicities: Irish, Scottish & English Ethnic Highlights: Black, North American Indian & Métis

•Mix of single, separated, divorced & widowed individuals, renting apartments & living in 1 person households Religion: Aboriginal Spirituality, Muslim, Hindu, Buddhist & Christian Dominant Ethnicities: Chinese, East Indian & North American Indian Ethnic Highlights: African, Black & Vietnamese




Copyright 2011

Canadian Segments 2011

Copyright 2011

For more information please contact Generation 5 Client Services Nicole Adam 416-441-6800 ext 290

This report is updated annually with the release of Generation 5 Canadian Segments data.

Created by:

2011 canadian segments user guide v11520

Education

Transcript of 2011 canadian segments user guide v11520