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  • 1. Canadian Segments 2011 Release 1Copyright 2011 v11520
  • 2. Canadian Mosaic & the Home“The strength of a nation derives from the integrity of the home.” -ConfuciusCopyright 2011
  • 3. Table of ContentsGroup A Platinum Playgrounds Group L Family FootprintsGroup B Cross Canada Careers & Kids Group M Urban & UrbaneGroup C Cosmo Canadians Group N Prairie Pride & West Coast WisdomGroup D Rooted in Canada! Group O East Coast Check UpGroup E Resident Urbain Group P Foundation of the NationGroup F Young & Yearning Group Q Acadian Accents!Group G Fine Canadian Vintage Group R Suite City LifeGroup H Belle Ville Cosmopolite! Group S Éclectiques QuébécoisGroup I Frontier Families Group T Trans-Canada CommunitiesGroup J Single in the City Group & Type DescriptionsGroup K Mid-Aged Medley Copyright 2011
  • 4. Group A: Platinum PlaygroundsCalgary, Toronto, Edmonton & VancouverHousehold 248,783Urban gentry defines this set of married, 45-59 year olds with school agedchildren living in single detached homes in established cosmopolitanlocations. With good educations in law, life sciences, technology andbusiness, they are employed as gold collar senior management orprofessionals in finance, health, and arts and culture professions.Earning incomes over three times the national average, careers areestablished and they seek to enhance their lifestyles. They will not hesitateto refine their homes with furnishings and professional cleaning orlandscaping services. Focused on maintaining personal health and wellness,regular visits to physicians and dentists are key, as well as keepingmemberships to health clubs and professional associations. Purchasing thelatest fashions to maintain their stylish persona, whisking off for a vacationto enhance their global vision or escaping to their vacation property are allimportant aspects of their social being. They absorb the aesthetic pleasures Did you know?of live shows and cultural performances, read a large selection of publications Toronto is hometo keep informed and contribute substantially to their portfolios - especially Did to the world’s tallestchildren’s education and retirement plans! Of European descent,with Jewish and Christian roots, they do not hesitate to share their building, The CN Towerwealth, contributing to charitable organizations. Did you know? Michael J. Fox Did was born in Edmonton, Alberta Copyright 2011
  • 5. Group B: Cross Canada Careers & KidsOttawa-Gatineau, Calgary, Toronto, Edmonton & VancouverHouseholds 892,210 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 Did you know? services, and private health insurance plans. They are investing in Ottawa is Canada’s 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 National Capital, selected Did Christian and Jewish based value system, indicative of their Northern by Queen Victoria European or Jewish heritage and are generous in their donations to in 1857 charities and organizations in need. Did you know? Musician Did Justin Bieber is from Stratford, Ontario Copyright 2011
  • 6. Group C: Cosmo CanadiansCalgary, Edmonton, Toronto & Ottawa-GatineauHouseholds 613,794Family times abound in this group of 30-39 year olds with babies andyoung children living in 4 to 5 person households. They make theirhomes in row-type houses and have a mortgage to match! With a mixof college and university educations in behavioural sciences,engineering and business administration fields, they are developingcareers as managers, educators, professionals or technical experts.Being young in their careers, they look forward to opportunities foradvancement 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 ofactivity so furnishing for comfort and style, equipping the house withentertainment systems and recreation equipment is well aboveaverage. Saving for children’s education and their own retirement isimportant; however, they indulge in experiences – taking family Did you know?vacations, attending live sporting events and participating in an array Edmonton is homeof leisure activities. This group has predominantly Northern and Did to musician k.d. langEastern European backgrounds and their cultural attitudes are Did you know?likely based on a Christian based value system. Napanee, Ontario is Did home to musician Avril Lavigne Copyright 2011
  • 7. Group D: Rooted in Canada!Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver &some TorontoHouseholds 1,256,635Large households in single detached houses in a mix of Canadian urbanand smaller rural communities create the living spaces of these marriedcouples 40-54 years of age and their teen aged children. Pets are likelypart of this picture, too! Earning incomes from $70,000 to over$100,000, likely from college educations infused with many years ofwork experience, they are employed as nurses, contractors in primaryproduction or are engaged in finance and insurance businesses. Homeis their palace and they spend time and money on maintenance,utilities, tending gardens and fixing their vehicles. They work hard andplay hard, indulging in recreational sports, activities and likely have agym membership or belong to a professional or communityassociation. Ensuring their lifestyle is secure for the future, they arecontributing to pension plans and children’s educations. Their NorthernEuropean heritage is synonymous with Christian values and they don’tforget to give to international charities and organizations. This cluster of Did you know?Canadians is rooted to their communities and look forward to reaping Drumheller, AB isthe fruits of their efforts well into their senior years. Did The Dinosaur Capital of the World Did you know? Basketball player Did Steve Nash grew up in Vancouver! Copyright 2011
  • 8. Group E: Resident UrbainMontréal & Ottawa-GatineauHouseholds 362,658Urban Québécois centres are cultural landscapes and habitats forthese 35-44 year old single and common-law folks with young childrenunder 14. Living in semi-detached homes with 3-5 persons, this grouphas an above average income of $60,000-$100,000 achieved fromoccupations in health sciences, senior management and administrationor as skilled technicians, social workers and protective servicesemployees. They have some post-secondary education but careersare focused on managing time and household finances to supporttheir 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 andFrench is the language of choice. Strong Québécois heritage and Did you know?predominantly Roman Catholic values influence their family andhealthy active lifestyle and they make an effort to give back to society In Montréal peopleas well, donating to charitable causes. Find these city dwellers cycling, that speak English are Didvisiting a cultural site or setting up a home entertainment system to referred to asentertain family and friends. Anglophones Did you know? Musician Alanis Did Morissette is from Ottawa, Ontario Copyright 2011
  • 9. Group F: Young & YearningVancouver, Toronto & CalgaryHouseholds 925,159Married couples and singles under 40 with children constitute thisyouthful group who make their homes in fairly new semi-detached orrow-type homes and apartment duplexes in Canadian cities in BC andOntario. With some university or college level education, they areemployed in clerical, technical, business and finance jobs or areskilled trade’s people earning incomes of $90,000 - $100,000. As thesefolks may live in large multiple family households, their expendituresare above average for clothing, furniture, child care, recreation goodsand children’s education. They are likely to equip their homes withentertainment equipment, yet not quite ready to engage in healthor retirement plans. Catching a movie with friends or attending acultural event with the family is part of their social lives. Urbanexcitement meets ethnic diversity in this cluster, where a mix ofSouth Asian, Central American, West Indian, and Middle Easternheritage create unique lifestyles and tastes. With Buddhist, Sikh andChristian values, hard work, community support and family are key Did you know?to prosperity and wellness. Victoria, B.C is home to musician Did you know? Nelly Furtado Comedian Russell Did Peters is from Toronto, Ontario Copyright 2011
  • 10. Group G: Fine Canadian VintageEdmonton some Calgary & Ottawa-GatineauHouseholds 872,931The Canadian standards for healthy aging are illustrated in this groupof seniors living on their own in detached homes in urban centres ofthe Prairies and Ontario. Privileged to have mostly universityeducations, their hard work in finance, nursing and years of lifeexperiences has enabled them an annual household income of over$80,000, likely from many years of saving and planning. Personalhealth is important and they spend on health plans, medication andsupplies to maintain their active lifestyles. As they are likely intransition to retirement, they indulge in leisure activities. Attendinglive shows, visiting museums, reading newspapers or renting arecreation vehicle to tour around the countryside or local lake areactivities they embrace. With Northern European backgrounds, thisfine group of history-makers make lifestyle choices based onProtestant values and traditional beliefs. Giving back to society isimportant for them and they donate to charitable causes and religious Did you know?organizations . Edmonton is home to West Edmonton Mall. Did The largest shopping centre in Did you know? North America Actor Dan Aykroyd Did is from Ottawa, Ontario Copyright 2011
  • 11. Group H: Belle Ville Cosmopolite!Ottawa-Gatineau & MontréalHouseholds 448,451This 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 oneor two person households and own their apartment or semi-detachedhome. Incomes range from $50,000 to over $90,000 and with someuniversity certification or trades qualifications, they are employed intechnical trades or clerical work in health, education and socialservices. Expenditures are average for most sectors, spending normalamounts on health care, transportation, furnishings, utilities, food andrecreation. From the bustling streets of Montréal to the quaintneighbourhoods of Ottawa and other la belle province cities, these Did you know?predominantly Roman Catholic followers lend form and life fashion to The Rideau Canal, Ottawathe inimitable Québécois culture. becomes the largest skating rink in the world during winter Did you know? Musician Leonard Did Cohen is from Montréal Copyright 2011
  • 12. Group I: Frontier FamiliesP.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan,Alberta, B.C & TerritoriesHouseholds 923,308With 2 – 4 person households, these mix of married and separated40 – 65 year olds, with school aged children at home, earn $60,000 –$90,000 per year. They live in rural areas across Canada and owntheir single detached home or movable dwelling. Occupations andeducations vary, but with high school and trades certificates, they findwork as technical, or child care workers or as trades’ people inagriculture, forestry or fisheries. They likely drive to work andspending habits for food, utilities, recreation, furniture and clothingare all slightly below average, including spending on health care.Hard working and resourceful, they likely have Western and NorthernEuropean heritage and may follow some spiritual faith such as Atlantic Canada;Lutheran, United Church or Christian Reformed. This group also Home of the 8 milerepresents some of the rural Christian based communities such as Confederation BridgeMennonites, further illustrating their propensity for hard work andresourcefulness. Community spirit is key to this group, providing thefoundation for these strong enclaves across Canada. Did you know? Stompin’ Tom Did Connors is from Saint John, N.B Copyright 2011
  • 13. Group J: Single in the CityEdmonton, Vancouver ,Calgary, Toronto & Ottawa-GatineauHouseholds 480,471Selections of cities across the nation are home to these 20 -29 yearold well educated singles that rent and live independently in a highrise 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 arestarting in entry level positions, incomes are below average at$30,000 - $60,000 and expenditures are reflective of this, with lowerthan average spending on clothing, furnishings, education,communication equipment and reading materials. They are highusers of public transportation, bikes and walking as their urbanenvironments offer close proximity to services and amenities.There is high ethnic diversity, many of Northern and EasternEuropean, Japanese and Mexican descent with a number of Did you know?non-permanent residents, which adds a unique vibrancy to these Vancouver is home tocommunities. Although downtown single city life is satisfying,these city bred singles are highly mobile. Being the architects of their the annualcareers, they aspire to create families and craft a meaningful lifestyle. Cherry Blossom Festival Did you know? Nickelback is from Did Hanna, Alberta Copyright 2011
  • 14. Group K: Mid-Aged MedleyMontréal, some New BrunswickHouseholds 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. Montréal is the Did you know? 2nd largest city in Actress Sandra Oh Canada! Did is from Ottawa! Copyright 2011
  • 15. Group L: Family FootprintsCalgary, Edmonton & Ottawa-GatineauHouseholds 684,268Young single parents 20-34 years old with high school educationsconstitute this group of hard working blue collar, sales, service andclerical workers. Incomes are below average at $40,000 - $70,000as they have experienced some unemployment while building acareer. Remaining resources are quickly absorbed into child careexpenses 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 fulfillinglifestyle or enhancing their row-type homes. Northern Europeanheritages mixed with immigrants from Central America, Africa andEastern Europe creates a mosaic of tastes in these cosmopolitanclusters of Alberta, Ontario and New Brunswick. They aspire to carefor their homes, build a foundation for their families and improvetheir lifestyles. Did you know? Calgary was the 1st Did y Canadian city to host the Did you know? Winter Olympics (1988) Edmonton is home Did to hockey star Mark Messier Copyright 2011
  • 16. Group M: Urban & UrbaneMontréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton &VancouverHouseholds 609,203Hip and happening describe these 20 – 34 years old single andcommon-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 forlaunching their careers in health, finance and technical occupations.Being in metropolitan areas, they are high users of transit andcommuting. Although incomes are well below average at $10,000 –$30,000, they do not have children yet so household expenditures arelow and they can spend time and money on themselves, taking in arestaurant meal or simple luxuries such as using dry cleaning services.Immigration is high in this group, bringing global cultures from LatinAmerica, 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 you know? Did you know? Kingston, Ontario In Vancouver, B.C you can Did Did y sail, snowboard & golf is home to The Tragically Hip! all in one day Copyright 2011
  • 17. Group N: Prairie Pride & West Coast WisdomPrairies & British ColumbiaHouseholds 349,621Pioneers of the west describe these over 65 year olds who arewidowed or married living in detached homes or movable dwellings insmall communities scattered throughout the Prairies and B.C. Withlimited opportunity for grand educations, these folks toiled in tradesand 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 primaryfocus. Incomes are around $40,000, generally gained from pensionsand hence, they concentrate on personal pleasures rather thanappearance. They do not spend copiously on home furnishings butdesire to maintain their health and lifestyles, spending above average Did you know?on hospital care, medications and physician visits. Their Northern The Prairies are home toEuropean heritage and Christian values such as Lutheran and Ukrainian Neil Youngorthodox beliefs, guide their attitude of believing in hard work, Did y &supporting the family and building strong communities.These folks are ready to embrace the good life they have spent years The Guess Whobuilding. Did you know? Actress Pamela Did Anderson is from Ladysmith B.C Copyright 2011
  • 18. Group O: East Coast Check UpMaritimes, some British Columbia & OntarioHouseholds 790,871The flavour of the Canadian Maritimes is embellished with thepresence of these predominantly older 65 years and up folks who livein a condominium, single attached or movable dwelling in smallcommunities throughout the east coast. There are some marriedpeople but also a significant mix of separated and widowedindividuals, so many live independently. Due to their age, educationalopportunities were not available to them when they were young;hence they have been employed as child care or support workers, aslabourers in primary industries or heavy equipment operators butmay 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 Did you know?most of their tangible needs; however, they enjoy their homes, the There are more pubs peroutdoors and seek to enhance their health with above average sq. foot on George Street,spending on medical care and supplies. Deeply rooted in Protestant Did yvalues, these folks embrace a traditional east coast lifestyle. St. John’s than anywhere else in Canada! Did you know? Musician Shania Did Twain is from Timmins, Ontario! Copyright 2011
  • 19. Group P: Foundation of the NationManitoba, Saskatchewan, British Columbia & some OntarioHouseholds 584,780West coast and prairie cities are the home to this group of olderpeople who rent an apartment or condominium and live alone. Theyare over 65 and likely collecting some type of retirement orgovernment pension with incomes coming in below $40,000. As theyhave already accumulated most material goods, their spending islow, especially on computer technology, however, they are interestedin keeping healthy, spending on medical supplies, prescribedmedicines and pharmaceuticals and they contribute to public healthplans. Reading newspapers keeps them informed and entertainedbut they may take a chance on a lottery ticket just for fun! They aregenerous and give to charities in Canada and, as they live in urbancommunities, they walk or take a short taxi ride to amenities. With Did you know?Russian, Korean, Iranian and Northern European heritages, they likelyare followers of Lutheran, Anglican, Ukrainian Catholic or Jewish Churchill, Manitoba is thereligions, hence their traditional values and affiliation to their “PolarDid y Bear Capitalcommunities. of the World” Did you know? Musician Diana Did Krall is from Nanaimo B.C Copyright 2011
  • 20. Group Q: Acadian AccentsNew Brunswick & QuébecHouseholds 393,450This group of married, common law, divorced or widowed 60-69 yearolds make up this sector of one and two person households. Living inan older single attached house they own in an archipelago of smaller,likely francophone communities spread throughout Québec andNew Brunswick, they are committed to their lifestyles and areunlikely to move. These folks are bilingual but likely chose French asthe main language of communication. Unique to this group is theirtenacious Acadian spirit! They have high school level education ortrades apprenticeships and have persevered through periods ofunemployment; but when employed, they work in clerical positionsand as cooks, or as mechanics and trades people in natural resourcessectors. As such, incomes are below $50,000. Due to their age and Did you know?place in life, they may be in transition to retirement and spend on Canada’s oldesthealth care. Committed to their families and communities, they live independent brewery,Roman Catholic values and take time to enjoy recreational outdoor Did y Moosehead Brewery isactivities. located in Saint John, New Brunswick Did you know? Céline Dion is from Did Charlemagne, Quebéc Copyright 2011
  • 21. Group R: Suite City LifeMontréal, Toronto & VancouverHouseholds 691,643Single, separated, living in a suite in the city! These 25-34 year oldsmake their homes in an apartment, have good educations, some withgraduate degrees, and are launching into their careers and family lives.Many have small children and babies and with a high instance of loneparent families, their resources are stretched. However, diverseethnic flavours abound! Recent immigrants of Central and SouthAmerican, Eastern European, African, Asian and Middle Easterndecent offer a mix of Buddhist, Hindu, Muslim, Orthodox andChristian values with the family unit being very important andsupportive. This group has a significant portion of non-permanentresidents and are very mobile, seeking to improve their lifestyles.They tend to have lower expenditures due to their low incomes which Did you know?range from $10,000 - $40,000 and have experienced some Toronto is Canada’sunemployment. They use public transit to go to work, take the Did y largest citychildren to health care appointments and visit their community offriends! Did you know? Former Prime Minister of Canada, Did Trudeau Pierre is from Montréal, Québec Copyright 2011
  • 22. Group S: Éclectiques QuébécoisMontréalHouseholds 926,668A world of eclectic neighbourhoods is illustrated in this group of youngpeople 25 – 29 years old and an older gentry of 70 – 85 year old folks.Some have children at home and educations are generally tradesapprenticeships or high school level, hence their occupations assecretaries, assistants in health care, cooks, sales and service workersand labourers in processing or manufacturing. Incomes are wellbelow $40,000 and there are significant government transfers due tohigh unemployment and retirement pensions. Expenditures tend tobe low, however, living in urban centres, they embrace all Montréaland Québec cities have to offer. They make their homes in a rentedapartment, duplex, or older single attached house and are high usersof public transit. The addition of Aboriginal, Haitian and Africanheritage augments the strong French Canadian tradition, creating atruly distinguished urban Québécois lifestyle. Did you know? Montréal is 100 feet above Didlevel and sea y Did you know? built next to a NHL head coach dormant volcano “Scotty” Did Bowman was born in Montréal, Québec Copyright 2011
  • 23. Group T: Trans-Canada CommunitiesAcross CanadaHouseholds 486,749Young parents raising young children are the theme of this group whogenerally rent an apartment or community type of housing. Incomesare 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 supportworkers or as trades’ helpers in primary industries. Although, theireconomic situation may deter significant spending, they areresourceful and are busy accumulating life experiences! Living inlarger households of six or more people, they share resources.Unique to this group of young Canadians is the presence of FirstNations, Métis and Inuit people where Pentecostal and Aboriginal Did you know?spirituality provide them strong cultural bonds and an allegiance to The baseball glove,their communities. electric light bulb, Did y television, telephone & zipper were Did you know? invented in Canada The Trans-Canada Did Highway is 7,821 km! Copyright 2011
  • 24. Canadian Segments Group & Type DescriptionsCopyright 2011
  • 25. Group A: Platinum PlaygroundsCalgary, Toronto, Edmonton & VancouverHousehold 248,783Urban gentry defines this set of married, 45-59 year olds with school agedchildren living in single detached homes in established cosmopolitanlocations. With good educations in law, life sciences, technology andbusiness, they are employed as gold collar senior management orprofessionals in finance, health, and arts and culture professions.Earning incomes over three times the national average, careers areestablished and they seek to enhance their lifestyles. They will not hesitateto refine their homes with furnishings and professional cleaning orlandscaping services. Focused on maintaining personal health and wellness,regular visits to physicians and dentists are key, as well as keepingmemberships to health clubs and professional associations. Purchasing thelatest fashions to maintain their stylish persona, whisking off for a vacationto enhance their global vision or escaping to their vacation property are allimportant aspects of their social being. They absorb the aesthetic pleasures Did you know?of live shows and cultural performances, read a large selection of publications Toronto is hometo keep informed and contribute substantially to their portfolios - especially Did to the world’s tallestchildren’s education and retirement plans! Of European descent,with Jewish and Christian roots, they do not hesitate to share their building, The CN Towerwealth, contributing to charitable organizations. Did you know? Michael J. Fox Did was born in Edmonton, Alberta Copyright 2011
  • 26. A001 Urban Ontario & Prairie “‘ Platinum Playgrounds” Households 13,439 •Married home owners with elementary, high school & post secondary age children A002 Urban Ontario & Prairie •Living in single detached homes with 4-5 Households 45,236 individuals •Married home owners with elementary, high school & post secondary age children Religion: Anglican, Jewish & Presbyterian •Married home owners withindividuals •Living in single detached homes with 4-6 Dominant Ethnicities: American, Polish & British elementary, Religion: Jewish, Anglican& Orthodox Isles high school & post secondary age Dominant Ethnicities: Polish, Italian & Scottish children Ethnic Highlights: Jewish, Iranian & Russian Ethnic Highlights: Jewish, Russian & Czech Household Income over $100,000 Household Income over $100,000 A003 Urban Ontario, Prairie & some B.C Households 87,286 •Married home owners with elementary, A004 Urban Ontario high school, post secondary age & older children Households 102,822 •Living in single detached homes with 4-5 •Married home owners with toddlers, elementary, individuals high school & post secondary age children •Living in single detached homes with 4-5 individuals Religion: Jewish & Orthodox Religion: Lutheran, Church of Jesus Christ Dominant Ethnicities: Polish, Italian & Chinese B004 Urban Ontario Missionary Alliance of Latter-day Saints, Christian & Ethnic Highlights: Jewish, Egyptian & Iranian Dominant Ethnicities: German, Italian & Dutch Household Income over $100,000 Ethnic Highlights: Danish, Austrian & Norwegian Household Income over $100,000Copyright 2011
  • 27. Group B: Cross Canada Careers & KidsOttawa-Gatineau, Calgary, Toronto, Edmonton & VancouverHouseholds 892,210 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 Did you know? services, and private health insurance plans. They are investing in Ottawa is Canada’s 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 National Capital, selected Did Christian and Jewish based value system, indicative of their Northern by Queen Victoria European or Jewish heritage and are generous in their donations to in 1857 charities and organizations in need. Did you know? Musician Did Justin Bieber is from Stratford, Ontario Copyright 2011
  • 28. B005 Urban Ontario “Cross Canada Careers & Kids” Households 48,048 • Older divorced or widowed singles living in rented dwellings with no children at home B006 Urban Ontario Households 77,251 Religion: Jewish, Muslim & Orthodox •Married couples with elementary, high school & post secondary age children Dominant Ethnicities: Polish, Chinese & Irish •Living in owned single detached homes Ethnic Highlights: Jewish, Egyptian & Iranian Religion: Jewish, Hindu & Orthodox Household Income over $100,000 Dominant Ethnicities: Chinese & Polish Ethnic Highlights: Jewish, Egyptian & Italian Household Income over $100,000 B007 Urban Ontario Households 53,964 •Married home owning couples •Living in semi- detached dwellings with a mix B008 Urban Ontario & B.C of young and older children Households 99,296 •Older married couples living in single detached Religion: Jewish, Orthodox & Anglican owned homes, with post secondary age & older children at home Dominant Ethnicities: Irish, Scottish & English Religion: Jewish, Anglican & Orthodox Ethnic Highlights: Jewish, Czech & British Isles Dominant Ethnicities: Polish, Chinese & Italian Household Income over $100,000 Ethnic Highlights: Jewish, Iranian & Korean Household Income over $100,000Copyright 2011
  • 29. B009 Urban Québec “Cross Canada Careers & Kids” Households 59,963 •Common- law couples with children ranging B010 Urban Ontario & Prairie from toddlers to high school age Households 132,923 •Living in owned single detached homes •Married single detached home owners •Children are elementary school to high school age Religion: Roman Catholic with some toddlers Dominant Ethnicities: Canadian & Italian •Household Income $90,000- Religion: Roman Catholic, Ukrainian Catholic, Lutheran Christian & Missionary Alliance & United Church Ethnic Highlights: Québécois, Egyptian, French & $100,000+ Lebanese Dominant Ethnicities: Polish, Ukrainian & Scottish Household Income $90,000- $100,000+ Ethnic Highlights: Italian, Slovak, Croatian & British Isles B011 Urban Ontario & B.C Households 175, 830 Household Income $90,000- $100,000+ •Married single- detached home owners •Living with their post secondary age children and B012 Urban Ontario & Prairie some elementary and high school age children Households 54,830 •Married couples with toddlers Religion: Christian Reformed Church, United Church •Living in owned semi-detached and row homes & Anglican Religion: Christian Reformed Church, Lutheran, Dominant Ethnicities: English, Irish & Scottish Christian & Missionary Alliance & United Church Ethnic Highlights: Finnish, Slovak & Croatian Dominant Ethnicities: Polish, Ukrainian & Chinese Household Income $80,000-$100,000+ Ethnic Highlights: Yugoslav, Egyptian & Slovak Household Income $80,000-$100,000+Copyright 2011
  • 30. “Cross Canada Careers & Kids” B013 Urban/Rural B.C & Ontario Households 92,023 •Married home owners without children at home, B014 Urban Ontario living in single- detached homes Households 96,082 Religion: Anglican, United Church & Presbyterian •A mix of 30- 39 year old home owners & renters living in semi-detached homes & apartments Dominant Ethnicities: English, Scottish & Irish without children Ethnic Highlights: Welsh, Icelandic & Czech Religion: Jewish , Anglican & Orthodox Dominant Ethnicities: Polish, Irish & Scottish Household Income $90,000-$100,000+ Ethnic Highlights: Jewish, Greek & Japanese Household Income over $100,000Copyright 2011
  • 31. Group C: Cosmo CanadiansCalgary, Edmonton, Toronto & Ottawa-GatineauHouseholds 613,794Family times abound in this group of 30-39 year olds with babies andyoung children living in 4 to 5 person households. They make theirhomes in row-type houses and have a mortgage to match! With a mixof college and university educations in behavioural sciences,engineering and business administration fields, they are developingcareers as managers, educators, professionals or technical experts.Being young in their careers, they look forward to opportunities foradvancement 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 ofactivity so furnishing for comfort and style, equipping the house withentertainment systems and recreation equipment is well aboveaverage. Saving for children’s education and their own retirement isimportant; however, they indulge in experiences – taking family Did you know?vacations, attending live sporting events and participating in an array Edmonton is homeof leisure activities. This group has predominantly Northern and Did to musician k.d. langEastern European backgrounds and their cultural attitudes arelikely based on a Christian based value system. Did you know? Napanee, Ontario is Did home to musician Avril Lavigne Copyright 2011
  • 32. C015 Urban Prairie & Ontario Households 69,014 “Cosmo Canadians” •Married home owners with toddlers and elementary school age children, living in row housing & some single-detached homes C016 Urban Prairie & Territories Households 75,867 Religion: Evangelical Missionary Church, Lutheran, •Married single-detached home owners with Christian & Missionary Alliance toddlers, elementary & high school age children Dominant Ethnicities: Italian, Chinese & Ukrainian Religion: United Church, Lutheran, Christian & Missionary Alliance Ethnic Highlights: Croatian, Egyptian & Korean Dominant Ethnicities: German, Scottish & English Household Income $80,000-$100,000+ Ethnic Highlights: Norwegian, Ukrainian & Swedish C017 Urban Ontario Household Income $80,000-$100,000+ Households 66, 000 •Married home owners with young children, living in semi-detached , row housing & some single-detached homes C018 Rural Prairie & Territories Households 45, 021 Religion: Jewish, Hindu & Orthodox •A mix of renting singles & common-law couples with some young children Dominant Ethnicities: Chinese & Polish Religion: Salvation Army, Pentecostal, Aboriginal Ethnic Highlights: Jewish, Egyptian & Italian Spirituality & Anglican Household Income $80,000-$100,000+ Dominant Ethnicities: Ukrainian, German & Irish Household Income $80,000-$100,000+ Ethnic Highlights: Inuit, Métis & North American Indian Household Income $80,000-$100,000+Copyright 2011
  • 33. C019 Urban OntarioHouseholds 50,879 “Cosmo Canadians”•Married home owners with toddlers and someelementary & high school age children living in C020 Urban Prairiesemi-detached and row housing Households 80,745 •Married couples with toddlers & some elementaryReligion: Serbian Orthodox, Pentecostal , age childrenUkrainian Orthodox & Presbyterian •Living in owned row housing or single & semi- detached homesDominant Ethnicities: Italian, Polish & Chinese Religion: Lutheran, Buddhist & Ukrainian CatholicEthnic Highlights: Trinidadian/ Tobagonian,Jamaican & Guyanese Dominant Ethnicities: Chinese, Ukrainian & Polish Household Income $70,000-$100,000+ Ethnic Highlights: Vietnamese, Filipino & Lebanese C021 Urban Maritime, Ontario & Prairie Households 98,108 Household Income $70,000-$100,000+ •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 Household Income $70,000-$100,000+Copyright 2011
  • 34. C022 Urban Prairie Group C: Cosmo Canadians Households 63,843 •A mix of common-law & married couples primarily without children & some with toddlers C023 Urban Ontario •Living in owned semi-detached & row housing Households 64,317 •Married single- detached, semi-detached & Religion: Church of Jesus Christ of Latter-day Saints, row housing owners Lutheran & Christian •Living with toddlers & elementary age children in 4-5 person households Dominant Ethnicities: German, Ukrainian & Dutch Religion: Christian Reformed Church, Presbyterian, Ethnic Highlights: Norwegian, Danish & Swedish Baptist, Anglican & United Church Household Income $60,000-$100,000 Dominant Ethnicities: Italian, Dutch & Polish Ethnic Highlights: Serbian, Portuguese & Yugoslav Household Income $60,000-$100,000+Copyright 2011
  • 35. Group D: Rooted in Canada!Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver &some TorontoHouseholds 1,256,635Large households in single detached houses in a mix of Canadian urbanand smaller rural communities create the living spaces of these marriedcouples 40-54 years of age and their teen aged children. Pets are likelypart of this picture, too! Earning incomes from $70,000 to over$100,000, likely from college educations infused with many years ofwork experience, they are employed as nurses, contractors in primaryproduction or are engaged in finance and insurance businesses. Homeis their palace and they spend time and money on maintenance,utilities, tending gardens and fixing their vehicles. They work hard andplay hard, indulging in recreational sports, activities and likely have agym membership or belong to a professional or communityassociation. Ensuring their lifestyle is secure for the future, they arecontributing to pension plans and children’s educations. Their NorthernEuropean heritage is synonymous with Christian values and they don’tforget to give to international charities and organizations. This cluster of Did you know?Canadians is rooted to their communities and look forward to reaping Drumheller, AB isthe fruits of their efforts well into their senior years. Did The Dinosaur Capital of the World Did you know? Basketball player Did Steve Nash grew up in Vancouver! Copyright 2011
  • 36. D024 Rural Prairie & B.C “Rooted in Canada!” Households 67,714•Married single-detached home owners D025 Urban Prairie & Territories•Living with & without children Households 77,488 •Married single- detached home owners with highReligion: Aboriginal Spiritual, Christian & Missionary school & post secondary age childrenAlliance, Lutheran, United Church & Mennonite Religion: Ukrainian Catholic, Lutheran, Christian &Dominant Ethnicities: German, English & Scottish Missionary Alliance & Ukrainian OrthodoxEthnic Highlights: Norwegian, Danish & Swedish Dominant Ethnicities: German & Polish Household Income $80,000-$100,000+ Ethnic Highlights: Icelandic, Ukrainian & Norwegian D026 Rural Maritime & Ontario Household Income $70,000-$100,000+ Households 167,540 •Married single-detached home owners with D027 Urban Ontario & Prairie elementary, high school & post secondary age Households 119,880 children •Married couples with elementary, high school & Religion: Christian Reformed Church, Presbyterian post secondary age children & United Church •Living in owned single & semi- detached homes Dominant Ethnicities: English, Irish & Scottish Religion: Serbian Orthodox, Brethren in Christ , Presbyterian, Lutheran& Christian Reformed Church Ethnic Highlights: English, Irish & Scottish Dominant Ethnicities: Polish, Ukrainian & Italian Household Income $70,000-$100,000+ Ethnic Highlights: Portuguese, Croatian & Serbian Household Income $70,000-$100,000+Copyright 2011
  • 37. D028 Rural Ontario “Rooted in Canada!” Households 148, 385 •Married couples with & without children •Living in owned single-detached homes D029 Urban Ontario with 4-6 individuals Households 66,762 •Separated semi-detached & row home owners with Religion: Christian Reformed Church, Mennonite, post secondary age children United Church, Anglican & Presbyterian Religion: Muslim, Buddhist, Jewish & Hindu Dominant Ethnicities: English & Scottish Dominant Ethnicities: Chinese, Polish & East Indian Ethnic Highlights: Dutch, Yugoslav & Finnish Ethnic Highlights: Egyptian, Trinidadian/Tobagonian Household Income $80,000-$100,000+ & West Indian Household Income $70,000-$100,000+ D030 Urban Ontario & Prairie Households 104,705 •Married semi & single-detached home owners D031 Urban Ontario, B.C & Maritime with their older children living at home Households 77,350 Religion: Serbian Orthodox, Lutheran, Presbyterian, •Married couples with & without children at home United Church & Anglican •Living in owned single-detached homes Dominant Ethnicities: Ukrainian, Polish & Italian Religion: United Church, Anglican & Baptist Ethnic Highlights: Croatian, Slovak & Serbian Dominant Ethnicities: Dutch, English &Scottish Ethnic Highlights: Croatian, Slovak & Finnish Household Income $70,000-$100,000+ Household Income $70,000-$100,000+Copyright 2011
  • 38. D032 Urban B.C & Territories Households 123,487 “Rooted in Canada!” •Married couples with & without children at home •Living in relatively new owned row homes, apartments & some single- detached homes D033 Rural Maritime & Ontario Religion: Christian, Lutheran, United Church , Households 69,499 Baptist& Anglican •Single-detached home owners with elementary & high school age children Dominant Ethnicities: Dutch, English & Scottish Religion: Roman Catholic Ethnic Highlights: Norwegian, Swedish & Danish Dominant Ethnicities: French, Canadian & North American Indian Household Income $70,000-$99,999 Ethnic Highlights: Acadian, Québécois & Métis D034 Urban Prairie, B.C & Territories Household Income $70,000-$100,000+ Households 133,101 •Married couples, some separated with toddlers, elementary, high school & post secondary age children •Living in owned single & semi-detached homes. D035 Urban Maritimes Households 100,724 Religion: Christian & Missionary Alliance, United •Married semi-detached & apartment owners Church & Lutheran with high school & post secondary age children Dominant Ethnicities: German, Dutch & Polish Religion: Salvation Army, Baptist , United Church & Anglican Ethnic Highlights: Norwegian, Icelandic & Ukrainian Household Income $60,000-$99,999 Dominant Ethnicities: English & Scottish Ethnic Highlights: Acadian, Inuit & Irish Household Income $60,000-$99,999Copyright 2011
  • 39. Group E: Resident UrbainMontréal & Ottawa-GatineauHouseholds 362,658Urban Québécois centres are cultural landscapes and habitats forthese 35-44 year old single and common-law folks with young childrenunder 14. Living in semi-detached homes with 3-5 persons, this grouphas an above average income of $60,000-$100,000 achieved fromoccupations in health sciences, senior management and administrationor as skilled technicians, social workers and protective servicesemployees. They have some post-secondary education but careersare focused on managing time and household finances to supporttheir 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 andFrench is the language of choice. Strong Québécois heritage and Did you know?predominantly Roman Catholic values influence their family andhealthy active lifestyle and they make an effort to give back to society In Montréal peopleas well, donating to charitable causes. Find these city dwellers cycling, that speak English are Didvisiting a cultural site or setting up a home entertainment system to referred to asentertain family and friends. Anglophones Did you know? Musician Alanis Did Morissette is from Ottawa, Ontario Copyright 2011
  • 40. E036 Urban Québec “Resident Urbain ” Households 92,358 •Mix of common-law & singles living in owned single & semi-detached homes with elementary, E037 Urban Québec high school & post secondary age children Households 83,778 •Mix of singles & common- law couples with toddlers, Religion: Roman Catholic elementary & some high school age children •Living in owned single & semi-detached homes Dominant Ethnicities: Canadian Religion: Roman Catholic Ethnic Highlights: Haitian, Québécois & French Household Income $70,000-$100,000 + Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian Household Income $70,000-$100,000 + E038 Urban Québec Households 102,099 •Mix of singles & common- law couples with elementary, high school & post secondary E039 Urban Québec age children Households 84,423 •Living in owned semi & single- detached homes •Common-Law & singles living in owned semi- detached homes, with children, toddlers & Religion: Roman Catholic elementary age Dominant Ethnicities: French Religion: Roman Catholic Ethnic Highlights: Québécois, Canadian & Haitian Dominant Ethnicities: French Household Income $70,000-$100,000 + Ethnic Highlights: Québécois, Haitian & Canadian Household Income $70,000-$99,999Copyright 2011
  • 41. Group F: Young & YearningVancouver, Toronto & CalgaryHouseholds 925,159Married couples and singles under 40 with children constitute thisyouthful group who make their homes in fairly new semi-detached orrow-type homes and apartment duplexes in Canadian cities in BC andOntario. With some university or college level education, they areemployed in clerical, technical, business and finance jobs or areskilled trade’s people earning incomes of $90,000 - $100,000. As thesefolks may live in large multiple family households, their expendituresare above average for clothing, furniture, child care, recreation goodsand children’s education. They are likely to equip their homes withentertainment equipment, yet not quite ready to engage in healthor retirement plans. Catching a movie with friends or attending acultural event with the family is part of their social lives. Urbanexcitement meets ethnic diversity in this cluster, where a mix ofSouth Asian, Central American, West Indian, and Middle Easternheritage create unique lifestyles and tastes. With Buddhist, Sikh andChristian values, hard work, community support and family are key Did you know?to prosperity and wellness. Victoria, B.C is home to musician Did you know? Nelly Furtado Comedian Russell Did Peters is from Toronto, Ontario Copyright 2011
  • 42. F040 Urban Ontario & B.C “Young & Yearning” Households 59, 826 •Married home owners , living in single-detached, row homes & apartments with primarily post F041 Urban Ontario secondary & some high school & elementary Households 79,445 age children •Married apartment & single detached home owners Religion: Buddhist, Orthodox , Sikh, Muslim, with elementary, high school & post secondary age Christian & Hindu children Dominant Ethnicities: East Indian Religion: Sikh, Hindu, Christian, Buddhist & Muslim Ethnic Highlights: Chinese, Iranian & Korean Dominant Ethnicities: Chinese & Italian Household Income over $100,000 Ethnic Highlights: East Indian, Punjabi & South Asian Household Income $80,000-$100,000 + F042 Urban Ontario Households 88,106 •Married semi-detached & row home owners with children ranging from toddlers to post F043 Urban Ontario secondary age Households 57,563 •Married single & semi- detached home owners Religion: Sikh, Hindu, Muslim & Buddhist with post secondary age children Dominant Ethnicities: Chinese, Italian & East Religion: Orthodox, Hindu, Sikh & Roman Catholic Indian Dominant Ethnicities: East Indian Ethnic Highlights: South Asian, Punjabi & Pakistani Ethnic Highlights: Italian, Portuguese & Vietnamese Household Income $70,000-$100,000 + Household Income $90,000-$100,000 +Copyright 2011
  • 43. F044 Urban Ontario Households 77,187 “Young & Yearning” •Married semi-detached, row home & apartment owners living in multiple-family households •Children ranging from toddlers to post F045 Urban Ontario & B.C secondary age Households 61,111 •Married semi-detached & apartment owners Religion: Hindu, Christian, Muslim, Sikh & living in multiple-family households Adventist •Children ranging in age from toddlers to post Secondary Dominant Ethnicities: East Indian & Chinese Religion: Sikh, Hindu, Muslim & Adventist Ethnic Highlights: Guyanese, Sri Lankan & Jamaican Dominant Ethnicities: East Indian & Punjabi Household Income $60,000-$100,000 + Ethnic Highlights: Punjabi, East Indian & South Asian F046 Urban Ontario & B.C Household Income $70,000-$100,000 + Households 129,547 •Semi-detached & apartment owners living with post secondary age & older children F047 Urban B.C Households 72,989 Religion: Greek Orthodox, Muslim, Christian, Sikh, •Married apartment owners with toddlers, Hindu & Buddhist elementary, high school, post secondary & older children at home Dominant Ethnicities: Chinese, Italian & East Indian Religion: Sikh, Hindu, Muslim, Christian & Buddhist Ethnic Highlights: Greek, Filipino & Sri Lankan Dominant Ethnicities: Chinese Household Income $90,000-$100,000 + Ethnic Highlights: Punjabi, East Indian & South Asian Household Income $80,000-$99,999Copyright 2011
  • 44. F048 Urban B.C “Young & Yearning” Households 111,286 •Married row house & apartment owners living in multi- family households with post secondary & F049 Urban Ontario older children Households 41,489 •Single & separated owners & renters of semi- Religion: Buddhist, Christian, Hindu & Sikh detached homes & apartments with post secondary and older children living at home Dominant Ethnicities: East Indian Religion: Buddhist, Orthodox & Adventist Ethnic Highlights: Chinese, Vietnamese & Filipino Dominant Ethnicities: Italian & Chinese Household Income $70,000-$79,999 & 100,000+ Ethnic Highlights: Portuguese, Vietnamese & West Indian Household Income Ranging F050 Urban Prairie & B.C Households 75,702 •Semi-detached, row homes & apartment renters with post secondary & older children living at F051 Urban Ontario home in multiple-family households Households 70,908 •Separated & single semi-detached & apartment Religion: Buddhist, Christian, Muslim, Hindu & Sikh renters with post secondary & older children living at home multiple-family households Dominant Ethnicities: Chinese, East Indian & Polish Religion: Buddhist, Hindu, Christian, Sikh & Muslim Ethnic Highlights: Filipino, Vietnamese & Sri Lankan Dominant Ethnicities: Chinese, Italian & East Indian Household Income $40,000-$59,999 Ethnic Highlights: Salvadoran, Vietnamese & Portuguese Household Income $40,000-$49,999Copyright 2011
  • 45. Group G: Fine Canadian VintageEdmonton some Calgary & Ottawa-GatineauHouseholds 872,931The Canadian standards for healthy aging are illustrated in this groupof seniors living on their own in detached homes in urban centres ofthe Prairies and Ontario. Privileged to have mostly universityeducations, their hard work in finance, nursing and years of lifeexperiences has enabled them an annual household income of over$80,000, likely from many years of saving and planning. Personalhealth is important and they spend on health plans, medication andsupplies to maintain their active lifestyles. As they are likely intransition to retirement, they indulge in leisure activities. Attendinglive shows, visiting museums, reading newspapers or renting arecreation vehicle to tour around the countryside or local lake areactivities they embrace. With Northern European backgrounds, thisfine group of history-makers make lifestyle choices based onProtestant values and traditional beliefs. Giving back to society isimportant for them and they donate to charitable causes and religious Did you know?organizations . Edmonton is home to West Edmonton Mall. Did The largest shopping Did you know? centre in Actor Dan Aykroyd North America Did Is from Ottawa, Ontario Copyright 2011
  • 46. G052 Urban Ontario & Prairie “Fine Canadian Vintage” Households 139,129 •Married single-detached home owners with post secondary & older children, or no children at home G053 Urban Ontario, Prairies & Territories Households 122,731 Religion: Ukrainian Orthodox, Serbian Orthodox & •Separated & divorced single-detached & apartment Ukrainian Catholic, United Church, Anglican, Owners Lutheran & Presbyterian Religion: Christian Reformed Church, United Church, Dominant Ethnicities: Italian, Polish & Ukrainian Lutheran & Anglican Ethnic Highlights: Serbian, Slovak & Croatian Dominant Ethnicities: Scottish, German & English Household Income $80,000-$100,000+ Ethnic Highlights: Icelandic, Austrian & Welsh Household Income $70,000-$99,999 G054 Urban Maritime & Ontario Households 126,207 •Older individuals, mix of married & widowed G055 Urban Ontario & B.C single-detached & row home owners Households 93,101 •Primarily widowed, apartment owners, Religion: United Church, Anglican, Baptist & living in 1 person households Presbyterian Religion: Presbyterian, Anglican & United Church Dominant Ethnicities: Scottish, English & Irish Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Scottish, English & Irish Ethnic Highlights: Korean, Japanese & Serbian Household Income $90,000-$99,999 Household Income $50,000-$79,999Copyright 2011
  • 47. G056 Rural B.C “Fine Canadian Vintage” Households 58,476 •Mix of married & widowed individuals •Living in owned single-detached & row housing G057 Rural Ontario & B.C Households 140,055 Religion: Anglican, Presbyterian & United Church •Married couples living without children in their owned single-detached homes Dominant Ethnicities: English, Scottish & German Religion: Anglican, Presbyterian & United Church Ethnic Highlights: Swiss, Swedish & Danish Dominant Ethnicities: Scottish & Irish Household Income $70,000-$79,999 Ethnic Highlights: Finnish, English & Welsh Household Income $60,000-$99,999 G058 Urban Ontario Households 91,344 •Primarily widowed & some married individuals G059 Urban Prairie with some older children living in their owned Households 101,888 single– detached home •Primarily widowed with some married individuals •Living in owned single-detached homes without Religion: Serbian Orthodox, Presbyterian children & Ukrainian Catholic Religion: Ukrainian Catholic, Ukrainian Orthodox, Dominant Ethnicities: Polish, Ukrainian & English Lutheran & United Church Ethnic Highlights: Slovak, Serbian & Croatian Dominant Ethnicities: German & Dutch Household Income $60,000-$99,999 Ethnic Highlights: Icelandic, Ukrainian & Swedish Household Income $60,000-$89,999Copyright 2011
  • 48. Group H: Belle Ville Cosmopolite!Ottawa-Gatineau & MontréalHouseholds 448,451This 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 oneor two person households and own their apartment or semi-detachedhome. Incomes range from $50,000 to over $90,000 and with someuniversity certification or trades qualifications, they are employed intechnical trades or clerical work in health, education and socialservices. Expenditures are average for most sectors, spending normalamounts on health care, transportation, furnishings, utilities, food andrecreation. From the bustling streets of Montréal to the quaintneighbourhoods of Ottawa and other la belle province cities, these Did you know?predominantly Roman Catholic followers lend form and life fashion to The Rideau Canal, Ottawathe inimitable Québécois culture. becomes the largest skating rink in the world during winter Did you know? Musician Leonard Did Cohen is from Montréal Copyright 2011
  • 49. H060 Urban Québec “Belle Ville Cosmopolite” Households 66,486 •Mix of common-law & divorced individuals •Living in owned semi-detached homes H061 Urban Québec Households 82,869 Religion: Roman Catholic •Mix of singles, divorced & common-law individuals with some high school age children Dominant Ethnicities: Canadian •Living in owned single & semi-detached homes Ethnic Highlights: Québécois, French & Belgian Religion: Roman Catholic Household Income $80,000-$100,000+ Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian Household Income $60,000-$99,999 H062 Urban Québec Households 62,561 •Mix of common-law & divorced individuals with some older children at home H063 Rural Québec •Living in semi-detached homes & apartments Households 112,559 •Common-law & divorced couples living Religion: Roman Catholic in 2 person households without children •Occupying owned single-detached homes & Dominant Ethnicities: French, Canadian & Italian apartments Ethnic Highlights: Haitian, Lebanese & Québécois Religion: Roman Catholic Household Income $70,000-$79,999 Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, Acadian & French Household Income $50,000-$79,999Copyright 2011
  • 50. H064 Urban Québec “Belle Ville Cosmopolite” Households 57,497 •Mix of common-law, divorced & separated renters living in 1 person households H065 Urban Québec Households 66,479 Religion: Roman Catholic •Mix of single, divorced & common-law individuals renting semi-detached, row homes & apartments Dominant Ethnicities: Canadian Religion: Roman Catholic Ethnic Highlights: Québécois, French & Haitian Dominant Ethnicities: French Household Income $40,000-$49,999 Ethnic Highlights: Québécois, Canadian & Haitian Household Income $30,000-$69,999Copyright 2011
  • 51. Group I: Frontier FamiliesP.E.I, Nova Scotia, New Brunswick, Manitoba,Saskatchewan, Alberta, B.C & TerritoriesHouseholds 923,308With 2 – 4 person households, these mix of married and separated40 – 65 year olds, with school aged children at home, earn $60,000 –$90,000 per year. They live in rural areas across Canada and owntheir single detached home or movable dwelling. Occupations andeducations vary, but with high school and trades certificates, they findwork as technical, or child care workers or as trades’ people inagriculture, forestry or fisheries. They likely drive to work andspending habits for food, utilities, recreation, furniture and clothingare all slightly below average, including spending on health care.Hard working and resourceful, they likely have Western and NorthernEuropean heritage and may follow some spiritual faith such as Atlantic Canada;Lutheran, United Church or Christian Reformed. This group also Home of the 8 milerepresents some of the rural Christian based communities such as Confederation BridgeMennonites, further illustrating their propensity for hard work andresourcefulness. Community spirit is key to this group,providing the foundation for these strong enclaves across Canada. Did you know? Stompin’ Tom Did Connors is from Saint John, N.B Copyright 2011
  • 52. I066 Rural Ontario “Frontier Families” Households 207,591 •Married & separated individuals living in I067 Rural Prairie, B.C & Territories owned single-detached homes with their Households 138, 247 •Separated individuals with some common-law •Elementary & high school age children couples •Living in owned dwellings Religion: Christian Reformed Church, Brethren in Christ, United Church, Anglican & Presbyterian Religion: Lutheran, Christian, United Church & Church of Jesus Christ of Latter-day Saints Dominant Ethnicities: Scottish & Irish Dominant Ethnicities: German, Scottish & English Ethnic Highlights: Dutch, Finnish & English Household Income $70,000-$99,999 Ethnic Highlights: Norwegian, Swedish & Métis I068 Rural Prairie Household Income $80,000-$99,999 Households 129,737 •Married single-detached home owners with I069 Rural Ontario elementary & high school age children Households 120, 181 •Married couples living in owned single-detached Religion: Hutterite, Church of Jesus Christ and homes with their elementary, high school & post Latter-day Saints, United Church, Christian & secondary age children Lutheran Religion: Christian Reformed Church, Mennonite, Dominant Ethnicities: German, English & Scottish United Church, Baptist, Lutheran & Presbyterian Ethnic Highlights: Norwegian, Swedish & Métis Dominant Ethnicities: German, English & Irish Household Income $60,000-$99,999 Ethnic Highlights: Dutch, Belgian & Swiss Household Income $60,000-$89,999Copyright 2011
  • 53. I070 Rural Prairie, B.C & Territories “Frontier Families” Households 79,765 •Mix of single, separated & common-law individuals •Combination of renting & owning single-detached I071 Urban B.C & Ontario homes Households 126,050 Religion: Aboriginal Spirituality, Church of Jesus Christ •Separated & divorced individuals and Latter-day Saints & Christian, Anglican & Lutheran •Renting or owning semi-detached, row housing & apartments Dominant Ethnicities: Ukrainian & German Religion: Anglican, Baptist, Lutheran & Presbyterian Ethnic Highlights: Inuit, Métis & North American Indian Dominant Ethnicities: Scottish & Irish Household Income $20,000-$29,999 & $60,000-$69,999 Ethnic Highlights: Finnish, Dutch & English Household Income $30,000-$49,999 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 $40,000-$59,999Copyright 2011
  • 54. Group J: Single in the CityEdmonton, Vancouver ,Calgary, Toronto & Ottawa-GatineauHouseholds 480,471Selections of cities across the nation are home to these 20 -29 yearold well educated singles that rent and live independently in a highrise 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 arestarting in entry level positions, incomes are below average at$30,000 - $60,000 and expenditures are reflective of this, with lowerthan average spending on clothing, furnishings, education,communication equipment and reading materials. They are highusers of public transportation, bikes and walking as their urbanenvironments offer close proximity to services and amenities.There is high ethnic diversity, many of Northern and EasternEuropean, Japanese and Mexican descent with a number of Did you know?non-permanent residents, which adds a unique vibrancy to these Vancouver is home tocommunities. Although downtown single city life is satisfying,these city bred singles are highly mobile. Being the architects of their the annualcareers, they aspire to create families and craft a meaningful lifestyle. Cherry Blossom Festival Did you know? Nickelback is from Did Hanna, Alberta Copyright 2011
  • 55. “Single in the City” J073 Urban Ontario & B.C Households 69,286 •Single individuals living in 1 person households, J074 Urban Ontario & B.C renting semi-detached homes & apartments Households 109,432 Religion: Jewish , Greek Orthodox & Buddhist •Separated & divorced individuals renting row homes & apartments Dominant Ethnicities: Irish, Chinese & Polish Religion: Muslim, Buddhist, Serbian Orthodox & Ethnic Highlights: Jewish, Greek & Japanese Hindu Household Income under $10,000 Dominant Ethnicities: Chinese, East Indian & Polish J075 Urban Prairie, Territories, B.C & Maritime Ethnic Highlights: Korean, Serbian & Iranian Households 99,139 Household Income $50,000-$79,999 •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 $30,000-$39,999Copyright 2011
  • 56. “Single in the City” J076 Urban B.C, Prairie & Ontario Households 111,318 •Separated & divorced individuals, living in 1 person J077 Urban Prairie & Maritime rented row housing & apartments Households 91,296 Religion: Serbian Orthodox , Christian , Anglican & •Mix of single, separated & divorced, living in 1 Lutheran person rented row housing & apartments Dominant Ethnicities: Scottish, Irish & German Religion: Church of Jesus Christ of Latter- day Saints & Aboriginal Spirituality Ethnic Highlights: Serbian, Yugoslav & Welsh Dominant Ethnicities: German, Ukrainian & Household Income $20,000-$49,999 North American Indian Ethnic Highlights: Norwegian, Métis & Swedish Household Income under $49,999Copyright 2011
  • 57. Group K: Mid-Aged MedleyMontréal, some New BrunswickHouseholds 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. Montréal is the Did you know? 2nd largest city in Actress Sandra Oh Canada! Did is from Ottawa! Copyright 2011
  • 58. “Mid-Aged Medley” K078 Rural Québec Households 132,661 •Single, divorced & common-law individuals, living K079 Urban Québec in owned single-detached homes Households 107, 588 •Single, divorced & common-law individuals, living Religion: Roman Catholic in owned semi & single- detached homes with their elementary, high school & post secondary Dominant Ethnicities: Canadian & French age children Ethnic Highlights: Québécois, Canadian & Religion: Roman Catholic French Dominant Ethnicities: Canadian & French Household Income $60,000-$99,999 Ethnic Highlights: Québécois, Canadian & K080 Rural Québec French Household Income $50,000-$89,999 Households 81,824 •Single & common-law individuals, living in owned single-detached homes & apartments K081 Urban & Rural Maritime Households 55,082 Religion: Roman Catholic •Separated & common-law individuals, living in owned single-detached homes Dominant Ethnicities: Canadian & French Religion: Roman Catholic Ethnic Highlights: Québécois, Canadian & Acadian Dominant Ethnicities: Canadian & French Household Income $40,000-$59,999 Ethnic Highlights: Acadian, Canadian & French Household Income $40,000-$59,999Copyright 2011
  • 59. K082 Rural Québec “Mid-Aged Medley” Households 111,696 •Mix of single, divorced & common-law individuals, K083 Rural Québec living in owned single-detached homes without Households 59,318 children •Single & common-law individuals, living in Religion: Roman Catholic owned singled-detached homes Dominant Ethnicities: Canadian & French Religion: Roman Catholic Ethnic Highlights: Québécois, Canadian & French Dominant Ethnicities: Canadian & French Household Income $40,000-$69,999 Ethnic Highlights: Québécois, Canadian & French K084 Rural Québec Household Income $30,000-$69,999 Households 61,442 •Single & common-law individuals, living in K085 Urban Québec owned single-detached homes with some high Households 60,833 school age children •Mix of single, divorced & common-law individuals, living in rented semi-detached homes & apartments Religion: Roman Catholic Religion: Roman Catholic Dominant Ethnicities: Canadian & French Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & Swiss Ethnic Highlights: Québécois, Haitian & Canadian Household Income $20,000-$69,999 Household Income $20,000-$59,999Copyright 2011
  • 60. Group L: Family FootprintsCalgary, Edmonton & Ottawa-GatineauHouseholds 684,268Young single parents 20-34 years old with high school educationsconstitute this group of hard working blue collar, sales, service andclerical workers. Incomes are below average at $40,000 - $70,000as they have experienced some unemployment while building acareer. Remaining resources are quickly absorbed into child careexpenses 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 fulfillinglifestyle or enhancing their row-type homes. Northern Europeanheritages mixed with immigrants from Central America, Africa andEastern Europe creates a mosaic of tastes in these cosmopolitanclusters of Alberta, Ontario and New Brunswick. They aspire to carefor their homes, build a foundation for their families and improvetheir lifestyles. Did you know? The Calgary was the 1st Did y Canadian city to host the Did you know? Winter Olympics (1988) Edmonton is home Did to hockey star Mark Messier Copyright 2011
  • 61. L086 Urban Ontario “Family Footprints” Households 88,816 L087 Urban & Rural Territories, Prairie & •Primarily separated individuals living in owned Maritime semi-detached & row housing Households 26,820 •Single & common-law individuals living in Religion: Pentecostal, Adventist, Anglican & rented semi-detached, row housing & apartments Salvation Army with their toddlers Dominant Ethnicities: Dutch, English & Scottish Religion: Pentecostal, Baptist, Anglican & United Church Ethnic Highlights: Salvadoran, Trinidadian/ Tobagonian & Yugoslav Dominant Ethnicities: German, Scottish & Irish Household Income $60,000-$99,999 Ethnic Highlights: Métis, Norwegian & North American Indian L088 Urban Prairie, Ontario, B.C & Territories Household Income $40,000-$59,999 Households 109,351 •Separated or divorced individuals living in 3 person households, occupying owned semi & L089 Urban Ontario detached-homes Households 132, 709 •Separated or divorced individuals living in owned Religion: Orthodox, Muslim & Christian single-detached homes & apartments Dominant Ethnicities: Polish, East Indian & Religion: United Church, Baptist, Anglican & Scottish Presbyterian Ethnic Highlights: Salvadoran, Trinidadian/ Dominant Ethnicities: Dutch, English & Scottish Tobagonian & Arab Household Income $60,000-$69,999 Ethnic Highlights: Finnish, Yugoslav & Slovak Household Income $30,000-$49,999Copyright 2011
  • 62. L090 Urban Maritime, Prairie & B.C “Family Footprints” Households 94,354 •Separated, divorced & some singles L091 Urban Ontario with toddlers & elementary age children, Households 50,256 living in rented semi-detached & row housing •Single & separated individuals with toddlers, elementary & high school age children, living in Religion: Pentecostal, Christian, Church of Jesus rented row housing & some semi- detached homes Christ of Latter-day Saints Religion: Muslim, Christian, Buddhist, Pentecostal & Dominant Ethnicities: Scottish, Dutch & English Jewish Ethnic Highlights: Salvadoran, Métis & North Dominant Ethnicities: North American Indian, Polish American Indian & East Indian Household Income $20,000-$69,999 Ethnic Highlights: Salvadoran, Arab & Black L092 Urban Maritime & Ontario Household Income $10,000-$49,999 Households 88,636 •Separated & divorced individuals, living in L093 Urban Prairie older rented apartments Households 93,326 Religion: Baptist , Anglican & Pentecostal •Mix of single, separated & divorced individuals, living in rented single-detached homes & apartment Dominant Ethnicities: English & Irish duplexes Ethnic Highlights: Acadian, Black & Scottish Religion: Lutheran, Christian, Ukrainian Catholic & Aboriginal Spirituality Household Income $10,000-$49,999 Dominant Ethnicities: North American Indian, German & Polish Ethnic Highlights: Métis, Icelandic & Ukrainian Household Income $10,000-$49,999Copyright 2011
  • 63. Group M: Urban & UrbaneMontréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton &VancouverHouseholds 609,203Hip and happening describe these 20 – 34 years old single andcommon-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 forlaunching their careers in health, finance and technical occupations.Being in metropolitan areas, they are high users of transit andcommuting. Although incomes are well below average at $10,000 –$30,000, they do not have children yet so household expenditures arelow and they can spend time and money on themselves, taking in arestaurant meal or simple luxuries such as using dry cleaning services.Immigration is high in this group, bringing global cultures from LatinAmerica, 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 you know? Did you know? Kingston, Ontario In Vancouver, B.C you can Did Did y sail, snowboard & golf is home to The Tragically Hip! all in one day Copyright 2011
  • 64. M094 Urban Ontario & B.C “Urban & Urbane” Households 90, 838 •Primarily single individuals living in rented apartments as 1 person households M095 Urban Québec Households 46,383 Religion: Jewish, Muslim, Orthodox & Buddhist •Mix of single, common-law & divorced individuals living in rented apartments Dominant Ethnicities: Chinese, Polish & East Indian Religion: Roman Catholic Ethnic Highlights: Jewish, Iranian, Japanese Dominant Ethnicities: French, Canadian & Italian & Korean Household Income under $10,000 & over Ethnic Highlights: Québécois, Mexican & Belgian $100,000 Household Income under $10,000 M096 Urban B.C & Ontario Households 106,743 •Single individuals living in 1 person households, M097 Urban Prairie & B.C renting apartments Households 112,256 Religion: Orthodox, Muslim, Christian & Jewish •Singles & some divorced or common-law, living in rented apartments without children Dominant Ethnicities: Chinese, East Indian & Polish Religion: Serbian Orthodox, Buddhist, Christian & Jewish Ethnic Highlights: Jewish, Iranian, Korean & Dominant Ethnicities: Ukrainian, Scottish & Irish Japanese Ethnic Highlights: Japanese, Jewish, British Isles & Household Income under $10,000 Serbian Household Income under $10,000 & $30,000- $49,999Copyright 2011
  • 65. M098 Urban Québec Households 65,747 “Urban & Urbane” •Single with some common-law individuals, living in older rented apartments M099 Urban Maritime & Québec Households 67,619 Religion: Roman Catholic •Single apartment renters, living in 1 person households Dominant Ethnicities: French & Canadian Religion: Muslim, Buddhist, Orthodox & Hindu Ethnic Highlights: Québécois, Haitian & Mexican Dominant Ethnicities: Chinese & East Indian Household Income under $39,999 Ethnic Highlights: Arab, Egyptian & Korean M100 Urban Prairie & B.C Household Income under $29,999 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 Household Income under $39,999Copyright 2011
  • 66. Group N: Prairie Pride & West Coast WisdomPrairies & British ColumbiaHouseholds 349,621Pioneers of the west describe these over 65 year olds who arewidowed or married living in detached homes or movable dwellings insmall communities scattered throughout the Prairies and B.C. Withlimited opportunity for grand educations, these folks toiled in tradesand 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 primaryfocus. Incomes are around $40,000, generally gained from pensionsand hence, they concentrate on personal pleasures rather thanappearance. They do not spend copiously on home furnishings butdesire to maintain their health and lifestyles, spending above average Did you know?on hospital care, medications and physician visits. Their Northern The Prairies are home toEuropean heritage and Christian values such as Lutheranand Ukrainian orthodox beliefs, guide their attitude of believing in Neil Young Did yhard work, supporting the family and building strong communities. &These folks are ready to embrace the good life they have spent years The Guess Whobuilding. Did you know? Actress Pamela Did Anderson is from Ladysmith B.C Copyright 2011
  • 67. “Prairie Pride & West Coast N101 Rural Prairie Wisdom” Households 51,292 N102 Rural Prairie •Married single-detached home owners with Households 31,067 elementary & high school age children •Married single-detached home owners Religion: Mennonite, Hutterite, United Church, with toddlers, elementary & high school Ukrainian Catholic & Lutheran age children Dominant Ethnicities: Ukrainian & Dutch Religion: Mennonite, Lutheran, Hutterite & Christian Ethnic Highlights: Norwegian, Swedish & German Dominant Ethnicities: German, Dutch & Ukrainian Household Income $30,000- $39,999 Ethnic Highlights: Mexican, Russian & Swiss N103 Rural B.C Household Income $40,000- $59,999 Households 120,222 •Separated & divorced living in owned single–detached homes without children N104 Rural Prairie Households 147,040 Religion: Christian, Aboriginal Spirituality •Older widowed & some married individuals, Jehovah’s Witnesses & Lutheran living in owned single-detached homes Dominant Ethnicities: North American Indian, Religion: Lutheran, United Church, Mennonite, German & English Hutterite & Ukrainian Catholic Ethnic Highlights: Swedish, Norwegian & Danish Dominant Ethnicities: Polish, German & English Household Income $10,000- $39,999 Ethnic Highlights: Icelandic, Ukrainian & Norwegian Household Income $10,000- $39,999Copyright 2011
  • 68. Group O: East Coast Check UpMaritimes, some British Columbia, & OntarioHouseholds 790,871The flavour of the Canadian Maritimes is embellished with thepresence of these predominantly older 65 years and up folks who livein a condominium, single attached or movable dwelling in smallcommunities throughout the east coast. There are some marriedpeople but also a significant mix of separated and widowedindividuals, so many live independently. Due to their age, educationalopportunities were not available to them when they were young;hence they have been employed as child care or support workers, aslabourers in primary industries or heavy equipment operators butmay 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 Did you know?most of their tangible needs; however, they enjoy their homes, the There are more pubs peroutdoors and seek to enhance their health with above average sq. foot on George Street,spending on medical care and supplies. Deeply rooted in Protestant Did yvalues, these folks embrace a traditional east coast lifestyle. St. John’s than anywhere else in Canada! Did you know? Musician Shania Did Twain is from Timmins, Ontario! Copyright 2011
  • 69. “East Coast Check Up” O105 Rural Maritime & Ontario Households 192,541 •Separated, widowed & some married single- 0106 Rural Maritime & Ontario detached older home owners living without Households 71,792 children •Separated & widowed individuals living in owned single-detached homes Religion: Anglican, Presbyterian, Baptist & United Church Religion: Roman Catholic Dominant Ethnicities: Irish, German & Canadian Dominant Ethnicities: North American Indian, Canadian & Irish Ethnic Highlights: Scottish, Dutch & English Household Income $20,000- $39,999 Ethnic Highlights: Acadian, Métis & French Household Income $10,000- $29,999 O107 Rural Maritime Households 60,754 •Married & some widowed individuals, living in O108 Urban Maritime & Ontario owned single-detached homes Households 129,720 •Widowed, separated & divorced Religion: Salvation Army, United Church, older apartment renters, living in 1 person Pentecostal & Anglican households Dominant Ethnicities: Irish, North American Religion: Presbyterian, Anglican, Baptist, Lutheran Indian & Scottish & United Church Ethnic Highlights: Inuit, English & Canadian Dominant Ethnicities: Irish, German & Dutch Household Income $10,000- $59,999 Ethnic Highlights: Finnish, Scottish & English Household Income $10,000- $39,999Copyright 2011
  • 70. O109 Rural B.C “East Coast Check Up” Households 117,093 •Divorced, widowed , separated & some married 0110 Rural Maritime single detached home owners, living in 2 person Households 85,149 households •Married & widowed single- detached older home owners Religion: United Church, Anglican, Lutheran, Christian & Jehovah’s Witnesses Religion: Pentecostal, Salvation Army, United Church, Anglican & Baptist Dominant Ethnicities: English, German & Dutch Dominant Ethnicities: Canadian, Irish & Dutch Ethnic Highlights: Danish, Swedish & Icelandic Household Income $10,000- $49,999 Ethnic Highlights: Acadian, Scottish & English Household Income $10,000- $49,999 O111 Rural Maritime Households 63,332 •Married & widowed individuals, living in O112 Urban Maritime owned single-detached homes Households 70,490 •Separated & widowed, living in older rented Religion: Salvation Army, Pentecostal, Baptist semi-detached homes & Anglican Religion: Salvation Army, Baptist & Anglican Dominant Ethnicities: Irish & North American Indian Dominant Ethnicities: English, Canadian & French Ethnic Highlights: Inuit, English & Canadian Ethnic Highlights: Scottish, Acadian & Irish Household Income $10,000- $49,999 Household Income under $39,999Copyright 2011
  • 71. Group P: Foundation of the NationManitoba, Saskatchewan, British Columbia, some OntarioHouseholds 584,780West coast and prairie cities are the home to this group of olderpeople who rent an apartment or condominium and live alone. Theyare over 65 and likely collecting some type of retirement orgovernment pension with incomes coming in below $40,000. As theyhave already accumulated most material goods, their spending islow, especially on computer technology, however, they are interestedin keeping healthy, spending on medical supplies, prescribedmedicines and pharmaceuticals and they contribute to public healthplans. Reading newspapers keeps them informed and entertainedbut they may take a chance on a lottery ticket just for fun! They aregenerous and give to charities in Canada and, as they live in urbancommunities, they walk or take a short taxi ride to amenities. With Did you know?Russian, Korean, Iranian and Northern European heritages, they likelyare followers of Lutheran, Anglican, Ukrainian Catholic or Jewish Churchill, Manitoba is thereligions, hence their traditional values and affiliation to their “PolarDid y Bear Capitalcommunities. of the World” Did you know? Musician Diana Did Krall is from Nanaimo B.C Copyright 2011
  • 72. P113 Urban Québec & Ontario “Foundation of the Nation” Households 56,540 •Primarily widowed individuals, living in 1 person P114 Urban Ontario & B.C rental apartments Households 79,033 •Widowed individuals living in owned apartments, Religion: Jewish, Buddhist, Muslim & Orthodox as 1 or 2 person households Dominant Ethnicities: Polish & Chinese Religion: Presbyterian, United Church, Anglican, Lutheran & Mennonite Ethnic Highlights: Jewish, Iranian & Russian Dominant Ethnicities: English, Scottish & Dutch Household Income under $29,999 Ethnic Highlights: Japanese, Welsh & Austrian Household Income $20,000- $59,999P115 Urban Prairie, B.C, Ontario & MaritimeHouseholds 63,922 P116 Urban Québec•Primarily widowed with some separated & Households 46,042divorced individuals, renting apartments, living in 1 •Primarily widowed with some divorced individuals,person households renting apartments, living in 1 person householdsReligion: Ukrainian Catholic, Ukrainian Orthodox, Religion: Roman CatholicUnited Church, Baptist, Presbyterian & Lutheran Dominant Ethnicities: Québécois. French &Dominant Ethnicities: Ukrainian, English & German CanadianEthnic Highlights: Icelandic, Finnish & Norwegian Ethnic Highlights: Québécois. French & Canadian Household Income $10,000- $39,999 Household Income $10,000- $39,999Copyright 2011
  • 73. P117 Urban Prairie, B.C & Ontario “Foundation of the Nation” Households 140,299 •Primarily widowed with some separated & divorced P118 Urban Prairie, B.C & Ontario individuals, living in rented apartments Households 92,020 •Primarily widowed with some separated & single Religion: Lutheran, Presbyterian, Serbian Orthodox apartment renters, living in 1 person households & Anglican Religion: Ukrainian Catholic, Lutheran, Ukrainian Dominant Ethnicities: English, Scottish & Irish Orthodox, United Church & Anglican Ethnic Highlights: Serbian, Japanese & Korean Dominant Ethnicities: German, English & Scottish Household Income under $39,999 Ethnic Highlights: Finnish, Ukrainian & Icelandic P119 Urban Prairie Household Income $10,000- $39,999 Households 43,574 •Widowed individuals living in 1 person households, as renters of apartments P120 Urban Ontario Households 63,350 Religion: Ukrainian Orthodox, Mennonite, •Primarily widowed with some divorced & separated Lutheran, United Church & Ukrainian Orthodox individuals, living in rented apartments Dominant Ethnicities: Dutch, Ukrainian, & English Religion: Presbyterian, United Church, Serbian Orthodox & Salvation Army Ethnic Highlights: Japanese, Korean & Québécois Household Income $10,000- $39,999 Dominant Ethnicities: Ukrainian, English & Scottish Ethnic Highlights: Finnish, Serbian & Yugoslav Household Income under $29,999Copyright 2011
  • 74. Group Q: Acadian AccentsNew Brunswick & QuébecHouseholds 393,450This group of married, common law, divorced or widowed 60-69 yearolds make up this sector of one and two person households. Living inan older single attached house they own in an archipelago of smaller,likely francophone communities spread throughout Québec andNew Brunswick, they are committed to their lifestyles and areunlikely to move. These folks are bilingual but likely chose French asthe main language of communication. Unique to this group is theirtenacious Acadian spirit! They have high school level education ortrades apprenticeships and have persevered through periods ofunemployment; but when employed, they work in clerical positionsand as cooks, or as mechanics and trades people in natural resourcessectors. As such, incomes are below $50,000. Due to their age and Did you know?place in life, they may be in transition to retirement and spend on Canada’s oldesthealth care. Committed to their families and communities, they live independent brewery,Roman Catholic values and take time to enjoy recreational outdoor Did y Moosehead Brewery isactivities. located in Saint John, New Brunswick Did you know? Céline Dion is from Did Charlemagne, Quebéc Copyright 2011
  • 75. Q121 Rural Québec “Acadian Accents” Households 109,717 •Common-law couples, some with & without children, living in owned single-detached homes Q122 Urban Québec Households 58,796 Religion: Roman Catholic •Mix of common-law & divorced single-detached Dominant Ethnicities: Québécois, Canadian & home owners Acadian Religion: Roman Catholic Ethnic Highlights: Québécois, Canadian & Acadian Household Income $20,000- $49,999 Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French Household Income $10,000- $49,999 Q123 Urban Québec Households 65,317 •Mix of common-law, widowed & divorced renters of apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French Household Income under $49,999Copyright 2011
  • 76. “Acadian Accents” Q124 Urban Québec Households 85,644 •Common-law couples, living in owned single- Q125 Rural Québec & Maritime detached homes Households 73,976 •Common-law & some widowed individuals, living Religion: Roman Catholic in owned single-detached homes, with some older children living at home Dominant Ethnicities: Québécois, Canadian & Acadian Religion: Roman Catholic Ethnic Highlights: Québécois, Canadian & Acadian Dominant Ethnicities: Québécois, Canadian & Acadian Household Income under $10,000- $49,999 Ethnic Highlights: Québécois, Canadian & Acadian Household Income $10,000- $49,999Copyright 2011
  • 77. Group R: Suite City LifeMontréal, Toronto & VancouverHouseholds 691,643Single, separated, living in a suite in the city! These 25-34 year oldsmake their homes in an apartment, have good educations, some withgraduate degrees, and are launching into their careers and family lives.Many have small children and babies and with a high instance of loneparent families, their resources are stretched. However, diverseethnic flavours abound! Recent immigrants of Central and SouthAmerican, Eastern European, African, Asian and Middle Easterndecent offer a mix of Buddhist, Hindu, Muslim, Orthodox andChristian values with the family unit being very important andsupportive. This group has a significant portion of non-permanentresidents and are very mobile, seeking to improve their lifestyles.They tend to have lower expenditures due to their low incomes which Did you know?range from $10,000 - $40,000 and have experienced some Toronto is Canada’sunemployment. They use public transit to go to work, take the Did y largest citychildren to health care appointments and visit their community offriends! Did you know? Former Prime Minister of Canada, Did Trudeau Pierre is from Montréal, Québec Copyright 2011
  • 78. “Suite City Life” R126 Urban Ontario & B.C Households 49, 551 •Young 20-39 year old row housing & apartments R127 Urban Québec renters Households 24,416 Religion: Jewish, Christian, Muslim & Buddhist •Older 65-74 year olds, living in rented semi-detached Q126 Urban Ontario & B.C homes & apartments, some with older children Dominant Ethnicities: East Indian at home Ethnic Highlights: Korean, Iranian & Chinese Religion: Greek Orthodox, Hindu, Sikh, Orthodox, Jewish, Christian & Muslim Household Income under $10,000 Dominant Ethnicities: Italian & East Indian Ethnic Highlights: Greek, Lebanese & Haitian R128 Urban B.C Households 67,786 Household Income under $39,999 •Mix of young 25- 39 years old & older 75-85 individuals, renting row-housing & apartments R129 Urban Ontario Households 113,649 Religion: Christian, Buddhist, Hindu & Muslim •Primarily separated individuals, living in rented apartments as multi-family households Dominant Ethnicities: East Indian Religion: Hindu, Christian, Buddhist, Sikh, Muslim Ethnic Highlights: Chinese, Korean & Iranian & Adventist Household Income under $29,999 Dominant Ethnicities: East Indian & Chinese Ethnic Highlights: Sri Lankan, Pakistani & South Asian Household Income under $49,999Copyright 2011
  • 79. R130 Urban Ontario & B.C “Suite City Life” Households 208,955 •Primarily separated 25-34 year old individuals living in rented apartments R131 Urban Ontario Households 61,844 Religion: Serbian Orthodox, Christian, Buddhist, •Single & separated individuals living in rented row Muslim & Hindu housing & apartments, with toddlers & elementary age children Dominant Ethnicities: Chinese, East Indian & Polish Religion: Adventist, Muslim , Christian, Hindu & Buddhist Ethnic Highlights: Serbian, Filipino & Iranian Household Income under $49,999 Dominant Ethnicities: East Indian Ethnic Highlights: Jamaican, Black & Guyanese R132 Urban Québec Household Income under $39,999 Households 51, 367 •Single & separated 20 -34 year old apartment renters, some with toddlers R133 Urban Québec Households 114,075 Religion: Muslim, Buddhist, Orthodox & Hindu •Mix of single, separated & divorced 20-34 year old renters of apartments Dominant Ethnicities: Chinese Religion: Muslim, Buddhist, Hindu, Orthodox Ethnic Highlights: Lebanese, Arab & Egyptian & Adventist Household Income under $39,999 Dominant Ethnicities: Italian Ethnic Highlights: Haitian, Salvadoran & Arab Household Income under $39,999Copyright 2011
  • 80. Group S: Éclectiques QuébécoisMontréalHouseholds 926,668A world of eclectic neighbourhoods is illustrated in this group of youngpeople 25 – 29 years old and an older gentry of 70 – 85 year old folks.Some have children at home and educations are generally tradesapprenticeships or high school level, hence their occupations assecretaries, assistants in health care, cooks, sales and service workersand labourers in processing or manufacturing. Incomes are wellbelow $40,000 and there are significant government transfers due tohigh unemployment and retirement pensions. Expenditures tend tobe low, however, living in urban centres, they embrace all Montréaland Québec cities have to offer. They make their homes in a rentedapartment, duplex, or older single attached house and are high usersof public transit. The addition of Aboriginal, Haitian and Africanheritage augments the strong French Canadian tradition, creating atruly distinguished urban Québécois lifestyle. Did you know? Montréal is 100 feet Did y above sea level Did you know? NHL head coach “Scotty” Did Bowman was born in Montréal, Québec Copyright 2011
  • 81. S134 Urban Québec “Éclectiques Québécois ” Households 68,511 •Mix of common-law, divorced & single, some older & some younger S135 Urban Québec •Renting apartments, living in 1 person Households 78,719 households •65-70 year olds living in rented semi-detached S134 UrbanCatholic Religion: Roman Québec homes & apartments Dominant Ethnicities: Québécois, Haitian & Religion: Roman Catholic, Orthodox, Adventist & French Muslim Ethnic Highlights: Québécois, Haitian & Dominant Ethnicities: Haitian, Italian & Arab French Household Income $10,000- $49,999 Ethnic Highlights: Haitian, Italian & Arab Household Income $10,000- $49,999 S136 Urban Québec Households 119,066 •Mix of single, common-law & divorced individuals, S137 Urban Québec living in rented apartments Households 111,563 •Mix of divorced, widowed & common-law individuals, Religion: Roman Catholic & Muslim living in rented apartments Dominant Ethnicities: Italian, French & Canadian Religion: Roman Catholic Ethnic Highlights: Haitian, Québécois & Arab Dominant Ethnicities: Québécois, Canadian & French Household Income under $39,999 Ethnic Highlights: Québécois, Canadian & French Household Income under $39,999Copyright 2011
  • 82. S138 Urban Québec & Maritime “Éclectiques Québécois” Households 52,219 •Mix of single, divorced, widowed & common-law individuals, living in rented apartments S139 Urban Québec Households 90,884 Religion: Roman Catholic •Mix of single, divorced & common-law renters living in apartments Dominant Ethnicities: French Religion: Roman Catholic Ethnic Highlights: Québécois, Acadian & Canadian Dominant Ethnicities: French Household Income under $49,999 Ethnic Highlights: Québécois, Haitian & Canadian Household Income under $49,999 S140 Urban Québec Households 87,696 •Mix of single, divorced & common-law renters of apartments S141 Urban Québec Households 92,858 Religion: Roman Catholic •Mix of widowed, divorced & common-law apartment renters Dominant Ethnicities: French & Canadian Religion: Roman Catholic Ethnic Highlights: Québécois, Haitian & Acadian Dominant Ethnicities: Canadian Household Income under $49,999 Ethnic Highlights: Québécois, French & Acadian Household Income under $39,999Copyright 2011
  • 83. S142 Urban Québec “Éclectiques Québécois ” Households 86, 545 •Mix of single, widowed, divorced & common-law individuals, living in rented apartments S143 Urban Québec Households 90,634 Religion: Roman Catholic •Mix of single, divorced & common-law individuals, living in rented apartments Dominant Ethnicities: Québécois, French & Canadian Religion: Roman Catholic Ethnic Highlights: Québécois, French & Canadian Dominant Ethnicities: French, Canadian & North Household Income under $39,999 American Indian Ethnic Highlights: Québécois, Haitian & Arab Household Income under $39,999 S144 Urban Québec Households 47,973 •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 Household Income under $29,999Copyright 2011
  • 84. Group T: Trans-Canada CommunitiesAcross CanadaHouseholds 486,749Young parents raising young children are the theme of this group whogenerally rent an apartment or community type of housing. Incomesare 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 supportworkers or as trades’ helpers in primary industries. Although, theireconomic situation may deter significant spending, they areresourceful and are busy accumulating life experiences! Living inlarger households of six or more people, they share resources.Unique to this group of young Canadians is the presence of FirstNations, Métis and Inuit people where Pentecostal and Aboriginal Did you know?spirituality provide them strong cultural bonds and an allegiance to The baseball glove,their communities. electric light bulb, Did y television, telephone & zipper were Did you know? invented in Canada The Trans-Canada Did Highway is 7,821 km! Copyright 2011
  • 85. T145 Rural Territories & Prairie “Trans-Canada Communities” Households 78,992 •Single & common-law individuals •Living in households of 6 or more people, with T146 Urban Maritime & Ontario toddlers to high school age children & some Households 128,939 post secondary age or older •Mix of single, separated, divorced & common-law, Religion: Anglican, Pentecostal, Aboriginal living in rented apartments Spirituality Religion: Baptist, Anglican & Aboriginal Spirituality Dominant Ethnicities: Inuit, North American Indian & Métis Dominant Ethnicities: Scottish, English & Dutch Ethnic Highlights: Inuit, North American Indian & Ethnic Highlights: North American Indian, Irish & Métis Household Income under $29,999 Finnish Household Income under $39,999 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 $39,999Copyright 2011
  • 86. T148 Urban Maritime & Ontario “Trans-Canada Communities” Households 61,983 •Mix of single, separated, divorced & common-law, living in rented row housing & apartments T149 Urban Maritime, B.C & Ontario Households 110,144 Religion: Aboriginal Spirituality, Pentecostal & •Mix of young & old single, separated, divorced, Baptist widowed & common-law individuals, renting apartments & living in 1 person households Dominant Ethnicities: Irish, Scottish & English Religion: Aboriginal Spirituality, Baptist & Christian Ethnic Highlights: Black, North American Indian & Salvadoran Household Income under $39,999 Dominant Ethnicities: Irish, Scottish & English Ethnic Highlights: Black, North American Indian & Métis T150 Urban Ontario & B.C Household Income under $39,999 Households 52,739 •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 Household Income under $29,999Copyright 2011
  • 87. Canadian Segments 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:Copyright 2011