U1 - Urban Elite

Marketer’s Handbook 2008

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PRIZMCE is a product of Environics Analytics Group Ltd.

PRIZMCE is based, in part, on Computer File(s) licensed from Statistics Canada. (c) Copyright, HER MAJESTY THE QUEEN IN RIGHT OF CANADA, as represented by the Minister of Industry, Statistics Canada 2004. Environics Analytics Group is an Authorized User of selected Statistics Canada Computer File(s) and Distributor of derived Information Products under Licensing Agreement 6894. No confidential information about an individual, family, household, organisation or business has been obtained from Statistics Canada.

Sources of data also include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).

Icon illustrations by Scott Brooks, [email protected]

PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks of Environics Analytics Group Ltd.

Claritas Inc. is a Sales Agent for Environics Analytics in the United States.

DISCLAIMER:

This PRIZMCE Marketer’s Handbook displays indices for a selection of demographics, product and activity preferences and attitudes. Each index pertains to a particular selection of variables for a particular time period and benchmark. These indices cannot replace profiling of current data or other customized analysis. Making marketing decisions based solely on these examples can lead to errors. Please ask your Environics Analytics Group representative for advice regarding the use of these data and the PRIZMCELinks from which they were derived.

Environics Analytics Group, Inc. believes that the information in this handbook is accurate as of the publication date, but no warranty or fitness is implied. The information is provided on an “as is” basis. Environics Analytics Group, Inc. will not be responsible for errors or omissions. All information in this handbook is subject to change without notice.

For more information, please contact:

Emma Flood Marketing Coordinator 365 Bloor Street East, Suite 300 Toronto, Ontario, Canada M4W 3L4

416- 969-2733 [email protected]

PRIZM CE Marketer’s Handbook i

Contents

Putting PRIZM CE to Work ...... 1 U1 - Urban Elite ...... 3 01 - Cosmopolitan Elite ...... 4 02 - Urbane Villagers ...... 6 08 - Money & Brains ...... 8 09 - Furs & Philanthropy ...... 10 S1 - Suburban Elite ...... 13 03 - Suburban Gentry ...... 14 06 - Nouveaux Riches ...... 16 11 - Pets & PCs ...... 18 E1 - Exurban Elite ...... 21 07 - Winner's Circle ...... 22 10 - Mr. & Ms. Manager ...... 24 12 - God's Country ...... 26 S2 - Suburban Upscale Ethnic ...... 29 04 - Asian Affluence ...... 30 20 - South Asian Society ...... 32 22 - Asian Up-and-Comers ...... 34 24 - Suburban Rows ...... 36 U2 - Urban Upscale Ethnic ...... 39 13 - Continental Culture ...... 40 17 - Cluttered Nests ...... 42 40 - New Italy ...... 44 41 - Old World Style ...... 46 U3 - Urban Young ...... 49 05 - Young Digerati ...... 50 15 - Electric Avenues ...... 52 32 - Grads & Pads ...... 54 E2 - Exurban Midscale ...... 57 18 - Blue-Collar Comfort ...... 58 23 - Fast-Track Families ...... 60 29 - Exurban Crossroads ...... 62 38 - White Picket Fences ...... 64 E3 - Exurban Francophone ...... 67 16 - Mini Van & Vin Rouge ...... 68 30 - Traditional Quebec Towns ...... 70 44 - Villes Tranquilles ...... 72 S3 - Suburban Midscale ...... 75 14 - Upward Bound ...... 76 19 - Rods & Wheels ...... 78 25 - Nearly Empty Nests ...... 80 35 - Grey Pride...... 82 39 - Simple Pleasures ...... 84 R1 - Rural Midscale ...... 87 28 - Fields of Dreams ...... 88 34 - New Homesteaders ...... 90

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37 - Big Sky Families ...... 92 T1 - Town Midscale ...... 95 26 - Tools & Trucks ...... 96 36 - Ontario Originals ...... 98 42 - Heartlanders ...... 100 53 - Golden Ponds ...... 102 U4 - Urban Mix ...... 105 27 - Startups & Seniors ...... 106 46 - Lunch at Tim's ...... 108 51 - Mobility Blues ...... 110 52 - Crafting & Curling ...... 112 T2 - Town/Rural Francophone ...... 115 47 - Quebec Rustics ...... 116 48 - Bons Vivants ...... 118 60 - La Vie Bucolique ...... 120 U5 - Urban Downscale Ethnic ...... 123 33 - Newcomers Rising...... 124 43 - Urban Spice ...... 126 65 - Big City Blues ...... 128 S4 - Suburban Francophone ...... 131 31 - Les Québécois Sportifs ...... 132 57 - Les Pensionnés ...... 134 63 - Aging Quebecers ...... 136 R2 - Rural Downscale ...... 139 54 - Down on the Farm ...... 140 56 - Back Country Folks ...... 142 59 - First Nations Families ...... 144 U6 - Urban Francophone ...... 147 21 - Les Chics ...... 148 50 - Jeunes et Actifs ...... 150 62 - La Cité Nomade ...... 152 64 - Quebec Melting Pot ...... 154 66 - Struggling en Ville ...... 156 U7 - Urban Downscale ...... 159 45 - Daytrippers & Nightowls ...... 160 49 - Rooms with a View ...... 162 55 - Single City Renters ...... 164 58 - Solo Scramble ...... 166 61 - Park Bench Seniors...... 168

APPENDIX A: PRIZM CEDefinitions ...... 171

APPENDIX B: PRIZMCE Methodology……………………………………………………………….. 173

APPENDIX C: PRIZM CEDeveloper Bios ...... 179

APPENDIX D: PRIZM CEOverview Table ...... 181

APPENDIX E: PRIZM CE3D Plot ...... 183

APPENDIX F: PRIZM CECase Study ...... 185

APPENDIX G: PRIZM CELinks ...... 187

PRIZM CE Marketer’s Handbook Page 1

Putting to Work

PRIZMCE provides greater targeting precision by answering key marketing questions:

WHO are my customers? PRIZMCE links your customer data with neighbourhood demographics, syndicated survey data and marketing research. It reveals what types of consumers are most likely to use your product or service, and it highlights which similar segments will form a target group to produce the greatest marketing efficiency and reach. Any customer file, list or survey can be coded with PRIZMCE data. If you don’t have a customer database, Environics Analytics can create a surrogate customer profile for you from our storehouse of syndicated consumer surveys and marketing data.

WHAT are they like? Once you have identified and defined your consumer targets, you can use PRIZMCE to generate a thorough profile that describes their predominant lifestyle, hobbies, product and usage patterns, attitudes and beliefs. You can also find out how your targets don’t spend their time and money so you can avoid making costly and ineffective marketing decisions.

WHAT do they buy? PRIZMCE provides important insight on sales potential within your markets through its ability to predict purchasing preferences across all types of industries. You can zero in on the usage patterns for any type of product, service, brand or category – from the local market to the national level. PRIZMCE can also provide valuable insights into your competitors’ market share.

WHERE can I find them? PRIZMCE works at all levels of geography, which means that you can discover where your current customers or prospects live and locate more people like them – anywhere in Canada and, through a partnership with San Diego-based Claritas, anywhere in North America. Accurate geographic information is essential to effective site selection, product distribution, media planning, resource allocation and many more marketing applications. As shown in this map, PRIZMCE was created at the neighbourhood (i.e., Dissemination Area) level.

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HOW can I reach them? Once you understand your targets, you can use PRIZMCE to evaluate the best ways to reach them. For media planning, you can learn which magazines and newspapers they read, and which cable or radio shows they prefer. For direct marketing, you can define selection criteria for mailing lists. With PRIZMCE, you can also analyze site potential and optimize in-store promotions and merchandise mix. The links to Environics Social Values even let you tailor your products, offers and messages to the mindset of your PRIZMCE target group.

We are here to help Environics Analytics is a team of seasoned professionals with extensive industry experience in geodemography, market research and client-side marketing analytics. Our experience opens up a wealth of knowledge to you in proven strategies for solving many marketing challenges. We welcome the opportunity to work directly with you in applying PRIZMCE, or any of our products, to your real-world applications. In our experience, when we work interactively, we find our clients receive the most value from our products. Specifically, we can help with:

• Determining how best to answer your marketing question • Recommending the best data sources to use • Interpretation and communication of results • Strategies for applying results to the real world

NOTE: How to Read the Cluster Distribution Charts Each cluster description page includes a chart similar to the one at the right. The light green bar shows the percentage of Canadian households in each region across the country. The dark green bar shows the percentage of that cluster’s households in the same region.

PRIZMCE Marketer’s Handbook - 2008 Page 3 U1 - Urban Elite

The most affluent of Canadian neighbourhood types belong to Urban Elite, the social group that ranks at the top of many demographic measures: income, home value and educational achievement. With their university degrees and positions as executives and professionals, these middle-aged and older residents tend to live in fashionable homes and condos in big-city neighbourhoods and close-in suburbs. Befitting their lofty incomes, Urban Elite members are big consumers of expensive clothes, luxury cars, financial products and travel services. They’re also involved in their communities, politically active and philanthropic supporters of the arts.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.54 87 Worker Non-family 21.69 73 5-14 11.89 102 Employed 80.45 92 Couples w/ kids 40.60 126 15-24 13.97 103 Self-employed 19.20 160 Couples, no kids 30.13 110 25-44 21.90 78 Unpaid 0.35 87 Lone parent 7.58 70 45-64 31.55 113 Occupation Age of 65-74 8.26 114 Primary 1.28 27 Children 75-84 5.72 122 Blue-collar 15.21 60 < 6 16.26 78 85+ 2.17 120 Service sector 35.72 90 6-14 34.67 96 Mother White-collar 47.79 157 15-17 13.41 104 Tongue Education 18-24 24.47 123 English 25+ 74.12 126 < Grade 9 3.26 32 11.19 109 French 5.65 26 Grade 9-13 17.28 56 Cluster Index Non-official 19.07 107 Trade 6.82 58 Dwellings % Canada Immigration College 20.02 88 Immigrant 25.69 127 Some university 10.50 148 Tenure University Own 85.96 125 Arrived < 1961 25.27 154 degree 42.12 245 Rent 14.03 46 1961-1970 20.48 150 Band 0.00 0 1971-1980 19.66 114 Cluster Index Period of 1981-1990 16.58 87 Households % Canada Construction 1991-1995 9.26 58 Maintainer < 1946 15.45 127 > 1996 8.74 49 Age 1946-1960 21.05 151 Visible < 25 1.11 30 1961-1970 15.75 118 Minority 25-34 8.19 53 1971-1980 13.37 71 Yes 11.04 80 35-44 17.15 86 1981-1990 15.15 94 45-54 24.87 111 1991-1995 4.85 70 Adult Cluster Index 55-64 22.30 128 1996-2000 5.70 70 Population % Canada 65-74 13.39 120 2001-2006 4.67 73 Marital Status 75+ 12.99 131 > 2006 4.00 97 Single 28.54 82 Married 58.47 121 Size Type Single Wid/Div/Sep 12.99 76 1 person 19.84 75 72.24 130 Semi 2 people 33.89 101 3.83 80 Mode of 3 people 15.98 100 Row 4.43 78 Transport 4+ people 30.30 127 Duplex 4.36 81 Car 54.79 100 Low-rise 7.09 39 Public transport 7.41 111 High-rise 7.90 88 Mobile 0.08 6 Dwelling Value Index 215

PRIZMCE Marketer’s Handbook - 2008 Page 4 U1 01 - COSMOPOLITAN ELITE

Very affluent middle-aged and older city dwellers Population 82,032 (0.24% of Canada) Households 26,915 (0.2% of Canada) Average Household Income $388,007

Housing Tenure Homeowners Education University Occupation White-collar Ethnic Presence Some Sample Social Value Pursuit of Originality Canada’s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. Concentrated in a handful of established neighbourhoods--like Montreal’s Westmount, Toronto’s Forest Hill and Rosedale, Calgary’s Mount Royal and West Vancouver--it is home to super-rich, middle-aged families and older couples who live in elegant homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for participating in yoga, owning a private cottage and supporting the arts. When they’re not tracking their investments on the web, the Cosmopolitan Elite are active in the community. Members take an interest in social issues and community projects, and they donate to cultural, educational and environmental groups--often as a way to give back to the community.

Representing only 0.2 percent of the nation’s households, Cosmopolitan Elite is the smallest Canadian cluster. But what it lacks in size it more than makes up for in the affluence of its residents. These highly educated professionals and executives are wise and wealthy--the average household income is $388,000--and they frequent stores that sell gourmet foods, designer clothes and the latest in consumer electronics. The cluster features some diversity: nearly a quarter of residents immigrated to Canada years ago and 18 percent are Jewish. But most of the members of Cosmopolitan Elite are Canadian-born families who take getaways to private cottages and vacation abroad--especially to cultured settings across Europe and for winter getaways to Florida. WHERE THEY LIVE Westmount, Toronto, West Vancouver, Calgary, Ottawa

HOW THEY THINK Residents of Cosmopolitan Elite are strongest on the values that so often define the most successful members of society: Rejection of Authority and Need for Autonomy. They register a strong Need for Personal Achievement and wish to exercise their Personal Creativity. These Canadians see themselves as citizens not only of their local communities (they are strong on Community Involvement), but of the world: they have a sense of Belonging to the Global Village and Global Ecological Consciousness, no doubt bolstered by their travel experiences. They use technology to keep in touch both with professional contacts and with family and friends. With Awareness of Mortality, they are conscious of the Legacy they will leave behind. But on the whole, members of this cluster embrace the lives they have chosen and the rewards that have accrued to them. Cosmopolitan Elite residents appreciate marketing efforts that appeal to their open-minded, sophisticated outlook on the world.

© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada. Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada golf Age Maintainer Age sailing 0-4 4.17 80 < 25 0.71 19 theatre 5-14 14.04 121 25-34 5.50 36 ballet 15-24 15.80 117 35-44 15.60 78 travel outside Canada 25-44 18.54 66 45-54 27.66 123 45-64 33.18 119 55-64 25.57 146 Shopping 65-74 7.84 108 65-74 13.58 122 $2,500+ on women’s clothes 75-84 4.79 102 75+ 11.38 115 books 85+ 1.63 90 facials Size Holt Renfrew Mother Tongue 1 person 16.14 61 Talbots English 73.49 125 2 people 30.16 90 French 7.10 32 3 people 15.31 96 Media Non-Official 18.35 103 4+ people 38.39 160 televised tennis Immigration Family Status classical music radio Immigrant 25.66 127 Non-family 16.88 57 Canadian House and Home Couples w/ kids 48.48 150 "Report on Business" Arrived < 1961 24.81 151 Couples, no kids 28.07 103 newspaper financial sections 1961-1970 20.49 150 Lone parent 6.58 61 Food/Drink 1971-1980 22.44 131 Age of Children 1981-1990 15.54 81 < 6 12.50 60 fresh fish and seafood 1991-1995 8.43 53 6-14 36.75 102 rice cakes > 1996 8.28 47 15-17 14.18 110 wine premium ice cream Visible Minority 18-24 26.15 132 Yes 12.57 91 25+ 10.43 102 eat-in restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings Marital Status Tenure stocks and bonds Single 30.38 87 Own 88.92 129 self-directed RRSPs Married 60.12 125 Rent 11.08 36 private banking W/D/S 9.50 56 Band 0.00 0 vacation property insurance

Mode of Period of Transport Construction Automotive Car 53.64 98 < 1946 34.36 283 $50,000+ on latest vehicle Public Transport 8.32 125 1946-1960 18.57 133 prestige luxury cars 1961-1970 10.79 81 luxury SUVs Class of Worker sport coupes Employed 70.90 81 1971-1980 9.98 53 1981-1990 9.63 60 Mercedes-Benz Self-Employed 28.51 238 Unpaid 0.59 147 1991-1995 4.28 62 1996-2000 5.48 67 Attitudes Occupation 2001-2006 4.18 66 “I like to dine at fine restaurants as often Primary 1.82 39 > 2006 2.74 66 as possible” Blue-collar 11.35 45 “Exercise is an important part of my life” Service sector 29.21 74 Type “When shopping for clothes, I generally White-collar 57.61 190 Single 77.64 140 look for designer labels” Semi 4.62 97 “Contact with other cultures is enriching” Education Row 2.44 43 “I never look at specials in flyers & < Grade 9 1.93 19 Duplex 3.02 56 newspaper inserts when planning my Grade 9-13 11.58 37 Low Rise 6.88 38 shopping lists” Trade 3.45 29 High Rise 5.35 60 College 13.45 59 Mobile 0.00 0 Some University 11.50 162 University Degree 58.09 338 Dwelling Value Index 464

PRIZMCE Marketer’s Handbook - 2008 Page 6 U1 02 - URBANE VILLAGERS

Wealthy middle-aged urban sophisticates Population 472,434 (1.41% of Canada) Households 165,543 (1.24% of Canada) Average Household Income $201,232

Housing Tenure Homeowners Education University Occupation White-collar Ethnic Presence Low Sample Social Value Adaptability to Complexity in Life Located in Canada’s largest cities, Urbane Villagers is a prosperous world of stately homes and high-end cars, charity auctions and golf club memberships. The nation’s second wealthiest cluster, it’s characterized by married couples with university degrees and university-aged children, and it includes a significant percentage of European and Asian immigrants. With their hefty salaries-- average household incomes top $201,000--Urbane Villagers members enjoy the trappings of wealth: designer clothes, vacation cottages and frequent trips abroad. But these Canadians also tend to be involved in their communities, as active and philanthropic members of cultural, political and environmental groups.

Slightly younger and less affluent than Canada’s top-ranked citizens, Urbane Villagers residents are among the top contributors to RRSPs. They are also a bit more style-conscious and less formal in their consumption patterns. They’re more likely to shop at stores like Banana Republic and Club Monaco, the men more likely to wear cologne, the women more likely to wear less expensive jewellery. Although they’re able to afford flying business and first class, they’re not above flying economy as well. They rank near the top for buying books, personal computers and Australian wine, and also are heavily involved in the arts, as both benefactors and patrons of museums, art galleries and orchestras. WHERE THEY LIVE Mont-Royal, West Vancouver, King, Aurora, Oakville, Caledon, Mississauga, Toronto

HOW THEY THINK Urbane Villagers is an affluent but not insular cluster. Residents are most distinguished by their openness to new ideas and people as well as their feeling of responsibility for their local environments and neighbourhoods. This connectedness to place and people gives rise to a number of progressive values, including Global Ecological Consciousness, Cultural Fusion, a belief in Equal Relationship with Youth and a sense of Vitality. Urbane Villagers residents believe that diversity gives life richness: they reject Ethnic Intolerance, and their Importance of Aesthetics and Adaptability to Complexity in Life suggests that they are seeking rich new experiences. The threads of diversity, aesthetics and community connectedness weave together strongly; Urbane Villagers residents love the idea of vibrant street life championed by urban theorist Jane Jacobs. And these Canadians are attracted to green products and local business.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada skiing Age Maintainer Age theatre 0-4 4.53 87 < 25 0.96 26 art galleries 5-14 12.74 110 25-34 8.27 54 vacation homes 15-24 14.89 110 35-44 18.50 93 sailing 25-44 22.17 79 45-54 27.20 121 45-64 32.60 117 55-64 24.07 138 Shopping 65-74 7.25 100 65-74 11.91 107 $1,500+ on men’s clothing 75-84 4.27 91 75+ 9.10 92 laptops/notebooks 85+ 1.54 85 dry cleaning Size Holt Renfrew Mother Tongue 1 person 18.03 68 MEXX English 72.58 124 2 people 31.20 93 French 6.63 30 3 people 15.87 99 Media Non-Official 19.65 110 4+ people 34.90 146 TV golf Immigration Family Status Food & Drink Immigrant 26.67 132 Non-family 19.69 67 Canadian House & Home Couples w/ kids 45.50 141 newspaper business sections Arrived < 1961 21.42 130 Couples, no kids 28.48 104 Internet to track investments 1961-1970 20.42 149 Lone parent 6.32 58 Food/Drink 1971-1980 20.97 122 Age of Children 1981-1990 16.24 85 < 6 15.73 76 premium ice cream 1991-1995 10.79 68 6-14 35.19 97 nuts > 1996 10.15 57 15-17 13.81 107 gourmet coffee Scotch whisky Visible Minority 18-24 24.90 125 Yes 13.46 98 25+ 10.38 101 seafood restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings Marital Status Tenure have mutual funds outside RRSP Single 29.87 86 Own 85.71 125 $10,000+ yearly contributed to RRSPs Married 59.40 123 Rent 14.29 47 Stocks & Bonds W/D/S 10.73 63 Band 0.00 0 have a will

Mode of Period of Transport Construction Automotive Car 56.54 103 < 1946 19.41 160 $50,000+ on latest vehicle Public Transport 8.46 127 1946-1960 13.57 97 purchase or lease new vehicles 1961-1970 9.75 73 luxury cars Class of Worker Saab models Employed 77.56 89 1971-1980 10.61 56 1981-1990 19.96 124 public transit Self-Employed 22.07 184 Unpaid 0.37 93 1991-1995 6.81 98 1996-2000 7.58 93 Attitudes Occupation 2001-2006 7.02 110 “I avoid using the products of companies Primary 1.56 33 > 2006 5.27 128 with a poor environmental record” Blue-collar 14.95 59 “I’ve taken steps to ensure that I have Service sector 33.09 84 Type sufficient money for retirement” White-collar 50.40 166 Single 70.91 128 “I have great confidence in my creative Semi 4.79 100 abilities” Education Row 4.09 72 “I am willing to pay more for < Grade 9 2.58 26 Duplex 2.98 55 environmentally friendly products” Grade 9-13 14.72 47 Low Rise 7.81 43 “It is important to enjoy the simple things Trade 5.66 48 High Rise 9.33 104 in life" College 18.77 82 Mobile 0.02 1 Some University 10.79 152 University Degree 47.49 277 Dwelling Value Index 285

PRIZMCE Marketer’s Handbook - 2008 Page 8 U1 08 - MONEY & BRAINS

Upscale and educated professionals and their families Population 675,208 (2.01% of Canada) Households 260,577 (1.95% of Canada) Average Household Income $110,478

Housing Tenure Homeowners Education University Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Control of Destiny The residents of Money & Brains seem to have it all: high incomes, advanced degrees and sophisticated tastes to match their credentials. Many of these Canadians are empty-nesters or married couples with university-aged children who live in older, fashionable homes on small, manicured lots in urban and suburban areas. With 37 percent holding university degrees, Money & Brains consumers exhibit cultured sensibilities in the marketplace. They tend to support the arts, buy lots of books, listen to classical music radio stations, travel abroad and subscribe to business, news and travel magazines. A politically active cluster, residents here rank high for working on community projects, serving as volunteers and writing letters to public officials.

Money & Brains is one of the top clusters for buying financial products. These savvy Canadians invest in virtually every kind of mutual fund available. But these households are also home to a significant proportion of young adults living with their parents, and surveys reveal the popularity of a number of athletic activities--from skiing and sailing to swimming and tennis--among both parents and their children. The residents of Money & Brains like to cultivate both mind and body. WHERE THEY LIVE Baie-d'Urfé, Oak Bay, North Saanich, Beaconsfield, Blue Mountains, White Rock, West Vancouver, Pointe-Claire, Niagara-on-the- Lake, Lac-Brome, North Vancouver, Dollard-des-Ormeaux, Ottawa, Fredericton

HOW THEY THINK The residents of Money & Brains have cultivated comfortable and fulfilling lives, and their values reflect both their sense of security and their satisfaction with their current state. Having believed in Discriminating Consumerism and Control of Destiny, these Canadians have taken responsibility for their own well-being, financial and otherwise, and have been rewarded. This is an engaged and curious cluster that seeks to learn from people and situations that are new for them (Social Learning), striving to better understand itself and others (Introspection and Empathy). Open minded, these Canadians embrace Cultural Fusion - and believe in Flexible Gender Identity. Money & Brains residents are looking not only for fulfillment but also for fun as they age: they believe in the Importance of Spontaneity in Daily Life, love to escape the routine, and put a high value on aesthetics. Money & Brains residents are more likely to crave experiences—at least, ones they can share—than physical objects.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada theatre Age Maintainer Age art galleries 0-4 4.28 82 < 25 1.14 31 skiing 5-14 10.76 93 25-34 8.00 52 garden shows 15-24 12.99 96 35-44 16.23 81 entertaining at home 25-44 21.84 78 45-54 23.46 104 45-64 31.55 113 55-64 21.64 124 Shopping 65-74 9.28 128 65-74 14.61 131 lawn care products 75-84 6.79 144 75+ 14.92 151 vitamins, minerals, herbal supplements 85+ 2.51 138 department store rewards programs Size Tabi International Mother Tongue 1 person 20.60 78 Pier 1 Imports English 79.10 135 2 people 37.11 111 French 4.15 19 3 people 16.18 101 Media Non-Official 15.79 88 4+ people 26.11 109 TV figure skating Immigration Family Status “CBC The National” Immigrant 21.89 108 Non-family 22.65 77 50Plus Couples w/ kids 36.32 112 TV Times Arrived < 1961 29.99 183 Couples, no kids 32.77 120 EnRoute 1961-1970 22.86 167 Lone parent 8.26 76 Food/Drink 1971-1980 18.88 110 Age of Children 1981-1990 15.47 81 < 6 16.75 81 frozen vegetables 1991-1995 6.79 43 6-14 34.13 94 applesauce > 1996 6.01 34 15-17 13.20 102 decaffeinated coffee skim milk Visible Minority 18-24 24.16 122 Yes 8.99 65 25+ 11.76 115 high quality restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings Marital Status Tenure personal property insurance Single 27.31 78 Own 88.39 128 senior banking packages Married 58.09 121 Rent 11.60 38 pre-authorized bill payment W/D/S 14.60 86 Band 0.00 1 guaranteed investment funds

Mode of Period of Transport Construction Automotive Car 54.54 99 < 1946 12.76 105 $50,000+ on latest vehicle Public Transport 5.89 88 1946-1960 25.68 184 luxury vehicles 1961-1970 20.46 153 purchase vehicle with trade-in Class of Worker purchase vehicle at the end of a lease plan Employed 83.75 96 1971-1980 15.46 82 1981-1990 10.82 67 Volvo models Self-Employed 15.96 133 Unpaid 0.29 73 1991-1995 3.33 48 1996-2000 4.77 58 Attitudes Occupation 2001-2006 3.16 49 “I am comfortable with new technologies Primary 1.25 26 > 2006 3.56 86 that are entering all aspects of life” Blue-collar 15.64 62 “I’ve taken steps so that I have sufficient Service sector 37.93 96 Type funds for retirement” White-collar 45.17 149 Single 78.08 141 “It should be tougher to obtain welfare Semi 2.80 59 and employment insurance” Education Row 4.72 84 “I would rather go out than spend an < Grade 9 3.17 31 Duplex 5.00 93 evening at home” Grade 9-13 19.02 61 Low Rise 5.64 31 “I am willing to pay a little extra to save Trade 8.22 70 High Rise 3.54 40 time shopping” College 22.03 96 Mobile 0.13 10 Some University 10.12 143 University Degree 37.44 218 Dwelling Value Index 152

PRIZMCE Marketer’s Handbook - 2008 Page 10 U1 09 - FURS & PHILANTHROPY

High-achieving cultured urban families Population 146,220 (0.44% of Canada) Households 51,927 (0.39% of Canada) Average Household Income $108,408

Housing Tenure Homeowners Education University Occupation White-collar & Service Sector Ethnic Presence High Sample Social Value Introspection and Empathy Educated, upscale and nearly two-thirds Jewish, Furs & Philanthropy consists of both larger families and empty nests concentrated in a handful of big-city neighbourhoods like the Bathurst Street section of Toronto and Côtes-des-Neiges in Montreal. Many of these households contain second- and third-generation Canadian Jews in addition to recent Russian émigrés. These households tend to have late teens and older children at home, own elegant houses or apartments and work as professionals and corporate executives. Maintaining active social lives, they go to the ballet, frequent art galleries, attend food exhibitions and exercise at health clubs. These in-town sophisticates are both well-travelled--they frequently fly to the north-eastern U.S., Florida and the Caribbean--and eclectic in their philanthropy. They donate to a wide range of medical, cultural and religious groups.

In Furs & Philanthropy, educated and well-off residents enjoy a leisure-intensive lifestyle. They have high rates for going to the theatre, buying jewellery, taking aerobic fitness classes and getting away to their vacation homes. Even though many cluster households have only one wage-earner, their average household income of $108,000 allows these families to invest heavily in stocks, bonds and mutual funds. And there are few segments with a higher propensity for travelling--within Canada and abroad, often to the U.S. as snowbirds. Furs & Philanthropy residents are both worldly and rooted in their communities. WHERE THEY LIVE Hampstead, Côte-Saint-Luc, Toronto, Vaughan

HOW THEY THINK Furs & Philanthropy residents are both comfortable and connected: their Community Involvement, Introspection & Empathy and Religiosity cause them to give generously of both time and money. They also enjoy the Networking that this generosity provides to their lives. But this cluster is not insular. A sense of Belonging to the Global Village links these residents to communities beyond their own neighbourhoods. Through their Search for Roots and Ritual, this cluster wants deeply to connect to their history and traditions. Furs & Philanthropy residents delight in making their own decisions and steering their own ship: they register a Need for Autonomy and they manifest great Adaptability to Complexity in Life. Feeling Financial Concern Regarding the Future, they are oriented towards Saving on Principle. Sometimes this creates challenges in the face of the importance they place on Ostentatious Consumption and appearing attractive (Importance of Physical Beauty). These Canadians are attracted to marketing that emphasizes home, family and community, while acknowledging that there’s a fascinating world beyond those boundaries.

PRIZMCE Marketer’s Handbook - 2008 Page 11

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fitness aerobics Age Maintainer Age theatre 0-4 5.95 114 < 25 1.66 45 classical music concerts 5-14 13.15 113 25-34 10.29 67 food shows 15-24 14.47 107 35-44 18.26 92 foreign films 25-44 23.19 83 45-54 23.07 103 45-64 27.19 98 55-64 18.31 105 Shopping 65-74 7.05 97 65-74 11.85 107 $1,500+ on women's clothing 75-84 6.02 128 75+ 16.56 168 The Bay 85+ 2.98 165 dry cleaning Size disposable contact lenses Mother Tongue 1 person 23.71 89 Tip Top Tailors English 56.45 96 2 people 28.20 84 French 8.58 39 3 people 15.64 98 Media Non-Official 32.81 183 4+ people 32.45 136 NBA basketball Immigration Family Status “CTV News” Immigrant 39.98 198 Non-family 25.77 87 news/talk radio Couples w/ kids 42.25 131 Canadian Business Arrived < 1961 21.44 131 Couples, no kids 23.21 85 Toronto Life 1961-1970 14.60 107 Lone parent 8.77 81 Food/Drink 1971-1980 17.94 104 Age of Children 1981-1990 20.48 107 < 6 18.23 88 cream cheese 1991-1995 12.63 79 6-14 33.95 94 frozen yogurt > 1996 12.92 73 15-17 12.50 97 seltzer Italian wine Visible Minority 18-24 23.38 118 Yes 11.81 86 25+ 11.94 117 high quality restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings Marital Status Tenure maximum RRSP contribution Single 29.03 83 Own 73.06 106 will/estate planning services Married 56.33 117 Rent 26.94 88 secured line of credit W/D/S 14.64 86 Band 0.00 0 avoid ATMs

Mode of Period of Transport Construction Automotive Car 50.88 93 < 1946 6.51 54 $40,000-$50,000 on latest vehicle Public Transport 10.77 162 1946-1960 22.95 165 new versus used vehicles 1961-1970 13.80 103 auto club membership Class of Worker pay-at-pump self-serve gas Employed 79.71 91 1971-1980 13.49 72 1981-1990 24.42 152 Buick models Self-Employed 19.89 166 Unpaid 0.40 99 1991-1995 6.51 94 1996-2000 4.47 55 Attitudes Occupation 2001-2006 5.04 79 “Other cultures have a lot to teach us” Primary 0.16 3 > 2006 2.82 68 “There should be more restrictions on Blue-collar 16.22 64 smoking in public areas” Service sector 37.68 95 Type “I like to dine at fine restaurants as often as White-collar 45.94 151 Single 44.37 80 possible” Semi 5.48 115 “I believe that each stage of our lives has a Education Row 5.09 90 corresponding way to live and think, and < Grade 9 6.66 66 Duplex 6.24 116 we need to live according to our real age” Grade 9-13 20.32 65 Low Rise 12.14 67 “When jobs are scarce, men have more Trade 5.68 48 High Rise 26.59 297 right to a job than women” College 17.93 79 Mobile 0.02 1 Some University 10.85 153 University Degree 38.56 225 Dwelling Value Index 189

PRIZMCE Marketer’s Handbook - 2008 Page 12

PRIZMCE Marketer’s Handbook - 2008 Page 13 S1 - Suburban Elite

The three clusters in Suburban Elite represent the most upscale suburban social group, characterized by young and middle-aged families living in recently built homes. One socioeconomic rung down from Urban Elite, these Canadians have both college and university educations, and hold service sector and white-collar jobs. Suburban Elite also consists of a significant concentration of Quebecers in Nouveaux Riches, the most affluent Francophones in the nation. As a group, these consumers tend to indulge in products and activities aimed at families: sports gear, consumer electronics, casual restaurants, amusement parks and all manner of toys, books, video games and pets.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 7.71 147 Worker Non-family 13.31 45 5-14 14.92 129 Employed 87.49 100 Couples w/ kids 52.36 162 15-24 12.90 96 Self-employed 12.30 103 Couples, no kids 25.87 95 25-44 32.98 118 Unpaid 0.20 51 Lone parent 8.47 78 45-64 24.24 87 Occupation Age of 65-74 4.38 60 Primary 2.26 48 Children 75-84 2.16 46 Blue-collar 23.04 91 < 6 25.31 122 85+ 0.71 39 Service sector 38.03 96 6-14 37.94 105 Mother White-collar 36.67 121 15-17 11.63 90 Tongue Education 18-24 18.05 91 English 25+ 65.87 112 < Grade 9 3.99 40 7.07 69 French 10.02 45 Grade 9-13 22.68 73 Cluster Index Non-official 22.67 127 Trade 10.26 87 Dwellings % Canada Immigration College 26.76 117 Immigrant 26.34 130 Some university 8.69 123 Tenure University Own 93.68 136 Arrived < 1961 10.20 62 degree 27.63 161 Rent 6.32 21 1961-1970 13.04 95 Band 0.00 0 1971-1980 19.89 116 Cluster Index Period of 1981-1990 22.90 120 Households % Canada Construction 1991-1995 18.31 115 Maintainer < 1946 1.32 11 > 1996 15.64 88 Age 1946-1960 2.76 20 Visible < 25 1.73 47 1961-1970 3.15 24 Minority 25-34 19.35 125 1971-1980 6.19 33 Yes 20.48 149 35-44 28.50 143 1981-1990 11.35 71 45-54 24.52 109 1991-1995 9.05 130 Adult Cluster Index 55-64 15.03 86 1996-2000 32.19 395 Population % Canada 65-74 6.91 62 2001-2006 23.61 370 Marital Status 75+ 3.96 40 > 2006 10.39 252 Single 27.76 80 Married 61.64 128 Size Type Single Wid/Div/Sep 10.60 62 1 person 11.83 44 74.38 134 Semi 2 people 27.98 83 8.03 168 Mode of 3 people 19.80 124 Row 10.56 187 Transport 4+ people 40.40 169 Duplex 2.22 41 Car 68.10 124 Low-rise 3.61 20 Public transport 6.16 92 High-rise 0.89 10 Mobile 0.25 19 Dwelling Value Index 142

PRIZMCE Marketer’s Handbook - 2008 Page 14 S1 03 - SUBURBAN GENTRY

Well-off middle-aged suburban families Population 463,024 (1.38% of Canada) Households 157,020 (1.18% of Canada) Average Household Income $141,532

Housing Tenure Homeowners Education University Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Need for Autonomy The Suburban Gentry segment is a magnet for Canada’s up-and-coming business class: a prosperous suburban world of dual-income couples who have university degrees and large families, typically with teens or university-aged children. Given its high percentage of managers and self-employed professionals, there’s a decided business streak to this cluster. Suburban Gentry residents rank near the top for owning laptop computers and fax machines as well as for taking business trips and reading newspaper business sections. These consumers are big spenders who like to golf, go out to eat and drive luxury SUVs. Fitness conscious, they’re much more likely than average Canadians to engage in yoga, own a home gym and declare, “Exercise is an important part of my life. ”

Suburban Gentry represents Canada’s version of suburban wealth. Residents have turned their sprawling new homes into gadget- filled castles, complete with DVD players, cordless phones, wireless computers and video game systems. With its large families--40 percent have at least two kids--this cluster scores high for outdoor sports activities. While they golf, sail and ski, many of these households seem to prefer exercising their minds indoors, reading a lot of financial magazines, watching news and educational channels and spending a healthy amount of time online to browse books, check out vacation spots and track investments. To reward themselves for their hard work, they’re more than twice as likely as the general population to buy an expensive car. WHERE THEY LIVE North Vancouver, Foothills No.31, Baie-d'Urfé, Sainte-Anne-de-Bellevue, Ottawa, Headingley, Calgary

HOW THEY THINK Suburban Gentry residents have been successful in setting their place in society, as their affluence and business success suggest. Along with this success, these residents have low Confidence in Small Business and Confidence in Government, reflecting their affinity to Corporate Canada. These Canadians believe it’s up to them to make their futures (Control of Destiny) and their Need for Autonomy and Social Darwinism ensure that they will work hard to maintain their status. But they are not focused solely on themselves: their strong Legacy indicates that they are turning their attention to the kind of society they will leave behind for their children. And to maintain their success, this cluster is open to new people, technology, and ideas making an impact on their lives, as demonstrated by their support of Cultural Fusion, Equal Relationship with Youth, and Flexible Gender Identity. As consumers, they express Confidence in Advertising, and while they feel strongly about the Importance of Aesthetics, they have a very low Need for Status Recognition.

PRIZMCE Marketer’s Handbook - 2008 Page 15

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada golf Age Maintainer Age walking/hiking 0-4 4.42 85 < 25 0.93 25 art galleries 5-14 13.04 112 25-34 7.82 51 exercising at home 15-24 15.76 117 35-44 18.90 95 travel to California 25-44 21.77 78 45-54 31.19 139 45-64 33.99 122 55-64 23.36 134 Shopping 65-74 6.55 90 65-74 10.97 99 $500+ for fine jewellery 75-84 3.46 73 75+ 6.83 69 $2,500+ on women’s clothing 85+ 1.01 56 frequent flyer programs Size Costco Mother Tongue 1 person 12.46 47 The Shoe Company English 75.61 129 2 people 31.98 95 French 4.33 20 3 people 18.25 114 Media Non-Official 19.11 107 4+ people 37.30 156 Canadian Business Immigration Family Status “The Tonight Show” Immigrant 24.16 119 Non-family 13.68 46 "CBC Morning" Couples w/ kids 49.72 154 Tech TV Arrived < 1961 15.11 92 Couples, no kids 29.23 107 TV Times 1961-1970 15.26 111 Lone parent 7.37 68 Food/Drink 1971-1980 20.27 118 Age of Children 1981-1990 16.13 84 < 6 15.38 74 meal replacement drinks/bars 1991-1995 17.44 110 6-14 34.76 96 olive oil > 1996 15.78 89 15-17 14.96 116 tortilla flat bread soft drinks/colas Visible Minority 18-24 25.76 130 Yes 16.20 118 25+ 9.13 89 casual restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings Marital Status Tenure mutual funds within RRSP Single 28.40 82 Own 92.60 135 whole life term insurance Married 61.78 128 Rent 7.40 24 stocks W/D/S 9.82 58 Band 0.00 1 have a will

Mode of Period of Transport Construction Automotive Car 61.89 113 < 1946 4.44 37 $40,000-$50,000 on latest vehicle Public Transport 6.33 95 1946-1960 8.68 62 2-vehicle households 1961-1970 9.91 74 purchase or lease new vehicles Class of Worker SUVs Employed 83.76 96 1971-1980 17.62 94 1981-1990 28.39 176 Infiniti models Self-Employed 15.99 133 Unpaid 0.25 62 1991-1995 11.95 172 1996-2000 6.06 74 Attitudes Occupation 2001-2006 8.47 133 “I am of the firm conviction that idle time Primary 3.09 65 > 2006 4.47 109 is wasted time” Blue-collar 15.49 61 “Women are not fairly represented in Service sector 38.10 96 Type business and politics” White-collar 43.32 143 Single 82.81 149 “Exercise is an important part of my life” Semi 3.37 70 “The future looks good for young people” Education Row 5.44 96 “I try to keep abreast of changes in < Grade 9 2.41 24 Duplex 4.46 83 fashion” Grade 9-13 18.25 59 Low Rise 3.09 17 Trade 8.46 72 High Rise 0.68 8 College 22.63 99 Mobile 0.10 7 Some University 10.94 154 University Degree 37.31 217 Dwelling Value Index 172

PRIZMCE Marketer’s Handbook - 2008 Page 16 S1 06 - NOUVEAUX RICHES

Prosperous Quebec suburban families Population 242,207 (0.72% of Canada) Households 84,660 (0.63% of Canada) Average Household Income $129,477

Housing Tenure Homeowners Education University Occupation White-collar & Self-Employed Ethnic Presence Low Sample Social Value Concern for Appearance The most affluent of the Francophone clusters, Nouveaux Riches is centred in the new suburbs outside Montreal and Quebec City, in communities like St-Bruno, Lac-Beauport, Lorraine and Boucherville. As children of the Quiet Revolution, residents here are the first generation of self-made affluent Quebecers. With their university educations, fluency in both French and English, and professional and entrepreneurial jobs, these middle-aged men and women today can afford to house their large families in new suburban splendour--their stately homes adorned with backyard pools, hot tubs and gourmet barbecues. Nouveaux Riches residents drive expensive imports, buy trendy clothes and go to spa resorts. Serious and status-conscious, they’ve earned their way to the top and are unashamed to spend their money on themselves and their children.

The lifestyle of Nouveaux Riches residents reflects both their affluence and Québécois roots. Like other well-to-do Canadians--their average household income is $129,000--they travel abroad, shop at chi-chi chains like Holt Renfrew and own a range of investments. But they also exhibit social and marketplace patterns typical of French-speaking residents at all income levels. Nouveaux Riches includes a high percentage of common-law marriages as well as a fondness for caisses populaires (credit unions), French wine and any kind of television--from current affairs to sports to satire. WHERE THEY LIVE Cap-Rouge, Lac-Beauport, L'Île-Bizard, Sillery, Rosemère, Boucherville, La Prairie, Saint-Lambert, Aylmer

HOW THEY THINK Nouveaux Riches residents pride themselves on keeping up with the times, styles, and Joneses (or, more appropriately, the Tremblays). Very strong on Enthusiasm for Technology and Adaptability to Complexity in Life, these Quebecers are flexible and open to change both technological and social. Nouveaux Riches residents have roundly rejected Quebec’s traditional Catholicism (their Religiosity is very low) but still ponder the Meaning of Life and score high on Spiritual Quest. This cluster is in part responsible for Montreal’s reputation for stylish residents: Nouveaux Riches is strong on Concern for Appearance. Nouveaux Riches residents appreciate the beautiful and well-designed—whether an ad, a garment or a household object. They tend to seek symbols of status and enjoy the Pursuit of Novelty. Nouveaux Riches represents much of Quebec’s managerial class and believes firmly in Control of Destiny, though unlike their Anglophone cousins in Suburban Gentry, they exhibit a strong Confidence in Government.

PRIZMCE Marketer’s Handbook - 2008 Page 17

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada cross-country skiing Age Maintainer Age exercising at home 0-4 5.55 106 < 25 0.71 20 book shows 5-14 13.92 120 25-34 10.92 71 pop music concerts 15-24 14.26 106 35-44 22.50 113 travel within Canada 25-44 24.67 88 45-54 31.41 140 45-64 32.82 118 55-64 22.00 126 Shopping 65-74 5.62 78 65-74 8.46 76 children’s toys 75-84 2.47 52 75+ 3.99 40 fruit and vegetable stores 85+ 0.70 38 eye shadow Size Costco Mother Tongue 1 person 13.95 52 Les Ailes de la Mode English 8.82 15 2 people 32.19 96 French 83.08 375 3 people 19.26 121 Media Non-Official 6.81 38 4+ people 34.60 145 RDI Immigration Family Status “Zone libre” Immigrant 8.99 44 Non-family 15.02 51 multicultural radio Couples w/ kids 48.96 152 Les Affaires Arrived < 1961 13.75 84 Couples, no kids 28.47 104 L’actualité 1961-1970 21.63 158 Lone parent 7.55 69 Food/Drink 1971-1980 21.38 124 Age of Children 1981-1990 21.00 110 < 6 18.48 89 fresh pasta 1991-1995 12.77 80 6-14 39.82 110 rice cakes > 1996 9.48 54 15-17 14.06 109 granola bars decaffeinated whole coffee beans Visible Minority 18-24 21.38 108 Yes 4.76 35 25+ 6.26 61 French red wine

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $100,000-$250,000 in securities and Marital Status Tenure savings Single 37.54 108 Own 93.59 136 common stock Married 49.10 102 Rent 6.41 21 auto loans W/D/S 13.36 78 Band 0.00 0 life insurance Internet banking Mode of Period of Transport Construction Car 64.85 118 < 1946 2.07 17 Automotive Public Transport 7.61 114 1946-1960 6.53 47 $50,000+ on latest vehicle 1961-1970 7.70 58 households with 2+ vehicles Class of Worker compact SUVs Employed 86.07 98 1971-1980 18.05 96 1981-1990 32.17 200 lease rather than purchase Self-Employed 13.69 114 Mercedes-Benz models Unpaid 0.24 60 1991-1995 9.97 144 1996-2000 11.15 137 Occupation 2001-2006 7.39 116 Attitudes Primary 0.59 12 > 2006 4.96 120 “I only hang around with people who can Blue-collar 18.27 72 be of some real use to my personal Service sector 39.35 99 Type development” White-collar 41.79 138 Single 80.65 146 “It’s important to me to rely on the new Semi 5.31 111 technologies to save time” Education Row 2.48 44 “I hate being told what to do; I must feel < Grade 9 3.43 34 Duplex 1.45 27 that I have total control over all the Grade 9-13 17.24 56 Low Rise 5.39 30 different areas of my life” Trade 7.91 67 High Rise 4.57 51 “I prefer to buy clothes that are classic College 25.08 110 Mobile 0.06 4 and timeless in style” Some University 8.18 116 “I enjoy dressing for formal occasions” University Degree 38.16 222 Dwelling Value Index 105

PRIZMCE Marketer’s Handbook - 2008 Page 18 S1 11 - PETS & PCS

Large upscale suburban families Population 2,028,549 (6.05% of Canada) Households 646,219 (4.84% of Canada) Average Household Income $116,970

Housing Tenure Homeowners Education University/College Occupation Mixed Ethnic Presence Some Sample Social Value Enthusiasm for Technology With its many younger, upwardly mobile, multi-ethnic families, Pets & PCs could be considered an incubator cluster. No segment has a greater concentration of new housing--two-thirds of the homes were built after 1996--or residents who have moved in the last five years: a startling 76 percent. Many of these high-earning newcomers, with an average household income of $117,000 have settled into single-home and townhouse subdivisions where they’ve crafted an active, child-centred lifestyle. They have high rates for enjoying pets, toys and desktop computers. Educated and optimistic, these first-time homeowners tell researchers, “I like to be in complex situations that challenge me to figure out how to come out ahead”--and they are busily going about their lives to prove it.

Scattered around larger cities across Canada, Pets & PCs has attracted a wide-ranging mix of immigrants from India, China, the U.K., Italy and the Philippines. With a disproportionate number of children under six years old, these younger families frequent department stores, pizza parlours and amusement parks. But when it comes to culture, you won’t find Pets & PCs residents at an art gallery or a ballet performance. A big night is to entertain friends and neighbours at home. WHERE THEY LIVE Okotoks, Cochrane, Devon, Airdrie, Vaughan, Barrie, Caledon, Richmond Hill, Brampton, Red Deer, Aurora, Canmore, Calgary, Fort Saskatchewan, Maple Ridge, Halton Hills, Langley, Mississauga, Petawawa

HOW THEY THINK Pets & PCs is a dynamic cluster whose residents are fulfilled and successful. These often new but proud Canadians also have flexible, autonomous values which should help them achieve even greater success in the future. Strong on Networking and Cultural Fusion, as well as scoring high on both Enthusiasm for Technology and Time Management Technology, these wired Canadians are not preoccupied with borders—they see themselves as citizens of the world and are skilled at accessing it using technology. This is an ambitious cluster that often feels time-pressed with all its residents are trying to achieve. Their efforts are driven by a strong Need for Autonomy and belief in Social Darwinism which should allow them to make their own decisions and set their course in life. They are attracted to the idea that technology can grant them both connectedness and independence simultaneously. Pets & PCs express a high Primacy of the Family, indicating that home life is a priority. With Confidence in Advertising, they pay attention to the Importance of Aesthetics, being attracted to innovative and sophisticated, modern designs.

PRIZMCE Marketer’s Handbook - 2008 Page 19

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada walking/hiking Age Maintainer Age amusement parks 0-4 8.71 166 < 25 2.05 56 zoos/aquariums 5-14 15.48 133 25-34 23.25 151 computer shows 15-24 12.08 89 35-44 31.62 159 entertaining at home 25-44 36.54 130 45-54 22.00 98 45-64 20.99 75 55-64 12.09 69 Shopping 65-74 3.73 52 65-74 5.72 51 Pet Smart 75-84 1.83 39 75+ 3.26 33 exercise equipment 85+ 0.64 35 scanners Size Toys ’R Us Mother Tongue 1 person 11.39 43 Sam's Club English 70.46 120 2 people 26.45 79 French 2.59 12 3 people 20.25 127 Media Non-Official 25.37 142 4+ people 41.91 175 cartoons Immigration Family Status “Survivor” Immigrant 28.91 143 Non-family 13.00 44 “Hockey Night in Canada” Couples w/ kids 53.41 165 classic rock radio Arrived < 1961 8.12 49 Couples, no kids 24.74 91 Internet general entertainment sites 1961-1970 11.63 85 Lone parent 8.85 81 Food/Drink 1971-1980 19.65 114 Age of Children 1981-1990 25.59 134 < 6 28.31 136 $200+ monthly on groceries 1991-1995 19.02 119 6-14 38.42 106 cheese strings > 1996 16.00 91 15-17 10.61 82 waffles sports drinks Visible Minority 18-24 15.96 80 Yes 23.32 170 25+ 6.70 65 Boston Pizza

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $1,001 To $1,500 monthly on credit cards Marital Status Tenure mortgages Single 26.36 76 Own 93.95 136 mutual funds Married 63.19 131 Rent 6.05 20 lines of credit W/D/S 10.45 61 Band 0.00 0 telephone banking to transfer funds

Mode of Period of Transport Construction Automotive Car 70.04 128 < 1946 0.46 4 households with 2+ vehicles Public Transport 5.93 89 1946-1960 0.82 6 purchase/lease new vehicles 1961-1970 0.91 7 mid-sized SUVs Class of Worker minivans Employed 89.42 102 1971-1980 1.85 10 1981-1990 4.49 28 Volvo models Self-Employed 10.40 87 Unpaid 0.18 45 1991-1995 8.23 119 1996-2000 41.29 506 Attitudes Occupation 2001-2006 29.41 461 “I am willing to pay a little extra to save Primary 2.26 48 > 2006 12.54 304 time shopping” Blue-collar 27.34 108 “I love gadget products, things that are not Service sector 37.71 95 Type necessarily useful but are fun to interact White-collar 32.69 108 Single 71.51 129 with” Semi 9.52 199 “I believe that one should strive to be as Education Row 12.86 228 active and occupied as possible in order to < Grade 9 4.44 44 Duplex 1.78 33 get the most out of life, even if it means Grade 9-13 24.43 79 Low Rise 3.50 19 always being on the run” Trade 10.99 93 High Rise 0.46 5 “I enjoy entertaining” College 27.96 122 Mobile 0.31 23 Some University 8.20 116 University Degree 23.98 140 Dwelling Value Index 137

PRIZMCE Marketer’s Handbook - 2008 Page 20

PRIZMCE Marketer’s Handbook - 2008 Page 21 E1 - Exurban Elite

Exurban Elite consists of the three wealthiest lifestyle types outside the nation’s metropolitan sprawl, beyond the suburbs but within reasonable commutes of city jobs. The residents in this exurban group tend to be married, middle-aged couples and families who live in comfortable homes and hold white-collar and service sector jobs. With their large families of teens and tweens, households here have high rates for going camping and playing organized sports, visiting amusement parks and ski resorts, and playing video games. Living in recently built subdivisions, residents are inextricably tied to their cars, and frequently purchase $30,000 SUVs and sporty luxury cars for commuting to work and chauffeuring the kids.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.09 97 Worker Non-family 12.69 43 5-14 13.75 118 Employed 87.24 100 Couples w/ kids 50.20 155 15-24 15.44 114 Self-employed 12.47 104 Couples, no kids 28.73 105 25-44 25.72 92 Unpaid 0.30 74 Lone parent 8.38 77 45-64 30.57 110 Occupation Age of 65-74 5.79 80 Primary 2.85 60 Children 75-84 2.81 60 Blue-collar 25.14 99 < 6 17.33 83 85+ 0.82 45 Service sector 38.88 98 6-14 36.34 100 Mother White-collar 33.13 109 15-17 13.84 107 Tongue Education 18-24 23.24 117 English 25+ 80.13 137 < Grade 9 4.35 43 9.25 90 French 3.31 15 Grade 9-13 27.04 87 Cluster Index Non-official 15.50 87 Trade 11.83 100 Dwellings % Canada Immigration College 27.09 119 Immigrant 19.81 98 Some university 8.67 122 Tenure University Own 92.91 135 Arrived < 1961 20.73 126 degree 21.02 122 Rent 7.06 23 1961-1970 20.71 151 Band 0.03 7 1971-1980 23.53 137 Cluster Index Period of 1981-1990 19.42 102 Households % Canada Construction 1991-1995 8.81 55 Maintainer < 1946 4.18 34 > 1996 6.79 38 Age 1946-1960 5.38 39 Visible < 25 0.88 24 1961-1970 8.68 65 Minority 25-34 10.78 70 1971-1980 19.67 104 Yes 10.85 79 35-44 22.75 114 1981-1990 26.92 167 45-54 29.44 131 1991-1995 11.85 171 Adult Cluster Index 55-64 21.08 121 1996-2000 10.79 132 Population % Canada 65-74 9.62 87 2001-2006 7.00 110 Marital Status 75+ 5.45 55 > 2006 5.55 135 Single 28.26 81 Married 60.92 127 Size Type Single Wid/Div/Sep 10.83 63 1 person 11.54 43 85.48 154 Semi 2 people 30.81 92 3.75 78 Mode of 3 people 18.75 117 Row 4.57 81 Transport 4+ people 38.90 163 Duplex 2.97 55 Car 68.52 125 Low-rise 2.10 12 Public transport 3.81 57 High-rise 0.53 6 Mobile 0.49 37 Dwelling Value Index 136

PRIZMCE Marketer’s Handbook - 2008 Page 22 E1 07 - WINNER'S CIRCLE

Well-off middle-aged exurban families Population 936,630 (2.79% of Canada) Households 290,913 (2.18% of Canada) Average Household Income $121,316

Housing Tenure Homeowners Education University/College Occupation Mixed Ethnic Presence Low Sample Social Value Racing Against the Clock Among the upscale suburban lifestyles, Winner’s Circle is known for its sprawling families--43 percent have three or more children-- and new-money subdivisions, with one-third of the homes built since 1990. Surrounding their homes are all the signs of affluence: landscaped gardens, recreational parks, golf courses and malls filled with high-end boutiques. With average household incomes over $121,000, residents of Winner’s Circle are big spenders who’ve installed home theatre systems in their family rooms, luxury SUVs in their garages and lots of consumer electronics in their kids’ bedrooms. Only their optimism exceeds their spirited consumerism; surveys show that they have both the energy and imagination to succeed in life.

Winner’s Circle members can point to more drive than education as the engine of their success. Only 23 percent have a university degree--relatively low for such an upscale cluster. But in these households concentrated around Toronto, the busy moms and dads have enough disposable income from their white-collar and service jobs to create cushy lifestyles. They carry BlackBerries, shop at Home Depot and enjoy going to cottage shows. Lots of kids means lots of sports, but Winner’s Circle parents do more than sign them up for league hockey and baseball. They also broaden their horizons by taking their youngsters on plenty of trips outside of Canada--to Florida, Mexico and Europe. WHERE THEY LIVE Pickering, Saint-Lazare, Milton, King, Newmarket, Caledon, Oakville, Mississauga, Halton Hills, Orangeville

HOW THEY THINK Winner’s Circle is a conservative, outer-directed cluster with a consumerist streak. They have little interest in ethnic identities, scoring high on Ethnic Intolerance and low on Search for Roots. They simply see themselves as having Canadian Identity. Members of Winner’s Circle, though settled in suburban homes, still crave excitement and are strong on Need for Escape and Attraction to Crowds. They like to participate in the latest experiences--especially technology and family-related events--and they enjoy spending their hard-earned money on these experiential goods and services. They tend to place a premium on Early Adoption, and they are strong on Adaptive Navigation. Winner’s Circle residents lead busy lives, constantly feeling that they are Racing Against the Clock in the quest to maintain their high-spending lifestyles. Many rely on technological devices to help them (Time Management Technology) but many are also working towards a day when they can make work less of a priority in their lives.

PRIZMCE Marketer’s Handbook - 2008 Page 23

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada golf Age Maintainer Age water parks 0-4 5.00 96 < 25 0.74 20 adventure sports 5-14 14.78 127 25-34 10.41 67 cottage shows 15-24 16.42 122 35-44 24.97 125 entertaining at home 25-44 26.31 94 45-54 32.05 142 45-64 29.58 106 55-64 20.09 115 Shopping 65-74 4.93 68 65-74 7.87 71 $1,501+ on men's clothing 75-84 2.33 50 75+ 3.86 39 PDAs 85+ 0.64 35 DVDs Size Danier Leather Mother Tongue 1 person 9.56 36 Home Depot English 74.41 127 2 people 25.15 75 French 2.62 12 3 people 19.36 121 Media Non-Official 21.67 121 4+ people 45.93 192 The Sports Network Immigration Family Status Winter Olympics Immigrant 27.35 135 Non-family 10.33 35 “Without A Trace” Couples w/ kids 56.67 175 top-40 radio Arrived < 1961 14.93 91 Couples, no kids 23.75 87 Teen Tribute 1961-1970 19.24 141 Lone parent 9.25 85 Food/Drink 1971-1980 24.02 140 Age of Children 1981-1990 21.29 111 < 6 16.34 79 fresh fish and seafood 1991-1995 12.04 76 6-14 36.24 100 toaster products > 1996 8.47 48 15-17 13.37 103 cookies bottled water Visible Minority 18-24 23.63 119 Yes 17.77 129 25+ 10.41 102 The Keg

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $250,001-$500,000 in securities and Marital Status Tenure savings Single 29.62 85 Own 93.95 136 mortgages Married 60.32 125 Rent 6.05 20 will/estate planning W/D/S 10.07 59 Band 0.00 0 children's banking packages RESP's Mode of Period of Transport Construction Car 68.50 125 < 1946 2.10 17 Automotive Public Transport 5.44 82 1946-1960 3.37 24 $40,000-$49,000 on latest vehicle 1961-1970 4.83 36 2+ vehicle households Class of Worker new versus used vehicles Employed 88.09 101 1971-1980 12.89 68 1981-1990 34.00 211 large SUVs Self-Employed 11.69 98 Volkswagen models Unpaid 0.22 56 1991-1995 19.50 281 1996-2000 9.50 117 Occupation 2001-2006 8.62 135 Attitudes Primary 1.17 25 > 2006 5.18 126 “I often feel the need to get away from Blue-collar 26.50 105 the city” Service sector 38.68 98 Type “Immigrants of different races and ethnic White-collar 33.65 111 Single 81.32 147 groups should set aside their cultural Semi 4.50 94 backgrounds and try to blend into the Education Row 7.65 136 Canadian culture” < Grade 9 4.87 48 Duplex 3.71 69 “I enjoy entertaining” Grade 9-13 25.18 81 Low Rise 1.64 9 “Big businesses generally try to strike a Trade 9.87 84 High Rise 0.93 10 fair balance between profits and the College 28.01 123 Mobile 0.15 12 public interest” Some University 8.91 126

University Degree 23.16 135 Dwelling Value Index 155

PRIZMCE Marketer’s Handbook - 2008 Page 24 E1 10 - MR. & MS. MANAGER

High-achieving dual-income households in exurbia Population 983,389 (2.93% of Canada) Households 339,358 (2.54% of Canada) Average Household Income $112,363

Housing Tenure Homeowners Education University/College Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Openness Toward Others There’s money to be found outside of the nation’s largest cities, and you’re most likely to find it in Mr. & Ms. Manager. The residents of these communities spread across Canada tend to be prosperous executives who like their toys: computers, home theatre systems and impressive collections of sporting equipment. These couples and families enjoy athletic activities like golf, skiing, baseball and exercising at home. And though Mr. & Ms. Manager residents have above-average incomes and education levels, they’re a more active group, tuning their TV sets to hockey games rather than news shows, and preferring to go hiking rather than visiting a museum.

Mr. & Ms. Manager has one of the highest rates for dual-income couples in Canada, and their always-on-the-go lifestyle results in a few frayed edges. While they work hard for their healthy $112,000 average household incomes, they long for a respite from their intense 9-to-5 lives. Hardly the style mavens of wealthier neighbourhoods, Mr. & Ms. Manager residents admit that they’re blasé about home decorating and declare, “I feel most comfortable in my jeans.” Keeping up with their jobs and teenagers takes most of their energy. WHERE THEY LIVE East St. Paul, St. François Xavier, Tsawwassen, Chestermere, St. Albert, Fort Saskatchewan, Leduc, Delta, Squamish, Airdrie, Langley, Marathon, Sarnia, Regina

HOW THEY THINK Mr. & Ms. Manager is a cluster that is financially comfortable and at ease in its environment. These Canadians are not desperate to show others they’ve made it: weak on Joy of Consumption and Ostentatious Consumption, Mr. & Ms. Manager residents would rather spend time with family at home than in a mall, and they don’t feel compelled to display their success in front of others. This cluster is not particularly introspective; it is weak on Spiritual Quest, Intuition and Meaning of Life. But these Canadians don’t need to be seeking enlightenment in order to live thoughtfully. Their high levels of Legacy, Openness Toward Others, Equality of the Sexes and Equal Relationship with Youth all suggest they are secure in their own autonomy and are willing to treat others as peers. This time-stressed cluster is looking for a break; products and services that free up an hour or grease the wheels of daily life are welcomed with a grateful sigh.

PRIZMCE Marketer’s Handbook - 2008 Page 25

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada golf Age Maintainer Age skiing 0-4 5.03 96 < 25 0.95 26 camping 5-14 13.28 114 25-34 10.57 68 exercising at home 15-24 15.25 113 35-44 21.21 106 visiting friends and family in Canada 25-44 24.76 88 45-54 29.80 132 45-64 32.22 116 55-64 22.23 127 Shopping 65-74 5.95 82 65-74 10.00 90 $250+ weekly on groceries 75-84 2.75 58 75+ 5.25 53 photofinishing from Costco 85+ 0.76 42 credit card rewards programs Size IKEA Mother Tongue 1 person 12.28 46 Mark’s Work Wearhouse English 83.28 142 2 people 33.80 101 French 4.35 20 3 people 18.60 116 Media Non-Official 11.49 64 4+ people 35.33 148 TV sports Immigration Family Status top-40 radio Immigrant 14.14 70 Non-family 13.77 47 Homemakers Couples w/ kids 47.06 146 TV Times Arrived < 1961 22.83 139 Couples, no kids 31.23 114 newspaper sports sections 1961-1970 20.64 151 Lone parent 7.94 73 Food/Drink 1971-1980 25.73 150 Age of Children 1981-1990 19.31 101 < 6 17.26 83 lunch kits 1991-1995 5.76 36 6-14 36.65 101 yogurt > 1996 5.72 32 15-17 14.68 113 boxed chocolates popcorn Visible Minority 18-24 23.62 119 Yes 7.64 56 25+ 7.79 76 casual restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $100,001-$250,000 in securities and Marital Status Tenure savings Single 27.85 80 Own 92.64 135 stocks Married 61.59 128 Rent 7.28 24 mutual funds W/D/S 10.56 62 Band 0.08 17 electronic banking packages contribute max. allowable to RRSPs Mode of Period of Transport Construction Car 68.63 125 < 1946 2.07 17 Automotive Public Transport 3.51 53 1946-1960 4.50 32 $40,000-$49,999 on latest vehicle 1961-1970 9.94 74 households with 2+ vehicles Class of Worker new versus used vehicles Employed 87.74 100 1971-1980 26.78 142 1981-1990 27.00 168 sports cars Self-Employed 12.01 100 Saturn models Unpaid 0.24 61 1991-1995 9.12 131 1996-2000 8.75 107 Occupation 2001-2006 6.50 102 Attitudes Primary 3.47 73 > 2006 5.36 130 “I definitely have contact with people Blue-collar 21.01 83 who come from all kinds of social classes Service sector 40.47 102 Type and backgrounds” White-collar 35.06 115 Single 88.06 159 “I often feel the need to get away from Semi 3.07 64 the city” Education Row 2.35 42 “It's perfectly normal for even the most < Grade 9 3.35 33 Duplex 2.80 52 feminine woman to demonstrate what are Grade 9-13 25.36 82 Low Rise 2.57 14 thought of as masculine qualities” Trade 13.04 111 High Rise 0.19 2 “We should show respect to people in College 26.31 115 Mobile 0.89 68 positions of authority ” Some University 9.49 134

University Degree 22.44 131 Dwelling Value Index 119

PRIZMCE Marketer’s Handbook - 2008 Page 26 E1 12 - GOD'S COUNTRY

Prosperous middle-aged exurban couples and families Population 551,627 (1.65% of Canada) Households 189,372 (1.42% of Canada) Average Household Income $101,360

Housing Tenure Homeowners Education Grade 9/College/High School Occupation Mixed Ethnic Presence Low Sample Social Value Global Ecological Consciousness As the wealthiest working-class cluster, God’s Country is home to upscale families and couples living in single-family homes made affordable by both parents working in a variety of occupations. The cluster is concentrated in the small towns orbiting southern Ontario’s cities, and most residents commute to city jobs but take advantage of their small-town communities when it comes to leisure. God’s Country scores high for gardening, bird-watching and hiking. With more than half of all households filled with children, residents tend to purchase lots of toys and pets, as well as participate in organized sports such as hockey and swimming. Conservative in their outlook on family values, these Canadians have an independent streak befitting their outlying locations.

The residents of God’s Country straddle two worlds: close enough to the city for their work but far enough away to raise their children amid the small-town comforts of large gardens, decent schools and sprawling sports facilities. Many of these middle-aged adults have only finished high school or college, but they’ve managed to turn average educations into impressive dual incomes totalling $101,000 a year. And while the Internet and entertainment gadgets may be present at home, parents here prefer to get their kids out of doors, especially to a beach or amusement park. God’s Country families never met a theme park they didn’t like. WHERE THEY LIVE Erin, Puslinch, Uxbridge, Scugog, Whitchurch-Stouffville, Grimsby, Caledon, Halton Hills, Bradford West Gwillimbury, Clarington, Niagara-on-the-Lake, Whitby, Kincardine, Innisfil, Cobourg

HOW THEY THINK Members of God’s Country have worked hard to achieve their current financial comfort, and they now feel secure enough to focus on quality-of-life concerns as opposed to matters of raw survival. They register little interest in showing others that they have made it: they are blasé about Need for Status Recognition and report low levels of Joy of Consumption. These proud, working Canadians would rather play catch with their kids than traipse around the mall with them. Strong on Religiosity, this cluster has a traditional streak but is not stuck in the past: supporting Equality of the Sexes, Global Ecological Consciousness and Openness Toward Others, these Canadians are tolerant of social change and are willing to see themselves as members of a complex world that stretches beyond their small, usually homogeneous towns. Many seek to improve their quality of life through the Reprioritizing of Work. Between their jobs, families, and commutes, God’s Country residents are busy; marketers would do well to emphasize saving time and stress relief in their messages.

PRIZMCE Marketer’s Handbook - 2008 Page 27

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bird watching Age Maintainer Age skiing 0-4 5.37 103 < 25 0.99 27 film festivals 5-14 12.85 111 25-34 11.71 76 cottage shows 15-24 14.09 104 35-44 22.10 111 amusement parks 25-44 26.44 94 45-54 24.78 110 45-64 29.28 105 55-64 20.55 118 Shopping 65-74 6.98 96 65-74 11.63 105 board games 75-84 3.75 80 75+ 8.24 83 riding lawn mowers 85+ 1.24 68 frozen food stores Size Old Navy Mother Tongue 1 person 13.25 50 Zehr English 84.22 143 2 people 34.14 102 French 2.66 12 3 people 18.09 113 Media Non-Official 12.16 68 4+ people 34.52 144 TSN Immigration Family Status “CSI” Immigrant 17.09 84 Non-family 14.43 49 jazz radio Couples w/ kids 45.71 142 People Arrived < 1961 35.08 214 Couples, no kids 32.05 117 Canadian Home Workshop 1961-1970 25.37 185 Lone parent 7.81 72 Food/Drink 1971-1980 18.14 106 Age of Children 1981-1990 13.79 72 < 6 19.39 93 English muffins 1991-1995 4.15 26 6-14 35.95 99 $250+ on food shopping > 1996 3.47 20 15-17 13.19 102 ready-to-serve soups premium ice cream Visible Minority 18-24 21.79 110 Yes 4.80 35 25+ 9.68 94 drive-thrus

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $100,001-$250,000 in securities and Marital Status Tenure savings Single 26.71 77 Own 91.78 133 $101-$500 on credit cards Married 60.72 126 Rent 8.22 27 have a will W/D/S 12.57 74 Band 0.00 0 mutual funds outside RRSPs have small business loan Mode of Period of Transport Construction Car 68.37 125 < 1946 11.15 92 Automotive Public Transport 1.63 24 1946-1960 10.02 72 $30,000-$39,999 on latest vehicle 1961-1970 12.32 92 households with 3+ vehicles Class of Worker purchase vehicle at end of lease plan Employed 84.57 97 1971-1980 17.33 92 1981-1990 15.90 99 sporty vehicles Self-Employed 14.89 124 Buick models Unpaid 0.55 136 1991-1995 5.01 72 1996-2000 16.42 201 Occupation 2001-2006 5.39 85 Attitudes Primary 4.78 101 > 2006 6.45 157 “I am of the firm conviction that idle time Blue-collar 31.13 123 is wasted time” Service sector 35.94 91 Type “The pace of my life is just too fast, I have White-collar 28.16 93 Single 87.25 157 the impression that I'm missing out on Semi 3.84 80 some of the most important things and Education Row 3.82 68 experiences that life has to offer” < Grade 9 5.24 52 Duplex 2.13 40 “I get a great deal of pleasure from doing Grade 9-13 33.06 107 Low Rise 1.95 11 simple things like looking after plants or Trade 12.93 110 High Rise 0.51 6 taking care of my home” College 26.94 118 Mobile 0.27 21 “Children gain by being exposed to other Some University 6.81 96 cultures when they are very young” University Degree 15.02 87 Dwelling Value Index 139

PRIZMCE Marketer’s Handbook - 2008 Page 28

PRIZMCE Marketer’s Handbook - 2008 Page 29 S2 - Suburban Upscale Ethnic

The four clusters in Suburban Upscale Ethnic are filled with relatively recent immigrants from China, India, Pakistan and the Philippines. Predominantly upper-middle-class, these younger and middle-aged family clusters encompass white-collar and service sector jobs as well as an eclectic mix of suburban homes, row houses and apartments. Households in this group tend to have children of varying ages who play outdoor sports, own lots of consumer electronics and computer gear, and frequent venues like rock concerts and amusement parks. Exhibiting average rates for speaking English at home, these residents make a strong market for mainstream media: TV sports and cartoons, news and rock radio, entertainment and sports magazines. They are enthusiastic participants in the North American lifestyle that first beckoned them to this continent.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.62 107 Worker Non-family 19.19 65 5-14 12.71 109 Employed 89.59 102 Couples w/ kids 43.50 135 15-24 14.95 111 Self-employed 10.13 85 Couples, no kids 22.64 83 25-44 30.32 108 Unpaid 0.27 68 Lone parent 14.68 135 45-64 26.24 94 Occupation Age of 65-74 5.84 81 Primary 1.34 28 Children 75-84 3.25 69 Blue-collar 25.38 100 < 6 18.94 91 85+ 1.08 59 Service sector 42.78 108 6-14 32.84 91 Mother White-collar 30.50 100 15-17 11.66 90 Tongue Education 18-24 22.18 112 English 25+ 50.97 87 < Grade 9 8.48 84 14.38 140 French 2.53 11 Grade 9-13 29.06 94 Cluster Index Non-official 44.35 248 Trade 9.24 78 Dwellings % Canada Immigration College 23.33 102 Immigrant 47.76 236 Some university 9.33 132 Tenure University Own 72.97 106 Arrived < 1961 5.80 35 degree 20.55 120 Rent 27.02 88 1961-1970 8.53 62 Band 0.01 3 1971-1980 17.77 103 Cluster Index Period of 1981-1990 23.41 123 Households % Canada Construction 1991-1995 23.78 149 Maintainer < 1946 3.11 26 > 1996 20.72 117 Age 1946-1960 6.94 50 Visible < 25 2.87 79 1961-1970 9.98 75 Minority 25-34 16.15 105 1971-1980 22.36 119 Yes 49.92 363 35-44 23.71 119 1981-1990 24.67 153 45-54 25.38 113 1991-1995 10.98 158 Adult Cluster Index 55-64 17.50 100 1996-2000 8.68 107 Population % Canada 65-74 8.63 78 2001-2006 8.60 135 Marital Status 75+ 5.77 58 > 2006 4.68 114 Single 33.43 96 Married 52.70 109 Size Type Single Wid/Div/Sep 13.87 81 1 person 17.13 64 36.92 67 Semi 2 people 26.59 79 5.49 115 Mode of 3 people 19.62 123 Row 26.61 471 Transport 4+ people 36.66 153 Duplex 12.74 237 Car 56.00 102 Low-rise 11.45 63 Public transport 10.22 153 High-rise 6.42 72 Mobile 0.28 21 Dwelling Value Index 138

PRIZMCE Marketer’s Handbook - 2008 Page 30 S2 04 - ASIAN AFFLUENCE

Established Chinese families in suburbia Population 203,795 (0.61% of Canada) Households 61,759 (0.46% of Canada) Average Household Income $123,782

Housing Tenure Homeowners Education University/College Occupation White-collar & Service Sector Ethnic Presence High Sample Social Value Primacy of the Family The most affluent of the Chinese-dominated lifestyles, Asian Affluence is home to educated, middle-aged families, 34 percent of whom speak Chinese as their first language. Most residents came to Canada in the 1980s and 1990s, settling in a handful of prosperous neighbourhoods in Toronto and Vancouver. With lofty household incomes of nearly $124,000, Asian Affluence residents enjoy active--and activist--lifestyles. They travel abroad frequently, drive luxury cars, attend computer shows and the opera. They’re also active in community affairs, donating money to environmental and religious groups. And these mostly university-educated consumers are early adopters, patronizing high-end stores for the latest in fashion and technology.

Few clusters have more wanderlust than Asian Affluence. According to surveys, residents rank near the top in a dozen travel categories--from travelling to Hong Kong and America’s western states to staying at resort lodges. Indeed, they are three times more likely than the general population to travel internationally with their children in tow. When these frequent flyers get home, they have the wherewithal to indulge their taste in fine jewellery, books, photography and designer clothes: they like shopping at Talbots, Fairweather and The Bay. Though originally from other countries, these residents are now card-carrying Canadians with wallets full of membership cards in various customer rewards programs as well as an impressive array of credit cards. WHERE THEY LIVE Markham, Richmond Hill, Brossard, Richmond, Coquitlam, Oak Bay

HOW THEY THINK Asian Affluence is a strongly outer-directed cluster. Scoring high on Ostentatious Consumption, Enthusiasm for Technology and Concern for Appearance, these Canadians are eager to show others that they’ve made it, scoring among the lowest on Importance of Price. They want their possessions and personal appearance to denote status, success, and style. This desire for status spills over into their approach to nationalism: Asian Affluence residents are strong on Importance of National Superiority. In addition, they cope with the change and frenzy of modern life by focusing on their traditional families--they're very strong on Primacy of the Family but very weak on Flexible Definition of Family and Flexible Gender Identity--and by pursuing the clear, measurable goals of status and material success.

PRIZMCE Marketer’s Handbook - 2008 Page 31

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada jogging Age Maintainer Age museum 0-4 3.48 67 < 25 0.91 25 classical music concerts 5-14 10.36 89 25-34 7.98 52 computer shows 15-24 16.89 125 35-44 17.78 89 travel to Hong Kong 25-44 24.58 88 45-54 29.48 131 45-64 32.46 117 55-64 26.49 152 Shopping 65-74 7.20 99 65-74 11.41 103 foreign movies 75-84 3.82 81 75+ 5.97 60 rechargeable batteries 85+ 1.20 66 gourmet food stores Size Old Navy Mother Tongue 1 person 10.46 39 Talbots English 40.40 69 2 people 23.79 71 French 1.52 7 3 people 20.32 127 Media Non-Official 56.48 316 4+ people 45.43 190 Food Network Canada Immigration Family Status TV tennis Immigrant 59.93 296 Non-family 11.24 38 World Cup soccer Couples w/ kids 54.69 169 multicultural radio Arrived < 1961 6.27 38 Couples, no kids 24.11 88 news/talk radio 1961-1970 9.38 68 Lone parent 9.97 92 Food/Drink 1971-1980 17.84 104 Age of Children 1981-1990 22.57 118 < 6 12.00 58 fresh fish and seafood 1991-1995 25.13 158 6-14 26.19 72 vegetarian products > 1996 18.81 106 15-17 12.24 95 soy beverages organic meat Visible Minority 18-24 28.63 144 Yes 58.86 428 25+ 20.94 204 Starbucks

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $250,001-$500,000 in securities and Marital Status Tenure savings Single 32.37 93 Own 91.25 133 stocks and bonds Married 58.47 121 Rent 8.75 29 GICs W/D/S 9.16 54 Band 0.00 0 RESPs $1,001-$1,500 monthly on credit cards Mode of Period of Transport Construction Car 52.44 96 < 1946 3.20 26 Automotive Public Transport 9.69 146 1946-1960 6.54 47 $20,000-$30,000 on latest vehicle 1961-1970 12.14 91 3+ vehicle households Class of Worker coupes/hatchbacks Employed 81.64 93 1971-1980 17.67 94 1981-1990 32.16 200 new versus used vehicles Self-Employed 17.80 149 Volvo models Unpaid 0.56 141 1991-1995 10.33 149 1996-2000 7.39 91 Occupation 2001-2006 5.77 90 Attitudes Primary 0.36 8 > 2006 4.82 117 “Successful people truly deserve what Blue-collar 17.48 69 they have” Service sector 38.57 97 Type “Knowing that a product has a tradition White-collar 43.59 144 Single 76.29 138 behind is very important to me ” Semi 2.83 59 “It is important to me that people admire Education Row 5.37 95 the things I own” < Grade 9 6.86 68 Duplex 6.61 123 “Anything in life that forces me to change Grade 9-13 20.98 68 Low Rise 2.34 13 my habits is unpleasant for me” Trade 5.59 47 High Rise 6.53 73 College 18.91 83 Mobile 0.02 2 Some University 11.90 168 University Degree 35.76 208 Dwelling Value Index 227

PRIZMCE Marketer’s Handbook - 2008 Page 32 S2 20 - SOUTH ASIAN SOCIETY

Young upper-middle-class South Asian families Population 655,068 (1.95% of Canada) Households 187,565 (1.41% of Canada) Average Household Income $83,840

Housing Tenure Homeowners Education Mixed Occupation Blue-collar & Service Sector Ethnic Presence High Sample Social Value Belonging to the Global Village Canada’s original wave of immigrants from Europe has given way to new populations arriving from Asia, Latin America and the Middle East. South Asian Society reflects this trend, consisting of younger, recent immigrants--38 percent are from South Asia and 22 percent are Sikhs--who have come for the North American Dream in suburban Canada. Cluster households are characterized by average educations, skilled blue-collar and service jobs, upper-middle-class incomes and child-centred lifestyles. In neighbourhoods filled with houses, duplexes and parks, families enjoy soccer and basketball - indoors, they’re one of the top-ranked clusters for renting videos and DVDs. Still making their way in Canadian popular culture--one-third speak a language other than English--these residents have a high rate for going to school in hopes of bettering their lives.

Nearly two-thirds of residents in South Asian Society are classified visible minorities, including a significant proportion of blacks, Filipinos and Latin Americans. As consumers, they have high rates for travelling to their native countries, buying cosmetics and owning lots of consumer electronics. Yet for all this ethnic diversity, their taste in television looks surprisingly like that of native- born English-speaking Canadians: they frequently tune in Headline News, Star! The Entertainment Information Station and the Comedy Network. While South Asian Society may get local news on multicultural radio, they turn to mainstream media to stay abreast of what is happening in Canadian life. WHERE THEY LIVE Surrey, Delta, Brampton, Abbotsford, Squamish, Mississauga, Toronto, Calgary

HOW THEY THINK South Asian Society is a cluster whose values reveal its transitional status in Canadian society. Their belief in the Importance of National Superiority and Belonging to the Global Village reflects both pride in their nation of origin and their wish that the risk they have taken in emigrating to Canada be affirmed by Canada’s superiority to other countries. This cluster is strong on Primacy of the Family, a reflection of both life stage (this value is not unusual among young families) and the need to stick together and support one another in a new environment. South Asian Society residents feel somewhat disconnected from society at large, as evidenced by their Anomie, Fulfillment Through Work, Ethnic Intolerance and Fear of Violence. Strong on Ostentatious Consumption, Saving on Principle and Financial Concern Regarding the Future, these Canadians want to be able to show others that they are succeeding, but they take pride in handling their money wisely—not wastefully.

PRIZMCE Marketer’s Handbook - 2008 Page 33

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada soccer Age Maintainer Age basketball 0-4 6.37 122 < 25 2.44 67 dancing 5-14 13.88 120 25-34 16.50 107 overseas calling 15-24 15.28 113 35-44 25.42 127 fitness clubs 25-44 30.55 109 45-54 25.77 114 45-64 25.02 90 55-64 17.95 103 Shopping 65-74 5.54 77 65-74 7.87 71 rent videos and DVDs 75-84 2.61 56 75+ 4.05 41 $1,001 or more on software 85+ 0.75 41 home security systems Size Zellers Mother Tongue 1 person 11.45 43 Indigo Books & Music English 46.30 79 2 people 20.51 61 French 0.71 3 3 people 18.45 115 Media Non-Official 50.18 281 4+ people 49.58 207 children’s cartoons Immigration Family Status Family Channel Immigrant 53.68 265 Non-family 12.16 41 Headline News Couples w/ kids 52.35 162 sports radio Arrived < 1961 4.23 26 Couples, no kids 22.40 82 Starweek 1961-1970 8.10 59 Lone parent 13.09 121 Food/Drink 1971-1980 20.70 120 Age of Children 1981-1990 25.52 134 < 6 20.25 97 baby food 1991-1995 22.27 140 6-14 33.17 92 instant soup/meal in a cup > 1996 19.17 108 15-17 10.84 84 toaster products frozen desserts Visible Minority 18-24 21.79 110 Yes 63.88 465 25+ 13.95 136 tea

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $5,001-$10,000 in securities and savings Marital Status Tenure $500-$1,000 monthly on credit cards Single 30.40 87 Own 77.43 112 telephone banking Married 57.96 120 Rent 22.57 74 children's banking package W/D/S 11.63 68 Band 0.00 0 mortgage insurance

Mode of Period of Transport Construction Automotive Car 59.68 109 < 1946 1.59 13 3-vehicle households Public Transport 9.67 145 1946-1960 4.54 33 auto club membership 1961-1970 8.46 63 SUVs Class of Worker purchase vehicle at end of the lease Employed 91.38 104 1971-1980 20.35 108 1981-1990 33.46 208 Mazda models Self-Employed 8.39 70 Unpaid 0.23 57 1991-1995 10.96 158 1996-2000 8.96 110 Attitudes Occupation 2001-2006 6.66 104 “If ethnic groups maintained their cultural Primary 2.25 48 > 2006 5.01 122 identities, our country would be a more Blue-collar 33.77 133 interesting place” Service sector 39.67 100 Type “Being a Canadian is a lot more important White-collar 24.30 80 Single 47.11 85 to me than the fact of being from my Semi 4.90 102 province or from my region” Education Row 7.55 134 “I don't really feel in touch with what's < Grade 9 11.63 115 Duplex 24.24 450 happening in society” Grade 9-13 32.68 105 Low Rise 11.91 66 “Religion is very important to me” Trade 10.03 85 High Rise 3.87 43 College 21.66 95 Mobile 0.37 28 Some University 8.72 123 University Degree 15.28 89 Dwelling Value Index 141

PRIZMCE Marketer’s Handbook - 2008 Page 34 S2 22 - ASIAN UP-AND-COMERS

Successful middle-aged Asian families Population 493,042 (1.47% of Canada) Households 162,002 (1.21% of Canada) Average Household Income $75,248

Housing Tenure Homeowners Education University/College Occupation Mixed Ethnic Presence High Sample Social Value Cultural Fusion Divided between Vancouver and Toronto, Asian Up-and-Comers is often the first stop for new immigrants from China and, to a lesser degree, the Philippines, Vietnam and South Asia. These middle-aged families typically are well-educated and ethnically diverse. More than a third speak Chinese, nearly two-thirds speak a language other than English and 60 percent are foreign born. While their incomes are just average, their priorities around family, education and planning for the future are reflected in their spending patterns: investment real estate, household gadgets and symphony tickets. Self-described early adopters, Asian Up-and- Comers residents are especially fond of the latest in computers, consumer electronics and Internet technology--often to stay connected to relatives back home.

The residents of Asian Up-and-Comers are relatively recent immigrants: nearly half have come to Canada since 1990. But these large, often multigenerational families are beginning to prosper in their adopted country. Many have recently moved or bought their first home, and the 25 percent who still rent their residences represent a future market for houses. Already, many adults have university degrees and white-collar jobs. And they apply their smarts when shopping, first researching products on the Internet to get the best deals. They’re big on travel to Hong Kong and the western United States. And they’re active in the community, not just in patronizing local shops and restaurants, but in writing public officials and donating money to political groups. WHERE THEY LIVE Richmond, Vancouver, Markham, Toronto, Burnaby, Brossard

HOW THEY THINK Asian Up-and-Comers is a cluster that is modern, autonomous and idealistic in its values. This cluster isn’t particularly enthusiastic about consumption: they instead are judicious in what they buy, as reflected in their Discriminating Consumerism and Saving on Principle. Asian Up-and-Comers are strong on a number of idealistic trends from Global Ecological Consciousness to Ethical Consumerism to Equality of the Sexes. They see themselves as citizens of the world and like to make connections with others, as reflected by their Cultural Fusion and Networking, controlling their destiny and valuing their autonomy. The members of this cluster like to feel as well as think, and create as well as produce. Asian Up-and-Comers is flexible and open: it has no particular Aversion to Complexity in Life and has little time for Ethnic Intolerance, being strong instead on Social Learning. In marketing programs sleekness and good design -in addition to requisite performance- attract these visually astute Canadians.

PRIZMCE Marketer’s Handbook - 2008 Page 35

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada tennis Age Maintainer Age foreign films 0-4 4.51 86 < 25 2.26 62 basketball 5-14 10.68 92 25-34 11.73 76 theatre 15-24 13.96 103 35-44 22.01 110 auto shows 25-44 29.67 106 45-54 25.66 114 45-64 27.85 100 55-64 17.86 102 Shopping 65-74 7.26 100 65-74 11.03 99 cell phones 75-84 4.61 98 75+ 9.46 96 laptops/notebooks 85+ 1.46 81 call forwarding service Size Future Shop Mother Tongue 1 person 16.67 63 Costco English 31.90 54 2 people 25.74 77 French 0.86 4 3 people 19.98 125 Media Non-Official 65.19 365 4+ people 37.60 157 Food Network Immigration Family Status World Cup soccer Immigrant 63.60 314 Non-family 19.09 65 NBA games Couples w/ kids 45.02 139 ethnic/multicultural radio Arrived < 1961 5.70 35 Couples, no kids 23.50 86 Westworld 1961-1970 7.47 55 Lone parent 12.39 114 Food/Drink 1971-1980 16.11 94 Age of Children 1981-1990 21.35 112 < 6 15.66 75 organic vegetables 1991-1995 26.67 168 6-14 28.03 78 veggie dogs > 1996 22.70 128 15-17 11.14 86 premium ice cream soy beverages Visible Minority 18-24 24.45 123 Yes 70.64 514 25+ 20.72 202 Chinese restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada RESPs Marital Status Tenure savings Single 33.47 96 Own 74.91 109 credit unions Married 54.33 113 Rent 25.09 82 term deposits W/D/S 12.20 72 Band 0.00 0 senior banking packages Internet banking Mode of Period of Transport Construction Car 48.64 89 < 1946 9.26 76 Automotive Public Transport 10.57 159 1946-1960 13.08 94 households with 3 vehicles 1961-1970 10.27 77 Sedans Class of Worker entry luxury cars Employed 86.65 99 1971-1980 16.01 85 1981-1990 19.18 119 will consider a hybrid vehicle Self-Employed 12.93 108 Toyota models Unpaid 0.42 106 1991-1995 11.73 169 1996-2000 7.61 93 Occupation 2001-2006 8.57 134 Attitudes Primary 0.65 14 > 2006 4.31 105 “Children born to parents who come from Blue-collar 21.73 86 different cultural or ethnic groups start Service sector 44.50 112 Type life with a richer heritage than other White-collar 33.12 109 Single 44.29 80 children” Semi 3.73 78 “Successful people truly deserve what Education Row 6.84 121 they have” < Grade 9 12.18 121 Duplex 25.37 471 “Being a Canadian is a part of my own Grade 9-13 27.98 90 Low Rise 14.35 79 personal identity” Trade 7.65 65 High Rise 5.20 58 “Knowing that a product has a tradition College 20.11 88 Mobile 0.06 4 behind it is very important to me” Some University 10.21 144

University Degree 21.85 127 Dwelling Value Index 190

PRIZMCE Marketer’s Handbook - 2008 Page 36 S2 24 - SUBURBAN ROWS

Young and comfortable immigrant families in suburbia Population 945,208 (2.82% of Canada) Households 355,516 (2.66% of Canada) Average Household Income $76,781

Housing Tenure Homeowners & Renters Education College/University Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Financial Concern Regarding Future Scattered across the provinces, Suburban Rows is comprised of younger, upper-middle-class immigrant families living in new suburban townhouses. More than a quarter of cluster residents are classified visible minorities: 5 percent black, 5 percent South Asian and the rest a mix of Asians and South Americans. With their college educations and service sector jobs, these newcomers have found opportunity and material comfort in their adopted homeland. They have high rates for buying the latest technology-- handheld organizers, video game systems and home theatre systems perpetually tuned to the Family Channel. Admitting that they spend more than they save, Suburban Rows consumers indulge their children with frequent trips to restaurants, amusement parks and discount department stores. And unlike less assimilated immigrants, they’re relatively cool toward religion and traditional values.

As consumers, Suburban Rows present a mixed portrait. They’re frequent travellers--especially to destinations outside Canada--but these penny-pinchers spent a relatively modest $500-$1,000 on their last trip. Their typical row and detached houses are modestly priced, as are their compact cars and SUVs. These residents especially enjoy attending shows and exhibitions, no matter the topic. The citizens of Suburban Rows have high rates for going to expositions that feature wine and cheese, food, sports, cottages--just about any of life’s little luxuries. WHERE THEY LIVE Port Moody, Petawawa, Shannon, Cold Lake, Canmore, Dollard-des-Ormeaux, Port Coquitlam, Ottawa, Mississauga, Surrey, London, Burnaby, Ajax, Aurora, Kitchener, Burlington, Oshawa, Whitby, Hamilton, Calgary, Toronto

HOW THEY THINK Suburban Rows is a cluster dominated by immigrants who have been fairly successful at integrating themselves into the Canadian economy. This cluster’s values, though, reveal some unease about its current position in society. Suburban Rows residents register high levels of Financial Concern Regarding the Future and Fear of Violence, and a weak sense of Fulfillment Through Work. Their attraction to Ostentatious Consumption suggests that they wish to show others that they have succeeded in their adoptive country, and their low Adaptability to Complexity in Life suggests that their lives, though on the whole successful, are already complicated enough by the challenges they have faced as immigrants and/or members of minority groups. This segment’s Attraction to Crowds and Networking suggest that they seek to make connections with others to enshrine their participation in society. Their strong sense of New Social Responsibility reflects a desire to see all members of society succeed.

PRIZMCE Marketer’s Handbook - 2008 Page 37

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada jogging Age Maintainer Age bowling 0-4 6.13 117 < 25 3.71 102 soccer 5-14 13.47 116 25-34 19.39 126 wine and cheese shows 15-24 14.82 110 35-44 24.63 123 basketball games 25-44 31.73 113 45-54 24.34 108 45-64 24.90 89 55-64 15.53 89 Shopping 65-74 5.02 69 65-74 7.45 67 gaming software 75-84 2.86 61 75+ 4.95 50 VCR/DVD players 85+ 1.07 59 science fiction videos/DVDs Size Lenscrafters Mother Tongue 1 person 21.50 81 Costco English 66.43 113 2 people 30.67 92 French 4.88 22 3 people 19.94 125 Media Non-Official 26.82 150 4+ people 27.88 117 The Life Network Immigration Family Status “Simpsons” Immigrant 32.73 162 Non-family 24.81 84 “Star Trek: Enterprise” Couples w/ kids 35.54 110 top-40 radio Arrived < 1961 7.50 46 Couples, no kids 22.09 81 Shop TV Canada 1961-1970 9.79 71 Lone parent 17.57 162 Food/Drink 1971-1980 16.11 94 Age of Children 1981-1990 23.47 123 < 6 21.22 102 sorbet 1991-1995 21.93 138 6-14 36.60 101 Mexican dinner kits > 1996 21.20 120 15-17 12.44 96 potato chips soft drinks/cola Visible Minority 18-24 19.82 100 Yes 27.46 200 25+ 9.92 97 ice cream parlours

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada life insurance Marital Status Tenure Canadian Money Market RRSP Single 35.72 103 Own 66.55 97 American Express Credit Card Married 46.86 97 Rent 33.42 109 bank account with service charge W/D/S 17.41 102 Band 0.03 6 line of credit

Mode of Period of Transport Construction Automotive Car 58.33 106 < 1946 1.09 9 households with 1 vehicle Public Transport 10.52 158 1946-1960 5.47 39 lease vehicles 1961-1970 10.28 77 SUVs Class of Worker compact cars Employed 91.40 104 1971-1980 27.14 144 1981-1990 21.24 132 Accura models Self-Employed 8.43 70 Unpaid 0.17 43 1991-1995 10.76 155 1996-2000 9.25 113 Attitudes Occupation 2001-2006 10.12 159 “I try to do as much car maintenance work Primary 1.26 27 > 2006 4.65 113 myself as possible” Blue-collar 23.21 92 “The country should hold a strong position Service sector 44.87 113 Type in the world” White-collar 30.65 101 Single 21.35 39 “The father of the family must be the Semi 7.07 148 master in his own house” Education Row 49.36 874 “I am more of a spender than a saver” < Grade 9 4.61 46 Duplex 1.99 37 “Violence is a part of life; it’s no big deal” Grade 9-13 29.04 94 Low Rise 11.47 63 Trade 10.41 88 High Rise 8.31 93 College 27.32 120 Mobile 0.38 29 Some University 8.67 122 University Degree 19.95 116 Dwelling Value Index 97

PRIZMCE Marketer’s Handbook - 2008 Page 38

PRIZMCE Marketer’s Handbook - 2008 Page 39 U2 - Urban Upscale Ethnic

Geo-centred in Toronto and Montreal, the Urban Upscale Ethnic group consists of four middle- to upper-middle-class clusters with high concentrations of European immigrants--especially those from Italy, Portugal and Greece. Their households are a mix of older and middle-aged couples and large families, with children in their late teens and twenties. Most share an Old World lifestyle, with 55 percent reporting a language other than English as their mother tongue. Popular leisure activities include attending the theatre and opera, frequenting restaurants and food shows and shopping at boutiques. In their urban neighbourhoods, many residents take public transportation, but internationally they exhibit high rates for travelling to their home country.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.79 91 Worker Non-family 24.96 85 5-14 10.83 93 Employed 89.65 102 Couples w/ kids 36.88 114 15-24 12.23 91 Self-employed 10.11 84 Couples, no kids 25.01 92 25-44 28.86 103 Unpaid 0.25 62 Lone parent 13.14 121 45-64 26.86 97 Occupation Age of 65-74 8.75 121 Primary 0.23 5 Children 75-84 5.97 127 Blue-collar 28.48 112 < 6 17.71 85 85+ 1.72 95 Service sector 39.67 100 6-14 29.82 82 Mother White-collar 31.62 104 15-17 10.33 80 Tongue Education 18-24 21.30 107 English 43.90 75 < Grade 9 18.40 182 25+ 20.84 203 French 8.68 39 Grade 9-13 28.06 90 Cluster Index Non-official 44.96 251 Trade 8.74 74 Dwellings % Canada Immigration College 20.47 90 Immigrant 46.46 230 Some university 7.07 100 Tenure University Own 71.98 105 Arrived < 1961 19.67 120 degree 17.26 101 Rent 28.02 91 1961-1970 19.87 145 Band 0.00 0 1971-1980 18.19 106 Cluster Index Period of 1981-1990 18.22 95 Households % Canada Construction 1991-1995 12.88 81 Maintainer < 1946 17.10 141 > 1996 11.16 63 Age 1946-1960 29.11 209 Visible < 25 1.73 47 1961-1970 21.22 158 Minority 25-34 11.69 76 1971-1980 13.51 72 Yes 25.75 187 35-44 19.98 100 1981-1990 9.68 60 45-54 21.51 96 1991-1995 1.90 27 Adult Cluster Index 55-64 18.11 104 1996-2000 2.74 34 Population % Canada 65-74 14.44 130 2001-2006 1.93 30 Marital Status 75+ 12.54 127 > 2006 2.81 68 Single 33.39 96 Married 50.79 106 Size Type Single Wid/Div/Sep 15.82 93 1 person 22.46 85 42.88 77 Semi 2 people 30.66 91 12.58 263 Mode of 3 people 18.42 115 Row 3.65 65 Transport 4+ people 28.46 119 Duplex 11.24 209 Car 43.47 79 Low-rise 24.87 137 Public transport 16.87 253 High-rise 4.56 51 Mobile 0.03 3 Dwelling Value Index 138

PRIZMCE Marketer’s Handbook - 2008 Page 40 U2 13 - CONTINENTAL CULTURE

Successful multi-ethnic urban households Population 120,715 (0.36% of Canada) Households 49,063 (0.37% of Canada) Average Household Income $85,426

Housing Tenure Homeowners & Renters Education University/College Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Confidence in Government Centred in Toronto, Continental Culture is an old-fashioned melting pot of native-born Canadians and second-generation European immigrants, especially those from the U.K., Italy, Greece, Ukraine and Poland. Living in older urban singles, semis and high-rises, these younger residents tend to have university degrees, white-collar jobs and cultured lifestyles. They have high rates for going to the theatre, attending the opera and frequenting book exhibitions. Despite the Old World roots of many residents, they nonetheless hold relatively progressive social views, stating that, "it’s perfectly normal for even the most masculine man to demonstrate what are thought of as feminine qualities."

Continental Culture is noteworthy for its split-personality populace, with new, young families moving in next door to couples who have been there for decades. In the marketplace, Continental Culture’s dual nature results in high rates for both rock concerts and craft shows, cordials and cell phones. The $85,000 average income allows these city dwellers to travel frequently, shop at upscale stores like Eddie Bauer and Danier Leather, and sock away more than $250,000 in investments and savings. The urban setting also makes Continental Culture a strong market for public transportation and public markets; residents score high for attending the full range of shows from garden to sporting equipment. WHERE THEY LIVE Toronto, Saint-Leonard, Côte-Saint-Luc

HOW THEY THINK Continental Culture is a cool, open cluster strongly focused on quality of life. These Canadians love the richness of their urban environment. Strong on Openness Towards Others, Cultural Fusion, and Flexible Definition of Family, Continental Culture residents enjoy diversity and are willing to grant others the same autonomy they seek for themselves (Need for Autonomy, Rejection of Authority). There is a strong idealistic streak in this cluster; residents tend to support Ethical Consumerism and Ecological Consumption, as well as Equality of the Sexes and Equal Relationship with Youth. Strong on Introspection and Empathy, these Canadians make a habit of considering the feelings and perspectives of others; this translates into openness, flexibility and a strong feeling of connectedness. Skeptical consumers, this cluster is among the weakest on Confidence in Big Business, Advertising as Stimulus and Importance of Brand. To appeal to Continental Culture residents, marketing efforts should emphasize ethics and experiential factors--this cluster is strong on Personal Creativity and Importance of Aesthetics--over price and status.

PRIZMCE Marketer’s Handbook - 2008 Page 41

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada yoga Age Maintainer Age theatre 0-4 5.75 110 < 25 2.46 67 art galleries 5-14 9.92 85 25-34 16.46 107 vacation cottages 15-24 10.74 80 35-44 24.58 123 Travelocity. com 25-44 34.72 124 45-54 21.99 98 45-64 26.80 96 55-64 16.00 92 Shopping 65-74 5.86 81 65-74 9.08 82 pomade 75-84 4.41 94 75+ 9.43 95 books 85+ 1.79 99 health food stores Size Eddie Bauer Mother Tongue 1 person 28.75 108 The Gap English 63.10 108 2 people 31.95 95 French 3.20 14 3 people 17.66 110 Media Non-Official 32.15 180 4+ people 21.65 90 Academy Awards Immigration Family Status “20/20” Immigrant 36.18 179 Non-family 33.45 113 “CBC’s Late Night News” Couples w/ kids 31.05 96 news/talk radio Arrived < 1961 20.37 124 Couples, no kids 24.05 88 Eye Weekly 1961-1970 22.67 166 Lone parent 11.45 105 Food/Drink 1971-1980 20.50 119 Age of Children 1981-1990 15.46 81 < 6 23.97 115 frozen main courses 1991-1995 10.24 64 6-14 30.08 83 vegetarian products > 1996 10.76 61 15-17 9.33 72 gourmet coffee citrus-flavoured soft drinks Visible Minority 18-24 18.95 95 Yes 18.98 138 25+ 17.68 173 Second Cup

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $250,000-$500,000 in securities and Marital Status Tenure savings Single 39.02 112 Own 71.85 104 stocks and mutual funds Married 45.03 94 Rent 28.15 92 consult financial advisor W/D/S 15.94 93 Band 0.00 0 electronic banking RESP Mode of Period of Transport Construction Car 36.77 67 < 1946 63.99 526 Automotive Public Transport 26.85 403 1946-1960 16.50 118 households with 0-1 vehicle 1961-1970 5.32 40 $30,000-$39,999 on latest vehicle Class of Worker new and used vehicles Employed 85.19 97 1971-1980 3.57 19 1981-1990 4.06 25 public transit Self-Employed 14.68 123 Honda models Unpaid 0.14 34 1991-1995 1.19 17 1996-2000 2.20 27 Occupation 2001-2006 1.03 16 Attitudes Primary 0.28 6 > 2006 2.14 52 “Use of marijuana should be legalised in Blue-collar 15.40 61 Canada” Service sector 38.25 97 Type “There should be more public funding White-collar 46.07 152 Single 28.47 51 available for the arts” Semi 25.97 543 “I would never buy products from a Education Row 3.51 62 company that discriminated against < Grade 9 10.54 104 Duplex 7.46 138 employees” Grade 9-13 19.06 61 Low Rise 30.43 167 “I am willing to pay more for Trade 5.91 50 High Rise 3.98 44 environmentally friendly products” College 19.90 87 Mobile 0.03 3 “I like to consider homeopathic and Some University 8.86 125 herbal remedies” University Degree 35.71 208 Dwelling Value Index 166

PRIZMCE Marketer’s Handbook - 2008 Page 42 U2 17 - CLUTTERED NESTS

Upper-middle-class multigenerational families Population 390,874 (1.17% of Canada) Households 140,223 (1.05% of Canada) Average Household Income $79,371

Housing Tenure Homeowners Education Mixed Occupation Mixed Ethnic Presence Some Sample Social Value Religiosity Cluttered Nests is named for this cluster’s high concentration of multigenerational families living primarily in the older, inner suburbs of Toronto. In these communities, households typically contain the original European, Asian and Caribbean immigrants, their older children now in their late teens and twenties, and sometimes their grandchildren. Given the cluster’s wide-ranging ages, it’s not surprising that residents enjoy divergent leisure pursuits such as a fondness for both museums and baseball games. And with average household incomes of $79,000 from their white-collar and service jobs, these consumers live comfortable lifestyles, whether that means shopping at Fairweather and Laura, going out to buffet and chicken restaurants, or sailing on Lake Ontario. Typically, they do most of these activities together as a family.

Cluttered Nests is a classic transitional lifestyle type. Residents express interest in products and services targeting all life-stages, from radio-controlled toys to bridal shows to seniors banking packages. Although the older children have certainly brought a greater affinity for outdoor sports--the cluster ranks high for soccer, football and skateboarding--the one constant among all residents is the desire to spend time with their families. In attitudinal surveys, they proudly admit that not only is their family the primary concern in their lives but that they also derive their meaning of life from their loved ones. WHERE THEY LIVE Pointe-Claire, Dollard-des-Ormeaux, Dorval, Toronto, Pierrefonds, Greenfield Park, Mississauga, Burlington

HOW THEY THINK Like their consumption patterns, the values of Cluttered Nests residents exhibit some internal contrasts due to age disparities. The cluster’s high levels of Religiosity and Saving on Principle can be attributed to its older residents, and its Reprioritizing of Work signifies a move toward retirement (although this cluster’s young families, too, may be striving to balance work and home). Older members drive high scores on Legacy and Search for Roots. Trends like Early Adoption, Connectivity, Equality of the Sexes and Openness Toward Others likely predominate among younger residents. Focused on fostering happy, well kept homes, the two component groups of Cluttered Nests share considerable common ground in both their neighbourhoods and their values: strong commitment to the Primacy of the Family and low levels of Acceptance of Violence. Yet, with such diverse neighbourhoods, many lack a sense of Community Involvement. These Canadians are open to marketing efforts that emphasize high-quality products and services and low-key pitches; they seek things that will make life easier, their homes more pleasant or the day more entertaining.

PRIZMCE Marketer’s Handbook - 2008 Page 43

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada RV shows Age Maintainer Age baseball games 0-4 4.68 89 < 25 1.12 31 museums 5-14 11.02 95 25-34 9.39 61 auto racing 15-24 12.46 92 35-44 19.30 97 casinos 25-44 26.60 95 45-54 23.19 103 45-64 27.76 100 55-64 17.62 101 Shopping 65-74 8.67 120 65-74 14.53 131 lawn mowers 75-84 6.75 143 75+ 14.85 150 action figures 85+ 2.06 113 $2,501+ on women’s clothing Size Fairweather Mother Tongue 1 person 20.31 76 Grand & Toy English 59.65 102 2 people 31.32 93 French 3.49 16 3 people 18.46 116 Media Non-Official 34.78 195 4+ people 29.92 125 Women’s Television Network Immigration Family Status Showcase Immigrant 41.26 204 Non-family 22.05 75 “CityLine” Couples w/ kids 38.63 120 traffic radio Arrived < 1961 20.74 126 Couples, no kids 26.57 97 Starweek 1961-1970 17.62 129 Lone parent 12.75 117 Food/Drink 1971-1980 17.42 101 Age of Children 1981-1990 17.85 93 < 6 17.03 82 veal 1991-1995 14.24 89 6-14 30.42 84 vegetarian products > 1996 12.14 69 15-17 10.91 84 cookies waffles Visible Minority 18-24 21.37 108 Yes 25.11 183 25+ 20.26 198 Country Style Donuts

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $250,001-$500,000 in securities and Marital Status Tenure savings Single 30.89 89 Own 86.15 125 GICs/term deposits Married 53.16 110 Rent 13.85 45 stocks W/D/S 15.95 93 Band 0.00 0 telephone banking $2,500-$5,000 yearly contribution to Mode of Period of Transport Construction RRSPs Car 46.27 84 < 1946 10.49 86 Public Transport 15.13 227 1946-1960 47.53 341 Automotive 1961-1970 20.96 156 $30,000-$40,000 on latest vehicle Class of Worker new versus used vehicles Employed 89.31 102 1971-1980 8.46 45 1981-1990 4.76 30 luxury cars Self-Employed 10.38 87 SUVs Unpaid 0.31 77 1991-1995 1.32 19 1996-2000 2.55 31 Pontiac models Occupation 2001-2006 1.55 24 Primary 0.27 6 > 2006 2.37 57 Attitudes Blue-collar 26.32 104 “Getting married and having children is Service sector 39.53 100 Type the only real way of having a family” White-collar 33.88 112 Single 72.64 131 “It was better when men's and women's Semi 4.15 87 roles were more clearly defined and Education Row 2.96 52 easier to understand” < Grade 9 10.38 103 Duplex 10.23 190 “I try to keep abreast of changes in style Grade 9-13 30.50 98 Low Rise 6.69 37 and fashion” Trade 9.65 82 High Rise 3.20 36 “Being Canadian is more important than College 22.68 99 Mobile 0.02 2 being from my province or region” Some University 7.94 112

University Degree 18.85 110 Dwelling Value Index 138

PRIZMCE Marketer’s Handbook - 2008 Page 44 U2 40 - NEW ITALY

Established Italian city families Population 301,302 (0.9% of Canada) Households 113,542 (0.85% of Canada) Average Household Income $71,401

Housing Tenure Homeowners & Renters Education Grade 9/High School Occupation Mixed Ethnic Presence High Sample Social Value Meaning of Life Through Family With nearly 30 percent of its residents having Italian as their mother tongue, it’s no surprise that New Italy is one of the top clusters for consuming olives and pasta. But the other 70 percent of the population, which includes small numbers of immigrants from many countries, also contributes to the ethnic flavour of this cluster concentrated in Toronto, Montreal and Hamilton. Despite more than a quarter of residents having less than a 9th grade education, they’ve done well in their blue-collar jobs--the average income is more than $71,000--and they’ve created comfortable, Old World lifestyles. Residents shop at midscale stores, drink cognac, visit spas and drive mid-priced imports. And while many settled in Canada before 1970, they still call and frequently visit their native countries, claiming it’s important to feel connected to their heritage.

Although half of all its maintainers are first-generation immigrants over 55 years old, New Italy is also home to the second generation, often living together as traditional extended families. And these young adults influence consuming patterns, especially the popularity of soccer, basketball and theme parks. Because it’s customary in this Old World cluster for young people to remain at home until they marry, many have disposable income to spend on jewellery, cosmetics and consumer electronics. But there’s also a generational debate over values in New Italy, and while the young people sign up for dating services, their parents worry that their children need more religious education. WHERE THEY LIVE Saint-Léonard, Vaughan, Montréal-Nord, Anjou, Montréal, Hamilton, Toronto

HOW THEY THINK New Italy is a cluster influenced by tradition but comfortable with modern life in Canada. Strong on Religiosity, these Canadians (especially the older ones) stick to the faith in which they were raised. In many cases, New Italy residents have weathered the challenges of immigrant life bolstered by the support of strong families; hence the cluster belief in the Primacy of the Family and Meaning of Life Through Family found here. Also strong on Legacy, these Canadians ponder the bigger questions of existence as they age. This cluster’s low Adaptability to Complexity in Life is a product of age and perhaps a slight discomfort with the pace of technological change. But in terms of life decisions, New Italy residents are fairly autonomous (Rejection of Authority), and their aversion to complexity doesn’t lead them to hostility toward outsiders or disconnectedness from society at large. These Canadians feel very little Financial Concern Regarding the Future, so they focus less on the Importance of Price in the marketplace

PRIZMCE Marketer’s Handbook - 2008 Page 45

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada soccer Age Maintainer Age bingo 0-4 4.36 83 < 25 1.37 38 auto racing 5-14 10.49 90 25-34 9.74 63 playing the lottery 15-24 11.42 85 35-44 18.20 91 travel outside Canada 25-44 27.28 97 45-54 19.36 86 45-64 27.23 98 55-64 19.98 114 Shopping 65-74 10.70 148 65-74 17.63 159 perfume and cologne 75-84 6.67 142 75+ 13.72 139 $500+ on fine jewellery 85+ 1.85 102 $501-$1,000 on women’s clothing Size La Senza Mother Tongue 1 person 22.44 84 Club Monaco English 25.52 43 2 people 31.53 94 French 18.47 83 3 people 18.09 113 Media Non-Official 53.08 297 4+ people 27.94 117 TV auto racing Immigration Family Status Telelatino Immigrant 47.25 234 Non-family 24.34 82 big band radio Couples w/ kids 37.31 116 hot adult contemporary radio Arrived < 1961 27.90 170 Couples, no kids 26.39 97 "Voilà!" 1961-1970 26.23 192 Lone parent 11.96 110 Food/Drink 1971-1980 16.56 96 Age of Children 1981-1990 13.61 71 < 6 16.93 81 fresh fish and seafood 1991-1995 9.04 57 6-14 28.30 78 packaged pasta > 1996 6.66 38 15-17 9.97 77 fresh fruit cognac Visible Minority 18-24 21.55 108 Yes 17.53 128 25+ 23.26 227 Harvey’s

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $25,000-$50,000 in securities and savings Marital Status Tenure $10,000+ yearly contribution to RRSPs Single 31.71 91 Own 64.46 94 money market mutual funds Married 52.73 110 Rent 35.54 116 student banking packages W/D/S 15.55 91 Band 0.00 0 unsecured line of credit

Mode of Period of Transport Construction Automotive Car 46.14 84 < 1946 3.58 29 $20,000-$30,000 on latest vehicle Public Transport 12.30 185 1946-1960 21.08 151 new versus used vehicles 1961-1970 26.98 201 lease vehicles Class of Worker entry SUVs Employed 90.13 103 1971-1980 18.79 100 1981-1990 18.35 114 Honda models Self-Employed 9.65 81 Unpaid 0.22 56 1991-1995 2.75 40 1996-2000 3.12 38 Attitudes Occupation 2001-2006 2.50 39 “I consider myself to be a member of a Primary 0.20 4 > 2006 2.85 69 religious faith ” Blue-collar 32.67 129 “Current scientific developments will Service sector 39.13 99 Type likely cause more problems than they White-collar 28.00 92 Single 38.88 70 solve” Semi 6.03 126 “We usually have a sit-down meal every Education Row 2.01 36 evening” < Grade 9 26.73 265 Duplex 15.33 285 “When considering the good moments in Grade 9-13 26.13 84 Low Rise 34.37 189 my life, I think first of those I spend with Trade 9.58 81 High Rise 3.10 35 my family” College 19.29 84 Mobile 0.05 4 Some University 5.73 81 University Degree 12.54 73 Dwelling Value Index 137

PRIZMCE Marketer’s Handbook - 2008 Page 46 U2 41 - OLD WORLD STYLE

Multi-ethnic middle-aged families in cities Population 345,674 (1.03% of Canada) Households 124,677 (0.93% of Canada) Average Household Income $63,796

Housing Tenure Homeowners & Renters Education Grade 9/High School Occupation Blue-collar & Service Sector Ethnic Presence High Sample Social Value Fear of Violence Concentrated in Toronto and Montreal, Old World Style is a portrait of diversity--a mix of ages, housing styles and, most important, ethnicities. A magnet for first-generation immigrants from Portugal, Italy and Greece, the cluster’s population includes owners and renters, those from 25 to 65 years old and a housing stock that consists of both older duplexes and semi-detached houses. More than half of the residents never went to college or university--including many who immigrated for work without a high school education-- but their incomes and lifestyles are firmly middle-class. They’re willing to spend their hard-earned money at casinos, travelling outside Canada and taking trips to amusement parks. Not surprisingly, their attitudes are also a mixed bag, with residents saying that they’re religious in one breath but tolerant of extramarital affairs in the next.

Old World Style is mostly a family cluster though not in the traditional nuclear sense: nearly a fifth of households feature single- parent families, and still others include multigenerational families. With such wide-ranging ages and ethnicities, the commercial districts of Old World Style have to strive to keep up with constantly changing trends and community needs, offering shops that sell both children’s toys and fine jewellery, imported cheese as well as cell phones. But there’s always one business that’s guaranteed to thrive in Old World Style: travel agencies. WHERE THEY LIVE LaSalle, Brossard, Toronto, Saint-Laurent, Pierrefonds, Mississauga, Montréal

HOW THEY THINK The values of Old World Style skew slightly toward a traditional perspective; these are likely concentrated among the older, first- generation immigrants in this cluster. Among the weakest values are those associated with control: Old World Style has little need for Control of Destiny and registers minimal Adaptability to Complexity in Life. It is also among the weakest clusters on Social Learning. These residents are anxious about the direction the world is taking, exhibiting a number of fearful values: Fear of Violence, Technological Anxiety and Ethnic Intolerance. But the cluster’s more youthful side is apparent in a number of status- oriented, outer-directed values on which Old World Style scores high: Advertising as Stimulus, Early Adoption and Importance of Physical Beauty are good examples. With a high Financial Concern Regarding the Future, the emphasis they place on the Importance of Brand reflects a desire to find brands they can trust.

PRIZMCE Marketer’s Handbook - 2008 Page 47

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada movies Age Maintainer Age casinos 0-4 4.95 95 < 25 2.44 67 garden shows 5-14 11.25 97 25-34 14.19 92 baseball 15-24 13.20 98 35-44 20.54 103 auto shows 25-44 30.75 110 45-54 21.41 95 45-64 25.53 92 55-64 17.79 102 Shopping 65-74 8.14 112 65-74 13.52 122 $200+ on children's clothing 75-84 5.01 106 75+ 10.10 102 fine jewellery 85+ 1.19 65 department store customer rewards Size programs Mother Tongue 1 person 22.43 84 Future Shop English 35.40 60 2 people 28.63 85 Stitches French 7.94 36 3 people 18.97 119 Non-Official 53.86 301 4+ people 29.97 125 Media Immigration Family Status Women’s Television Network Immigrant 55.18 273 Non-family 25.52 86 “Newsworld Business News” Couples w/ kids 36.78 114 World Cup Soccer Arrived < 1961 12.76 78 Couples, no kids 22.41 82 multicultural radio 1961-1970 16.55 121 Lone parent 15.29 141 Starweek

1971-1980 19.47 113 Age of Children 1981-1990 22.45 118 < 6 17.27 83 Food/Drink 1991-1995 15.10 95 6-14 30.41 84 lamb > 1996 13.67 77 15-17 10.29 79 fresh fish & seafood espresso Visible Minority 18-24 21.71 109 Yes 35.98 262 25+ 20.32 198 frozen yogurt buffet restaurants Cluster Index Cluster Index Adult Population % Canada Dwellings % Canada Financial Marital Status Tenure no securities and savings Single 35.74 103 Own 62.96 91 precious metal assets Married 48.40 101 Rent 37.04 121 $100-$500 monthly on credit cards W/D/S 15.86 93 Band 0.00 0 private banking telephone banking to pay bills Mode of Period of Transport Construction Car 40.29 73 < 1946 18.38 151 Automotive Public Transport 19.42 292 1946-1960 20.68 148 less than $10,000 on latest vehicle 1961-1970 22.52 168 households with no vehicles Class of Worker lease vehicles Employed 91.44 104 1971-1980 18.27 97 1981-1990 9.52 59 motorcycles Self-Employed 8.31 69 Pontiac models Unpaid 0.24 60 1991-1995 2.04 29 1996-2000 2.82 35 Occupation 2001-2006 2.21 35 Attitudes Primary 0.20 4 > 2006 3.55 86 “It should be tougher to obtain welfare and Blue-collar 32.75 129 Employment Insurance” Service sector 40.87 103 Type “We should show respect to people in White-collar 26.18 86 Single 18.74 34 positions of authority” Semi 22.77 476 “Religion is very important to me” Education Row 5.98 106 “It is important to have a home as well- < Grade 9 22.80 226 Duplex 10.12 188 equipped and furnished as that of certain Grade 9-13 30.18 97 Low Rise 34.49 190 people I know” Trade 7.97 68 High Rise 7.66 86 College 19.23 84 Mobile 0.03 2 Some University 6.66 94 University Degree 13.16 77 Dwelling Value Index 126

PRIZMCE Marketer’s Handbook - 2008 Page 48

PRIZMCE Marketer’s Handbook - 2008 Page 49 U3 - Urban Young

Home to the nation’s youngest residents, Urban Young consists of three clusters where most household maintainers are under 40 years old. These university-educated singles and couples tend to be upscale or middle class, hold white-collar jobs, live in older apartments and lead hip, progressive lifestyles. Urban Young residents typically are night owls who frequent bars, health clubs, theatres and art galleries. They’re early adopters who like to purchase the latest designer clothes and consumer electronics. And they also tend to be community activists who volunteer for social causes and political groups that reflect their typically liberal views.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 3.51 67 Worker Non-family 58.13 197 5-14 5.32 46 Employed 86.53 99 Couples w/ kids 13.37 41 15-24 13.73 102 Self-employed 13.26 111 Couples, no kids 22.55 83 25-44 42.74 152 Unpaid 0.22 54 Lone parent 5.94 55 45-64 23.88 86 Occupation Age of 65-74 5.22 72 Primary 1.10 23 Children 75-84 3.87 82 Blue-collar 12.16 48 < 6 25.49 123 85+ 1.74 96 Service sector 40.09 101 6-14 29.91 83 Mother White-collar 46.65 154 15-17 10.90 84 Tongue Education 18-24 20.81 105 English 25+ 67.40 115 < Grade 9 2.95 29 12.89 126 French 6.61 30 Grade 9-13 14.51 47 Cluster Index Non-official 24.45 137 Trade 6.33 54 Dwellings % Canada Immigration College 20.52 90 Immigrant 31.16 154 Some university 12.02 170 Tenure University Own 38.68 56 Arrived < 1961 13.72 84 degree 43.66 254 Rent 61.32 200 1961-1970 13.56 99 Band 0.00 0 1971-1980 17.98 105 Cluster Index Period of 1981-1990 16.53 87 Households % Canada Construction 1991-1995 15.29 96 Maintainer < 1946 22.77 187 > 1996 22.91 130 Age 1946-1960 12.80 92 Visible < 25 8.90 244 1961-1970 13.30 99 Minority 25-34 29.07 188 1971-1980 14.07 75 Yes 20.00 145 35-44 19.93 100 1981-1990 11.95 74 45-54 16.43 73 1991-1995 4.67 67 Adult Cluster Index 55-64 12.54 72 1996-2000 8.99 110 Population % Canada 65-74 6.29 57 2001-2006 5.99 94 Marital Status 75+ 6.84 69 > 2006 5.46 133 Single 52.20 150 Married 31.97 66 Size Type Single Wid/Div/Sep 15.83 93 1 person 48.84 184 10.35 19 Semi 2 people 33.03 99 3.22 67 Mode of 3 people 9.56 60 Row 3.32 59 Transport 4+ people 8.56 36 Duplex 4.72 88 Car 36.95 67 Low-rise 35.14 193 Public transport 16.80 252 High-rise 42.98 480 Mobile 0.06 5 Dwelling Value Index 152

PRIZMCE Marketer’s Handbook - 2008 Page 50 U3 05 - YOUNG DIGERATI

Young and well-off urban trendsetters Population 264,787 (0.79% of Canada) Households 131,360 (0.98% of Canada) Average Household Income $112,613

Housing Tenure Homeowners & Renters Education University Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Primacy of Environmental Protection Young Digerati consists of the nation’s tech-savvy singles and couples living in fashionable in-town neighbourhoods in a handful of big cities. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with tasteful, high-rise apartments and expensive condos with home offices, fitness clubs, clothing boutiques and all types of bars--from juice to coffee to microbrew. With their deep pockets, Young Digerati residents enjoy shopping for the latest styles at Banana Republic, The Gap and Eddie Bauer. But they’re not simply acquisitive materialists; many are socially-conscious consumers who support arts causes and donate money to environmental groups.

In Young Digerati, residents have used their higher education--more than half hold university degrees--to pursue technology- and information-intensive lifestyles. With household incomes averaging more than $112,000, they’re big purchasers of laptops and PDAs, DVD players and digital cameras. They go online daily to bank, shop, invest, conduct research and check out job postings. These residents typically prefer cable networks like A&E and CTV Newsnet, as well as magazine titles such as Report on Business and Toronto Life. And though they’re frequently on the move--travelling for business and pleasure--they still find time to read books and join bookstore loyalty clubs at high rates. WHERE THEY LIVE Montréal-Ouest, Westmount, Vancouver, Toronto, White Rock, Ottawa, Montréal

HOW THEY THINK The values of Young Digerati residents are as cutting-edge as their laptops. These young Canadians see themselves as Belonging to the Global Village and show their recognition of the shrinking world in their Global Ecological Consciousness. While they are eager to succeed, they don’t want to climb an outdated corporate hierarchy to do so; their Need for Autonomy and belief in their ability to chart their own course (Control of Destiny) suggests that they are confident in their ability to both achieve success and enjoy its fruits without being under the wing of large institutions like corporations or churches. Members of Young Digerati believe others should have the same freedom from the dictates of tradition and convention: they believe strongly in the Equality of the Sexes and espouse a Flexible Definition of Family. These young Canadians rely on their Enthusiasm for Technology and Networking savvy to build and maintain their connections to others. Young Digerati residents don’t insist on Utilitarian Consumerism—they’ll pay for some bells and whistles, especially when it comes to technology—but they’re too savvy for superficial frills.

PRIZMCE Marketer’s Handbook - 2008 Page 51

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada tennis Age Maintainer Age snowboarding 0-4 4.20 80 < 25 3.86 106 art galleries 5-14 7.03 61 25-34 23.77 154 wine and cheese shows 15-24 10.51 78 35-44 20.69 104 travel to U. S. 25-44 37.81 135 45-54 18.58 83 45-64 27.08 97 55-64 15.61 89 Shopping 65-74 6.47 89 65-74 8.25 74 $2,500+ on men’s clothes 75-84 4.76 101 75+ 9.24 94 $100+ on books 85+ 2.14 118 laptops/notebooks Size dry cleaning Mother Tongue 1 person 42.50 160 Roots English 66.41 113 2 people 33.68 101 French 7.08 32 3 people 11.47 72 Media Non-Official 25.08 140 4+ people 12.35 52 Cable Pulse 24 Immigration Family Status Golden Globe Awards Immigrant 33.80 167 Non-family 48.83 165 modern rock radio Couples w/ kids 19.31 60 newspaper lifestyle sections Arrived < 1961 18.31 111 Couples, no kids 24.83 91 Internet newspaper sites 1961-1970 16.51 121 Lone parent 7.02 65 Food/Drink 1971-1980 19.64 114 Age of Children 1981-1990 16.46 86 < 6 23.62 114 low fat yogurt 1991-1995 13.43 84 6-14 29.83 83 granola > 1996 15.64 88 15-17 11.11 86 bottled water imported beer Visible Minority 18-24 21.81 110 Yes 18.66 136 25+ 13.63 133 restaurant delivery

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $1,500+ monthly on credit cards Marital Status Tenure stocks and bonds Single 42.82 123 Own 54.34 79 home office banking packages Married 40.47 84 Rent 45.66 149 have RRSPs W/D/S 16.71 98 Band 0.00 0 telephone/Internet banking

Mode of Period of Transport Construction Automotive Car 40.28 73 < 1946 27.66 228 $50,000+ on latest vehicle Public Transport 19.53 293 1946-1960 12.50 90 new versus used vehicles 1961-1970 8.69 65 SUVs Class of Worker pay-at-pump self-serve gas Employed 82.14 94 1971-1980 8.85 47 1981-1990 11.97 74 Volvo models Self-Employed 17.65 147 Unpaid 0.21 52 1991-1995 4.67 67 1996-2000 11.82 145 Attitudes Occupation 2001-2006 7.21 113 “I like activities which push my mental Primary 0.49 10 > 2006 6.62 161 and physical limits” Blue-collar 11.17 44 “I am prepared to pay more for products Service sector 35.74 90 Type that are a little bit different from those White-collar 52.60 173 Single 15.32 28 one sees all over” Semi 5.96 125 “There should be more public funding Education Row 4.42 78 from the arts” < Grade 9 2.73 27 Duplex 4.42 82 “I feel that I am more a citizen of the Grade 9-13 12.86 41 Low Rise 25.81 142 world than a citizen of my country” Trade 4.95 42 High Rise 43.81 489 “New technologies are solving more College 17.97 79 Mobile 0.06 5 problems than they are causing” Some University 10.95 155

University Degree 50.53 294 Dwelling Value Index 209

PRIZMCE Marketer’s Handbook - 2008 Page 52 U3 15 - ELECTRIC AVENUES

Young upper-middle-class urban singles Population 283,199 (0.84% of Canada) Households 146,440 (1.1% of Canada) Average Household Income $78,357

Housing Tenure Renters Education University Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Equality of the Sexes Urban lifestyles typically attract young singles and couples, and Electric Avenues is no exception. These neighbourhoods-- concentrated in Vancouver, Calgary, Toronto, Ottawa-Hull and Montreal--are known as havens for university graduates who rent apartments (in low- and high-rise buildings), have white-collar jobs and pursue yuppie lifestyles. While residents here have slightly above-average household incomes, their spending power appears greater because so many are childless households. Like their younger cousins in Grads & Pads, they spend freely on entertainment, designer clothes and cultural events. But being more established, they devote more time to tracking their investments and less time to patronizing local nightclubs. While no one would consider Electric Avenues residents conservative, they are less liberal in their outlook than Grads & Pads.

Electric Avenues brings together a diverse mix of cultures in a vibrant city setting: apartment-dwelling singles from a dozen Asian and European countries all united by a youthful, educated sensibility. As consumers, they’re big on travel, computers, jazz concerts and yoga. And though supermarket surveys would seem to indicate that they’re starving--spending less than $50 weekly on groceries--they frequent all types of restaurants. Electric Avenues residents like nothing more than to arrange business lunches and dinners, indulging their tastes for fine dining restaurants. WHERE THEY LIVE Kananaskis, Whistler, Wolfville, Westmount, Vancouver, Fredericton, Oak Bay, Halifax, Calgary, Toronto, London, Waterloo, Edmonton, Ottawa

HOW THEY THINK Electric Avenues is a cluster of autonomous, flexible, and engaged young Canadians. Electric Avenues residents’ openness to change is evident particularly in their orientation to matters of gender, sexuality, and family: this cluster is among the strongest on Flexible Definition of the Family, Flexibility of Gender Identity, and Sexual Permissiveness. Electric Avenues residents want the freedom to make their own decisions without deferring to the wishes of a boss, father, religious leader, or other authority figure: this cluster is strong on Control of Destiny and Adaptability to Complexity in Life. There is a dash of youthful thrill-seeking here, evident in the cluster’s high scores on Penchant for Risk-Taking and Importance of Spontaneity in Daily Life. But these young Canadians find no thrill in showing others they’re richer or better off; this cluster is among the weakest on the Need for Status Recognition and the Importance of Brand. Yet they score high on Pursuit of Originality and Importance of Aesthetics.

PRIZMCE Marketer’s Handbook - 2008 Page 53

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada yoga Age Maintainer Age museums 0-4 3.79 72 < 25 8.01 220 nightclubs 5-14 5.90 51 25-34 27.79 180 film festivals 15-24 13.21 98 35-44 20.20 101 spas 25-44 41.58 148 45-54 17.31 77 45-64 24.37 88 55-64 12.74 73 Shopping 65-74 5.21 72 65-74 6.54 59 $100+ on books 75-84 4.07 86 75+ 7.42 75 vitamins, minerals, herbal supplements 85+ 1.89 104 jazz tapes/CDs Size stereo equipment Mother Tongue 1 person 45.69 172 The Gap English 69.87 119 2 people 33.83 101 French 7.16 32 3 people 10.68 67 Media Non-Official 21.35 119 4+ people 9.80 41 TV news/current affairs Immigration Family Status "Amazing Race" Immigrant 28.85 143 Non-family 55.02 186 "This Hour Has 22 Minutes" Couples w/ kids 14.74 46 classical radio Arrived < 1961 14.17 86 Couples, no kids 23.49 86 TV Times 1961-1970 15.31 112 Lone parent 6.75 62 Food/Drink 1971-1980 19.47 113 Age of Children 1981-1990 17.56 92 < 6 25.02 120 multi-grain bread 1991-1995 14.63 92 6-14 31.17 86 veggie dogs > 1996 18.86 107 15-17 11.09 86 herbal tea restaurant delivery Visible Minority 18-24 20.26 102 Yes 17.14 125 25+ 12.47 122 Starbucks

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada stocks Marital Status Tenure debit cards Single 50.70 146 Own 42.49 62 $100-$500 monthly on credit cards Married 33.07 69 Rent 57.51 187 student banking packages W/D/S 16.23 95 Band 0.00 0 Internet banking

Mode of Period of Transport Construction Automotive Car 39.89 73 < 1946 27.48 226 households with no vehicles Public Transport 16.63 250 1946-1960 14.59 105 new and used vehicles 1961-1970 11.42 85 lease vehicles Class of Worker coupe/hatchback Employed 86.83 99 1971-1980 11.11 59 1981-1990 11.15 69 Volkswagen models Self-Employed 13.05 109 Unpaid 0.12 29 1991-1995 4.91 71 1996-2000 9.11 112 Attitudes Occupation 2001-2006 5.44 85 "My confidence is greatly enhanced when Primary 1.21 26 > 2006 4.78 116 I know I look my best" Blue-collar 12.06 48 "I am willing to pay more for Service sector 39.94 101 Type environmentally-friendly products" White-collar 46.79 154 Single 14.07 25 "I am very interested in more exotic, Semi 3.66 77 unfamiliar destinations" Education Row 3.92 69 "The use of marijuana should be legalized < Grade 9 3.30 33 Duplex 8.11 151 in Canada" Grade 9-13 14.64 47 Low Rise 38.99 214 Trade 6.43 55 High Rise 30.98 346 College 20.38 89 Mobile 0.06 5 Some University 11.37 160 University Degree 43.89 256 Dwelling Value Index 162

PRIZMCE Marketer’s Handbook - 2008 Page 54 U3 32 - GRADS & PADS

Young midscale urban singles Population 297,278 (0.89% of Canada) Households 176,647 (1.32% of Canada) Average Household Income $54,349

Housing Tenure Renters Education University Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Fulfillment Through Work A collection of young, ethnically-diverse city dwellers living near universities, Grads & Pads represents the nation’s most liberal lifestyle. Its residents are a progressive mix of well-educated singles, students and recent grads, service workers and professionals-- all living in apartments usually near universities in large metros and mid-sized cities. Their incomes aren’t high, but these young adults just entering the workforce enjoy the freedom of spending their first paycheques. With three-quarters of the adults unattached, Grads & Pads residents are night owls who frequent health clubs, rock concerts, art galleries and ballet performances. They like to drink: beer, tequila, rum, gin--you name it. They’re also political activists who work for social causes, write to public officials and volunteer for political parties and politicians who typically support their liberal views.

Grads & Pads is a magnet for young and footloose men and women: many have moved into their current apartments within the past year, typically looking for more convenient access to nearby jobs. They’re also frequent travellers who are sometimes willing to spend a lot of money--$3,000+ on last trip--to international destinations like Europe, Latin America and Asia. Back in their apartments, they enjoy surfing the Internet (for research and entertainment), cooking gourmet meals and listening to music, especially jazz and alternative rock. When they turn on the TV, it’s typically to watch programs with a satiric edge--favourites include “Scrubs” and “South Park”--and Grads & Pads residents get all the pop culture references. WHERE THEY LIVE Vancouver, Wolfville, Banff, Fredericton, Kingston, Calgary, Victoria, Saskatoon, Toronto

HOW THEY THINK Grads & Pads is in many ways the opposite of the stereotype of lazy, disaffected youth. Busy, thoughtful, and happy, these young Canadians are among the most dedicated to Community Involvement, register strong engagement with social and environmental issues (Global Ecological Consciousness, Ethical Consumerism) and are passionate about finding ways to express their Personal Creativity. The Equality of the Sexes goes without saying for this progressive cluster. Residents here see themselves as Belonging to the Global Village not only because their families have in many cases arrived in Canada from elsewhere, but because the idea of the world being shrunk by technology is a self-evident truth experienced daily. Residents of this diverse cluster live together happily, eschewing all Ethnic Intolerance and strongly rejecting the Importance of National Superiority. With a strong sense of Control of Destiny, this cluster is Adaptable to Complexity. While weak on Religiosity, they frequently contemplate the Meaning of Life.

PRIZMCE Marketer’s Handbook - 2008 Page 55

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada jogging Age Maintainer Age health clubs 0-4 2.62 50 < 25 13.39 367 rock concerts 5-14 3.25 28 25-34 34.08 221 entertaining at home 15-24 17.10 127 35-44 19.16 96 travel within Canada 25-44 48.23 172 45-54 14.09 63 45-64 20.57 74 55-64 10.08 58 Shopping 65-74 4.12 57 65-74 4.62 42 books 75-84 2.88 61 75+ 4.58 46 vitamins, minerals, herbal supplements 85+ 1.23 68 Macintosh computers Size Banana Republic Mother Tongue 1 person 56.17 211 Mountain Equipment Co-op English 65.93 112 2 people 31.90 95 French 5.68 26 3 people 7.22 45 Media Non-Official 26.85 150 4+ people 4.71 20 TV documentaries/biographies Immigration Family Status “MuchMusic Video Awards” Immigrant 30.99 153 Non-family 67.64 229 foreign videos Couples w/ kids 7.81 24 TV Times Arrived < 1961 9.19 56 Couples, no kids 20.08 74 Internet radio 1961-1970 9.39 69 Lone parent 4.47 41 Food/Drink 1971-1980 15.22 89 Age of Children 1981-1990 15.73 82 < 6 29.62 142 packaged pasta 1991-1995 17.53 110 6-14 28.06 78 organic cold cereals > 1996 32.95 186 15-17 10.23 79 vegetarian products pancake mix Visible Minority 18-24 19.87 100 Yes 23.96 174 25+ 12.22 119 restaurant delivery

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada stocks & bonds Marital Status Tenure $1,500+ monthly on credit cards Single 61.43 177 Own 23.89 35 student banking packages Married 23.83 50 Rent 76.11 248 use ATM weekly W/D/S 14.73 86 Band 0.00 0 Internet banking

Mode of Period of Transport Construction Automotive Car 31.42 57 < 1946 15.22 125 $20,000-$30,000 on latest vehicle Public Transport 14.62 220 1946-1960 11.55 83 households with 0-1 vehicle 1961-1970 18.27 136 compact cars Class of Worker used versus new vehicles Employed 89.76 102 1971-1980 20.41 108 1981-1990 12.60 78 Volkswagen models Self-Employed 9.93 83 Unpaid 0.31 79 1991-1995 4.47 64 1996-2000 6.78 83 Attitudes Occupation 2001-2006 5.54 87 “I prefer to be with people in my own age Primary 1.49 32 > 2006 5.16 125 group; everything is simpler and I feel Blue-collar 13.04 51 more comfortable” Service sector 43.70 110 Type “From time to time, I'd like to do things White-collar 41.77 138 Single 3.57 6 that are dangerous or forbidden, just for the Semi 0.82 17 sake of the risk and the sensation" Education Row 2.02 36 “The use of marijuana should be legalized < Grade 9 2.82 28 Duplex 2.15 40 in Canada” Grade 9-13 15.79 51 Low Rise 38.89 214 “I’ve been active in a social issue” Trade 7.38 63 High Rise 52.31 584 “Drinking is a part of my lifestyle” College 22.80 100 Mobile 0.06 4 Some University 13.53 191 University Degree 37.68 219 Dwelling Value Index 103

PRIZMCE Marketer’s Handbook - 2008 Page 56

PRIZMCE Marketer’s Handbook - 2008 Page 57 E2 - Exurban Midscale

The four Exurban Midscale clusters represent the nation’s middle-class families living in the satellite suburbs of older towns and cities across Canada. In this group, young to middle-aged parents tend to work at blue-collar and service sector jobs, their children are typically under 18 years old and their homes are mostly single- and semi-detached houses built after 1970. With their communities outside the big cities, the cost of living is lower, and residents pursue leisure-intensive lifestyles. They have high rates for owning power boats, campers, motorcycles and personal watercraft. These young families also play a lot of sports outdoors, and board games and video games indoors. And they’re a strong market for family-style restaurants.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.92 113 Worker Non-family 20.82 70 5-14 13.53 116 Employed 90.51 103 Couples w/ kids 39.02 121 15-24 14.78 109 Self-employed 9.28 77 Couples, no kids 27.38 100 25-44 29.32 104 Unpaid 0.21 51 Lone parent 12.78 118 45-64 27.09 97 Occupation Age of 65-74 5.51 76 Primary 3.55 75 Children 75-84 2.92 62 Blue-collar 27.31 108 < 6 21.19 102 85+ 0.93 51 Service sector 42.22 107 6-14 37.84 105 Mother White-collar 26.93 89 15-17 13.49 104 Tongue Education 18-24 19.41 98 English 25+ 83.98 143 < Grade 9 5.82 58 8.07 79 French 3.38 15 Grade 9-13 34.99 113 Cluster Index Non-official 11.70 65 Trade 15.08 128 Dwellings % Canada Immigration College 26.53 116 Immigrant 14.16 70 Some university 6.87 97 Tenure University Own 80.56 117 Arrived < 1961 18.49 113 degree 10.71 62 Rent 19.42 63 1961-1970 16.87 123 Band 0.02 5 1971-1980 21.68 126 Cluster Index Period of 1981-1990 21.43 112 Households % Canada Construction 1991-1995 12.06 76 Maintainer < 1946 4.11 34 > 1996 9.45 53 Age 1946-1960 8.05 58 Visible < 25 3.37 92 1961-1970 12.42 93 Minority 25-34 16.87 109 1971-1980 29.72 158 Yes 8.68 63 35-44 22.86 115 1981-1990 20.29 126 45-54 24.85 110 1991-1995 7.53 108 Adult Cluster Index 55-64 17.02 97 1996-2000 7.60 93 Population % Canada 65-74 8.92 80 2001-2006 6.36 100 Marital Status 75+ 6.12 62 > 2006 3.92 95 Single 32.07 92 Married 52.70 109 Size Type Single Wid/Div/Sep 15.24 89 1 person 18.15 68 66.69 120 Semi 2 people 32.85 98 9.91 207 Mode of 3 people 18.91 118 Row 7.28 129 Transport 4+ people 30.09 126 Duplex 5.00 93 Car 66.12 120 Low-rise 8.36 46 Public transport 3.40 51 High-rise 0.78 9 Mobile 1.83 139 Dwelling Value Index 88

PRIZMCE Marketer’s Handbook - 2008 Page 58 E2 18 - BLUE-COLLAR COMFORT

Young prosperous blue-collar families in exurbia Population 603,761 (1.8% of Canada) Households 211,136 (1.58% of Canada) Average Household Income $79,629

Housing Tenure Homeowners Education High School/Trade/College Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Attraction to Crowds Found across southern Ontario, Blue-Collar Comfort features large families whose younger parents work at skilled blue-collar jobs. These high school and college-educated Canadians have secured well-paying positions--the average income is nearly $80,000--that allow them to pursue leisure-intensive lifestyles. Residents have high rates for canoeing, going to casinos and playing soccer. Around their single and semi-detached homes, relaxation means nothing more taxing than tuning in to TV sports or watching a rented movie. Blue-Collar Comfort consumers have enough money in their jeans to travel--the cluster includes a high percentage of snowbirds--but many of these wage earners are content to go only as far as the local pizza parlour or sports bar for a night out.

Blue-Collar Comfort residents tend to live in moderately-priced housing in markets with easy access to leisure activities, so they’re well-equipped: they have higher rates for owning personal watercraft and hockey equipment than the average Canadian household. Befitting their factory and assembly line jobs, Blue-Collar Comfort residents gravitate to motor sports for relaxation--whether it’s taking their motorcycles out on back trails, buying their kids toy racing sets or watching NASCAR races on television. No wonder they tell researchers, “I wish I could slow down the pace of my life.” WHERE THEY LIVE Shelburne, Innisfil, Orangeville, Lincoln, St. Marys, Tillsonburg, Clarington, East Gwillimbury, Barrie, Oshawa, Brampton, Ajax

HOW THEY THINK Blue-Collar Comfort residents have worked hard to achieve the middle-class comfort they enjoy, and they’re sticking to the straightforward, deferential values that have brought them this far. Strong on the Reprioritizing of Money, these Canadians seek to reduce the importance of money and career, looking forward, instead, to getting home to their spouse and kids as shown by their strong Primacy of Family. Their families try to keep life fun and interesting: strong on Importance of Spontaneity in Daily Life and Attraction to Crowds, they like the thrill of a spontaneous joy ride, big game or show. Dads in this cluster like marketing efforts that appeal to their inner adventurer. Although they do not make much Effort for Health, they are concerned about the Legacy they will ultimately leave behind. This cluster scores low on both Adaptability to Complexity and Rejection of Authority; Blue-Collar Comfort residents are happy to go to work, do what’s expected of them and feel secure in the knowledge that their jobs will be there next week. Scoring low on both Confidence in Government and New Social Responsibility, this cluster believes in hard work and self- reliance.

PRIZMCE Marketer’s Handbook - 2008 Page 59

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada canoeing Age Maintainer Age gardens 0-4 5.53 106 < 25 2.11 58 casinos 5-14 13.61 117 25-34 14.88 96 baseball 15-24 14.85 110 35-44 23.56 118 theme parks 25-44 28.83 103 45-54 25.79 115 45-64 27.29 98 55-64 17.59 101 Shopping 65-74 5.79 80 65-74 9.57 86 video games 75-84 3.13 67 75+ 6.51 66 toy racing sets 85+ 0.96 53 Zellers Size Home Depot Mother Tongue 1 person 15.42 58 Pet Smart English 83.03 141 2 people 30.84 92 French 2.18 10 3 people 19.66 123 Media Non-Official 13.90 78 4+ people 34.07 142 Family Channel Immigration Family Status NHL Hockey Immigrant 20.02 99 Non-family 17.02 58 Major League Baseball Couples w/ kids 43.74 135 classic rock radio Arrived < 1961 19.92 121 Couples, no kids 26.31 96 Internet company/corporate sites 1961-1970 19.81 145 Lone parent 12.93 119 Food/Drink 1971-1980 20.62 120 Age of Children 1981-1990 19.88 104 < 6 19.34 93 canned pasta 1991-1995 11.66 73 6-14 36.41 101 processed cheese > 1996 8.11 46 15-17 13.07 101 instant hot cereals fruit juices Visible Minority 18-24 21.02 106 Yes 9.92 72 25+ 10.15 99 Tim Hortons

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada trust company RRSPs Marital Status Tenure life insurance Single 30.46 88 Own 87.14 127 Canada Savings Bonds Married 54.30 113 Rent 12.86 42 debit cards W/D/S 15.23 89 Band 0.00 0 children’s banking packages

Mode of Period of Transport Construction Automotive Car 67.15 122 < 1946 6.08 50 households with 2+ vehicles Public Transport 3.54 53 1946-1960 9.74 70 new and used vehicles 1961-1970 13.40 100 compact pickups Class of Worker full-sized vans Employed 90.95 104 1971-1980 26.04 138 1981-1990 20.83 129 Oldsmobile models Self-Employed 8.82 74 Unpaid 0.23 58 1991-1995 6.62 95 1996-2000 7.61 93 Attitudes Occupation 2001-2006 5.74 90 “It is very likely that, if a product is Primary 1.25 26 > 2006 3.95 96 widely advertised, it will be a good Blue-collar 35.61 141 product” Service sector 37.97 96 Type “Behaviour problems in school should White-collar 25.17 83 Single 64.05 116 receive zero tolerance” Semi 15.96 334 “Overall, there is too much immigration. Education Row 8.63 153 It threatens the purity of the country” < Grade 9 6.11 61 Duplex 3.62 67 “I never meditate on the meaning of my Grade 9-13 37.47 121 Low Rise 6.01 33 life” Trade 12.48 106 High Rise 1.35 15 “I have enough trouble worrying about College 28.11 123 Mobile 0.22 16 my own problems without worrying about Some University 5.48 77 others” University Degree 10.36 60 Dwelling Value Index 104

PRIZMCE Marketer’s Handbook - 2008 Page 60 E2 23 - FAST-TRACK FAMILIES

Upper-middle-class exurban Boomer families Population 742,237 (2.21% of Canada) Households 267,346 (2% of Canada) Average Household Income $82,919

Housing Tenure Homeowners Education Trade/College Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Importance of Spontaneity in Daily Life A cluster of upper-middle-class exurban communities, Fast-Track Families is known for its active lifestyle. Most of the middle-aged adults are married, own their homes and work in service sector or white-collar professions; about half have children. Typically located in areas with many outdoor amenities, these households enjoy activities such as boating, camping and jogging. But they are also close enough to big cities to expose their kids to culture through the occasional visit to a museum or art gallery. In their homes, most built since 1970, the presence of children can be seen in the popularity of toys, pets and sports equipment for hockey or snowboarding. Fast-Track Families is one of the highest ranking clusters for purchasing children’s games. Few are more emphatic about supporting equality of the sexes--especially when it comes to men sharing child care duties at home.

Their exurban settings colour the consuming patterns of most Fast-Track Families. In these towns and suburbs that are widely dispersed around Canada, pickup trucks and sport-utility vehicles are must-haves to haul athletic gear and adult toys like power boats, snowmobiles and campers. These consumers appear ambivalent about wiring their homes for the Internet or acquiring the latest in consumer electronics. Rather than be glued to a video monitor, Fast-Track Families prefer to pursue games in the real world. WHERE THEY LIVE Calgary, Edmonton, Winnipeg, Halifax, St. John’s, Fredericton, Sexsmith, Paradise, Martensville, Gander, New Maryland, Sylvan Lake, Conception Bay South, Spruce Grove, Terrace, Petawawa, Cold Lake, Oromocto, Stellarton

HOW THEY THINK The values of the Fast-Track Families cluster lean toward a kind of wholesome hedonism. They support the Importance of Spontaneity in Daily Life, noting that they are bored with Ritual and express a Need for Escape from everyday routine. Strong on Adaptability to Complexity in Life and rejecting Fatalism, these Canadians feel they have goals they are working towards. Few stop to question the Meaning of Life, nor do they express anxiety through Fear of Violence. With a moderately idealistic streak, evidenced by their Global Ecological Consciousness and belief in the Equality of the Sexes, members of Fast-Track Families are strongly preoccupied with quality-of-life issues. They express some Financial Concern Regarding the Future, so they focus on the Importance of Price and are wary of Advertising as Stimulus and the Need for Status Recognition. Marketing efforts aimed at this cluster should emphasize family activities and leisure pursuits, and communicate clear value for the money in all offers.

PRIZMCE Marketer’s Handbook - 2008 Page 61

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada curling Age Maintainer Age golf 0-4 5.88 112 < 25 2.47 68 camping 5-14 13.68 118 25-34 16.11 104 boating 15-24 14.55 108 35-44 23.38 117 outdoor sports shows 25-44 28.97 103 45-54 25.96 115 45-64 28.18 101 55-64 17.90 102 Shopping 65-74 5.33 74 65-74 8.79 79 children’s toys 75-84 2.59 55 75+ 5.38 54 gas lawn mowers 85+ 0.80 44 call display service Size Jack Fraser Mother Tongue 1 person 15.87 60 Costco English 87.01 148 2 people 33.65 100 French 4.19 19 3 people 19.17 120 Media Non-Official 8.01 45 4+ people 31.31 131 Super Channel Immigration Family Status “Live with Regis and Kelly” Immigrant 9.74 48 Non-family 18.10 61 CFL Football Playoffs Couples w/ kids 41.75 129 gold/oldies radio Arrived < 1961 22.13 135 Couples, no kids 29.34 107 Reader’s Digest 1961-1970 19.38 142 Lone parent 10.81 100 Food/Drink 1971-1980 25.48 148 Age of Children 1981-1990 22.20 116 < 6 20.78 100 Mexican dinner kits 1991-1995 6.26 39 6-14 38.47 106 flavoured pasta > 1996 4.55 26 15-17 14.12 109 frozen hot snacks waffles Visible Minority 18-24 19.82 100 Yes 5.70 41 25+ 6.82 67 iced tea

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada savings bonds Marital Status Tenure credit union RRSPs Single 29.92 86 Own 85.69 124 mortgages Married 56.55 117 Rent 14.30 47 $500-$1,000 monthly on credit cards W/D/S 13.54 79 Band 0.00 0 children’s banking packages

Mode of Period of Transport Construction Automotive Car 68.61 125 < 1946 2.52 21 $15,000-$20,000 on latest vehicle Public Transport 2.56 38 1946-1960 5.39 39 households with 2+ vehicles 1961-1970 10.09 75 purchase used vehicles Class of Worker pickup trucks Employed 89.87 103 1971-1980 29.72 158 1981-1990 22.20 138 Jeep models Self-Employed 9.93 83 Unpaid 0.20 51 1991-1995 9.50 137 1996-2000 8.68 107 Attitudes Occupation 2001-2006 7.61 119 “When I think about my life, I may not be Primary 3.88 82 > 2006 4.29 104 getting ahead financially but I feel that I Blue-collar 22.38 88 am making progress on a personal level” Service sector 44.25 112 Type “Canadian beer is the best beer in the White-collar 29.50 97 Single 76.89 139 world” Semi 6.19 129 “I like to do handicrafts” Education Row 4.48 79 “I get quite attached to my car” < Grade 9 4.50 45 Duplex 5.83 108 “It’s acceptable that an industrial society Grade 9-13 31.73 102 Low Rise 4.64 25 such as ours produce some pollution” Trade 16.75 142 High Rise 0.33 4 College 26.87 118 Mobile 1.51 115 Some University 7.93 112 University Degree 12.23 71 Dwelling Value Index 88

PRIZMCE Marketer’s Handbook - 2008 Page 62 E2 29 - EXURBAN CROSSROADS

Young middle-class homeowners in exurbia Population 501,805 (1.5% of Canada) Households 184,949 (1.39% of Canada) Average Household Income $76,311

Housing Tenure Homeowners Education High School/College/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Enthusiasm for Consumption The Exurban Crossroads cluster is distinctive in its ordinariness: younger, middle-class households with lots of children, living in the satellite suburbs of older towns and cities. The educational levels here are typically high school, trade school or community college. And the lifestyle is a mix of activities befitting the cluster’s high concentration of Baby Boom parents and their offspring. Exurban Crossroads households enjoy going out for pizza, camping, playing volleyball and attending football games. At home, they like to make crafts, play video games and log on to games on the Web. Their conservative social values are typical of smaller cities and towns: they’re anti-big government, support tougher standards for welfare recipients and are skeptical towards big business.

Most of the residents of Exurban Crossroads work at blue-collar and service sector jobs, but their relatively inexpensive housing--a mix of detached and semi-detached houses--allows them more disposable income for leisure-intensive lives. They can afford to buy vans, RVs and coupes--which they do at high rates. They enjoy shopping at mall clothing boutiques like Bootlegger and Smart Set. They don’t do much travelling outside Canada, but usually take a couple of trips each a year within Canada. Exurban Crossroads folks are happy to hang out in their communities or haul their power boats to their cottages for a weekend getaway. WHERE THEY LIVE Peace River country, Brooks, Swan Hills, Hay River, Chapleau, Sioux Lookout, Campbell River, Slave Lake, Winkler, Port Hardy, Windsor, Calgary, Edmonton

HOW THEY THINK Members of Exurban Crossroads are holding their own materially, but they’re vaguely frustrated. Weak on Openness Toward Others and strong on Anomie, these residents don’t have a sure sense of purpose or connectedness. Materialism (Enthusiasm for Consumption) fills this void to some extent, as does thrill-seeking (Need for Escape, Attraction to Violence). They are also preoccupied with the Control of Privacy. Despite dissatisfaction with their social and inner lives, Exurban Crossroads residents are turning their attention to the world they will leave behind with above-average scores on Legacy and Global Ecological Consciousness. Their conservatism suggests that they have little sympathy for those who can’t make their own way in the world as they have done: go to work, stop complaining, don’t ask for handouts and remember that nobody said that life would be a party.

PRIZMCE Marketer’s Handbook - 2008 Page 63

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada golf Age Maintainer Age home shows 0-4 6.02 115 < 25 3.41 94 skiing 5-14 13.30 114 25-34 17.17 111 basketball 15-24 14.58 108 35-44 22.65 114 travel within Canada 25-44 29.57 105 45-54 24.77 110 45-64 26.96 97 55-64 16.59 95 Shopping 65-74 5.55 77 65-74 8.93 80 $250+ weekly on groceries 75-84 3.03 64 75+ 6.48 66 children's toys and games 85+ 0.99 54 fitness videos/DVDs Size grocery store rewards programs Mother Tongue 1 person 19.20 72 Bootlegger English 79.06 135 2 people 33.09 99 French 3.38 15 3 people 18.55 116 Media Non-Official 16.33 91 4+ people 29.16 122 Treehouse TV Immigration Family Status Canadian Learning Channel Immigrant 17.07 84 Non-family 22.42 76 TV suspense/crime dramas Couples w/ kids 37.18 115 traditional country radio Arrived < 1961 11.94 73 Couples, no kids 27.51 101 Today's Parent 1961-1970 10.83 79 Lone parent 12.89 119 Food/Drink 1971-1980 18.65 109 Age of Children 1981-1990 22.19 116 < 6 21.72 104 oriental noodles 1991-1995 19.45 122 6-14 37.78 104 frozen vegetables > 1996 16.94 96 15-17 13.37 103 potato chips frozen hot snacks Visible Minority 18-24 18.93 95 Yes 13.38 97 25+ 8.20 80 iced tea

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure mortgages Single 32.97 95 Own 79.73 116 Canada Savings Bonds Married 51.56 107 Rent 20.25 66 electronic banking W/D/S 15.46 91 Band 0.02 5 RRSPs

Mode of Period of Transport Construction Automotive Car 64.25 117 < 1946 4.24 35 households with 3+ vehicles Public Transport 4.38 66 1946-1960 8.81 63 used versus new vehicles 1961-1970 11.99 90 coupes Class of Worker car maintenance by self Employed 90.35 103 1971-1980 32.95 175 1981-1990 19.50 121 GMC models Self-Employed 9.45 79 Unpaid 0.20 51 1991-1995 6.68 96 1996-2000 6.44 79 Attitudes Occupation 2001-2006 5.71 90 "I consider work as a source of income, Primary 4.57 97 > 2006 3.67 89 not a place for personal satisfaction" Blue-collar 27.41 108 "Current scientific developments will Service sector 42.05 106 Type likely cause more problems than they will White-collar 25.97 86 Single 69.02 125 solve" Semi 7.73 162 "Society would be better off with less Education Row 6.22 110 government involvement" < Grade 9 7.07 70 Duplex 5.40 100 "Knowing that a product has a tradition Grade 9-13 35.94 116 Low Rise 7.88 43 behind it is very important to me" Trade 14.93 127 High Rise 0.57 6 "I am willing to buy a car that is not fuel College 24.97 109 Mobile 3.05 232 efficient" Some University 7.00 99

University Degree 10.10 59 Dwelling Value Index 80

PRIZMCE Marketer’s Handbook - 2008 Page 64 E2 38 - WHITE PICKET FENCES

New middle-income exurban families Population 389,557 (1.16% of Canada) Households 155,529 (1.17% of Canada) Average Household Income $66,111

Housing Tenure Homeowners & Renters Education Trade/High School/College Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Sensualism White Picket Fences reflects the social changes that have come to Canada’s small towns. No longer quaint, farm-based hamlets, these communities are steadily morphing into bedroom suburbs with a service sector mix of young, small families; one in three households with kids is a single parent. These residents tend to be high school-educated and have rugged lifestyles--camping, working on their cars, bar-hopping and going to auto races all at high rates. But their youthful perspective makes them relatively tolerant on social issues: they support ethnic diversity, equality of the sexes and non-traditional gender roles in the family.

Geographically centred in the Prairie provinces, White Picket Fences offers residents a narrow range of entertainment options. Few clusters have more people who go to burger joints or taco restaurants. In their older homes and semi-detached houses, residents enjoy playing video games, listening to country music and watching action movies on videos and DVDs. What they don’t do is travel much, buy a lot of technology or plunk down cash on premium sports cars. In White Picket Fences, buying used cars and keeping them going for decades is de rigueur. WHERE THEY LIVE High Prairie, Dawson, Watson Lake, La Ronge, Smithers, Prince Rupert, Port Hardy, Tofino, Fort St. John, High Level, Dawson Creek, the Pas, Port Hawkesbury, Drumheller, Thompson, Williams Lake, Hay River, Golden, Langford, Happy Valley-Goose Bay, Swan Hills

HOW THEY THINK White Picket Fences residents are just trying to get through the day. By no means on a quest for meaning, they’re trying to put food on the table, look out for their kids and enjoy little things (like a cold beer or two) along the way. These younger Canadians have little time for the Rejection of Authority that has transformed Canadian society within the past two generations. They express no great longing to manifest their Personal Creativity, nor a desire to pursue a personal Spiritual Quest. Their relative open-mindedness is a reflection of their generation and life experiences. Having grown up with official multiculturalism in a connected age, they are open to media (Confidence in Advertising), other people (Cultural Fusion) and non-traditional gender roles (Equality of the Sexes). As consumers, they have a weak Need for Status Recognition, are Skeptical of Big Business and prefer to focus on the Importance of Price when shopping.

PRIZMCE Marketer’s Handbook - 2008 Page 65

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada motorcycling Age Maintainer Age crafts 0-4 6.48 124 < 25 6.58 180 national/provincial parks 5-14 13.40 115 25-34 20.52 133 hockey 15-24 15.38 114 35-44 21.24 107 auto shows 25-44 30.40 108 45-54 21.73 97 45-64 24.85 89 55-64 15.24 87 Shopping 65-74 5.34 74 65-74 8.27 74 $500 or less on men’s clothing 75-84 3.08 65 75+ 6.43 65 Mark's Work Wearhouse 85+ 1.07 59 grocery store rewards programs Size toy stores Mother Tongue 1 person 24.54 92 Wal-Mart English 86.03 147 2 people 33.92 101 French 3.67 17 3 people 17.87 112 Media Non-Official 9.39 52 4+ people 23.66 99 Treehouse Immigration Family Status Prime TV Immigrant 9.74 48 Non-family 28.82 98 TV curling Couples w/ kids 30.03 93 science fiction videos/DVDs Arrived < 1961 22.28 136 Couples, no kids 25.30 93 Chatelaine 1961-1970 16.83 123 Lone parent 15.85 146 Food/Drink 1971-1980 24.89 145 Age of Children 1981-1990 23.16 121 < 6 24.55 118 Mexican dinner kits 1991-1995 7.22 45 6-14 39.13 108 butter flavoured syrup > 1996 5.63 32 15-17 13.14 101 flavoured pastas frozen vegetables with butter or cheese Visible Minority 18-24 16.37 82 Yes 6.40 47 25+ 6.81 66 sauce aerosol whipped topping Cluster Index Cluster Index Adult Population % Canada Dwellings % Canada Financial Marital Status Tenure $1-$5,000 in securities and savings Single 37.50 108 Own 63.78 93 credit unions Married 44.29 92 Rent 36.13 118 $1-$100 monthly on credit cards W/D/S 18.21 107 Band 0.09 20 personal loans debit card purchases Mode of Period of Transport Construction Car 62.14 113 < 1946 4.02 33 Automotive Public Transport 3.51 53 1946-1960 9.44 68 households with 3+ vehicles 1961-1970 15.57 116 used versus new vehicles Class of Worker full-size pickups Employed 91.28 104 1971-1980 30.86 164 1981-1990 17.23 107 mid-size SUVs Self-Employed 8.55 71 Dodge models Unpaid 0.17 43 1991-1995 6.37 92 1996-2000 7.12 87 Occupation 2001-2006 5.83 91 Attitudes Primary 5.11 108 > 2006 3.56 86 “I love direct people; I know I can trust Blue-collar 23.79 94 them” Service sector 45.09 114 Type “I am concerned that I will not have White-collar 26.00 86 Single 49.95 90 enough money to live comfortably in the Semi 10.67 223 future” Education Row 11.51 204 “I definitely have contact with people who < Grade 9 6.24 62 Duplex 4.99 93 come from all kinds of social classes and Grade 9-13 36.10 116 Low Rise 18.51 102 backgrounds” Trade 16.15 137 High Rise 1.05 12 “The father of the family must be master in College 25.47 112 Mobile 3.14 238 his own house” Some University 6.88 97 “Violence is a part of life; it’s no big deal” University Degree 9.15 53 Dwelling Value Index 74

PRIZMCE Marketer’s Handbook - 2008 Page 66

PRIZMCE Marketer’s Handbook - 2008 Page 67 E3 - Exurban Francophone

Centred in the small towns of Quebec, Ontario and Northern New Brunswick, the three clusters in the Exurban Francophone group contain a mix of younger and middle-aged couples and common-law parents living with children of all ages. These adults have blue-collar and service sector jobs, lower-middle- to upper-middle-class incomes, and family-centred lifestyles. Residents enjoy outdoor activities like skiing, bicycling, boating and ice skating. Inside their modest detached and semi-detached houses, they score high for sewing, woodworking, cooking and watching television. Although residents like to splurge on buying clothing and jewellery, they admit that they’re conservative in their outlook--in fashion, financial matters and family values.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.37 103 Worker Non-family 20.67 70 5-14 12.37 106 Employed 89.17 102 Couples w/ kids 38.90 120 15-24 13.30 99 Self-employed 10.48 87 Couples, no kids 30.90 113 25-44 27.56 98 Unpaid 0.35 86 Lone parent 9.53 88 45-64 30.72 110 Occupation Age of 65-74 6.64 92 Primary 3.80 80 Children 75-84 3.15 67 Blue-collar 29.13 115 < 6 20.54 99 85+ 0.90 50 Service sector 38.63 98 6-14 38.63 107 Mother White-collar 28.44 94 15-17 13.87 107 Tongue Education 18-24 19.30 97 English 25+ 5.35 9 < Grade 9 11.98 119 7.66 75 French 91.04 411 Grade 9-13 32.54 105 Cluster Index Non-official 2.76 15 Trade 13.51 115 Dwellings % Canada Immigration College 23.66 104 Immigrant 3.99 20 Some university 4.91 69 Tenure University Own 85.25 124 Arrived < 1961 15.84 96 degree 13.40 78 Rent 14.73 48 1961-1970 18.25 133 Band 0.02 5 1971-1980 23.31 136 Cluster Index Period of 1981-1990 21.53 113 Households % Canada Construction 1991-1995 11.59 73 Maintainer < 1946 6.82 56 > 1996 9.49 54 Age 1946-1960 8.44 61 Visible < 25 1.91 52 1961-1970 11.24 84 Minority 25-34 14.44 94 1971-1980 22.90 122 Yes 1.95 14 35-44 21.63 108 1981-1990 19.35 120 45-54 26.20 116 1991-1995 9.55 138 Adult Cluster Index 55-64 19.83 113 1996-2000 10.63 130 Population % Canada 65-74 10.51 95 2001-2006 6.51 102 Marital Status 75+ 5.48 55 > 2006 4.54 110 Single 41.42 119 Married 42.40 88 Size Type Single Wid/Div/Sep 16.17 95 1 person 18.93 71 75.58 136 Semi 2 people 35.94 107 6.76 141 Mode of 3 people 18.98 119 Row 1.92 34 Transport 4+ people 26.16 109 Duplex 4.10 76 Car 63.52 116 Low-rise 9.71 53 Public transport 3.60 54 High-rise 0.33 4 Mobile 1.23 93 Dwelling Value Index 62

PRIZMCE Marketer’s Handbook - 2008 Page 68 E3 16 - MINI VAN & VIN ROUGE

Young Quebec families in exurban comfort Population 921,069 (2.75% of Canada) Households 328,034 (2.46% of Canada) Average Household Income $93,175

Housing Tenure Homeowners Education College/University Occupation Mixed Ethnic Presence Low Sample Social Value Need for Status Recognition Mini Van & Vin Rouge represents a collection of younger and middle-aged active families and couples who live in new exurban communities beyond Quebec’s big cities. These upper-middle-class households tend to consist of well-educated, white-collar professionals with school-aged children engaging in kid-centred lifestyles. Nearly half of residents are bilingual. Residents score high for outdoor activities like bicycling, ice skating, skiing and boating. Inside their homes, Mini Van & Vin Rouge families watch a lot of current affairs programs along with sports and comedy shows, but not during dinner. Residents here make it a point to sit down to a traditional family dinner every night.

Socioeconomically, Mini Van & Vin Rouge is a somewhat conflicted cluster. Households have above-average incomes (at $93,000) but below-average home values--in part because of the new, inexpensive houses and townhouses in these Quebec dormitory subdivisions. Although they’ve settled into new exurban neighbourhoods, residents retain many behaviours typical of more rustic lifestyles such as canoeing and snowboarding at high rates. Like exurbanites across the land, they still spend an inordinate amount of time in their cars. In Mini Van & Vin Rouge, they may own compact vans and station wagons, but status is still driving a luxury SUV. WHERE THEY LIVE Notre-Dame-de-l'Île-Perrot, Hatley, Saint-Laurent-de-l'Île-d'Orléans, Sainte-Julie, Blainville, Boucherville, Rock Forest, Repentigny

HOW THEY THINK Mini Van & Vin Rouge is a cluster that is driven and ambitious, but also highly attentive to quality-of-life concerns. These middle- class Quebecers are strong on both Need for Status Recognition and Fulfillment Through Work; for them, work is a source of both money and meaning. This cluster derives meaning from other sources as well: Mini Van & Vin Rouge residents value family time (everything from sports to shared meals) and introspection, with this cluster among the strongest on Spiritual Quest. Supporting both Pursuit of Intensity and Emotional Experiences, residents also appreciate a fine meal with a glass or two of wine, stimulating conversation with friends and an exciting night out on the town. These Quebecers are flexible and comfortable with change: they are strong on Sexual Permissiveness and Flexible Definition of the Family. Their Aversion to Complexity in Life indicates a desire to enjoy life more fully by keeping the clutter of busy jobs and households—competing schedules, demands and responsibilities—at bay. Marketing efforts aimed at Mini Van & Vin Rouge residents should attend to aesthetics but maintain a simple, accessible feel.

PRIZMCE Marketer’s Handbook - 2008 Page 69

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada downhill skiing Age Maintainer Age ice skating 0-4 6.31 121 < 25 1.47 40 bicycling 5-14 14.30 123 25-34 16.39 106 outdoor exhibitions 15-24 13.29 98 35-44 26.37 132 pop music concerts 25-44 30.26 108 45-54 27.78 123 45-64 28.31 102 55-64 17.73 101 Shopping 65-74 4.86 67 65-74 7.40 67 educational toys 75-84 2.09 44 75+ 2.87 29 backyard pool 85+ 0.58 32 $2,500+ yearly on women’s clothes Size Simon's Mother Tongue 1 person 14.93 56 Wal-Mart English 6.04 10 2 people 32.64 97 French 88.19 398 3 people 20.47 128 Media Non-Official 4.73 26 4+ people 31.97 134 Olympiques Immigration Family Status “Zone libre” Immigrant 5.97 30 Non-family 16.30 55 Les Grand Prix F1 Couples w/ kids 46.13 143 Decormag Arrived < 1961 12.27 75 Couples, no kids 28.00 103 radio comedy programs 1961-1970 18.21 133 Lone parent 9.57 88 Food/Drink 1971-1980 23.44 136 Age of Children 1981-1990 21.69 114 < 6 22.17 107 muffin bars 1991-1995 13.37 84 6-14 40.59 112 yogurt > 1996 11.02 62 15-17 13.50 104 snack cakes red wine Visible Minority 18-24 17.95 90 Yes 3.20 23 25+ 5.79 57 chicken restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $25,000-$50,000 in securities and savings Marital Status Tenure mortgages Single 41.41 119 Own 90.29 131 ATM cards Married 43.99 91 Rent 9.71 32 private health insurance W/D/S 14.60 86 Band 0.00 0 Internet banking

Mode of Period of Transport Construction Automotive Car 68.07 124 < 1946 1.78 15 $20,000-$29,999 on latest vehicle Public Transport 6.19 93 1946-1960 4.23 30 2-vehicle households 1961-1970 6.84 51 new versus used vehicles Class of Worker station wagons Employed 90.10 103 1971-1980 16.29 87 1981-1990 23.45 146 Mazda models Self-Employed 9.72 81 Unpaid 0.18 45 1991-1995 14.72 212 1996-2000 16.49 202 Attitudes Occupation 2001-2006 9.92 156 “I enjoy dressing for formal occasions” Primary 1.23 26 > 2006 6.28 152 “I am concerned about my safety when Blue-collar 25.67 101 travelling” Service sector 39.99 101 Type “If I had a chance to beat one of the big White-collar 33.11 109 Single 74.02 134 oil companies, I would” Semi 10.13 212 “I like to dine at fine restaurants as often Education Row 3.24 57 as possible” < Grade 9 6.34 63 Duplex 2.35 44 “I identify more with my province or Grade 9-13 27.45 88 Low Rise 9.22 51 region than with being a Canadian” Trade 12.06 102 High Rise 0.49 6 College 27.57 121 Mobile 0.35 27 Some University 6.32 89 University Degree 20.26 118 Dwelling Value Index 74

PRIZMCE Marketer’s Handbook - 2008 Page 70 E3 30 - LES TRADITIONNELLES

Large midscale Quebec families and couples Population 909,315 (2.71% of Canada) Households 353,483 (2.65% of Canada) Average Household Income $71,492

Housing Tenure Homeowners Education High School/College/Trade Occupation Mixed Ethnic Presence Low Sample Social Value Spiritual Quest The communities that make up Les Traditionnelles are found mostly in middle-class, resort locales like Ste-Adèle, Magog and La Malbaie. Residents are a mix of couples and common-law parents who work at government and service jobs. About 40 percent of residents are bilingual. With household maintainers between the ages of 44 and 65, Les Traditionnelles lifestyles are more sedentary than athletic: residents have high rates for woodworking, fishing and photography. They spend a lot of time reading books and watching television, and this cluster ranks high for owning HD-TV's. Although their household incomes are just average--$71,000-- residents enjoy going out to chicken restaurants, attending pop music concerts and shopping at clothing stores. Buying something new, they tell researchers, is one of life’s great pleasures--especially if they can snag a bargain.

Unlike many small-town communities that are home to conventional families, Les Traditionnelles contains a mix of family types: singles, married couples, intact families and common-law couples who may have chosen to spend their money on practical goods rather than on lavish vacations. These middle-class households have otherwise traditional town lifestyles: many residents own older homes, drive aging station wagons and have older children in their teens and twenties. Indeed, even their attitudes are old-school. They tend to be religious, financially risk-averse and favour classic clothes rather than the latest styles. WHERE THEY LIVE Montréal, Quebec City, Sherbrooke, Granby, Ottawa-Hull, Lac Saint-Jean, Alma, Chicoutimi, Rimouski, Sept-Îles

HOW THEY THINK Les Traditionnelles residents have some inner-directed values (Spiritual Quest, Fulfillment Through Work) but are nevertheless preoccupied with impressing the other members of their small communities: two of their strongest values are Need for Status Recognition and Concern for Appearance. These proud Quebecers are weak on values relating to openness towards those different from themselves (Social Learning, Cultural Fusion). This cluster’s Confidence in Government suggests that they approve of their province’s left-leaning political orientation and trust political leaders to work honestly and effectively. These Quebecers lead somewhat insular lives and are not particularly interested in pondering others’ experiences or the planet’s malaise: they are weak on Introspection and Empathy and claim no particular Global Ecological Consciousness. Instead, they focus on everyday pursuits and rely on their Intuition to guide them through their daily Rituals. Between their Concern for Appearance and their Pursuit of Intensity and Emotional Experiences, Les Traditionnelles residents want a shopping experience to be a tactile and visual feast.

PRIZMCE Marketer’s Handbook - 2008 Page 71

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada book shows Age Maintainer Age woodworking 0-4 4.77 91 < 25 1.83 50 bicycling 5-14 11.27 97 25-34 13.29 86 bird-watching 15-24 13.30 99 35-44 19.19 96 playing the lottery 25-44 25.92 92 45-54 26.08 116 45-64 32.47 117 55-64 21.21 121 Shopping 65-74 7.61 105 65-74 12.20 110 $500-$1,000 on women's clothes 75-84 3.63 77 75+ 6.19 63 fine jewellery 85+ 1.03 57 fruit and vegetable stores Size Simon's Mother Tongue 1 person 19.79 74 L'Aubainerie English 5.55 9 2 people 37.59 112 French 90.97 411 3 people 18.74 117 Media Non-Official 2.67 15 4+ people 23.88 100 MeteoMedia Immigration Family Status TV infomercials Immigrant 4.28 21 Non-family 21.76 74 Canal Evasion Couples w/ kids 36.19 112 Decoration Chez-Soi Arrived < 1961 16.71 102 Couples, no kids 32.20 118 Enjeux 1961-1970 18.06 132 Lone parent 9.86 91 Food/Drink 1971-1980 22.75 132 Age of Children 1981-1990 20.50 107 < 6 18.76 90 cold cuts 1991-1995 12.71 80 6-14 36.83 102 natural cheese > 1996 9.28 52 15-17 14.32 111 cookies canned fruit Visible Minority 18-24 20.96 106 Yes 2.13 15 25+ 9.12 89 tomato juice

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada term deposits Marital Status Tenure life insurance Single 40.63 117 Own 83.74 122 bank cards Married 42.53 88 Rent 16.19 53 mortgages W/D/S 16.85 99 Band 0.07 16 $1-$100 monthly on credit cards

Mode of Period of Transport Construction Automotive Car 60.90 111 < 1946 5.31 44 $15,000 -$20,000 on latest vehicle Public Transport 3.75 56 1946-1960 10.04 72 households with 1-2 vehicles 1961-1970 15.34 115 new versus used vehicles Class of Worker station wagons Employed 90.30 103 1971-1980 28.09 149 1981-1990 18.14 113 Nissan models Self-Employed 9.46 79 Unpaid 0.24 60 1991-1995 6.58 95 1996-2000 8.04 99 Attitudes Occupation 2001-2006 4.67 73 "Industry is in the process of destroying Primary 1.95 41 > 2006 3.78 92 everything on the earth" Blue-collar 27.61 109 "I consider my self a risk-averse investor" Service sector 40.84 103 Type "I love to buy consumer goods" White-collar 29.60 98 Single 73.34 132 "Whatever people say, men have a certain Semi 6.69 140 natural superiority over women" Education Row 1.92 34 "Society would be better off with more < Grade 9 11.79 117 Duplex 4.97 92 government involvement" Grade 9-13 33.36 107 Low Rise 11.22 62 Trade 13.57 115 High Rise 0.41 5 College 23.78 104 Mobile 1.09 83 Some University 5.03 71 University Degree 12.48 73 Dwelling Value Index 61

PRIZMCE Marketer’s Handbook - 2008 Page 72 E3 44 - VILLES TRANQUILLES

Middle-aged Francophone families and couples Population 929,322 (2.77% of Canada) Households 367,703 (2.76% of Canada) Average Household Income $61,872

Housing Tenure Homeowners Education Grade 9/High School/Trade Occupation Blue-collar Ethnic Presence Low Sample Social Value Utilitarian Consumerism Villes Tranquilles can be found in the industrial towns of New Brunswick and Quebec’s heartland--places like Pointe-Calumet (which produces paper), Tremblay (wood) and Havre St- Pierre (iron). The middle-aged residents in this cluster tend to have blue- collar jobs, live in small houses and pursue lifestyles that revolve around their families. They take advantage of their rural settings for their preferred leisure activities: fishing, hunting, boating, and riding all-terrain vehicles and snowmobiles. Around the house, residents enjoy woodworking and watching all types of sports on TV. As consumers, they describe themselves as materialists who like to splurge on jewellery and cologne whenever they can. However, with their lower-middle-class household incomes averaging less than $62,000, that happens far less often than they’d like.

Without a doubt, Villes Tranquilles is a conservative, even parochial, cluster. Residents admit that they’re financially risk-averse, own life insurance and travel out-of-town infrequently--safety being an overriding concern that limits their travel. They seem content in their old-fashioned, small-town world, looking to TV for entertainment and the land outside for recreation. Admitted fans of meat-and-potatoes cooking, residents tell researchers that there’s nothing they’d rather do than spend an evening having dinner at home. WHERE THEY LIVE Montréal, Quebec City, Edmundston, Kapuskasing, Pointe-Calumet, Tremblay, Havre St-Pierre

HOW THEY THINK Villes Tranquilles residents value the tranquillité and sameness of the small working-class towns where they live: this cluster (weak on Cultural Fusion and Social Learning) is deeply rooted in its local community and is among the weakest on Belonging to the Global Village. The darker side of this stay-at-home contentment is a streak of Ethnic Intolerance evident in the Villes Tranquilles values profile. Their preference for tradition is seen in the home as well, as they score among the lowest on Equality of the Sexes and Flexible Gender Identity. This cluster lives close to the great outdoors and is proud of that identity as seen in its strong Attraction to Nature. Villes Tranquilles residents register a Need for Status Recognition, but they would rather be respected for their solid work than their new all-terrain vehicle. Indeed, this is one of the few predominantly blue-collar clusters that scores high on Fulfillment Through Work. Few express Financial Concern Regarding the Future, so Saving on Principle is not a priority, and they score high on Joy of Consumption.

PRIZMCE Marketer’s Handbook - 2008 Page 73

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada sewing Age Maintainer Age woodworking 0-4 5.02 96 < 25 2.38 65 power boating 5-14 11.52 99 25-34 13.81 89 snowmobiling 15-24 13.32 99 35-44 19.75 99 special event/charity lotteries 25-44 26.49 94 45-54 24.91 111 45-64 31.40 113 55-64 20.38 117 Shopping 65-74 7.44 103 65-74 11.65 105 lawn mowers 75-84 3.72 79 75+ 7.13 72 $1-$149 on toys & games 85+ 1.09 60 direct mail coupons Size Maxi Mother Tongue 1 person 21.66 82 Sears catalogues English 4.47 8 2 people 37.30 111 French 93.93 424 3 people 17.87 112 Media Non-Official 0.90 5 4+ people 23.16 97 TVA Immigration Family Status Super Écran Immigrant 1.74 9 Non-family 23.53 80 TV soaps Couples w/ kids 35.07 109 top-40 radio Arrived < 1961 23.43 143 Couples, no kids 32.23 118 Sélection du Readers Digest 1961-1970 18.74 137 Lone parent 9.18 84 Food/Drink 1971-1980 24.11 140 Age of Children 1981-1990 23.23 122 < 6 20.43 98 cold cuts 1991-1995 4.60 29 6-14 38.15 106 bouillon > 1996 5.89 33 15-17 13.86 107 mayonnaise snack cakes Visible Minority 18-24 19.21 97 Yes 0.55 4 25+ 8.36 82 milk

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $1-$10,000 in securities and savings Marital Status Tenure term deposits Single 42.23 121 Own 82.20 119 property insurance Married 40.79 85 Rent 17.80 58 student banking packages W/D/S 16.99 100 Band 0.00 0 telephone banking

Mode of Period of Transport Construction Automotive Car 61.79 113 < 1946 12.76 105 $10,000-$15,000 on latest vehicle Public Transport 1.00 15 1946-1960 10.66 77 2-vehicle households 1961-1970 11.23 84 lease vehicles Class of Worker pickup trucks Employed 87.16 99 1971-1980 23.82 127 1981-1990 16.86 105 Chrysler models Self-Employed 12.23 102 Unpaid 0.61 152 1991-1995 7.79 112 1996-2000 7.91 97 Attitudes Occupation 2001-2006 5.24 82 “I really don't have much control over my Primary 8.10 171 > 2006 3.72 90 future. I'm just trying to keep up with all Blue-collar 33.95 134 the demands on me” Service sector 35.10 89 Type “Life in the country is more satisfying than White-collar 22.86 75 Single 79.11 143 life in the city” Semi 3.82 80 “Society would not be better off with more Education Row 0.76 14 government involvement” < Grade 9 17.43 173 Duplex 4.83 90 “I consider myself to be a risk-averse Grade 9-13 36.48 118 Low Rise 8.68 48 investor” Trade 14.82 126 High Rise 0.09 1 “To buy myself something new is one of College 19.88 87 Mobile 2.14 162 life’s greatest pleasures” Some University 3.49 49

University Degree 7.89 46 Dwelling Value Index 54

PRIZMCE Marketer’s Handbook - 2008 Page 74

PRIZMCE Marketer’s Handbook - 2008 Page 75 S3 - Suburban Midscale

The five clusters in Suburban Midscale represent the middle- and upper-middle-class suburbs of towns, small cities and second- tier metros across Canada. Home to a mix of middle-aged and older couples, singles and families, this group has parlayed white- collar and service sector jobs into middle-class incomes. In their detached homes and apartment buildings, they pursue low-stress leisure lifestyles. They like to watch TV, sew, garden and socialize with friends. When they go out, they have high rates for frequenting casual dining restaurants, museums, casinos and art galleries. In their areas outside the nation’s big cities, they’re close enough to the country to enjoy boats, snowmobiles and campers. But this is a group known for its aging residents, older homes and used trucks.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.30 82 Worker Non-family 31.18 106 5-14 10.04 86 Employed 87.72 100 Couples w/ kids 27.97 87 15-24 12.59 93 Self-employed 11.96 100 Couples, no kids 31.44 115 25-44 24.15 86 Unpaid 0.31 78 Lone parent 9.40 87 45-64 28.79 103 Occupation Age of 65-74 9.45 130 Primary 3.15 67 Children 75-84 7.43 158 Blue-collar 22.84 90 < 6 19.05 92 85+ 3.27 180 Service sector 41.51 105 6-14 35.50 98 Mother White-collar 32.49 107 15-17 13.75 106 Tongue Education 18-24 21.14 106 English 82.82 141 < Grade 9 6.97 69 25+ 10.55 103 French 3.88 18 Grade 9-13 31.95 103 Cluster Index Non-official 12.39 69 Trade 13.04 111 Dwellings % Canada Immigration College 24.70 108 Immigrant 15.85 78 Some university 7.58 107 Tenure University Own 74.91 109 Arrived < 1961 32.24 196 degree 15.77 92 Rent 25.08 82 1961-1970 17.31 126 Band 0.02 4 1971-1980 15.76 92 Cluster Index Period of 1981-1990 13.43 70 Households % Canada Construction 1991-1995 10.55 66 Maintainer < 1946 9.28 76 > 1996 10.71 61 Age 1946-1960 16.09 115 Visible < 25 2.66 73 1961-1970 17.20 128 Minority 25-34 11.77 76 1971-1980 20.55 109 Yes 6.60 48 35-44 16.51 83 1981-1990 15.73 98 45-54 20.78 92 1991-1995 6.51 94 Adult Cluster Index 55-64 17.89 102 1996-2000 6.20 76 Population % Canada 65-74 14.22 128 2001-2006 4.83 76 Marital Status 75+ 16.18 164 > 2006 3.61 88 Single 28.01 80 Married 52.00 108 Size Type Single Wid/Div/Sep 19.99 117 1 person 28.55 107 61.82 112 Semi 2 people 36.95 110 3.60 75 Mode of 3 people 14.42 90 Row 4.89 87 Transport 4+ people 20.07 84 Duplex 4.03 75 Car 54.84 100 Low-rise 13.32 73 Public transport 3.20 48 High-rise 10.97 123 Mobile 1.08 82 Dwelling Value Index 96

PRIZMCE Marketer’s Handbook - 2008 Page 76 S3 14 - UPWARD BOUND

Middle-aged families in suburban comfort Population 573,900 (1.71% of Canada) Households 214,083 (1.6% of Canada) Average Household Income $90,593

Housing Tenure Homeowners Education University/College/Trade Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Adaptability to Complexity in Life Upper-middle-class, suburban homeowners with teens--that’s the skinny on Upward Bound, an enviable lifestyle of large families and couples in sprawling, leafy neighbourhoods. With a high rate of college and university educations, this cluster is home to white- collar and service workers in management and technical fields. Their nexus of income, education and kids translates into large outlays for child-centred products--bicycles, books, video game systems--and activities ranging from snowboarding to martial arts. Their homes are less decorator showcases than messy teenage dormitories, and cluster residents admit that they “like a home that is not too neat.” For these Canadians in the midst of childrearing, happiness is an untidy house.

Upward Bound is mostly known as a place of older, suburban neighbourhoods sprinkled with bungalows and back-splits, minivans and RVs, bicycles and hot tubs. The middle-aged residents’ media tastes lean towards gardening and TV magazines as well as sports shows and sitcoms on television. Away from home, Upward Bound families like to go to outdoor shows, take-out restaurants, and Canadian parks for hiking and boating. In their child-centred world, it’s no surprise that these consumers are likely to frequent amusement parks, play video games and have high rates for purchasing family-oriented products and publications. WHERE THEY LIVE Port Hawkesbury, Canmore, Mount Pearl, Antigonish, North Vancouver, Coquitlam, Banff, Okotoks, White Rock, Brandon, Weyburn, Labrador City, Prince Albert, Saanich, Thompson

HOW THEY THINK Upward Bound is a cluster living in the moment—and enjoying that moment immensely. Focused on community and family, these Canadians are among the strongest clusters on Reprioritizing of Work. They’ve been successful in their careers and are now taking time to enjoy the affluence they’ve achieved and consider how to improve the world in which they live. Weak on Joy of Consumption, Upward Bound residents aren’t about to push ever harder at work for the purpose of accumulation when time is what they really value. In any case, these Canadians are too autonomous (Control of Destiny, Need for Autonomy) to worry about material things other than those that enrich their lives or make things easier or more fun. Among the weakest clusters on Aimlessness, Upward Bound residents feel they are living rich, purposeful lives. Principled, with a strong sense of Everyday Ethics, they believe in the Equality of the Sexes and support Flexible Gender Identity. Upward Bound embraces Cultural Fusion as an opportunity for Social Learning.

PRIZMCE Marketer’s Handbook - 2008 Page 77

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada aerobics Age Maintainer Age gardening 0-4 5.18 99 < 25 2.64 72 soccer 5-14 11.93 103 25-34 13.78 89 baking 15-24 14.36 106 35-44 21.75 109 amusement parks 25-44 27.93 100 45-54 25.80 115 45-64 29.14 105 55-64 18.14 104 Shopping 65-74 6.44 89 65-74 10.21 92 children’s toys 75-84 3.74 79 75+ 7.67 78 books 85+ 1.28 71 deck/fencing Size Sears Mother Tongue 1 person 19.50 73 Reitmans English 78.68 134 2 people 33.61 100 French 3.02 14 3 people 18.22 114 Media Non-Official 17.32 97 4+ people 28.66 120 HGTV Immigration Family Status CFL football Immigrant 20.93 103 Non-family 22.82 77 “Survivor” Couples w/ kids 38.30 119 news/talk radio Arrived < 1961 14.47 88 Couples, no kids 28.60 105 Westworld 1961-1970 11.64 85 Lone parent 10.28 95 Food/Drink 1971-1980 16.28 95 Age of Children 1981-1990 15.69 82 < 6 19.22 92 fresh fruit 1991-1995 22.04 138 6-14 34.93 97 oriental noodles > 1996 19.89 112 15-17 13.56 105 dips iced tea Visible Minority 18-24 22.32 112 Yes 14.69 107 25+ 9.98 97 burger restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $10,000 and more in RESPs Marital Status Tenure financial advice from broker Single 31.74 91 Own 80.47 117 $250,000-$499,999 life insurance Married 54.24 113 Rent 19.45 63 flat-fee banking packages W/D/S 14.01 82 Band 0.07 16 Internet banking

Mode of Period of Transport Construction Automotive Car 62.31 113 < 1946 5.02 41 2-vehicle households Public Transport 5.52 83 1946-1960 11.89 85 finance with trade-in 1961-1970 14.53 108 sport coupe/sedan Class of Worker luxury cars Employed 87.71 100 1971-1980 23.11 123 1981-1990 20.73 129 Chevrolet models Self-Employed 12.00 100 Unpaid 0.30 75 1991-1995 6.52 94 1996-2000 9.12 112 Attitudes Occupation 2001-2006 4.76 75 “It is important for me to regularly get Primary 3.16 67 > 2006 4.33 105 away from all responsibilities and Blue-collar 19.74 78 burdens” Service sector 42.95 109 Type “There should be more public funding White-collar 34.15 113 Single 66.88 121 available for the arts” Semi 5.10 107 “Society has become increasingly female Education Row 7.17 127 friendly” < Grade 9 4.03 40 Duplex 8.62 160 “There should be more restrictions on Grade 9-13 26.10 84 Low Rise 10.04 55 smoking in public places” Trade 12.75 108 High Rise 1.26 14 “I envy people who have a lot of vigor College 25.90 113 Mobile 0.74 56 and vitality” Some University 9.87 139

University Degree 21.34 124 Dwelling Value Index 123

PRIZMCE Marketer’s Handbook - 2008 Page 78 S3 19 - RODS & WHEELS

Older and outdoorsy upper-middle-class couples and families Population 578,389 (1.73% of Canada) Households 220,301 (1.65% of Canada) Average Household Income $77,609

Housing Tenure Homeowners Education College/High School/Trade Occupation Mixed Ethnic Presence Low Sample Social Value Need for Personal Achievement There’s a self-reliant streak in Rods & Wheels, a cluster of older, upper-middle-class households that have started to empty-nest. Concentrated in the small towns of Ontario, most households have two wage-earners who typically hold skilled blue-collar jobs or own their own small businesses. They’ve parlayed high school and trade school diplomas into comfortable, outdoorsy lifestyles, complete with vacation cottages, late-model station wagons and plenty of adult toys like motorcycles, snowmobiles and boats. Rods & Wheels residents may not be into the latest fashion or the newest technology, but they’re good with their hands and content to enjoy old-fashioned pursuits like hunting, making crafts and gardening. As their cluster name implies, residents rank at the top as fans of fishing and auto racing.

Look beyond the modest educations and working-class status. The couples and families of Rods & Wheels have financial wherewithal to shop at stores like Jack Fraser and Tabi International, use high-end golf clubs and buy fancy riding mowers for navigating their large lawns. In fact, Rods & Wheels residents are more likely than the general population to have $250,000- $500,000 in securities and savings. Apparently, one of the few indoor sports they pursue with a passion is personal finance. WHERE THEY LIVE South Frontenac, Thames Centre, Oro-Medonte, Bracebridge, Rideau Lakes, Kincardine, Cobourg, Penetanguishene, Huntsville, Ingersoll, Kawartha Lakes, Lac-Brome

HOW THEY THINK Rods & Wheels residents’ Saving on Principle and Risk Aversion have served them well, allowing them to increase their hold on upper-middle class lifestyles despite their modest levels of education. These Canadians manifest some flexible and inner-directed values as well. Strong on Equality of the Sexes and New Social Responsibility and weak on Need for Status Recognition and Ostentatious Consumption, these residents demonstrate a tendency to look for substance and merit in others and an effort to cultivate these things in themselves. In light of these other values, Religiosity serves as an inner-directed quest for meaning, as opposed to a means of understanding the world in stark good-versus-evil terms. They believe in working hard, and although they may feel like they are Racing Against the Clock, members of this cluster feel an Adaptability to Complexity that enables them to prosper. Their strong Canadian Identity makes sense because Rods & Wheels residents have succeeded and prospered in the Canadian environment (despite modest beginnings). Marketing that tugs at nationalist heartstrings (à la Tim Hortons) is a good bet for this cluster.

PRIZMCE Marketer’s Handbook - 2008 Page 79

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fishing Age Maintainer Age crafts 0-4 4.39 84 < 25 0.94 26 boating 5-14 11.24 97 25-34 9.79 63 sportsmen exhibitions 15-24 13.47 100 35-44 17.70 89 pets 25-44 22.84 81 45-54 23.48 104 45-64 31.49 113 55-64 20.76 119 Shopping 65-74 9.41 130 65-74 15.01 135 riding lawn mowers 75-84 5.52 117 75+ 12.33 125 books 85+ 1.65 91 bulk food stores Size department stores Mother Tongue 1 person 17.82 67 Jack Fraser English 88.57 151 2 people 39.93 119 French 2.78 13 3 people 15.90 100 Media Non-Official 8.07 45 4+ people 26.35 110 Canadian Learning Television Immigration Family Status NASCAR on TV Immigrant 11.73 58 Non-family 19.35 66 “Coronation Street” Couples w/ kids 36.35 113 New Country radio Arrived < 1961 44.32 270 Couples, no kids 36.84 135 Internet for real estate information 1961-1970 23.37 171 Lone parent 7.45 69 Food/Drink 1971-1980 16.19 94 Age of Children 1981-1990 10.32 54 < 6 17.55 84 frozen fish and seafood 1991-1995 3.41 21 6-14 36.07 100 frozen vegetables > 1996 2.38 13 15-17 14.17 109 hot dog buns crackers Visible Minority 18-24 22.60 114 Yes 1.73 13 25+ 9.61 94 domestic beer

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $250,000-$500,000 in securities and Marital Status Tenure savings Single 24.90 72 Own 90.76 132 Canadian bond funds Married 60.02 125 Rent 9.23 30 mortgages W/D/S 15.07 88 Band 0.01 1 life insurance TD Canada Trust Mode of Period of Transport Construction Car 62.36 114 < 1946 13.61 112 Automotive Public Transport 0.90 14 1946-1960 14.03 101 households with 2+ vehicles 1961-1970 15.39 115 station wagons Class of Worker minivans Employed 85.19 97 1971-1980 18.56 99 1981-1990 14.37 89 serviced by family or friend Self-Employed 14.29 119 Ford models Unpaid 0.52 130 1991-1995 6.35 91 1996-2000 7.94 97 Occupation 2001-2006 5.56 87 Attitudes Primary 3.61 76 > 2006 4.19 102 “I am good at fixing mechanical things” Blue-collar 29.01 114 “I’ve written to a public official” Service sector 37.81 96 Type “I wait until the price comes down before White-collar 29.58 97 Single 90.18 163 I purchase new types of electronic Semi 1.90 40 equipment” Education Row 1.98 35 “Being a Canadian is important to me” < Grade 9 6.51 65 Duplex 1.50 28 Grade 9-13 33.83 109 Low Rise 3.01 17 Trade 13.54 115 High Rise 0.57 6 College 27.29 119 Mobile 0.57 43 Some University 5.67 80 University Degree 13.16 77 Dwelling Value Index 105

PRIZMCE Marketer’s Handbook - 2008 Page 80 S3 25 - NEARLY EMPTY NESTS

Successful suburban households starting to empty-nest Population 487,996 (1.46% of Canada) Households 198,142 (1.49% of Canada) Average Household Income $78,839

Housing Tenure Homeowners Education University/College/Trade Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Consumptivity In Nearly Empty Nests, older neighbourhoods are filled with married couples over 55 years old whose older children are still home or who have already flown the coop. Widely scattered throughout the towns, small cities and second-tier metros of English Canada, these residents on the cusp of retirement have achieved above-average incomes from years of working at white-collar and service sector jobs. Their lifestyles emphasize low-stress leisure pursuits, including fishing, bowling, gardening and woodworking. They’d never be mistaken for culture snobs, but they will occasionally take in a ballet or a food show. Nearly Empty Nests are also classic risk-averse conservatives in several respects: they’re big consumers of homeowners insurance and firm believers in traditional medicine over alternative therapies.

The residents of Nearly Empty Nests have only average educations but they exhibit an undeniable intellectual curiosity. They like to go to museums, read regional magazines and watch TV newscasts and game shows like “Jeopardy” for the mental challenge. They can afford to own investment real estate and drop $40,000 to $50,000 on a new car--full-sized models are popular--but they are hardly extravagant when it comes to their homes and entertainment. These residents cook most of their meals at home and consider it a treat to go to a coffee shop or casual family restaurant. WHERE THEY LIVE Saint Andrews, Deep River, Lunenburg, Nipissing, Regina Beach, Kentville, Shediac, Sault Ste. Marie, Powell River, Pembroke, Vernon, Winnipeg, Windsor, Nanaimo, Okanagan, Thunder Bay

HOW THEY THINK Residents of Nearly Empty Nests are slowing down and opening up. An older cluster, its members are fairly conservative and they are among the weakest clusters on Sexual Permissiveness. Technology’s role in society worries them, especially with respect to privacy: residents score high on both Technological Anxiety and Control of Privacy. As these Canadians enter retirement and adjust to their newly childless lives, they are seeking both balance (Reprioritizing of Work) and new experiences. This cluster is strong on Need for Escape, Attraction to Crowds, Cultural Fusion and Interest in the Mysterious. They turn to their communities (Community Involvement) and hobbies (Consumptivity) to keep busy and engaged (Racing Against the Clock).

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada boating Age Maintainer Age museums 0-4 4.19 80 < 25 1.54 42 summer cottages 5-14 10.33 89 25-34 9.50 62 home shows 15-24 12.29 91 35-44 16.59 83 travel within Canada 25-44 23.40 83 45-54 21.86 97 45-64 30.48 110 55-64 19.57 112 Shopping 65-74 10.25 142 65-74 15.81 142 children's building sets 75-84 6.98 148 75+ 15.12 153 $500 or less on men’s clothing 85+ 2.08 115 nail care products Size Mark’s Work Wearhouse Mother Tongue 1 person 21.89 82 Sears English 83.26 142 2 people 40.15 120 French 3.91 18 3 people 15.98 100 Media Non-Official 11.94 67 4+ people 21.98 92 The Weather Network Immigration Family Status “Dateline” Immigrant 13.60 67 Non-family 24.39 83 big band radio Couples w/ kids 31.20 97 Golf Canada Arrived < 1961 38.89 237 Couples, no kids 35.02 128 Canadian Living 1961-1970 20.80 152 Lone parent 9.39 86 Food/Drink 1971-1980 17.93 104 Age of Children 1981-1990 12.90 68 < 6 18.03 87 canned fish/meat 1991-1995 5.27 33 6-14 35.33 98 cranberry sauce > 1996 4.22 24 15-17 14.19 110 bran cereal gourmet coffee Visible Minority 18-24 21.05 106 Yes 4.53 33 25+ 11.40 111 casual family restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $100,000-$250,000 in securities and Marital Status Tenure savings Single 26.47 76 Own 88.33 128 stocks Married 56.90 118 Rent 11.67 38 loans or lines of credit W/D/S 16.62 97 Band 0.00 0 senior banking packages RRSPs Mode of Period of Transport Construction Car 56.10 102 < 1946 5.95 49 Automotive Public Transport 3.10 47 1946-1960 25.04 180 households with 2+ vehicles 1961-1970 24.46 183 sedans Class of Worker full-sized cars Employed 88.79 101 1971-1980 17.87 95 1981-1990 9.89 61 pickup trucks Self-Employed 11.00 92 Pontiac models Unpaid 0.22 54 1991-1995 4.71 68 1996-2000 5.09 62 Occupation 2001-2006 3.86 61 Attitudes Primary 2.69 57 > 2006 3.11 76 “My attitudes and way of thinking have Blue-collar 20.48 81 nothing to do with my age" Service sector 42.60 108 Type “I believe that one should strive to be as White-collar 34.23 113 Single 82.19 148 active and occupied as possible in order Semi 3.94 82 to get the most out of life” Education Row 2.73 48 “I seldom make a financial move without < Grade 9 6.44 64 Duplex 3.82 71 consulting an expert” Grade 9-13 30.55 98 Low Rise 5.79 32 “Current scientific developments will Trade 13.89 118 High Rise 0.59 7 likely cause more problems than they will College 24.00 105 Mobile 0.80 61 solve” Some University 8.28 117 “I have conservative tastes in food” University Degree 16.83 98 Dwelling Value Index 89

PRIZMCE Marketer’s Handbook - 2008 Page 82 S3 35 - GREY PRIDE

Midscale suburban apartment-dwelling seniors Population 714,650 (2.13% of Canada) Households 351,854 (2.64% of Canada) Average Household Income $59,637

Housing Tenure Homeowners & Renters Education Mixed Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Importance of National Superiority The top-ranked cluster for retirees, Grey Pride represents a middle-class mix of over-60 singles, couples, widows and widowers living in urban- and suburban-fringe apartments. Getting by on comfortable fixed incomes, cluster residents maintain a relaxed lifestyle, collecting coins and doing crafts at home, and socializing with friends at the theatre and art gallery. But the chief form of entertainment is television, and residents are big fans of cultural programs on Bravo, sports championships and American talk shows like “Dr. Phil” and “Oprah.” Concerned about aging--one in five residents is over 75--this cluster’s residents score high for buying prescription drugs, using cosmetics to help feel younger and having a will.

Widely scattered around smaller cities throughout Canada, Grey Pride residents have average educations and live in detached houses and apartment complexes built since the 1970s. Those who are still working have white-collar and service jobs. Those who have retired, however, aren’t shut-ins by any means. Grey Pride residents travel often to Europe, the Caribbean and Nevada, where they frequent the gambling tables in Las Vegas. Contrary to senior stereotypes, they strongly disagree with the statement, “I would rather spend an evening at home than almost anything else.” Appalled by ethnic intolerance, these activist elders strongly believe that children born to parents who come from different cultural or ethnic groups start life with a richer heritage than other children. WHERE THEY LIVE Perth, Penticton, Smiths Falls, Cobourg, White Rock, Comox, Lennoxville, Camrose, Owen Sound, Nelson, Strathmore, Stettler, Midland, New Westminster, Oak Bay, Portage la Prairie, Antigonish, Kitchener, Belleville, Leamington, Swift Current

HOW THEY THINK As they move into retirement, Grey Pride residents want to interact with their world as they contemplate their Legacy. These proud Canadians (Canadian Identity) explore the diversity around them (Cultural Fusion) and may even allow it to affect their own lives (Social Learning). But at the same time, they are very grounded and can be quite cautious. With respect to money, they worry about having enough (Financial Concern Regarding the Future), and price is always a driving factor in decision-making (Importance of Price). Though having come of age at a time when keeping up with the Joneses was an almost universal preoccupation, these Canadians still measure Meaning of Life Through Material Possessions. The Importance of Aesthetics they express supports a desire for Ostentatious Consumption. As they enter their senior years, Grey Pride residents are attracted to wellness-oriented products, and they appreciate seeing vibrant seniors like themselves represented in media.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada visit friends and relatives Age Maintainer Age badminton 0-4 3.28 63 < 25 3.67 101 golf tournaments 5-14 6.79 58 25-34 12.11 78 classical music concerts 15-24 10.42 77 35-44 12.49 63 crafts 25-44 22.43 80 45-54 15.65 70 45-64 25.69 92 55-64 15.63 89 Shopping 65-74 11.54 159 65-74 15.52 140 $500+ on fine jewellery 75-84 12.66 269 75+ 24.93 252 vitamins, minerals, herbal supplements 85+ 7.18 396 No Frills Size Winners Mother Tongue 1 person 44.49 167 Shoppers Drug Mart English 77.99 133 2 people 34.83 104 French 4.20 19 3 people 10.07 63 Media Non-Official 16.60 93 4+ people 10.61 44 Discovery Channel Immigration Family Status American talk shows Immigrant 23.44 116 Non-family 47.54 161 TV figure skating Couples w/ kids 15.60 48 Canadian Living Arrived < 1961 33.96 207 Couples, no kids 28.01 103 oldies tapes/CDs 1961-1970 16.40 120 Lone parent 8.86 82 Food/Drink 1971-1980 13.50 79 Age of Children 1981-1990 13.80 72 < 6 20.04 96 vegetarian products 1991-1995 9.61 60 6-14 32.95 91 bran cereal > 1996 12.73 72 15-17 12.56 97 canned fruit rolled oats Visible Minority 18-24 20.72 104 Yes 8.98 65 25+ 13.73 134 specialty teas

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure GICs Single 28.00 80 Own 54.43 79 $1,000-$1,500 monthly on credit cards Married 42.61 89 Rent 45.57 148 RRSPs W/D/S 29.39 172 Band 0.00 0 senior banking packages

Mode of Period of Transport Construction Automotive Car 42.82 78 < 1946 8.04 66 1-vehicle households Public Transport 4.80 72 1946-1960 12.21 88 $30,000-$40,000 on most recent vehicle 1961-1970 16.33 122 entry SUVs Class of Worker premium mid-size Employed 88.02 100 1971-1980 21.77 116 1981-1990 19.39 120 Buick models Self-Employed 11.72 98 Unpaid 0.26 64 1991-1995 8.07 116 1996-2000 5.09 62 Attitudes Occupation 2001-2006 5.23 82 “I feel that violence is all around us and Primary 1.66 35 > 2006 3.86 94 that we must constantly be on the Blue-collar 23.06 91 lookout” Service sector 41.10 104 Type “I have already taken steps to ensure that White-collar 34.18 113 Single 24.96 45 I have sufficient income for retirement” Semi 2.87 60 “It’s unacceptable that an industrial Education Row 7.13 126 society such as ours produces pollution” < Grade 9 8.52 84 Duplex 2.34 43 “It is very important for me to always be Grade 9-13 33.36 108 Low Rise 25.27 139 in close contact with my friends” Trade 10.72 91 High Rise 36.55 408 “I get a great deal of pleasure out of doing College 23.16 101 Mobile 0.60 45 simple things” Some University 7.60 107

University Degree 16.63 97 Dwelling Value Index 97

PRIZMCE Marketer’s Handbook - 2008 Page 84 S3 39 - SIMPLE PLEASURES

Mature middle-income suburban homeowners Population 609,667 (1.82% of Canada) Households 257,562 (1.93% of Canada) Average Household Income $62,768

Housing Tenure Homeowners Education Trade/High School/College Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Religiosity With nearly a third of household maintainers over 65 years old, Simple Pleasures is a rapidly aging cluster, a collection of middle- class singles and couples living in small towns across English Canada. Many residents are high school-educated empty-nesters, and those still working tend to be employed in service sector jobs in retail and health care. But these communities still have a number of Baby Boom residents--42 percent of the households have kids--and Simple Pleasures is known for its active lifestyle. Boating, hiking and motorcycling are all popular, along with more sedentary pursuits like gardening, baking and making crafts. Given its small-city setting and elderly populace, Simple Pleasures fosters traditional values. Residents oppose premarital sex and pornography, and they state that religion is an anchor in their lives.

Simple Pleasures residents travel frequently, though they tend to confine their excursions to visits with friends and relatives and domestic tours in their campers. And, while they go out to eat often, they’re most likely to patronize inexpensive coffee and doughnut shops and restaurants with drive-thrus. Around the house, they pursue hobbies like knitting and stamp collecting. Simple Pleasures people are also prime TV fans, watching lots of American sitcoms and Canadian comedy shows like "Malcolm In The Middle" and “Red Green." In a rapidly changing world, they move at an unhurried pace in their older homes, used cars and laid- back lifestyles. WHERE THEY LIVE Edmonton, Calgary, Regina, Saskatoon, Red Deer, Moose Jaw, Halifax, Moncton, St. John, Truro, Sackville and Charlottetown

HOW THEY THINK Simple Pleasures residents are conservative, involved members of their communities who are relieved to live in small, homogeneous towns and cities. With their strong Attraction to Nature, these settings provide at least a little protection from what they see as the social ills afflicting society at large and especially big cities: among the weakest clusters on Flexible Definition of Family and Sexual Permissiveness, these Canadians are alarmed at the erosion of the nuclear family-based social and moral world in which they grew up. Among the stronger clusters on Community Involvement and Religiosity, these Canadians find meaning and order in these associations, though their unease about the state of the world registers through their high scores for Anomie, Apocalyptic Anxiety and Technological Anxiety. As consumers, their low Need for Status Recognition means they focus on getting the best value in everything they buy while avoiding things they don’t really need (Discriminating Consumerism).

PRIZMCE Marketer’s Handbook - 2008 Page 85

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fishing Age Maintainer Age boating 0-4 4.64 89 < 25 3.64 100 community theatre 5-14 10.68 92 25-34 13.09 85 crafts shows 15-24 12.86 95 35-44 16.56 83 playing the lottery 25-44 24.43 87 45-54 20.46 91 45-64 28.15 101 55-64 17.01 97 Shopping 65-74 9.21 127 65-74 13.87 125 $500 or less on men’s clothing 75-84 6.96 148 75+ 15.38 156 yard trimmers 85+ 3.05 168 gas station rewards programs Size Wal-Mart Mother Tongue 1 person 28.61 108 Coles Books English 86.55 147 2 people 37.62 112 French 5.36 24 3 people 14.75 92 Media Non-Official 7.27 41 4+ people 19.02 79 TV figure skating Immigration Family Status “Canada AM” Immigrant 8.23 41 Non-family 31.30 106 “Coronation Street” Couples w/ kids 26.48 82 New Country radio Arrived < 1961 41.21 251 Couples, no kids 31.13 114 Canadian Gardening 1961-1970 19.84 145 Lone parent 11.10 102 Food/Drink 1971-1980 17.92 104 Age of Children 1981-1990 12.20 64 < 6 20.50 99 bacon 1991-1995 4.63 29 6-14 37.77 104 condensed soup > 1996 4.19 24 15-17 14.15 109 frozen potato products powdered iced tea Visible Minority 18-24 18.70 94 Yes 2.56 19 25+ 8.88 87 doughnut shops

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada Sears credit card Marital Status Tenure savings bonds Single 28.75 83 Own 74.37 108 mortgages Married 50.09 104 Rent 25.62 83 senior banking packages W/D/S 21.16 124 Band 0.02 3 telephone banking

Mode of Period of Transport Construction Automotive Car 53.86 98 < 1946 13.35 110 1-vehicle households Public Transport 1.40 21 1946-1960 19.75 142 used versus new vehicles 1961-1970 16.59 124 pick up trucks Class of Worker extended cabs Employed 89.01 102 1971-1980 20.54 109 1981-1990 12.22 76 Ford models Self-Employed 10.73 90 Unpaid 0.26 66 1991-1995 5.88 85 1996-2000 4.65 57 Attitudes Occupation 2001-2006 4.45 70 “An unmarried girl of 18 should not have Primary 4.56 96 > 2006 2.57 62 sexual relations” Blue-collar 21.86 86 “I don't really feel in touch with what's Service sector 43.11 109 Type happening in society” White-collar 30.47 100 Single 68.05 123 “I don’t enjoy being extravagant” Semi 4.56 95 “Getting married and having children is the Education Row 4.11 73 only real way of having a family” < Grade 9 8.67 86 Duplex 4.86 90 “Governments do more harm than good” Grade 9-13 34.99 113 Low Rise 14.35 79 Trade 14.96 127 High Rise 0.96 11 College 23.56 103 Mobile 2.67 203 Some University 6.66 94 University Degree 11.17 65 Dwelling Value Index 71

PRIZMCE Marketer’s Handbook - 2008 Page 86

PRIZMCE Marketer’s Handbook - 2008 Page 87 R1 - Rural Midscale

The three clusters of this group offer a portrait of middle-class prosperity in the country. Found in small towns and remote farming communities, Rural Midscale is composed of white, middle-aged couples, many with children, who live on large farms or in moderately-priced houses and mobile homes. One-quarter of the populace works in agriculture, forestry or fishing, and their lower living costs permit comfortable country lifestyles. Residents have high rates for going fishing, hunting, boating and camping. They have the disposable income to buy RVs, pickup trucks and campers. These Canadians are known for their old- fashioned domestic crafts, and group residents rank high for gardening, sewing, baking and making their own beer.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.29 101 Worker Non-family 21.47 73 5-14 12.83 110 Employed 71.84 82 Couples w/ kids 35.57 110 15-24 14.31 106 Self-employed 26.19 219 Couples, no kids 35.99 132 25-44 22.94 82 Unpaid 1.97 492 Lone parent 6.97 64 45-64 30.78 111 Occupation Age of 65-74 8.27 114 Primary 26.50 560 Children 75-84 4.31 92 Blue-collar 24.46 97 < 6 20.06 96 85+ 1.26 70 Service sector 28.66 72 6-14 39.48 109 Mother White-collar 20.38 67 15-17 14.92 115 Tongue Education 18-24 18.64 94 English 25+ 84.93 145 < Grade 9 10.30 102 6.90 67 French 2.56 12 Grade 9-13 37.14 120 Cluster Index Non-official 11.91 67 Trade 15.59 132 Dwellings % Canada Immigration College 22.56 99 Immigrant 9.17 45 Some university 5.54 78 Tenure University Own 86.89 126 Arrived < 1961 34.34 209 degree 8.87 52 Rent 13.05 42 1961-1970 17.55 128 Band 0.07 15 1971-1980 15.95 93 Cluster Index Period of 1981-1990 14.06 74 Households % Canada Construction 1991-1995 7.91 50 Maintainer < 1946 17.78 146 > 1996 10.18 58 Age 1946-1960 10.55 76 Visible < 25 2.58 71 1961-1970 10.54 79 Minority 25-34 11.19 72 1971-1980 20.34 108 Yes 1.39 10 35-44 18.58 93 1981-1990 15.26 95 45-54 24.40 108 1991-1995 7.58 109 Adult Cluster Index 55-64 20.68 118 1996-2000 7.12 87 Population % Canada 65-74 13.63 123 2001-2006 7.21 113 Marital Status 75+ 8.93 90 > 2006 3.61 88 Single 26.66 77 Married 59.15 123 Size Type Single Wid/Div/Sep 14.19 83 1 person 19.87 75 87.47 158 Semi 2 people 39.32 117 1.52 32 Mode of 3 people 14.71 92 Row 0.89 16 Transport 4+ people 26.10 109 Duplex 0.99 18 Car 66.10 120 Low-rise 1.65 9 Public transport 0.40 6 High-rise 0.10 1 Mobile 7.06 537 Dwelling Value Index 86

PRIZMCE Marketer’s Handbook - 2008 Page 88 R1 28 - FIELDS OF DREAMS

Midscale farmers and blue-collar workers in rural Ontario Population 336,531 (1% of Canada) Households 118,915 (0.89% of Canada) Average Household Income $72,195

Housing Tenure Homeowners Education High School/Trade Occupation Blue-collar & Primary Ethnic Presence Low Sample Social Value Equal Relationship with Youth Concentrated in rural South-western Ontario, Fields of Dreams represents the nation’s most affluent farm type, a collection of family-owned dairy and soybean farms, orchards and vineyards. The mostly middle-aged couples and families here work at blue- collar and farming jobs, and spend their leisure time gardening, hunting, camping and bird-watching. With their moderately priced houses and solid incomes, Fields of Dreams residents have the discretionary cash to buy power boats, campers, motorcycles and pickup trucks. While they can afford to buy computers and other consumer electronics for indoor activities, they’d rather spend time among trees and playgrounds than hard drives and PlayStations. In opinion surveys, they declare that life in the country is far more satisfying than it is in the city.

With 20 percent of adults involved in farming, Fields of Dreams has six times as many agricultural workers as the Canadian average- -and that fact encourages a down-home sensibility. Residents score high for watching the Canadian Country Music Awards, listening to New Country radio and reading magazines like Canadian Home Workshop and Harrowsmith Country Life. But this is also a cluster with a disproportionate number of teenaged children, and Fields of Dreams is a strong family market for everything from vans and boats to toys and pets. In a cluster where even young children help on the farm, residents believe that teens should have the same freedom as adults. WHERE THEY LIVE Huron, Kent & Middlesex counties, Lake Simcoe, Belleville, Kingston, Abbotsford

HOW THEY THINK Fields of Dreams consists of rural individualists who are proud of their work and their kids. One of the strongest clusters on Equal Relationship With Youth, Fields of Dreams residents are heavily focused on cultivating strong relationships with their teenaged children and believe that teenagers should be accorded rights and responsibilities similar to those adults are given. This cluster is also among the most religious, scoring above average on both Religiosity and Spiritual Quest and manifesting a very strong Everyday Ethics. Tied to the ups and downs of agricultural markets, these Canadians express Financial Concern Regarding the Future, value Saving on Principle and derive little Joy of Consumption. Despite their doggedness and religiosity, these residents do sometimes feel alienated from society: strong on Anomie, these Canadians express Apocalyptic Anxiety and Technological Anxiety. Marketing which emphasizes quality and longevity will appeal to this cluster.

PRIZMCE Marketer’s Handbook - 2008 Page 89

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada RV shows Age Maintainer Age gardening 0-4 5.32 102 < 25 1.85 51 canoeing 5-14 13.37 115 25-34 11.16 72 baseball 15-24 15.31 113 35-44 19.56 98 pets 25-44 23.57 84 45-54 24.63 109 45-64 29.24 105 55-64 20.09 115 Shopping 65-74 7.79 108 65-74 13.23 119 riding lawn mowers 75-84 4.22 90 75+ 9.48 96 miniature cars/trucks 85+ 1.19 65 prepaid/pay-as-you-go cell phone plan Size Valu-mart Mother Tongue 1 person 16.80 63 Home Hardware English 85.58 146 2 people 37.16 111 French 1.97 9 3 people 15.23 95 Media Non-Official 11.87 66 4+ people 30.81 129 “CSI” Immigration Family Status “Smallville” Immigrant 10.72 53 Non-family 18.14 61 country tapes/CDs Couples w/ kids 40.94 127 Outdoor Canada Arrived < 1961 41.41 252 Couples, no kids 34.40 126 50Plus 1961-1970 16.23 119 Lone parent 6.52 60 Food/Drink 1971-1980 15.12 88 Age of Children 1981-1990 14.88 78 < 6 18.76 90 sausages 1991-1995 6.08 38 6-14 37.74 104 cookie mix > 1996 6.28 35 15-17 14.01 108 condensed soup lemonade Visible Minority 18-24 21.90 110 Yes 1.44 10 25+ 7.60 74 coffee/donut shops

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada telephone banking Marital Status Tenure stocks Single 26.95 77 Own 86.68 126 mortgages Married 60.00 125 Rent 13.32 43 savings bonds W/D/S 13.05 77 Band 0.00 0 pre-authorized bill payments

Mode of Period of Transport Construction Automotive Car 68.60 125 < 1946 34.09 280 $20,000-$30,000 on latest vehicle Public Transport 0.30 5 1946-1960 10.73 77 households with 2+ vehicles 1961-1970 9.75 73 used versus new vehicles Class of Worker pickups Employed 74.39 85 1971-1980 14.29 76 1981-1990 11.67 72 Dodge models Self-Employed 23.65 197 Unpaid 1.96 491 1991-1995 5.63 81 1996-2000 5.55 68 Attitudes Occupation 2001-2006 4.81 75 “Successful people truly deserve what Primary 22.21 469 > 2006 3.47 84 they have” Blue-collar 31.15 123 “My religious beliefs are important to Service sector 27.34 69 Type me” White-collar 19.31 64 Single 93.54 169 “I feel most comfortable in my jeans” Semi 1.53 32 “I do not need most of the features in top- Education Row 0.59 11 of-the line appliances” < Grade 9 11.44 113 Duplex 0.89 17 “I have conservative tastes in food” Grade 9-13 38.26 123 Low Rise 1.90 10 Trade 13.71 116 High Rise 0.05 1 College 23.83 104 Mobile 1.17 89 Some University 4.39 62 University Degree 8.35 49 Dwelling Value Index 105

PRIZMCE Marketer’s Handbook - 2008 Page 90 R1 34 - NEW HOMESTEADERS

Rural midscale households in blue-collar and service jobs Population 467,473 (1.39% of Canada) Households 191,880 (1.44% of Canada) Average Household Income $64,485

Housing Tenure Homeowners Education Trade/College/High School Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Saving on Principle Middle-aged, middle-class couples and families who like the comforts of small-town living find refuge in New Homesteaders, a collection of small rustic towns and townships filled with modest houses and mobile homes. With decent-paying jobs in blue-collar and service industries, these dual-income couples maintain casual, outdoorsy lifestyles: their driveways filled with campers and power boats, their basements and garages cluttered with fishing gear and gardening tools. They’re the kind of consumers who own a lot of pets and sporting equipment. And they admit that they’re old-fashioned in their thinking, conceding that they feel uncomfortable with new technology and think that capital punishment should be reinstated.

New Homesteaders are classified middle-class and they have an increasingly strong hold on that mainstream status. Some four in ten adults have gone to college or university, and a similar proportion of the populace hold white-collar jobs. Much of their disposable income goes toward occupying their families with leisure activities like hunting, boating, snowmobiling and curling. Wary of large crowds, they would rather go off into the woods or onto a lake than almost anywhere else. WHERE THEY LIVE Vancouver Island, Squamish, rural BC, Halifax, Antigonish, New Glasgow, PEI, Moncton, Fredericton, Pembroke, Petawawa

HOW THEY THINK Aware that their grip on the middle-class life is sometimes tenuous, New Homesteaders residents turn to traditional values as sources of stability, comfort, and sound counsel. They are strong on Primacy of the Family and weak on both the Flexible Definition of Family and Flexible Gender Identity. With Financial Concern Regarding the Future, these Canadians focus on Saving on Principle—the idea that one should save money for its own sake, not necessarily for a specific purpose. Despite their adherence to these traditional ideas, members of New Homesteaders have a hard time finding meaning in life: they register high levels of Anomie and are weak on the more thoughtful, inward-looking values such as Introspection and Empathy and Personal Creativity. In the modern age, they feel Technological Anxiety and worry about the Control of Privacy. While they wait for fulfillment to arrive, they will pass the time at work, in leisure pursuits, with an Attraction to Nature. Marketing efforts for this group should support traditional themes and images, allowing New Homesteaders residents to feel a sense of pride in the way of life they know best.

PRIZMCE Marketer’s Handbook - 2008 Page 91

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fishing Age Maintainer Age hunting 0-4 4.65 89 < 25 2.70 74 parks 5-14 11.15 96 25-34 11.29 73 hiking 15-24 12.83 95 35-44 18.11 91 coin/stamp collecting 25-44 23.28 83 45-54 23.11 103 45-64 32.66 117 55-64 21.27 122 Shopping 65-74 9.18 127 65-74 14.08 127 women’s clothing by mail-order 75-84 4.75 101 75+ 9.44 96 smoking cessation products 85+ 1.50 83 cushioned insoles Size Wal-Mart Mother Tongue 1 person 23.17 87 PharmaSave English 89.93 153 2 people 41.09 123 French 3.05 14 3 people 14.79 93 Media Non-Official 6.45 36 4+ people 20.95 88 “CSI” Immigration Family Status “Canada AM” Immigrant 9.49 47 Non-family 25.21 85 Canadian Home & Country Couples w/ kids 29.73 92 Reader’s Digest Arrived < 1961 35.85 218 Couples, no kids 36.74 135 Chatelaine 1961-1970 22.18 162 Lone parent 8.32 77 Food/Drink 1971-1980 18.25 106 Age of Children 1981-1990 13.11 69 < 6 20.29 98 dip 1991-1995 5.29 33 6-14 39.65 110 peanut butter > 1996 5.31 30 15-17 15.14 117 pancakes bottled pasta sauce Visible Minority 18-24 17.57 88 Yes 1.61 12 25+ 7.35 72 pie fillings

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada senior banking packages Marital Status Tenure mortgages Single 27.03 78 Own 85.90 125 credit unions Married 55.30 115 Rent 14.06 46 personal line of credit W/D/S 17.68 104 Band 0.04 9 debt consolidation

Mode of Period of Transport Construction Automotive Car 61.06 111 < 1946 9.15 75 1+ vehicle households Public Transport 0.60 9 1946-1960 8.30 60 purchase used vehicles 1961-1970 10.45 78 full-sized pickups Class of Worker under $10,000 on most recent vehicle Employed 80.37 92 1971-1980 24.17 128 1981-1990 17.39 108 Chrysler models Self-Employed 19.01 159 Unpaid 0.62 155 1991-1995 9.76 141 1996-2000 8.49 104 Attitudes Occupation 2001-2006 8.49 133 “I don’t like being in a large crowd” Primary 11.13 235 > 2006 3.81 92 “The future looks bleak for young people Blue-collar 25.57 101 today” Service sector 37.90 96 Type “New technologies are causing more White-collar 25.41 84 Single 81.52 147 problems than they are solving” Semi 2.14 45 “I like to take customs and traditions from Education Row 1.49 26 earlier times and adapt them to today's < Grade 9 7.06 70 Duplex 1.56 29 life” Grade 9-13 33.58 108 Low Rise 2.34 13 “People should pay for their own garbage Trade 17.43 148 High Rise 0.21 2 pickup” College 24.52 107 Mobile 10.38 789 Some University 6.50 92 University Degree 10.91 64 Dwelling Value Index 85

PRIZMCE Marketer’s Handbook - 2008 Page 92 R1 37 - BIG SKY FAMILIES

Middle-aged, midscale Prairie farm households Population 490,918 (1.46% of Canada) Households 172,975 (1.3% of Canada) Average Household Income $71,726

Housing Tenure Homeowners Education Grade 9/High School/Trade Occupation Blue-collar & Primary Ethnic Presence Low Sample Social Value Attraction to Nature Scattered across the Prairies and less populated sections of the eastern provinces, Big Sky Families has the highest concentration of farmers in Canada. More than a third of these middle-aged residents work in agriculture, most living on small family homesteads and leading rustic middle-class lifestyles. Big Sky Families residents like to go hunting, power boating, camping and snowmobiling. And like other rural consumers, they have high indexes for owning pickup trucks, recreational vehicles and all-terrain vehicles. Conservative in politics and religion, they’re strong supporters of family values and oppose increasing the social welfare system.

Most members of Big Sky Families claim English as their mother tongue, but the cluster is also home to a disproportionate number of Germans, Poles and Ukrainians. They travel infrequently and, when they do, they stay close to home, visiting a campground, lakeside lodge or homes of friends or relatives. These Canadians tend to be traditional in their consuming patterns--half the women are homemakers--and they have high rates for gardening, engaging in hobby crafts and buying clothes through the Sears catalogue. In their kitchens, they make their own cakes, pies, pudding and beer. And their taste in media also leans toward the old stalwarts: gardening magazines, country music radio stations and TV soap operas. WHERE THEY LIVE Agricultural regions in Alberta, British Columbia, the Prairies, Ontario, Prince Edward Island

HOW THEY THINK Big Sky Families is a strongly traditional cluster: in these small, homogeneous communities, the Primacy of the Family is taken for granted, and Community Involvement is an indispensable part of life. In this cluster, where family and community attachments are so strong, outsiders are viewed with suspicion: Ethnic Intolerance is among this cluster’s strongest values. While these Canadians feel attached to their immediate communities, they are prone to feeling isolated and disconnected from the culture at large, hence the cluster’s high level of Anomie. (Far from making them feel closer to places that are distant geographically, technology just makes Big Sky Families residents anxious: this cluster expresses Technological Anxiety and a need for Control of Privacy). Weak on almost all the autonomy-related values (such as Rejection of Authority, Personal Creativity and Need for Autonomy), Big Sky Families are old-fashioned Canadians, scoring among the lowest on Flexible Definition of Family and Flexible Gender Identity.

PRIZMCE Marketer’s Handbook - 2008 Page 93

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada boating Age Maintainer Age crafts 0-4 5.88 112 < 25 2.94 81 pets 5-14 14.06 121 25-34 11.11 72 curling 15-24 15.04 111 35-44 18.43 92 recreational vehicles 25-44 22.18 79 45-54 25.69 114 45-64 30.05 108 55-64 20.45 117 Shopping 65-74 7.74 107 65-74 13.41 121 $500 or less on women’s clothing 75-84 3.95 84 75+ 7.97 81 infant clothing 85+ 1.09 60 sunburn products Size Wal-Mart Mother Tongue 1 person 18.33 69 gas station convenience stores English 79.72 136 2 people 38.84 116 French 2.51 11 3 people 14.27 89 Media Non-Official 17.14 96 4+ people 28.56 119 TV soap operas Immigration Family Status “Oprah” Immigrant 7.75 38 Non-family 19.62 66 Televised Curling Couples w/ kids 38.36 119 New Country radio Arrived < 1961 26.11 159 Couples, no kids 36.25 133 Canadian Gardening 1961-1970 13.69 100 Lone parent 5.78 53 Food/Drink 1971-1980 14.21 83 Age of Children 1981-1990 14.34 75 < 6 20.80 100 sausage 1991-1995 12.49 78 6-14 40.61 112 whipped toppings > 1996 19.16 108 15-17 15.41 119 pie fillings powdered fruit drinks Visible Minority 18-24 17.17 86 Yes 1.13 8 25+ 6.01 59 burger restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure term deposits Single 26.09 75 Own 88.13 128 personal loan Married 62.42 130 Rent 11.73 38 have a will W/D/S 11.49 67 Band 0.14 31 senior banking packages

Mode of Period of Transport Construction Automotive Car 69.57 127 < 1946 16.13 133 2-vehicle households Public Transport 0.26 4 1946-1960 12.94 93 purchase versus lease vehicles 1961-1970 11.18 83 full-sized cars Class of Worker pickup trucks Employed 63.20 72 1971-1980 20.25 108 1981-1990 15.37 95 GMC models Self-Employed 33.73 282 Unpaid 3.07 769 1991-1995 6.50 94 1996-2000 6.69 82 Attitudes Occupation 2001-2006 7.45 117 “I don’t believe anyone should get better Primary 41.91 886 > 2006 3.49 85 health care just because they can pay for it” Blue-collar 19.20 76 “To preserve jobs, we must accept higher Service sector 21.93 55 Type degrees of pollution in the future” White-collar 16.96 56 Single 89.89 162 “As far as my health is concerned, there's Semi 0.83 17 not much I can do except deal with Education Row 0.44 8 sickness when it comes” < Grade 9 12.96 128 Duplex 0.42 8 “I have not taken steps to ensure that I have Grade 9-13 40.18 129 Low Rise 0.72 4 sufficient income for my retirement” Trade 14.98 127 High Rise 0.02 0 “I don’t enjoy dressing for formal College 19.48 85 Mobile 7.44 565 occasions” Some University 5.36 76

University Degree 7.05 41 Dwelling Value Index 75

PRIZMCE Marketer’s Handbook - 2008 Page 94

PRIZMCE Marketer’s Handbook - 2008 Page 95 T1 - Town Midscale

Town Midscale represents four clusters of low-density towns found across Canada, filled with middle-class to downscale couples and retirees living in unpretentious houses and mobile homes. These older residents lead relatively sedentary lifestyles, engaging in reading, watching TV and making crafts. But they’ll occasionally pursue traditional outdoor pursuits such as hunting, boating and snowmobiling. With a self-reliant streak, the members of Town Midscale have high rates for doing their own car maintenance and home improvement projects. At night, they like to wind down by watching sports on television, reading shelter and outdoors magazines, and listening to country and religious radio stations.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.70 90 Worker Non-family 26.08 88 5-14 11.17 96 Employed 84.56 97 Couples w/ kids 30.12 93 15-24 12.69 94 Self-employed 14.87 124 Couples, no kids 35.42 130 25-44 23.43 84 Unpaid 0.57 142 Lone parent 8.38 77 45-64 29.82 107 Occupation Age of 65-74 9.56 132 Primary 9.35 198 Children 75-84 6.22 132 Blue-collar 29.56 117 < 6 20.07 97 85+ 2.40 133 Service sector 37.12 94 6-14 38.60 107 Mother White-collar 23.96 79 15-17 14.47 112 Tongue Education 18-24 18.67 94 English 25+ 87.12 148 < Grade 9 10.04 99 8.20 80 French 4.14 19 Grade 9-13 39.79 128 Cluster Index Non-official 7.99 45 Trade 15.37 130 Dwellings % Canada Immigration College 21.49 94 Immigrant 9.04 45 Some university 5.14 73 Tenure University Own 84.73 123 Arrived < 1961 41.73 254 degree 8.17 48 Rent 15.14 49 1961-1970 19.75 144 Band 0.13 29 1971-1980 16.20 94 Cluster Index Period of 1981-1990 10.78 56 Households % Canada Construction 1991-1995 5.65 35 Maintainer < 1946 14.37 118 > 1996 5.89 33 Age 1946-1960 14.74 106 Visible < 25 2.74 75 1961-1970 12.17 91 Minority 25-34 11.49 74 1971-1980 20.12 107 Yes 1.79 13 35-44 17.00 85 1981-1990 14.44 90 45-54 21.42 95 1991-1995 7.27 105 Adult Cluster Index 55-64 18.94 108 1996-2000 6.91 85 Population % Canada 65-74 14.78 133 2001-2006 6.38 100 Marital Status 75+ 13.63 138 > 2006 3.61 88 Single 26.08 75 Married 55.76 116 Size Type Single Wid/Div/Sep 18.16 106 1 person 24.22 91 82.46 149 Semi 2 people 39.59 118 2.64 55 Mode of 3 people 14.47 91 Row 2.37 42 Transport 4+ people 21.72 91 Duplex 1.61 30 Car 56.83 104 Low-rise 5.15 28 Public transport 0.68 10 High-rise 0.45 5 Mobile 4.91 373 Dwelling Value Index 75

PRIZMCE Marketer’s Handbook - 2008 Page 96 T1 26 - TOOLS & TRUCKS

Midscale town families and couples with blue-collar jobs Population 897,902 (2.68% of Canada) Households 339,036 (2.54% of Canada) Average Household Income $82,221

Housing Tenure Homeowners Education High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Primacy of the Family The residents of Tools & Trucks work hard, boasting one of the highest indexes for holding blue-collar jobs in trades, transportation and mining. When quitting time rolls around, they’re eager to return to their small towns and rural communities, and relax at home. Their home-centred lifestyles reflect the popularity of woodworking, cooking, sewing and watching TV, particularly talk shows-- such as “Oprah”, “Dr. Phil” and “Maury”--and country music programs. These couples and families of teens and tweens also like to vacation in their homes-on-wheels, travelling around Canada in vans and recreational vehicles to go camping, snowmobiling and hunting. But they’re not known for their leniency, and residents assert that capital punishment should be reinstated in Canada.

Tools & Trucks has only a modest level of educational achievement--just 37 percent of residents have gone to college or university-- and there’s a working-class atmosphere to this midscale cluster found scattered across English Canada. The men like to hunt, fish, work on their homes and drink beer. While the women tend to work outside the home at high rates, they also enjoy domestic diversions like gardening and baking. These are relatively conservative Canadians who worry about threats to their livelihood. As they tell researchers, minorities should not be given preferential treatment in hiring even in jobs where they’re under-represented. WHERE THEY LIVE Essex County, Windsor, Langley, Abbotsford, Edmonton, Calgary, Winnipeg, the Prairies, St. John, Moncton, Halifax, Sudbury, Thunder Bay, Timmins

HOW THEY THINK Tools & Trucks is a cluster of Canadians who have worked hard (Racing Against the Clock) to achieve a firm hold on middle-class life. And now they want to enjoy the fruits of their labour by pursuing their interests with vigour (Consumptivity), searching unique experiences (Pursuit of Originality) and connecting with others like themselves (Networking). But their material achievements have been hard-won and this shows through in their approach to finances: a high level of Discriminating Consumerism, and a low Need for Status Recognition indicate that spending is carefully thought out to extract the best value rather than for frills or pretences. Tools & Trucks residents maintain their small-town roots with strong Confidence in Small Business, all the while exhibiting Primacy of the Family. Weak on Confidence in Government, their streak of Social Darwinism indicates they believe others should be equally self-reliant.

PRIZMCE Marketer’s Handbook - 2008 Page 97

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada hunting Age Maintainer Age camping 0-4 5.30 101 < 25 2.43 67 dressmaking/sewing 5-14 12.65 109 25-34 13.14 85 outdoor shows 15-24 13.94 103 35-44 20.35 102 pets 25-44 25.81 92 45-54 25.22 112 45-64 30.52 110 55-64 19.50 112 Shopping 65-74 7.04 97 65-74 11.63 105 $500 or less on women’s clothing 75-84 3.62 77 75+ 7.74 78 $1-$50 on books 85+ 1.12 62 department store rewards programs Size Sears catalogues Mother Tongue 1 person 18.69 70 Mark’s Work Wearhouse English 87.31 149 2 people 37.77 113 French 4.52 20 3 people 16.48 103 Media Non-Official 7.42 41 4+ people 27.06 113 Country Music Television Immigration Family Status auto racing Immigrant 7.67 38 Non-family 20.66 70 Grey Cup Couples w/ kids 37.04 115 New Country radio Arrived < 1961 35.23 214 Couples, no kids 34.13 125 Canadian Home Workshop 1961-1970 20.72 151 Lone parent 8.17 75 Food/Drink 1971-1980 21.25 124 Age of Children 1981-1990 13.18 69 < 6 20.16 97 bacon 1991-1995 4.79 30 6-14 39.49 109 condensed soup > 1996 4.84 27 15-17 14.64 113 stuffing mixes baking chips Visible Minority 18-24 18.85 95 Yes 2.06 15 25+ 6.86 67 root beer

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure home equity line of credit Single 27.73 80 Own 86.97 126 term deposits Married 58.09 121 Rent 12.89 42 have a will W/D/S 14.18 83 Band 0.14 30 overdraft protection

Mode of Period of Transport Construction Automotive Car 65.75 120 < 1946 9.25 76 households with 2+ vehicles Public Transport 0.72 11 1946-1960 11.17 80 purchase versus lease vehicles 1961-1970 11.34 85 oil change/lube done by self Class of Worker full-sized pickups Employed 84.76 97 1971-1980 23.88 127 1981-1990 15.17 94 Chevrolet models Self-Employed 14.71 123 Unpaid 0.53 133 1991-1995 8.00 115 1996-2000 9.09 111 Attitudes Occupation 2001-2006 7.91 124 “I love direct people; I know I can trust Primary 11.90 251 > 2006 4.20 102 them” Blue-collar 30.30 120 “Getting married and having children is Service sector 34.98 88 Type the only real way of having a family” White-collar 22.83 75 Single 84.63 153 “The country should hold a strong Semi 2.48 52 position in the world” Education Row 1.99 35 “Current scientific developments will < Grade 9 7.18 71 Duplex 1.65 31 likely cause more problems than they will Grade 9-13 38.33 123 Low Rise 3.25 18 solve” Trade 17.07 145 High Rise 0.10 1 “It’s important to regularly get away from College 22.63 99 Mobile 5.64 428 all responsibilities” Some University 5.74 81

University Degree 9.07 53 Dwelling Value Index 89

PRIZMCE Marketer’s Handbook - 2008 Page 98 T1 36 - ONTARIO ORIGINALS

Older middle-income couples and families in Ontario Population 540,533 (1.61% of Canada) Households 216,963 (1.63% of Canada) Average Household Income $61,191

Housing Tenure Homeowners Education High School/Trade/College Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Community Involvement Concentrated in the towns and mid-sized cities of Canada’s most populous province, Ontario Originals is a collection of blue-collar households where many of the residents are retired or getting close to it. These empty-nesting couples and families spend most of their leisure time in and around their older homes, often with their children and grandchildren, enjoying gardening, fishing and bird- watching. With their conservative views, Ontario Originals folks tend to watch shows like “Dr. Phil,” listen to country and oldies radio stations, and donate to religious causes. Members of an older generation, they claim that men and women needn’t be paid the same salary even if they’re equally qualified for the same job.

The aging members of Ontario Originals find ways to cope with an uncertain future. To maintain their health, they take a lot of medications--from anti-asthmatic drugs to prescription painkillers. To preserve their incomes and factory pensions--the household average is $61,000 a year--they avoid going to expensive restaurants in favour of baking at home. Since many have remained in place, aging in their pre-1960 homes, they devote a lot of time to home improvement projects. Ontario Originals residents express a general malaise about the direction the country is going, leading them to buy extra insurance, sock away money for the future and grouse about feelings of alienation and a sense of purposelessness in society. WHERE THEY LIVE St. Marys, Tay, West Perth, Campbellford/Seymour, Percy, Hastings, Brighton, Hanover, Ingersoll, Georgina, Petrolia, Thorold, Muskoka Lakes, Asphodel-Norwood, Wasaga Beach, Prescott

HOW THEY THINK Ontario Originals is a cluster eager to be left alone: residents don’t want to be pestered by new technology, a changing society or other complexities. Strong on Canadian Identity, Community Involvement and Primacy of the Family, these Canadians are willing to participate in old, familiar family and social networks but don’t see themselves as part of a wider community or as embedded in the earth’s ecology. Strong on Financial Concern Regarding the Future and Saving on Principle, Ontario Originals residents take a dour approach to money and its uses: they grew up on the adage “a penny saved is a penny earned” and they’re sticking to it. This cluster is past caring what others think (if it ever cared to begin with): they are weak on Need for Status Recognition and Concern for Appearance and strong on Importance of Price. These Canadians don’t much care for bells and whistles and they would tell anyone who wants to sell them anything, “make it work and make it cheap.”

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada woodworking Age Maintainer Age casinos 0-4 4.60 88 < 25 2.22 61 motor boats 5-14 10.87 94 25-34 11.86 77 playing the lottery 15-24 12.84 95 35-44 17.39 87 pets 25-44 24.30 87 45-54 20.93 93 45-64 28.55 103 55-64 17.40 100 Shopping 65-74 9.42 130 65-74 14.61 131 less than $50 weekly on groceries 75-84 6.91 147 75+ 15.59 158 children’s videos/DVDs 85+ 2.53 139 gas barbecues Size Wal-Mart Mother Tongue 1 person 23.93 90 No-Frills English 88.68 151 2 people 38.14 114 French 2.33 11 3 people 15.46 97 Media Non-Official 8.34 47 4+ people 22.46 94 TV NASCAR races Immigration Family Status “Dr. Phil” Immigrant 11.77 58 Non-family 25.87 88 oldies radio Couples w/ kids 31.00 96 community newspapers Arrived < 1961 46.25 282 Couples, no kids 33.29 122 Chatelaine 1961-1970 21.67 158 Lone parent 9.85 91 Food/Drink 1971-1980 14.51 84 Age of Children 1981-1990 10.77 56 < 6 18.88 91 sausage 1991-1995 4.14 26 6-14 36.35 101 pancake mix > 1996 2.66 15 15-17 13.71 106 canned fruit juice horseradish Visible Minority 18-24 20.81 105 Yes 2.18 16 25+ 10.25 100 apple sauce

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada personal property insurance Marital Status Tenure loan or line of credit Single 26.64 77 Own 84.35 123 $100-$500 monthly on credit cards Married 53.70 112 Rent 15.65 51 children's banking packages W/D/S 19.66 115 Band 0.00 0 telephone banking

Mode of Period of Transport Construction Automotive Car 56.58 103 < 1946 21.89 180 $10,000-$15,000 on latest vehicle Public Transport 1.05 16 1946-1960 24.66 177 sedans 1961-1970 13.89 104 purchase and lease used vehicles Class of Worker pickup trucks Employed 88.50 101 1971-1980 13.56 72 1981-1990 10.13 63 Ford models Self-Employed 11.11 93 Unpaid 0.38 96 1991-1995 4.57 66 1996-2000 4.73 58 Attitudes Occupation 2001-2006 3.55 56 “I hate being told what to do; I must feel Primary 3.09 65 > 2006 3.03 73 that I have control over all the different Blue-collar 34.42 136 areas of my life” Service sector 38.18 96 Type “I attend meetings about topics White-collar 24.31 80 Single 83.64 151 concerning my neighbourhood or Semi 3.13 66 municipality” Education Row 2.21 39 “We must accept higher degrees of < Grade 9 10.35 103 Duplex 2.36 44 pollution to preserve jobs” Grade 9-13 41.00 132 Low Rise 6.65 37 “I look for bargains in second-hand Trade 13.32 113 High Rise 1.11 12 clothing stores” College 24.07 105 Mobile 0.41 31 “I prefer people who, whatever happens, Some University 3.91 55 do their duty” University Degree 7.35 43 Dwelling Value Index 81

PRIZMCE Marketer’s Handbook - 2008 Page 100 T1 42 - HEARTLANDERS

Older working-class town couples and retirees Population 416,172 (1.24% of Canada) Households 183,580 (1.38% of Canada) Average Household Income $57,854

Housing Tenure Homeowners Education High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Reprioritizing of Money Widely scattered in small towns across Canada, Heartlanders consists of working-class couples and retirees living in unpretentious houses and mobile homes. The aging householders--60 percent of maintainers are over 55 years old--tend to have high school and trade school diplomas, and hold blue-collar, service sector or agricultural jobs, if they haven’t already retired. Their rustic lifestyle-- residents enjoy fishing, hunting, camping and boating at high rates--has changed little in a century, except for the addition of multiple motorized vehicles. Their properties are often cluttered with pickups, RVs and snowmobiles. The retirees like to gather at ice-cream parlours to hash out the latest news, and their opinions are typically right-of-centre: against premarital sex, permissive parents and the blurring of gender roles.

While Heartlanders residents may seem to be living off the pop-culture grid, their TVs keep them connected by pulling in their favourite programs, including American crime dramas--like “CSI”, “Law & Order” and “Monk”--and nightly newscasts. They’re also a strong market for radio--listening to both new and traditional country stations--and shelter and garden magazines. Having to cope with sparse commercial centres, Heartlanders residents often do their own remodelling and car maintenance, as well as shop by catalogue. But they tend to like it that way, admitting that they’re not fans of the hectic pace of city life. WHERE THEY LIVE Central and northern Ontario, the Okanagan Valley, remote areas of Vancouver Island, the Prairies.

HOW THEY THINK The values of the Heartlanders cluster reflect a truly rural sensibility. Strong on Attraction to Nature and Community Involvement, these Canadians value a more rural lifestyle and being an integral part of their communities. As the single strongest cluster on Reprioritizing of Money but at the same time showing high Meaning of Life Through Material Possessions, this cluster struggles with the role of money and materialism, wanting to reduce their importance in their lives when they have traditionally accorded more emphasis to them. These Canadians are true individualists: strong on Need for Autonomy and weak on Need for Status Recognition, they cherish the solitude their largely rural settings grant them. Heartlanders residents believe old-fashioned deference to authority keeps order in society (they are weak on Rejection of Authority and Equal Relationship with Youth).

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fishing Age Maintainer Age curling 0-4 3.54 68 < 25 2.59 71 pets 5-14 8.77 75 25-34 8.08 52 RV shows 15-24 10.51 78 35-44 12.78 64 travel within Canada 25-44 19.39 69 45-54 18.47 82 45-64 32.44 117 55-64 21.74 124 Shopping 65-74 14.46 200 65-74 20.52 185 $500 or less on women’s clothes 75-84 8.46 180 75+ 15.82 160 riding lawn mowers 85+ 2.43 134 grocery store rewards programs Size Sobeys Mother Tongue 1 person 25.91 97 Sears catalogues English 86.72 148 2 people 47.06 140 French 5.29 24 3 people 11.74 73 Media Non-Official 7.32 41 4+ people 15.29 64 “Law And Order ” Immigration Family Status “The Fifth Estate” Immigrant 11.78 58 Non-family 27.60 93 traditional country radio Couples w/ kids 21.93 68 New Country radio Arrived < 1961 50.65 308 Couples, no kids 43.52 159 Reader's Digest 1961-1970 21.20 155 Lone parent 6.94 64 Food/Drink 1971-1980 13.74 80 Age of Children 1981-1990 8.10 42 < 6 18.96 91 wieners 1991-1995 3.18 20 6-14 38.46 106 cheese spreads > 1996 3.13 18 15-17 14.71 114 rolled oats baking mixes Visible Minority 18-24 18.28 92 Yes 1.18 9 25+ 9.59 94 Arby’s

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure personal property insurance Single 22.54 65 Own 88.58 129 have a will Married 57.73 120 Rent 11.11 36 senior’s banking packages W/D/S 19.73 116 Band 0.32 69 GICs

Mode of Period of Transport Construction Automotive Car 48.21 88 < 1946 9.48 78 1-vehicle households Public Transport 0.64 10 1946-1960 7.74 56 used versus new vehicles 1961-1970 9.17 68 pickups Class of Worker full-sized cars Employed 79.38 91 1971-1980 20.68 110 1981-1990 19.09 119 Buick models Self-Employed 19.88 166 Unpaid 0.74 185 1991-1995 11.47 165 1996-2000 8.77 108 Attitudes Occupation 2001-2006 9.00 141 “I would rather spend an evening at home Primary 8.30 175 > 2006 4.60 112 over almost anything else” Blue-collar 27.84 110 “Knowing that a product has a tradition Service sector 39.45 100 Type behind is very important to me” White-collar 24.41 80 Single 78.92 142 “I am willing to pay more for Semi 2.26 47 environmentally-friendly products” Education Row 2.49 44 “I don't like seeing men and women who < Grade 9 8.54 85 Duplex 1.00 19 dress and behave so much alike that I Grade 9-13 41.91 135 Low Rise 3.84 21 have trouble telling them apart” Trade 15.52 132 High Rise 0.49 6 College 20.23 89 Mobile 10.64 808 Some University 5.36 76 University Degree 8.43 49 Dwelling Value Index 75

PRIZMCE Marketer’s Handbook - 2008 Page 102 T1 53 - GOLDEN PONDS

Downscale seniors in small towns Population 554,870 (1.66% of Canada) Households 234,051 (1.75% of Canada) Average Household Income $51,794

Housing Tenure Homeowners Education Grade 9/High School/Trade Occupation Blue-collar & Primary Ethnic Presence Low Sample Social Value Saving on Principle Golden Ponds is mostly a rural retirement lifestyle, dominated by downscale couples and singles over 65 years old. Found in small bucolic towns around the country, these high school-educated seniors live in modest, older homes on about $52,000 a year. For the elderly residents of Golden Ponds, daily life is often a succession of sedentary activities such as reading, watching TV, doing crafts and baking. But some of the younger adults in the cluster, who tend to work at farming and blue-collar jobs, also pursue traditional small-town activities such as hunting, boating and snowmobiling. Here, curling ranks high as a popular leisure pursuit.

In Golden Ponds, television remains the most popular form of entertainment, and these viewers love their daytime TV, complete with “Days of our Lives”, game shows and talk shows such as “The View” and “Oprah.” They’re not big radio fans but they will tune in to stations that play traditional and New Country music. “Golden Oldies” could also describe their automotive choices, with their driveways most likely lined with used cars nearly a decade old. Even though they may not have much cash to spare, they enjoy attending investment exhibitions and claim that passing on something for their children is important to them. WHERE THEY LIVE The Fraser River Valley, rural Calgary, rural Edmonton, Prairies, Ontario, Quebec, Labrador, New Brunswick, Nova Scotia, PEI

HOW THEY THINK Golden Ponds represents an old-fashioned rural lifestyle, with old-fashioned values. Caring strongly about the Importance of Price, Golden Ponds residents want their savings, however modest, to ultimately benefit their children. (This patient approach to family finances, underpinned by the idea of deferred gratification, is a crucial element of many older Canadians’ value systems). Utilitarian Consumerism fits right in here; Golden Ponds residents want to be practical and sensible, even if their desire to keep up with the Joneses leads them to long for a little Ostentatious Consumption from time to time. These salt-of-the-earth Canadians, strong on Community Involvement and Confidence in Small Business, are still trying to support their communities and do the right things, even if they sometimes feel like they’re living in a different world from the one in which they grew up. Stress from Racing Against the Clock and a sense of Apocalyptic Anxiety leave them oriented towards Risk Aversion and a Control of Privacy. But these Canadians nonetheless focus on the here and now, rather than contemplate the Meaning of Life or a Spiritual Quest.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada knitting Age Maintainer Age bingo 0-4 4.70 90 < 25 3.79 104 campers 5-14 10.89 94 25-34 11.41 74 craft exhibitions 15-24 12.16 90 35-44 15.09 76 investment exhibitions 25-44 21.78 78 45-54 18.68 83 45-64 27.97 101 55-64 17.37 99 Shopping 65-74 10.09 139 65-74 15.00 135 dolls 75-84 8.07 171 75+ 18.66 189 dentures 85+ 4.34 240 drug stores Size Sears catalogues Mother Tongue 1 person 31.17 117 Wal-Mart English 85.59 146 2 people 37.71 113 French 4.44 20 3 people 12.77 80 Media Non-Official 9.06 51 4+ people 18.36 77 daytime TV Immigration Family Status Outdoor Life Network Immigrant 6.59 33 Non-family 33.01 112 "Days of Our Lives" Couples w/ kids 25.64 79 Reader’s Digest Arrived < 1961 34.89 212 Couples, no kids 32.91 121 Canadian Gardening 1961-1970 12.88 94 Lone parent 8.44 78 Food/Drink 1971-1980 12.90 75 Age of Children 1981-1990 9.64 50 < 6 21.89 105 wieners 1991-1995 12.87 81 6-14 39.38 109 processed cheese > 1996 16.81 95 15-17 14.83 115 cranberry sauce pie fillings Visible Minority 18-24 16.22 82 Yes 1.42 10 25+ 7.69 75 corn/tortilla chips

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada credit unions Marital Status Tenure $1-$100 monthly on credit cards Single 25.70 74 Own 78.81 114 term deposits Married 52.56 109 Rent 21.09 69 have a will W/D/S 21.75 127 Band 0.10 23 do not have an RRSP

Mode of Period of Transport Construction Automotive Car 49.45 90 < 1946 18.64 153 1-vehicle households Public Transport 0.27 4 1946-1960 16.23 117 used versus new vehicles 1961-1970 14.12 105 full-sized cars Class of Worker Saturn models Employed 83.46 95 1971-1980 20.29 108 1981-1990 13.74 85 car maintenance by self Self-Employed 15.81 132 Unpaid 0.72 181 1991-1995 5.42 78 1996-2000 4.30 53 Attitudes Occupation 2001-2006 4.73 74 “I have conservative tastes in food” Primary 11.75 248 > 2006 2.54 62 “My religious beliefs are very important to Blue-collar 24.16 95 me” Service sector 38.60 98 Type “I like to do handicrafts” White-collar 25.49 84 Single 81.01 146 “I have worked as a volunteer for a Semi 2.71 57 committee aimed at improving an aspect of Education Row 2.97 53 life in my neighbourhood or municipality ” < Grade 9 15.56 154 Duplex 1.35 25 Grade 9-13 39.18 126 Low Rise 7.52 41 Trade 14.59 124 High Rise 0.31 3 College 18.09 79 Mobile 3.54 269 Some University 5.25 74 University Degree 7.32 43 Dwelling Value Index 52

PRIZMCE Marketer’s Handbook - 2008 Page 104

PRIZMCE Marketer’s Handbook - 2008 Page 105 U4 - Urban Mix

The four clusters of Urban Mix present a diverse, bi-modal populace. This social group consists of residents both young and old, middle-class and downscale, homeowners and apartment renters. Most of the residents are singles or couples who live in older city neighbourhoods, and their lifestyle reflects an urban sensibility. They score high for going to bars, restaurants, rock concerts and plays, but low for outdoor sports. The younger residents like to read books, play video games and go online; members of older households enjoy making crafts, going to casinos and frequenting woodworking shows. This group is a strong market for television, and their favourite shows range from comedies and sitcoms to sports and music--including both country and rock.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.13 98 Worker Non-family 35.81 121 5-14 10.80 93 Employed 91.09 104 Couples w/ kids 24.89 77 15-24 13.81 102 Self-employed 8.73 73 Couples, no kids 25.09 92 25-44 29.17 104 Unpaid 0.18 46 Lone parent 14.20 131 45-64 26.48 95 Occupation Age of 65-74 7.12 98 Primary 2.13 45 Children 75-84 5.39 115 Blue-collar 29.01 114 < 6 21.77 105 85+ 2.09 115 Service sector 41.71 105 6-14 35.78 99 Mother White-collar 27.15 89 15-17 12.70 98 Tongue Education 18-24 18.65 94 English 25+ 82.64 141 < Grade 9 9.60 95 11.11 108 French 3.73 17 Grade 9-13 37.81 122 Cluster Index Non-official 12.49 70 Trade 12.30 104 Dwellings % Canada Immigration College 22.83 100 Immigrant 14.85 73 Some university 6.10 86 Tenure University Own 64.15 93 Arrived < 1961 26.39 161 degree 11.37 66 Rent 35.85 117 1961-1970 16.02 117 Band 0.00 1 1971-1980 16.95 99 Cluster Index Period of 1981-1990 17.18 90 Households % Canada Construction 1991-1995 11.49 72 Maintainer < 1946 27.74 228 > 1996 11.97 68 Age 1946-1960 25.53 183 Visible < 25 5.34 147 1961-1970 13.20 99 Minority 25-34 17.15 111 1971-1980 12.89 68 Yes 7.59 55 35-44 18.82 94 1981-1990 8.78 55 45-54 20.91 93 1991-1995 3.53 51 Adult Cluster Index 55-64 15.30 88 1996-2000 3.35 41 Population % Canada 65-74 10.55 95 2001-2006 2.63 41 Marital Status 75+ 11.93 121 > 2006 2.35 57 Single 36.27 104 Married 41.97 87 Size Type Single Wid/Div/Sep 21.76 128 1 person 31.54 119 56.49 102 Semi 2 people 34.48 103 5.30 111 Mode of 3 people 15.57 97 Row 5.45 97 Transport 4+ people 18.42 77 Duplex 8.22 153 Car 53.18 97 Low-rise 19.37 107 Public transport 4.59 69 High-rise 4.06 45 Mobile 0.64 49 Dwelling Value Index 77

PRIZMCE Marketer’s Handbook - 2008 Page 106 U4 27 - STARTUPS & SENIORS

Middle-class mix of young and old in cities and suburbs Population 538,624 (1.61% of Canada) Households 238,488 (1.79% of Canada) Average Household Income $69,030

Housing Tenure Homeowners & Renters Education University/College Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Community Involvement Startups & Seniors is a prime example of two lifestyles thriving side by side: a mix of very young and old households, singles and widowers, newly married couples and empty-nesting retirees. Widely scattered throughout the country’s older city and suburban neighbourhoods, this bi-modal population makes for a split marketplace personality. Startups & Seniors has high rates for sailing, bar-hopping and attending wine and cheese shows as well as gardening, reading retirement magazines and doing crafts projects. But residents share relatively high educational levels--55 percent have gone to college or a university--and a mix of white-collar and service sector jobs that results in a love of the arts and moderate, common-sense values. They oppose the pervasiveness of sex in contemporary society, distrust large corporations and support equal rights for women.

Unlike other lifestyles with high proportions of young people, Startups & Seniors scores relatively low for many aerobic sports thanks to the elderly influence. However, cluster residents do enjoy squash, ice hockey and have above-average rates for tennis, skating and cross-country skiing. The generation gap notwithstanding, Startups & Seniors residents admit to being indifferent to keeping up with fashion trends and indulging in lottery gaming. Apparently, many younger family members have yet to establish an influential lifestyle of their own. WHERE THEY LIVE Antigonish, Saint Andrews, Wolfville, Sackville, Lennoxville, Saanich, Kentville, Dorval, Victoria, Nelson, St. John's, Guelph, Newmarket, Charlottetown, Niagara-on-the-Lake, Woodstock, Halifax, London, Calgary, Edmonton

HOW THEY THINK The values of Startups & Seniors residents are as conflicted as their activities and purchases. This cluster reflects some of the autonomous values often associated with younger people: Equal Relationship With Youth, Rejection of Authority and Global Ecological Consciousness-an idealistic value not uncommon among progressive young segments. At the same time, Startups & Seniors is strong on Financial Concern Regarding the Future and Technological Anxiety—attitudes that tend to predominate among older segments. Community Involvement may well be a key point of convergence for the older and younger sub-groups of the cluster; older people often throw themselves into community activities to fill their schedules and provide opportunities for social engagement, while young families begin to engage with the community through their kids’ school and sports groups.

PRIZMCE Marketer’s Handbook - 2008 Page 107

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada tennis Age Maintainer Age theatre 0-4 4.61 88 < 25 4.96 136 art galleries 5-14 9.49 82 25-34 17.30 112 aerobics 15-24 13.49 100 35-44 18.38 92 gardening shows 25-44 29.99 107 45-54 21.25 94 45-64 27.36 98 55-64 15.49 89 Shopping 65-74 7.09 98 65-74 10.27 92 electric lawn mowers 75-84 5.69 121 75+ 12.35 125 infant toys 85+ 2.29 126 department store rewards programs Size Hallmark Mother Tongue 1 person 32.42 122 The Bay English 83.15 142 2 people 35.17 105 French 3.55 16 3 people 14.91 93 Media Non-Official 12.33 69 4+ people 17.51 73 Canadian Grand Prix Immigration Family Status “The Fifth Estate” Immigrant 17.01 84 Non-family 37.70 128 “Amazing Race” Couples w/ kids 24.66 76 Maclean's Arrived < 1961 29.31 178 Couples, no kids 26.07 95 Style At Home 1961-1970 19.01 139 Lone parent 11.57 107 Food/Drink 1971-1980 20.50 119 Age of Children 1981-1990 15.84 83 < 6 21.09 101 canned fish/meat 1991-1995 6.85 43 6-14 33.94 94 meal replacement drinks and bars > 1996 8.49 48 15-17 12.35 95 jams and jellies bran cereal Visible Minority 18-24 20.62 104 Yes 7.39 54 25+ 12.01 117 taco restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $50,000-$100,000 in securities and Marital Status Tenure savings Single 36.67 105 Own 64.71 94 $100-$500 monthly on credit cards Married 43.45 90 Rent 35.29 115 stocks and mutual funds W/D/S 19.88 117 Band 0.00 0 PC Financial GIC/term deposit Mode of Period of Transport Construction Car 54.46 99 < 1946 24.57 202 Automotive Public Transport 6.44 97 1946-1960 26.39 189 households with 1-2 vehicles 1961-1970 13.24 99 hatchbacks Class of Worker SUVs Employed 89.30 102 1971-1980 12.35 66 1981-1990 8.82 55 sports cars Self-Employed 10.57 88 Mazda models Unpaid 0.13 33 1991-1995 3.67 53 1996-2000 4.59 56 Occupation 2001-2006 3.48 55 Attitudes Primary 1.59 34 > 2006 2.88 70 “It should be tougher to obtain welfare Blue-collar 21.63 85 and Employment Insurance” Service sector 41.68 105 Type “I am more independent than most White-collar 35.10 116 Single 51.33 93 people” Semi 4.92 103 “Generally speaking, I feel that I don't Education Row 5.48 97 really have any goals in life” < Grade 9 6.22 62 Duplex 10.96 204 “Canada is becoming too closely linked Grade 9-13 27.85 90 Low Rise 20.75 114 to the U. S. ” Trade 10.93 93 High Rise 6.11 68 “Men do not have a natural superiority College 25.25 111 Mobile 0.13 10 over women” Some University 8.57 121

University Degree 21.18 123 Dwelling Value Index 103

PRIZMCE Marketer’s Handbook - 2008 Page 108 U4 46 - LUNCH AT TIM'S

Working-class old and young in industrial towns and cities Population 474,496 (1.42% of Canada) Households 202,277 (1.52% of Canada) Average Household Income $52,111

Housing Tenure Homeowners & Renters Education High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Canadian Identity Located in industrial towns and cities across southern Ontario, Lunch at Tim’s consists of high school-educated, blue-collar workers living in older homes and small apartment buildings. They’re the kind of tight-knit communities where residents like to socialize at local eateries. Few clusters rank higher in the popularity of pizza parlours, department store restaurants and doughnut shops. Residents also like to wind down after work by watching TV, playing video games and going snowboarding. They’ll occasionally splurge on a visit to a casino, but these working-class folks are more concerned about hanging on to their paycheques than gambling them away. In fact, Lunch at Tim’s residents consider work solely a source of income--they’re not concerned with fulfillment.

Lunch at Tim’s has a split personality: heads of households score above-average for being both under 45 and over 75. The combined effect results in the popularity of both nightclubs and arthritis medication, but a weak market for infant toys, league sports and trips to museums or amusement parks. Instead, these Canadians kick back at home with a beer and a hockey game on TV. Among the Lunch at Tim’s set, Canadian-made cars, beer and hockey rule. WHERE THEY LIVE Deseronto, Aylmer, Sutton, Fort Erie, Penetanguishene, Hanover, Collingwood, Smiths Falls, Orillia, Cornwall, Niagara Falls, St. Thomas, Peterborough, St. Catharines, Cambridge, Tillsonburg, Chatham-Kent, Kitchener, Hamilton, Norfolk, London

HOW THEY THINK Lunch at Tim’s is a cluster that is struggling to cope with the stress of financial worry (Financial Concern Regarding the Future). These Canadians feel they are Racing Against the Clock but have little to show for it, and are concerned about the Legacy they will leave behind for their heirs. Increasingly, they find themselves trying to slow down: they are strong on Reprioritizing of Money and Reprioritizing of Work, suggesting that they would like to diminish the stress in their lives even if it means taking a financial hit. But Lunch at Tim’s residents are not exactly going holistic in their longing for relaxation, exhibiting weak interest in any Effort for Health or Spiritual Quest. These regular folks are simply experiencing an Attraction to the Simple Pleasures in Life and even a Need for Escape from the pressures of the day to day. They don’t mind keeping a low profile at work and around town—they are weak on Need for Status Recognition—but they do feel a Need for Personal Achievement, suggesting they want something more than a paycheque to show for all their hard work.

PRIZMCE Marketer’s Handbook - 2008 Page 109

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada board games Age Maintainer Age craft shows 0-4 5.13 98 < 25 4.42 121 knitting 5-14 11.29 97 25-34 15.79 102 coin/stamp collecting 15-24 13.68 101 35-44 18.84 94 boat shows 25-44 27.73 99 45-54 20.85 93 45-64 26.65 96 55-64 15.83 91 Shopping 65-74 7.61 105 65-74 11.31 102 $500 or less on women’s clothes 75-84 5.79 123 75+ 12.96 131 $1-$50 on books 85+ 2.11 117 video games Size Cotton Ginny Mother Tongue 1 person 29.81 112 Zellers English 85.73 146 2 people 34.80 104 French 3.53 16 3 people 15.85 99 Media Non-Official 9.79 55 4+ people 19.54 82 Golf Channel Immigration Family Status The Shopping Channel Immigrant 12.69 63 Non-family 32.82 111 classic/mainstream rock radio Couples w/ kids 26.63 82 Ontario OUT OF DOORS Arrived < 1961 33.14 202 Couples, no kids 26.86 98 TV Guide 1961-1970 19.64 143 Lone parent 13.70 126 Food/Drink 1971-1980 16.15 94 Age of Children 1981-1990 16.10 84 < 6 21.37 103 frozen main courses 1991-1995 7.85 49 6-14 36.76 102 vitamin & mineral supplements > 1996 7.12 40 15-17 13.07 101 aerosol whipped topping cola Visible Minority 18-24 18.51 93 Yes 3.97 29 25+ 10.29 100 Tim Hortons

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada community credit union Marital Status Tenure savings bonds Single 32.86 94 Own 68.50 100 personal auto loans Married 44.47 92 Rent 31.50 103 critical illness life insurance W/D/S 22.67 133 Band 0.00 0 telephone banking

Mode of Period of Transport Construction Automotive Car 53.90 98 < 1946 33.03 272 2-vehicle households Public Transport 2.31 35 1946-1960 24.01 172 used versus new vehicles 1961-1970 11.86 89 minivans Class of Worker Pontiac models Employed 91.25 104 1971-1980 10.95 58 1981-1990 8.53 53 car maintenance by self Self-Employed 8.51 71 Unpaid 0.24 60 1991-1995 3.63 52 1996-2000 3.22 40 Attitudes Occupation 2001-2006 2.48 39 “It is important to me to regularly get Primary 1.71 36 > 2006 2.29 56 away from all responsibilities and Blue-collar 36.52 144 burdens” Service sector 39.07 99 Type “I don’t learn a great deal from people White-collar 22.71 75 Single 63.80 115 who are different from me” Semi 5.21 109 “Today we are trying too hard to get men Education Row 5.05 89 and women to take on similar roles” < Grade 9 11.04 109 Duplex 6.03 112 “I don’t believe that anyone should get Grade 9-13 43.11 139 Low Rise 17.08 94 better health care just because they can Trade 12.11 103 High Rise 2.15 24 pay for it” College 22.84 100 Mobile 0.19 14 “I look for bargains in second-hand Some University 3.96 56 clothing stores” University Degree 6.94 40 Dwelling Value Index 74

PRIZMCE Marketer’s Handbook - 2008 Page 110 U4 51 - MOBILITY BLUES

Young and downscale mobile city singles Population 590,869 (1.76% of Canada) Households 257,090 (1.93% of Canada) Average Household Income $49,516

Housing Tenure Homeowners & Renters Education High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Reprioritizing of Money Located throughout English Canada in cities as well as small towns, Mobility Blues presents a working-class portrait: a population of young singles, couples and single parents who are often on the move. Residents here not only tend to move often, they also have a high rate of employment in transportation industries. No one’s particularly well off in Mobility Blues, but residents manage to live decently on their $49,000 household incomes. They like to attend rock concerts, gamble at bingo and lottery terminals, and take the odd trip within Canada, often staying in motels. Entertainment at home typically involves watching TV, collecting stamps and coins, knitting and checking out videos--horror and comedy movies are favourites. With many working at blue-collar industrial jobs, they admit that they’re just trying to keep up with all the demands on their time and money.

The residents of Mobility Blues may be modest consumers but they score high as TV fans. Surveys show that they’re eclectic in their TV preferences--from children’s cartoons and sports to movies and talk shows. True couch potatoes, these young Canadians aren’t interested in working out and being health conscious; Mobility Blues men and women engage in practically no aerobic exercise. Feeling out of the flow of mainstream culture, these transients tell researchers, “I have enough trouble worrying about my own problems.” WHERE THEY LIVE Stephenville, Cornwall, Windsor, Stellarton, Summerside, Brantford, Niagara Falls, Welland, Belleville, St. Thomas, Kitchener, Windsor, St. Catharines, Hamilton, London

HOW THEY THINK Mobility Blues residents may be constrained financially, but overall they feel moderately confident about their Adaptability to Complexity in Life. While economic insecurity sometimes leads people to embrace exclusionary values, these Canadians express moderate openness to diversity, saying they are comfortable with the Equality of the Sexes and romantic mixing between people of different ethnic backgrounds (Cultural Fusion). They have a Need for Escape from everyday frustrations and will seek fun with friends and family. Mobility Blues residents are a casual group: weak on Need for Status Recognition, these Canadians say they don’t like to dress up. They are proud of their Canadian Identity, but have little Confidence in Government. As consumers, they wish that money matters were less of a concern (low for Reprioritizing of Money), and derive little Joy of Consumption.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada rock concerts Age Maintainer Age gambling at bingo/lottery terminals 0-4 5.63 108 < 25 6.70 184 watching TV 5-14 11.47 99 25-34 18.55 120 paintball 15-24 14.47 107 35-44 19.56 98 pets 25-44 29.66 106 45-54 20.66 92 45-64 25.50 92 55-64 14.66 84 Shopping 65-74 6.56 91 65-74 9.68 87 entertainment/gaming software 75-84 4.75 101 75+ 10.17 103 radio-controlled toys 85+ 1.95 107 cigarettes Size Wal-Mart Mother Tongue 1 person 32.82 124 convenience stores English 80.11 136 2 people 33.08 99 French 3.64 16 3 people 15.66 98 Media Non-Official 14.88 83 4+ people 18.44 77 horror movies Immigration Family Status Moviepix Immigrant 16.55 82 Non-family 37.35 126 “DaVinci’s Inquest” Couples w/ kids 23.96 74 “Maury” Arrived < 1961 16.93 103 Couples, no kids 22.67 83 classic rock radio 1961-1970 11.52 84 Lone parent 16.02 147 Food/Drink 1971-1980 13.64 79 Age of Children 1981-1990 18.18 95 < 6 23.34 112 meal helper 1991-1995 19.26 121 6-14 36.48 101 processed cheese > 1996 20.48 116 15-17 12.51 97 instant potatoes beer Visible Minority 18-24 17.37 87 Yes 11.24 82 25+ 10.31 101 Taco Bell

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada bonds from payroll deduction plan Marital Status Tenure LRIF investments Single 38.22 110 Own 54.00 78 monthly GIC deposit Married 38.74 80 Rent 46.00 150 senior banking packages W/D/S 23.04 135 Band 0.00 1 telephone banking

Mode of Period of Transport Construction Automotive Car 52.60 96 < 1946 25.59 210 1-vehicle households Public Transport 4.72 71 1946-1960 20.42 147 used versus new vehicles 1961-1970 14.08 105 less than $10,000 on latest vehicle Class of Worker self-serve car washes Employed 91.75 105 1971-1980 16.62 88 1981-1990 11.12 69 Ford models Self-Employed 8.05 67 Unpaid 0.21 51 1991-1995 4.13 59 1996-2000 3.16 39 Attitudes Occupation 2001-2006 2.61 41 “I rarely exercise, jog or play an active Primary 2.40 51 > 2006 2.28 55 sport” Blue-collar 31.00 122 “I don’t enjoy dressing for formal Service sector 42.91 108 Type occasions” White-collar 23.69 78 Single 44.02 79 “I don't really need a lot of money to live Semi 6.49 136 the kind of life I enjoy” Education Row 7.90 140 “I like to watch movies and television < Grade 9 10.23 101 Duplex 8.27 154 programs in which there is violence” Grade 9-13 41.38 133 Low Rise 25.67 141 “Being a Canadian is very important to Trade 12.53 106 High Rise 5.83 65 me” College 22.08 97 Mobile 1.18 90 Some University 5.54 78 University Degree 8.26 48 Dwelling Value Index 70

PRIZMCE Marketer’s Handbook - 2008 Page 112 U4 52 - CRAFTING & CURLING

Older downscale blue-collar and service workers Population 351,281 (1.05% of Canada) Households 152,035 (1.14% of Canada) Average Household Income $52,197

Housing Tenure Homeowners Education High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Technological Anxiety Crafting & Curling, a wide-ranging cluster of blue-collar and service sector workers in small cities and large towns, tends to stand out only in its below-averageness. The cluster ranks below average for income, education, immigration, car ownership and new housing. And the lifestyles of its residents--a mix of older singles, lone parents, couples and families--are similarly conventional. Crafting & Curling members like to watch TV, listen to New Country music, make crafts and play sports like baseball and curling. Their only vice appears to be gambling; they’re big fans of casinos and bingo terminals. In these downscale communities, Crafting & Curling residents apparently hope for a big win to improve their future prospects.

Unlike many working-class clusters, Crafting & Curling scores relatively low for outdoor activities such as sailing and golf. These singles and couples--some with small families--pursue more indoor activities for entertainment. They exhibit high rates for going bowling, eating at local burger joints, watching family videos/DVDs and owning pets. Then again, in Crafting & Curling communities, there’s often not a lot of culture or commerce to lure consumers from their homes. In this cluster, residents go online for entertainment and buy their housewares and fashions on the Home Shopping Network. WHERE THEY LIVE Cobalt, Trenton, Moose Jaw, Espanola, Blind River, Golden, Stewiacke, Castlegar, Kirkland Lake, Cape Breton, Thunder Bay, Winnipeg

HOW THEY THINK Crafting and Curling residents express a number of traditional values likely underpinned by their above-average Religiosity. For example, this cluster is weak on Sexual Permissiveness and strong on both Everyday Ethics and the Primacy of the Family. On the political front, these downscale Canadians long to do some chest-beating: they score high on Importance of National Superiority, saying it’s important to them that people in other countries know that Canada is big and strong. Crafting and Curling residents are worried about their inability to keep up with the rapid pace of technological change, scoring high for Technological Anxiety. Still, these Canadians do not wish to escape and commune with the wilderness: expressing little Attraction to Nature, this cluster would rather stay home and escape into television. Their Financial Concern for the Future compels them to Utilitarian Consumerism and a focus on the Importance of Price, but these old-fashioned Canadians admit that they still see material possessions as important ingredients to achieve meaning in life.

PRIZMCE Marketer’s Handbook - 2008 Page 113

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada casinos Age Maintainer Age bowling 0-4 5.10 98 < 25 4.85 133 baseball 5-14 11.01 95 25-34 16.37 106 crafts 15-24 13.38 99 35-44 18.24 91 woodworking 25-44 29.02 103 45-54 20.87 93 45-64 26.56 95 55-64 15.39 88 Shopping 65-74 7.44 103 65-74 11.43 103 $500 or less on men’s clothes 75-84 5.48 116 75+ 12.86 130 collect Canadian Tire money 85+ 2.00 111 horror videos/DVDs Size Zellers Mother Tongue 1 person 30.29 114 Home Shopping Network English 81.95 140 2 people 35.32 105 French 4.42 20 3 people 16.09 101 Media Non-Official 12.36 69 4+ people 18.31 77 “Jeopardy” Immigration Family Status “Wonderful World of Disney” Immigrant 11.61 57 Non-family 34.24 116 “East Coast Music Awards” Couples w/ kids 24.52 76 country radio Arrived < 1961 32.66 199 Couples, no kids 25.32 93 religious television programs 1961-1970 14.90 109 Lone parent 15.92 147 Food/Drink 1971-1980 18.49 108 Age of Children 1981-1990 19.29 101 < 6 20.60 99 canned meat 1991-1995 8.29 52 6-14 35.83 99 hard candy > 1996 6.36 36 15-17 13.00 100 mexican dinner kits pudding Visible Minority 18-24 18.25 92 Yes 6.67 48 25+ 12.33 120 pubs and sports bars

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada cheque-cashing services Marital Status Tenure personal loan insurance Single 36.99 106 Own 74.64 108 life insurance through bank/trust Married 41.66 87 Rent 25.36 83 telephone banking to pay bills W/D/S 21.36 125 Band 0.01 2 senior banking packages

Mode of Period of Transport Construction Automotive Car 51.16 93 < 1946 29.31 241 2-vehicle households Public Transport 4.57 69 1946-1960 34.82 250 used versus new vehicles 1961-1970 13.43 100 compact pickups Class of Worker auto repair chain stores Employed 92.79 106 1971-1980 10.00 53 1981-1990 5.13 32 Jeep models Self-Employed 7.04 59 Unpaid 0.17 42 1991-1995 2.19 32 1996-2000 1.87 23 Attitudes Occupation 2001-2006 1.52 24 “More of the tax burden should be placed Primary 3.13 66 > 2006 1.71 42 on corporations” Blue-collar 28.31 112 “The future looks bleak for young people Service sector 43.27 109 Type today” White-collar 25.29 83 Single 75.96 137 “I avoid the type of problem that calls for Semi 4.01 84 too much thinking” Education Row 1.82 32 “I consider work as a source of income, not < Grade 9 11.94 118 Duplex 6.77 126 a place to get personal satisfaction” Grade 9-13 40.56 131 Low Rise 9.63 53 “I don’t really feel in touch with what’s Trade 14.33 122 High Rise 0.38 4 happening in society” College 20.24 89 Mobile 1.14 86 Some University 5.99 85 University Degree 6.94 40 Dwelling Value Index 52

PRIZMCE Marketer’s Handbook - 2008 Page 114

PRIZMCE Marketer’s Handbook - 2008 Page 115 T2 - Town/Rural Francophone

Centred in the remote villages and towns of Quebec and parts of New Brunswick, Town/Rural Francophone is a mixed group of young to older working-class singles and couples living in inexpensive homes and low-rise apartments. Many work at blue-collar and primary jobs in farming, fishing and construction, and they spend their leisure time in similar outdoor pursuits: hunting, fishing and travelling over the countryside in snowmobiles and all-terrain vehicles. These home-centred do-it-yourselfers tend to make their own clothes, do their own car maintenance and can their own fruit. Their chief form of entertainment is television for movies, soaps and stand-up comedy programs.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.47 85 Worker Non-family 31.72 107 5-14 10.07 87 Employed 87.98 100 Couples w/ kids 27.04 84 15-24 12.51 93 Self-employed 11.44 95 Couples, no kids 30.76 113 25-44 25.34 90 Unpaid 0.58 146 Lone parent 10.48 96 45-64 31.37 113 Occupation Age of 65-74 9.16 127 Primary 8.95 189 Children 75-84 5.36 114 Blue-collar 32.46 128 < 6 19.71 95 85+ 1.72 95 Service sector 35.37 89 6-14 36.55 101 Mother White-collar 23.22 76 15-17 14.03 108 Tongue Education 18-24 19.50 98 English 25+ 3.98 7 < Grade 9 21.43 212 10.21 100 French 93.95 425 Grade 9-13 35.43 114 Cluster Index Non-official 1.37 8 Trade 13.01 110 Dwellings % Canada Immigration College 18.15 79 Immigrant 2.55 13 Some university 3.55 50 Tenure University Own 69.94 102 Arrived < 1961 14.45 88 degree 8.42 49 Rent 30.03 98 1961-1970 13.00 95 Band 0.03 6 1971-1980 16.97 99 Cluster Index Period of 1981-1990 15.88 83 Households % Canada Construction 1991-1995 18.63 117 Maintainer < 1946 15.75 130 > 1996 21.06 119 Age 1946-1960 13.74 99 Visible < 25 3.55 98 1961-1970 12.28 92 Minority 25-34 14.05 91 1971-1980 21.07 112 Yes 1.03 8 35-44 16.73 84 1981-1990 16.81 104 45-54 22.55 100 1991-1995 6.99 101 Adult Cluster Index 55-64 19.77 113 1996-2000 5.65 69 Population % Canada 65-74 13.45 121 2001-2006 4.76 75 Marital Status 75+ 9.90 100 > 2006 2.95 72 Single 42.06 121 Married 38.12 79 Size Type Single Wid/Div/Sep 19.82 116 1 person 29.17 110 63.91 115 Semi 2 people 37.82 113 3.91 82 Mode of 3 people 15.53 97 Row 2.05 36 Transport 4+ people 17.47 73 Duplex 4.92 91 Car 53.78 98 Low-rise 22.78 125 Public transport 2.03 30 High-rise 0.69 8 Mobile 1.18 89 Dwelling Value Index 49

PRIZMCE Marketer’s Handbook - 2008 Page 116 T2 47 - LE QUÉBEC RUSTIQUE

Working-class Quebec town couples and families Population 291,742 (0.87% of Canada) Households 117,575 (0.88% of Canada) Average Household Income $60,849

Housing Tenure Homeowners Education High School/Trade Occupation Blue-collar & White-collar Ethnic Presence Low Sample Social Value Need for Status Recognition With its small-town roots, Le Québec Rustique clings to an unhurried pace and old-fashioned tastes. Concentrated in towns like St- Victor, Stoneham and Bonaventure, this cluster features working-class couples and families who have high rates for working at fishing, farming, hunting and construction jobs, and then spending their leisure time in similar pursuits: fishing, hunting, boating and woodworking. Lacking much in the way of cultural or entertainment options in their isolated towns, residents tend to spend their evenings at home--the men watching TV sports, the women baking. Traditional in their family values, they believe that men have a natural superiority over women, and that husbands should earn more than their wives.

Despite their sleepy hometowns, Le Québec Rustique residents score surprisingly high for consumerism and materialistic impulses. In part, this phenomenon reflects the fact that money goes far in this cluster: because their relatively new houses (both single and semi-detached) come at relatively low cost, residents have a fair amount of their $60,000 annual household incomes left over as disposable cash. This disparity allows Le Québec Rustique citizens to own summer cottages and travel within Canada to enhance their oft-pursued leisure activities--hunting and fishing. This group’s desire to be held in esteem and respected by others makes them an unexpectedly strong market for new cars. WHERE THEY LIVE Small towns all across Quebec, Rouyn-Noranda, Lake St- Jean’s Chicoutimi-Jonquière, the Gaspé Peninsula

HOW THEY THINK Le Québec Rustique residents appreciate small-town life for its slow pace, simplicity and inexpensiveness relative to the city—not necessarily for the sense of community belonging it affords. These Quebecers are weak on Networking and lukewarm on many social ideals: they show little interest in Global Ecological Consciousness (despite their reliance on nature for both work and leisure) or Equality of the Sexes, and they can’t understand why anyone would try to cultivate an Equal Relationship With Youth when adults should obviously have authority over younger people. These Quebecers believe in old-fashioned status hierarchies and want to be at the top: they express a strong Need for Status Recognition. Exhibiting high scores on Acceptance of Violence, these complexity-averse Quebecers say that when life becomes too frustrating it’s acceptable to let off a little steam through physical violence. With an Awareness of Mortality, these Quebecers are interested in the Search for Roots, but are relatively unconcerned about any Legacy they will leave behind for their heirs.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada fishing Age Maintainer Age hunting 0-4 4.99 95 < 25 2.42 66 bicycling 5-14 11.19 96 25-34 14.21 92 baking 15-24 12.68 94 35-44 18.70 94 bird watching 25-44 26.24 94 45-54 24.89 111 45-64 31.31 113 55-64 19.40 111 Shopping 65-74 8.00 111 65-74 12.54 113 camping equipment 75-84 4.26 91 75+ 7.85 79 puzzles 85+ 1.32 73 newspaper flyers Size IGA Mother Tongue 1 person 24.02 90 Canadian Tire English 3.29 6 2 people 37.66 112 French 95.12 430 3 people 16.98 106 Media Non-Official 1.03 6 4+ people 21.34 89 soaps/serial dramas Immigration Family Status Canal D Immigrant 2.66 13 Non-family 26.21 89 “Primeurs” Couples w/ kids 32.57 101 comedy radio Arrived < 1961 5.60 34 Couples, no kids 32.01 117 Clin d’Oeil 1961-1970 5.00 37 Lone parent 9.21 85 Food/Drink 1971-1980 6.80 40 Age of Children 1981-1990 5.51 29 < 6 20.42 98 cold cuts 1991-1995 36.85 232 6-14 38.10 105 family pack chocolate bars > 1996 40.23 228 15-17 14.14 109 chewing gum rice cakes Visible Minority 18-24 19.31 97 Yes 0.92 7 25+ 8.02 78 diet hot chocolate

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $1-$5,000 in securities and savings Marital Status Tenure savings bonds Single 42.03 121 Own 80.18 116 mortgages Married 40.25 84 Rent 19.82 65 GIC/term deposit W/D/S 17.72 104 Band 0.00 0 telephone banking

Mode of Period of Transport Construction Automotive Car 59.85 109 < 1946 13.72 113 $15,000-$20,000 on latest vehicle Public Transport 1.57 24 1946-1960 11.17 80 1-vehicle households 1961-1970 10.77 80 station wagons Class of Worker compact cars Employed 87.61 100 1971-1980 21.81 116 1981-1990 16.19 101 Saturn models Self-Employed 11.81 99 Unpaid 0.58 145 1991-1995 8.30 120 1996-2000 7.96 98 Attitudes Occupation 2001-2006 6.24 98 “I try to avoid parties” Primary 7.90 167 > 2006 3.84 93 “I love to buy consumer goods” Blue-collar 31.82 126 “Society would be better off with more Service sector 34.87 88 Type government involvement” White-collar 25.41 84 Single 73.24 132 “My province is part of my personal Semi 5.04 105 identity” Education Row 1.94 34 “I find it difficult to start a conversation < Grade 9 17.07 169 Duplex 4.68 87 with a stranger” Grade 9-13 34.09 110 Low Rise 12.17 67 Trade 14.01 119 High Rise 0.79 9 College 20.42 89 Mobile 1.61 123 Some University 4.02 57 University Degree 10.40 61 Dwelling Value Index 52

PRIZMCE Marketer’s Handbook - 2008 Page 118 T2 48 - BONS VIVANTS

Young Francophone singles and couples in small towns Population 528,529 (1.58% of Canada) Households 245,808 (1.84% of Canada) Average Household Income $53,054

Housing Tenure Homeowners & Renters Education Grade 9/High School Occupation Mixed Ethnic Presence Low Sample Social Value Vitality Service professions dominate Bons Vivants, a cluster of young singles and couples with some empty nesters in the mix. They are found in small working-class towns like Marieville, Grand Falls and Acton Vale. These high school-educated residents, nearly 40 percent of whom are bilingual, tend to work at low-level managerial and sales jobs in area stores and factories. But their childless status makes for a busy and carefree lifestyle. Members of Bons Vivants are big fans of bowling, skiing, in-line skating and playing tennis. They’re also unlike many small-town folk who tend to have parochial attitudes and home-centred lives. These Quebecers are social, appearance-conscious and open-minded. “As soon as I see an opportunity to try something new,” they tell researchers, “I do it.”

Their incomes may be lower-middle-class--the household average is $53,000--but Bons Vivants consumers are hardly frugal. They like to go out to eat--Greek and chicken restaurants are popular--enjoy pop music concerts and will splurge on video games and music CDs. They may not be able to afford more than a compact car, but they go for the top-of-the-line, owning premium compacts at high rates (while patronizing gas station mechanics to save on dealer service costs). And they take as much care of themselves as their possessions: these consumers are a strong market for perfume and cologne and various kinds of cosmetic products. WHERE THEY LIVE Quebec, Abitibi Region, the Gaspé Peninisula, New Brunswick, Campbellton, Edmundston, Marieville, Grand Falls, Acton Vale

HOW THEY THINK Bons Vivants is a cluster of hard-working hedonists. Residents possess a desire to find Fulfillment Through Work—but a good dose of Sensualism balances out the day. In the off hours, these young Quebecers delight in buying both consumer products and experiences (travel, restaurant meals, cultural events), and even when they are not actually making purchases they love looking at ads to see what’s new (Advertising as Stimulus). Ideally, the latest trip or sports equipment will impress the friends and neighbours of Bons Vivants residents and thereby indulge their strong Need for Status Recognition. Expressing above-average Aversion to Complexity in Life, these young people are seek entertainment more than challenge and enrichment as they go about their many activities; here, there’s nothing worse than being bored. But while Bon Vivants residents delight in their Pursuit of Intensity--to augment their strong sense of Vitality—they also feel a duty to those who are having less fun: they score very high on New Social Responsibility, indicating that they feel responsible for others and do not wish to become too self-absorbed in their happy hedonism.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bowling Age Maintainer Age skiing 0-4 4.45 85 < 25 5.12 141 pop concerts 5-14 9.60 83 25-34 17.56 114 snowmobiling 15-24 12.60 93 35-44 16.57 83 sportsmen shows 25-44 27.65 99 45-54 20.84 93 45-64 29.47 106 55-64 17.93 103 Shopping 65-74 8.88 123 65-74 12.24 110 oldies tapes/CDs 75-84 5.55 118 75+ 9.74 99 comic books 85+ 1.81 100 direct mail Size PDAs Mother Tongue 1 person 34.91 131 Zara English 4.24 7 2 people 37.06 111 French 92.37 417 3 people 14.42 90 Media Non-Official 2.47 14 4+ people 13.62 57 TV family dramas Immigration Family Status "Cinéma du dimanche" Immigrant 4.04 20 Non-family 38.41 130 “Voila!” Couples w/ kids 21.42 66 top-40 radio Arrived < 1961 12.45 76 Couples, no kids 27.39 100 Dernière Heure 1961-1970 14.19 104 Lone parent 12.78 118 Food/Drink 1971-1980 16.68 97 Age of Children 1981-1990 17.40 91 < 6 20.92 101 cold cuts 1991-1995 18.22 114 6-14 36.31 100 natural cheese > 1996 21.06 119 15-17 13.80 107 peanut butter lemon-lime soft drinks Visible Minority 18-24 19.45 98 Yes 2.12 15 25+ 9.52 93 chicken restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $1-$5,000 in securities and savings Marital Status Tenure caisses populaires Single 44.68 128 Own 49.92 73 ATM cards Married 32.48 67 Rent 50.06 163 life insurance W/D/S 22.83 134 Band 0.01 2 personal property insurance

Mode of Period of Transport Construction Automotive Car 53.42 97 < 1946 8.91 73 $10,000-$15,000 on latest vehicle Public Transport 4.36 66 1946-1960 14.29 103 1-vehicle households 1961-1970 14.95 112 new and used vehicles Class of Worker compact cars Employed 91.87 105 1971-1980 20.40 108 1981-1990 19.81 123 Hyundai models Self-Employed 7.93 66 Unpaid 0.21 51 1991-1995 8.40 121 1996-2000 6.01 74 Attitudes Occupation 2001-2006 4.65 73 “I enjoy keeping fit” Primary 1.88 40 > 2006 2.59 63 “I rarely act on first impulse” Blue-collar 27.12 107 “In our social relationships, it's very Service sector 42.44 107 Type important to choose people who can White-collar 28.56 94 Single 34.07 61 contribute to our personal development” Semi 5.27 110 “Really large corporations are too big to Education Row 3.67 65 provide reliable service” < Grade 9 15.48 153 Duplex 7.04 131 Grade 9-13 33.16 107 Low Rise 47.46 261 Trade 12.78 108 High Rise 1.39 16 College 22.10 97 Mobile 0.62 47 Some University 4.53 64 University Degree 11.95 70 Dwelling Value Index 57

PRIZMCE Marketer’s Handbook - 2008 Page 120 T2 60 - LA VIE BUCOLIQUE

Older downscale Francophones in remote towns Population 682,625 (2.04% of Canada) Households 286,864 (2.15% of Canada) Average Household Income $47,580

Housing Tenure Homeowners Education Grade 9/High School Occupation Mixed Ethnic Presence Low Sample Social Value Concern for Appearance The nation’s poorest rural Francophone communities make up La Vie Bucolique, a cluster of remote villages and towns in Quebec and parts of New Brunswick. The adults, a mix of couples and families with older children, work at farming and blue-collar jobs and pursue outdoor activities that take advantage of their scenic setting. Residents have high rates for going hunting, power boating and riding over the countryside in snowmobiles and all-terrain vehicles. And in their small towns, La Vie Bucolique residents have learned to survive as do-it-yourselfers: they make their own clothes and beer and perform their own car maintenance. Wary of change, these Canadians think that diversity is a foreign concept and tell researchers that they shy away from people “who are different from me.”

In La Vie Bucolique, the chief forms of entertainment for residents are TVs and radios. While residents also read magazines at decent rates, Internet use is virtually nonexistent. Their television viewership is dominated by the TVA channel for soaps and stand- up comedy programs. And when they turn on the radio, it’s set to an adult contemporary station. But their very remoteness also makes them a ripe market for advertisers: these consumers get a lot of pleasure watching commercials and getting direct-mail flyers and coupons--especially for DIY products. WHERE THEY LIVE Montréal-Québec City Corridor, Abitibi Region, the Gaspé Peninsula, Clare, New Brunswick and Shippigan, Nova Scotia

HOW THEY THINK La Vie Bucolique is a deeply outer-directed cluster; despite their modest means, residents are heavily focused on impressing those around them through both their achievements and their material possessions. Three of the most outer-directed trends top the list of values La Vie Bucolique residents espouse: they're strong on Need for Personal Achievement, Concern for Appearance and Need for Status Recognition. This cluster also believes in the Joy of Consumption, and part of residents’ joy in making a new purchase derives from the anticipation of showing it off to others. Among the strongest clusters on Aversion to Complexity in Life, these Quebecers seem to have found a clear and definable goal in seeking the admiration of others. The pursuit of inner-directed achievements, such as fulfillment and spiritual satisfaction, is trickier; and with their high scores on Fatalism, La Vie Bucolique residents don’t feel they have much control over their lives. This cluster has little interest in Autonomy and is very weak on Introspection and Empathy, but tradition and concern for appearances do spur them to Community Involvement.

PRIZMCE Marketer’s Handbook - 2008 Page 121

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada hunting Age Maintainer Age dressmaking 0-4 4.26 81 < 25 2.68 73 woodworking 5-14 9.96 86 25-34 10.97 71 cross-country skiing 15-24 12.37 92 35-44 16.05 81 playing the lottery 25-44 23.17 83 45-54 23.06 102 45-64 32.87 118 55-64 21.50 123 Shopping 65-74 9.87 136 65-74 14.86 134 riding lawn mowers 75-84 5.67 120 75+ 10.88 110 photofinishing from drugstores 85+ 1.83 101 hunting equipment Size Sears catalogues Mother Tongue 1 person 26.37 99 Famili-Prix English 4.08 7 2 people 38.55 115 French 94.66 428 3 people 15.89 99 Media Non-Official 0.66 4 4+ people 19.19 80 Super Écran Immigration Family Status “Star Académie” Immigrant 1.36 7 Non-family 28.26 96 TVA Couples w/ kids 29.59 92 Le Bel Âge Arrived < 1961 24.61 150 Couples, no kids 33.14 121 community newspapers 1961-1970 16.57 121 Lone parent 9.02 83 Food/Drink 1971-1980 24.90 145 Age of Children 1981-1990 20.56 108 < 6 18.53 89 flour 1991-1995 6.20 39 6-14 36.01 100 natural cheese > 1996 7.16 40 15-17 14.15 109 sweet spreads American beer Visible Minority 18-24 19.63 99 Yes 0.24 2 25+ 11.68 114 Pepsi

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada no money in securities and savings Marital Status Tenure caisses populaires Single 40.04 115 Own 82.90 120 life insurance Married 41.59 86 Rent 17.05 56 $1-$20 to charity in past year W/D/S 18.37 108 Band 0.05 11 no RRSPs

Mode of Period of Transport Construction Automotive Car 51.52 94 < 1946 22.45 185 used versus new vehicles Public Transport 0.41 6 1946-1960 14.32 103 compact pickups 1961-1970 10.61 79 station wagon Class of Worker full-service gas stations Employed 84.69 97 1971-1980 21.35 113 1981-1990 14.49 90 Chevrolet models Self-Employed 14.39 120 Unpaid 0.92 230 1991-1995 5.25 76 1996-2000 4.39 54 Attitudes Occupation 2001-2006 4.25 67 “I like showing foreigners that, in many Primary 15.72 332 > 2006 2.89 70 ways, we are stronger and smarter than Blue-collar 37.52 148 they are” Service sector 29.31 74 Type “I don't find it easy to make friends” White-collar 17.45 57 Single 85.66 155 “We usually have a sit-down meal every Semi 2.28 48 evening” Education Row 0.69 12 “I envy people who have a lot of vigour < Grade 9 27.88 276 Duplex 3.20 59 and vitality” Grade 9-13 37.76 122 Low Rise 5.97 33 Trade 12.79 109 High Rise 0.05 1 College 14.13 62 Mobile 1.47 112 Some University 2.60 37 University Degree 4.85 28 Dwelling Value Index 41

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PRIZMCE Marketer’s Handbook - 2008 Page 123 U5 - Urban Downscale Ethnic

The three clusters in the Urban Downscale Ethnic group may be seen as gateway communities for new immigrants. More than half the residents are visible minorities who have migrated from Asia and the Caribbean, and many are young singles, divorcés and the single parents of young families who arrived in Canada since 1990. Settling in high-rise rental apartments, these newcomers may have university degrees but only service sector jobs and lower-middle-class lifestyles. Still, they pursue active social lives, using dating services and going to restaurants, health clubs and online chat sites all at high rates. Many are fitness buffs who enjoy soccer, basketball and aerobic exercise. Still others, striving to advance, attend classes, computer shows and book fairs.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 6.54 125 Worker Non-family 35.77 121 5-14 12.54 108 Employed 91.51 104 Couples w/ kids 28.88 89 15-24 13.23 98 Self-employed 8.26 69 Couples, no kids 18.40 67 25-44 34.22 122 Unpaid 0.23 57 Lone parent 16.94 156 45-64 22.60 81 Occupation Age of 65-74 5.65 78 Primary 0.28 6 Children 75-84 3.82 81 Blue-collar 29.11 115 < 6 24.35 117 85+ 1.40 77 Service sector 41.49 105 6-14 33.77 93 Mother White-collar 29.12 96 15-17 10.33 80 Tongue Education 18-24 18.68 94 English 25+ 39.44 67 < Grade 9 11.34 112 12.87 126 French 6.19 28 Grade 9-13 29.45 95 Cluster Index Non-official 51.40 287 Trade 7.81 66 Dwellings % Canada Immigration College 20.76 91 Immigrant 58.48 289 Some university 8.67 122 Tenure University Own 31.66 46 Arrived < 1961 5.04 31 degree 21.96 128 Rent 68.34 223 1961-1970 6.47 47 Band 0.00 0 1971-1980 11.35 66 Cluster Index Period of 1981-1990 19.69 103 Households % Canada Construction 1991-1995 23.25 146 Maintainer < 1946 10.76 89 > 1996 34.19 193 Age 1946-1960 17.08 123 Visible < 25 4.46 122 1961-1970 21.19 158 Minority 25-34 19.97 129 1971-1980 20.99 112 Yes 54.88 399 35-44 24.58 123 1981-1990 14.65 91 45-54 20.86 93 1991-1995 5.44 78 Adult Cluster Index 55-64 13.58 78 1996-2000 3.84 47 Population % Canada 65-74 8.47 76 2001-2006 3.18 50 Marital Status 75+ 8.07 82 > 2006 2.86 69 Single 38.50 111 Married 43.54 90 Size Type Single Wid/Div/Sep 17.95 105 1 person 31.08 117 5.95 11 Semi 2 people 28.43 85 3.18 66 Mode of 3 people 17.81 111 Row 5.79 102 Transport 4+ people 22.68 95 Duplex 4.41 82 Car 35.50 65 Low-rise 27.83 153 Public transport 23.58 354 High-rise 52.60 588 Mobile 0.05 3 Dwelling Value Index 80

PRIZMCE Marketer’s Handbook - 2008 Page 124 U5 33 - NEWCOMERS RISING

Young midscale immigrants in city apartments Population 823,115 (2.46% of Canada) Households 323,884 (2.43% of Canada) Average Household Income $54,027

Housing Tenure Renters Education University/College Occupation Mixed Ethnic Presence High Sample Social Value Search for Roots Two-thirds of the residents of Newcomers Rising are immigrants, hailing from an assortment of nations in South Asia, Latin America and the Middle East. Though most arrived after 1990, these educated singles and families have already carved out a middle-class lifestyle in their high-rise apartments found mostly in and around Ontario’s large cities. Many are tech-savvy consumers who buy digital cameras, own video gaming systems and spend a lot of time online at job and chat sites. They score high for going to computer shows, pro-basketball games, using dating services and engaging in fitness activities like soccer and yoga. Life still has its challenges for these newcomers--they admit to experiencing financial concern regarding the future--but they’re on pace for upward mobility. This cluster has a high rate of residents taking college and university courses.

Newcomers Rising is a diverse world of singles and families, whites and blacks, kids of all ages and immigrants from Poland, China and the Philippines. But they share a comfortable lifestyle characterized by evenings at jazz and classical music concerts, shopping at upscale stores like Club Monaco and Banana Republic, and virtual lives spent surfing the Web, browsing for information on books, CDs and entertainment. This cluster represents one of the nation’s top markets for watching TV sports and their presence at trade shows cannot be overemphasized. Newcomers Rising residents typically are the attendees first in line to inspect the latest trends. WHERE THEY LIVE Mississauga, Toronto, Brampton, Richmond Hill, Burnaby, Guelph, Kitchener, Ottawa, Waterloo

HOW THEY THINK Although members of Newcomers Rising have experienced some early success in their lives in Canada, their values suggest they are still looking for footholds to feel more secure. They are strong on Anomie, a feeling of disconnectedness from society, as well as Ethnic Intolerance, which indicates a desire to belong to a strong and stable social group. However, their Search for Roots, Community Involvement and growing sense of Canadian Identity all indicate that they may be progressing toward less exclusionary forms of group belonging. These strivers take satisfaction from the feeling that they are making progress in their new country: they are very strong on Need for Personal Achievement. But sometimes the stress can be overwhelming, causing them to feel a Need for Escape. It’s not just their Financial Concern Regarding the Future that causes this group to worry, they are also among the strongest segments on Fear of Violence, indicating that they do not feel entirely safe in their diverse neighbourhoods.

PRIZMCE Marketer’s Handbook - 2008 Page 125

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada lottery gaming Age Maintainer Age computer shows 0-4 6.75 129 < 25 4.63 127 dating services 5-14 12.38 107 25-34 20.17 131 charter flights 15-24 14.10 104 35-44 25.06 126 classical music concerts 25-44 34.26 122 45-54 20.77 92 45-64 22.00 79 55-64 13.16 75 Shopping 65-74 5.40 75 65-74 8.05 72 $1,500-$2,500 spent on men’s clothing 75-84 3.75 80 75+ 8.17 83 digital cameras 85+ 1.37 76 Bata Size portable video game systems Mother Tongue 1 person 27.74 104 No Frills English 41.25 70 2 people 28.60 85 French 1.50 7 3 people 19.24 120 Media Non-Official 54.51 305 4+ people 24.42 102 Family Channel Immigration Family Status City TV/ASN Breakfast TV Immigrant 62.68 310 Non-family 32.10 109 TV sports Couples w/ kids 32.19 100 workopolis.com Arrived < 1961 3.96 24 Couples, no kids 19.43 71 education/training software 1961-1970 5.29 39 Lone parent 16.28 150 Food/Drink 1971-1980 9.63 56 Age of Children 1981-1990 17.71 93 < 6 24.60 118 wine coolers 1991-1995 23.48 148 6-14 33.66 93 instant soup/meal in a cup > 1996 39.93 226 15-17 10.43 81 vegetarian products sports drinks Visible Minority 18-24 19.08 96 Yes 57.48 418 25+ 12.24 119 grocery store take-out

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada secured line of credit Marital Status Tenure Canada Savings Bonds Single 35.02 101 Own 32.80 48 Internet banking for credit activities Married 47.71 99 Rent 67.20 219 telephone banking to transfer funds W/D/S 17.27 101 Band 0.00 0 $500-$1,000 monthly on credit cards

Mode of Period of Transport Construction Automotive Car 40.47 74 < 1946 2.90 24 1-vehicle in household Public Transport 21.40 321 1946-1960 11.86 85 minivans 1961-1970 22.85 171 Japanese models Class of Worker sporty cars Employed 92.22 105 1971-1980 26.74 142 1981-1990 17.86 111 Toyota models Self-Employed 7.55 63 Unpaid 0.24 60 1991-1995 6.46 93 1996-2000 4.45 55 Attitudes Occupation 2001-2006 3.86 61 “Religion is very important to me” Primary 0.30 6 > 2006 3.02 73 “I really enjoy shopping for clothes” Blue-collar 30.21 119 “I like to take customs and traditions from Service sector 40.79 103 Type earlier times and adapt them to today's White-collar 28.71 95 Single 5.88 11 life” Semi 1.68 35 “Continuous learning is crucial to me” Education Row 6.24 111 “I enjoy entertaining” < Grade 9 7.88 78 Duplex 1.16 22 Grade 9-13 29.23 94 Low Rise 11.03 61 Trade 7.87 67 High Rise 73.86 825 College 20.93 92 Mobile 0.06 4 Some University 9.32 132 University Degree 24.78 144 Dwelling Value Index 68

PRIZMCE Marketer’s Handbook - 2008 Page 126 U5 43 - URBAN SPICE

Young multi-ethnic lower-middle-class singles Population 318,503 (0.95% of Canada) Households 140,888 (1.06% of Canada) Average Household Income $52,670

Housing Tenure Renters Education Mixed Occupation Mixed Ethnic Presence High Sample Social Value Introspection and Empathy A collection of immigrant gateway communities, Urban Spice is the urban home for a mixed populace of blacks, Arabs and immigrants from Asia, Europe and Latin America. With nearly half of the singles and couples foreign born, this cluster is a mecca for educated, first-generation Canadians striving for middle-class status in Montreal, Toronto and Vancouver. Many of the residents of Urban Spice live in older apartments--half of all dwellings were built before 1960--along streets lined with mom-and-pop shops, fast-food restaurants and convenience stores. The residents gather at art galleries, basketball courts, soccer fields and music clubs. And they take an active interest in community, ranking as one of the highest among all clusters in having written to a public official.

With a relatively high education profile--a quarter hold university degrees--the residents of Urban Spice have varied media tastes. They watch a lot of TV shows featuring music, fashion and sports, and they read many magazines at above-average rates, including locally-based titles like NOW and Vancouver Magazine. There’s hardly a kind of cuisine that doesn’t have an audience in this cultural stew, be it health foods, gourmet ethnic cuisine or junk food. Although their incomes are relatively modest, these young strivers still like to be early adopters of fashion. More residents in Urban Spice take public transportation than drive a car, but owning a European luxury car is a coveted symbol of status. WHERE THEY LIVE Saint-Laurent, Vancouver, Greenfield Park, Toronto, Weston, Côte-Saint-Luc, Mont-Royal, Montréal

HOW THEY THINK Urban Spice is a diverse cluster, but its values are remarkably coherent in their flexible, postmodern flavour and their idealistic outlook. These Canadians register strong interest in Networking and great Openness Toward Others, perhaps in part because they believe strongly in Introspection and Empathy. While it is not uncommon for new immigrants to wish to display success in their new country ostentatiously (for a generation or two), these young Canadians have little interest in Ostentatious Consumption and are about average in their Need for Status Recognition. Although they are weak on Adaptability to Complexity, they are already handling plenty of complexity and showing values that betray little fear or hostility. Strong on Flexible Definition of Family, Equality of the Sexes and Primacy of Environmental Protection, Urban Spice residents celebrate equality and autonomy, and even have attention to spare for the planet. Finally, this cluster scores high on Belonging to the Global Village; this trend may signify interest in the whole world—not just the parts most familiar to these thoughtful young Canadians.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada yoga Age Maintainer Age soccer 0-4 5.23 100 < 25 4.21 115 theatre 5-14 10.23 88 25-34 20.43 132 dancing/nightclubs 15-24 11.27 83 35-44 23.69 119 jazz concerts 25-44 36.61 130 45-54 20.70 92 45-64 24.70 89 55-64 13.88 79 Shopping 65-74 6.08 84 65-74 8.64 78 MP3 players 75-84 4.20 89 75+ 8.44 85 hip-hop tapes/CDs 85+ 1.68 93 $1,500+ on men’s clothes Size The Gap Mother Tongue 1 person 38.24 144 Indigo English 43.67 74 2 people 29.12 87 French 7.55 34 3 people 14.89 93 Media Non-Official 45.85 256 4+ people 17.75 74 Cable Pulse 24 Immigration Family Status World Cup soccer Immigrant 50.91 252 Non-family 44.14 149 dance music radio stations Couples w/ kids 23.25 72 NOW Arrived < 1961 8.22 50 Couples, no kids 18.87 69 Style at Home 1961-1970 10.26 75 Lone parent 13.73 126 Food/Drink 1971-1980 16.03 93 Age of Children 1981-1990 21.01 110 < 6 23.10 111 cranberries 1991-1995 19.92 125 6-14 32.05 89 soda water > 1996 24.56 139 15-17 10.00 77 vegetarian products green tea Visible Minority 18-24 18.77 94 Yes 43.60 317 25+ 16.09 157 soy beverages

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $10,000-$15,000 in securities and savings Marital Status Tenure stocks Single 44.30 127 Own 37.58 55 no insurance policies Married 37.56 78 Rent 62.42 203 accounts with alternate financial W/D/S 18.13 106 Band 0.00 0 institutions telephone banking Mode of Period of Transport Construction Car 29.65 54 < 1946 30.69 252 Automotive Public Transport 27.56 414 1946-1960 21.38 153 0-1 vehicle households 1961-1970 14.13 105 used versus new vehicles Class of Worker sport coupes Employed 88.28 101 1971-1980 11.07 59 1981-1990 10.07 63 service at gas stations Self-Employed 11.45 96 Hyundai models Unpaid 0.27 68 1991-1995 4.05 58 1996-2000 3.29 40 Occupation 2001-2006 2.89 45 Attitudes Primary 0.26 5 > 2006 2.43 59 “Other cultures have a lot to teach us” Blue-collar 22.32 88 “When I think about my life, I may not be Service sector 42.72 108 Type getting ahead financially, but I feel that I White-collar 34.70 114 Single 8.46 15 am making progress on a personal level” Semi 8.00 167 “It is very important for me to feel Education Row 4.43 79 creative” < Grade 9 12.55 124 Duplex 8.97 167 “I definitely have contact with people Grade 9-13 26.41 85 Low Rise 50.15 276 who come from all kinds of social classes Trade 7.11 60 High Rise 19.72 220 and backgrounds” College 20.72 91 Mobile 0.02 2 Some University 9.42 133 University Degree 23.79 139 Dwelling Value Index 130

PRIZMCE Marketer’s Handbook - 2008 Page 128 U5 65 - BIG CITY BLUES

Young and low-income recent immigrants Population 259,359 (0.77% of Canada) Households 104,734 (0.79% of Canada) Average Household Income $36,669

Housing Tenure Renters Education Grade 9/High School/Trade Occupation Blue-collar & Service Sector Ethnic Presence High Sample Social Value Civil Disobedience With a population of young recent immigrants, Big City Blues is home to a wide mix of ethnicities and races--Italian and Indian, Greek and Guyanese, black and Latino--who’ve made their way to inner-city neighbourhoods in Toronto and Montreal. But these singles and single-parent families face enormous economic challenges: low incomes, modest educations and uncertain jobs. In Big City Blues, residents tend to live in older, low-rise and high-rise apartments, surrounded by mom-and-pop shops, video stores, fast- food restaurants and parks offering several soccer fields. Despite household incomes under $37,000, this cluster is still a strong market for instant cameras and pagers, video games and educational toys.

The new émigrés of Big City Blues are still making their way in Canadian society, but they do excel in media consumption, ranking at the top for watching TV sports like boxing and basketball, listening to multicultural radio and reading magazines such as FASHION and HOUR. And when it comes to clothes, Big City Blues residents head to the mall, to stores like Stitches, Reitman’s and Simon’s. These residents appear to be striving to improve their lot in many ways. Surveys show they have above-average rates for going to school, purchasing education and training software and attending book fairs. WHERE THEY LIVE Saint-Léonard, Montréal, Toronto

HOW THEY THINK The values of Big City Blues residents reflect their economic struggle. This cluster’s hard-edged constellation of values, including Civil Disobedience, Importance of National Superiority and Acceptance of Violence, betrays frustration. The two most important consumption-related trends for this cluster are Importance of Price and Ostentatious Consumption. The former they must practice because of their modest means, while the latter they wish they could practice. These young Canadians would love to drive cars that show others how affluent (and therefore how strong, smart and successful) they are. But that success is not immediately at hand, and the fearful values of Big City Blues residents suggest they worry about their ability to cope. Scoring low on Openness Toward Others, Equal Relationship with Youth and Equality of the Sexes, these Canadians are too fearful to be flexible and egalitarian in their outlook. Their need for security and predictability is so strong that they reject even the idea of the Importance of Spontaneity in Daily Life.

PRIZMCE Marketer’s Handbook - 2008 Page 129

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada dancing Age Maintainer Age lottery tickets 0-4 7.48 143 < 25 4.31 118 food shows 5-14 15.91 137 25-34 18.73 121 overseas calling 15-24 12.85 95 35-44 24.30 122 travel to the Caribbean 25-44 31.17 111 45-54 21.36 95 45-64 21.93 79 55-64 14.47 83 Shopping 65-74 5.89 81 65-74 9.52 86 hair gel 75-84 3.59 76 75+ 7.30 74 infant toys 85+ 1.18 65 direct mail coupons Size Zellers Mother Tongue 1 person 31.79 120 Stitches English 28.52 49 2 people 26.99 81 French 19.41 88 3 people 17.31 108 Media Non-Official 48.34 270 4+ people 23.91 100 YTV Immigration Family Status TV boxing Immigrant 54.34 269 Non-family 35.94 122 VOIR Couples w/ kids 26.15 81 multicultural radio Arrived < 1961 5.53 34 Couples, no kids 14.56 53 FASHION 1961-1970 6.63 48 Lone parent 23.35 215 Food/Drink 1971-1980 12.54 73 Age of Children 1981-1990 25.57 134 < 6 24.78 119 baby food 1991-1995 26.12 164 6-14 35.64 99 frozen pancakes > 1996 23.61 133 15-17 10.37 80 instant breakfast drinks home delivery Visible Minority 18-24 17.48 88 Yes 60.32 439 25+ 11.73 115 pizza restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada student loans Marital Status Tenure savings bonds Single 42.30 122 Own 20.18 29 student banking packages Married 37.71 78 Rent 79.82 260 telephone banking W/D/S 19.99 117 Band 0.00 0 no RRSPs

Mode of Period of Transport Construction Automotive Car 26.58 48 < 1946 8.25 68 households with no vehicles Public Transport 25.60 385 1946-1960 27.45 197 used and new vehicles 1961-1970 25.56 191 motorcycles Class of Worker public transit Employed 93.86 107 1971-1980 16.57 88 1981-1990 10.90 68 Honda models Self-Employed 6.01 50 Unpaid 0.12 31 1991-1995 4.16 60 1996-2000 2.71 33 Attitudes Occupation 2001-2006 1.46 23 “I consider work a source of income, not a Primary 0.23 5 > 2006 2.95 72 place for personal satisfaction” Blue-collar 35.55 140 “Drinking is a part of my lifestyle” Service sector 42.37 107 Type “It is important to me for people to admire White-collar 21.85 72 Single 2.77 5 the things that I own” Semi 1.33 28 “I really enjoy shopping for clothes” Education Row 6.19 110 “I am willing to work at a boring job as < Grade 9 21.48 213 Duplex 8.32 155 long as the pay is good” Grade 9-13 34.42 111 Low Rise 49.74 274 Trade 8.57 73 High Rise 31.10 347 College 20.24 89 Mobile 0.04 3 Some University 5.45 77 University Degree 9.85 57 Dwelling Value Index 51

PRIZMCE Marketer’s Handbook - 2008 Page 130

PRIZMCE Marketer’s Handbook - 2008 Page 131 S4 - Suburban Francophone

Found in the suburban hubs and small towns of Quebec, the three clusters designated Suburban Francophone contain a demographic mix of ages and incomes, housing types and family styles. The residents run the gamut--single, divorced or living as single parents or in common-law marriages--and their homes are similarly diverse: single and semi-detached houses and low- rise apartments. With their service sector and blue-collar jobs, they report modest incomes and casual lifestyles. The younger residents tend to ski, skate and play hockey. The older residents engage in woodworking, cooking and sewing. And everyone enjoys riding bicycles, shopping for clothes and meeting friends at a bar or casual restaurant.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.05 77 Worker Non-family 40.96 139 5-14 8.89 77 Employed 91.21 104 Couples w/ kids 20.81 64 15-24 11.54 85 Self-employed 8.60 72 Couples, no kids 26.96 99 25-44 24.59 88 Unpaid 0.19 47 Lone parent 11.28 104 45-64 29.44 106 Occupation Age of 65-74 9.69 134 Primary 2.29 48 Children 75-84 8.08 172 Blue-collar 28.72 113 < 6 19.54 94 85+ 3.72 205 Service sector 41.16 104 6-14 36.40 101 Mother White-collar 27.83 92 15-17 14.05 108 Tongue Education 18-24 19.38 98 English 25+ 4.04 7 < Grade 9 20.22 200 10.63 104 French 92.34 417 Grade 9-13 34.57 111 Cluster Index Non-official 2.71 15 Trade 11.94 101 Dwellings % Canada Immigration College 19.59 86 Immigrant 3.67 18 Some university 4.00 56 Tenure University Own 50.65 74 Arrived < 1961 19.55 119 degree 9.69 56 Rent 49.32 161 1961-1970 17.38 127 Band 0.03 7 1971-1980 24.09 140 Cluster Index Period of 1981-1990 23.81 125 Households % Canada Construction 1991-1995 8.29 52 Maintainer < 1946 14.21 117 > 1996 6.88 39 Age 1946-1960 18.41 132 Visible < 25 4.21 115 1961-1970 14.18 106 Minority 25-34 13.83 90 1971-1980 17.77 94 Yes 1.82 13 35-44 15.10 76 1981-1990 16.14 100 45-54 20.15 90 1991-1995 6.71 97 Adult Cluster Index 55-64 17.95 103 1996-2000 5.74 70 Population % Canada 65-74 13.44 121 2001-2006 3.95 62 Marital Status 75+ 15.32 155 > 2006 2.89 70 Single 41.40 119 Married 33.50 70 Size Type Single Wid/Div/Sep 25.11 147 1 person 38.06 143 35.26 64 Semi 2 people 34.90 104 5.15 108 Mode of 3 people 13.46 84 Row 2.83 50 Transport 4+ people 13.58 57 Duplex 11.10 206 Car 47.96 87 Low-rise 37.21 205 Public transport 3.40 51 High-rise 7.35 82 Mobile 0.36 27 Dwelling Value Index 56

PRIZMCE Marketer’s Handbook - 2008 Page 132 S4 31 - LES QUÉBÉCOIS SPORTIFS

Midscale and outdoorsy middle-aged Quebec suburbanites Population 292,643 (0.87% of Canada) Households 123,335 (0.92% of Canada) Average Household Income $68,414

Housing Tenure Homeowners & Renters Education Mixed Occupation Mixed Ethnic Presence Low Sample Social Value Intuition The residents of Les Québécois Sportifs tend to be middle-aged, middle-income and tolerant. Living in newer homes and apartments in suburban hubs like Casselman, Évain and Richelieu, they are typically single, divorced or living as single parents or in common- law marriages. And about half the residents are bilingual. Young and active, they like to spend their leisure time pursuing activities such as skiing, in-line skating and bowling. They’re also tech-savvy consumers who own pagers and paid a considerable amount of money for their latest personal computers, which give them ample opportunity to spend time in online chat rooms. With four in ten of these residents still single, their attitudes are understandably liberal.

“Work hard and play hard” could be the motto of Les Québécois Sportifs. In this cluster, a high percentage of women are in the labour force, and residents hold a mix of jobs in retail, public administration and health care. When they finally wind down, Les Québécois Sportifs residents like to be around people. They enjoy playing group sports such as ice hockey and later gathering with friends at a bar. WHERE THEY LIVE Montréal, Québec City, Sherbrooke, Drummondville, Rouyn-Noranda, Val d’Or, Chicoutimi-Jonquière, Saint-George, Casselman, Évain, Richelieu

HOW THEY THINK Les Québécois Sportifs is a cluster whose values reveal an openness to an individualistic, pleasure-centred life. These Quebecers are strong on both Sexual Permissiveness and Sensualism and see no reason why family (Primacy of the Family) or religious prescriptions (Religiosity) should interfere with their choices. Residents are laissez-faire about changes that make some others uncomfortable: they have no problem embracing a Flexible Definition of Family and are happy to go with the flow when it comes to technology, expressing little Technological Anxiety. These Quebecers are wary when it comes to people of different ethnic backgrounds joined in romantic relationships (Cultural Fusion), but their scores on downright Ethnic Intolerance are low. Les Québécois Sportifs residents are looking to enrich their somewhat hedonistic and leisure-oriented lives by striking out on a personal Spiritual Quest and paying more attention to their Intuition. Nevertheless, looking good in the eyes of others trumps all: this cluster scores very high on Need for Status Recognition and the Pursuit of Novelty. Les Québécois Sportifs residents like to impress others with their au courant purchases, often made online.

PRIZMCE Marketer’s Handbook - 2008 Page 133

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bowling Age Maintainer Age skiing 0-4 5.17 99 < 25 3.69 101 pop music concerts 5-14 11.54 99 25-34 17.90 116 in-line skating 15-24 13.07 97 35-44 20.94 105 auto shows 25-44 29.70 106 45-54 23.66 105 45-64 29.34 105 55-64 18.53 106 Shopping 65-74 6.61 91 65-74 9.56 86 perfume and cologne 75-84 3.49 74 75+ 5.72 58 stereo equipment 85+ 1.08 60 sports equipment Size Le Garage Mother Tongue 1 person 27.17 102 Marie Claire English 5.19 9 2 people 35.62 106 French 88.51 400 3 people 17.34 108 Media Non-Official 5.23 29 4+ people 19.88 83 TV science fiction Immigration Family Status “Caméra Café” Immigrant 6.54 32 Non-family 29.98 102 radio newscasts Couples w/ kids 29.94 93 Chez-Soi Arrived < 1961 13.47 82 Couples, no kids 27.39 100 Décormag 1961-1970 16.86 123 Lone parent 12.68 117 Food/Drink 1971-1980 24.85 145 Age of Children 1981-1990 28.13 147 < 6 20.59 99 low-fat foods 1991-1995 8.15 51 6-14 38.60 107 muffins > 1996 8.54 48 15-17 13.93 108 chewing gum microbrews Visible Minority 18-24 19.50 98 Yes 3.89 28 25+ 7.39 72 chicken restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $10,000-$15,000 in securities and savings Marital Status Tenure private health insurance Single 43.82 126 Own 64.08 93 life insurance Married 36.22 75 Rent 35.92 117 term deposits W/D/S 19.96 117 Band 0.00 0 student banking packages

Mode of Period of Transport Construction Automotive Car 61.64 112 < 1946 3.10 26 $40,000-$49,999 on latest vehicle Public Transport 6.68 100 1946-1960 7.03 50 2-vehicle households 1961-1970 10.35 77 new versus used vehicles Class of Worker compact cars Employed 91.72 105 1971-1980 18.28 97 1981-1990 24.28 151 Honda models Self-Employed 8.16 68 Unpaid 0.12 29 1991-1995 13.82 199 1996-2000 10.83 133 Attitudes Occupation 2001-2006 7.56 119 “I really enjoy keeping fit” Primary 1.02 21 > 2006 4.74 115 “It’s okay for an unmarried girl of 18 to Blue-collar 26.96 106 have sexual relations” Service sector 42.55 108 Type “I am prepared to pay more for good White-collar 29.48 97 Single 37.63 68 quality wine” Semi 10.39 217 “It’s important to me to rely on modern Education Row 6.59 117 technologies at home” < Grade 9 10.49 104 Duplex 5.67 105 “I like to try new products, new places for Grade 9-13 31.61 102 Low Rise 38.25 210 vacation, or new foods, just for the Trade 12.72 108 High Rise 1.02 11 pleasure of the novelty” College 25.72 113 Mobile 0.21 16 Some University 5.34 75 University Degree 14.12 82 Dwelling Value Index 66

PRIZMCE Marketer’s Handbook - 2008 Page 134 S4 57 - LES PENSIONNÉS

Elderly downscale Francophone couples and singles Population 449,283 (1.34% of Canada) Households 198,460 (1.49% of Canada) Average Household Income $49,927

Housing Tenure Homeowners & Renters Education Mixed Occupation Mixed Ethnic Presence Low Sample Social Value Search for Roots Once thriving agricultural centres, the towns that comprise Les Pensionnés have seen better days. In communities like Matane, Amqui, Lachute and Black Lake in Quebec, as well as some towns in Ontario and New Brunswick, older singles and couples work at blue-collar and service professions, if they’re not already retired. Because they are getting by on modest salaries or pensions, residents spend most of their leisure time inside their older homes and apartments where they enjoy watching TV, woodworking and knitting. Occasionally, they’ll go on a fishing or bird watching trip, or spend Saturday night at a bowling alley. But Les Pensionnés residents are mostly homebodies who are more comfortable in their easy chairs than on barstools at a local nightclub.

They may be older, downscale and somewhat isolated in their small-town communities, but there’s one area in which Les Pensionnés residents excel: TV viewing--mostly news, sports and serials. These high school-educated Francophones also like to listen to radio-- top-40, sports and humour formats are popular--but they have low rates for reading magazines and going online. Les Pensionnés tends to be filled with traditionalists who consider themselves religious, oppose immigration and prefer country life to the pace of the city. WHERE THEY LIVE Trois-Pistoles, Sainte-Anne-de-Beaupré, Petit Rocher, Notre-Dame-du-Lac, Richmond, Black Lake, Hawkesbury, Maniwaki, Sutton, Matane, Thetford Mines, Sorel-Tracy, Chicoutimi, Drummondville, Beauport, Gatineau

HOW THEY THINK Though Les Pensionnés residents’ means are modest, these Quebecers are not dissatisfied: they tend not to want what they don’t have. Strong on Regionalism and Search for Roots, this cluster’s residents are interested in knowing more about the areas where they live and their family connections to local history. Les Pensionnés residents’ strong Attraction to Nature also helps them to feel satisfied with their low-key small-town lifestyles. With little interest in Ostentatious Consumption and not much feeling for the Importance of Physical Beauty (at least the kind consumer products can help with) these Quebecers’ needs are simple: despite tight budgets, they express little Financial Concern Regarding the Future. This cluster cleaves to some traditional values, showing little interest in the Equality of the Sexes, but is not especially hostile to social changes like immigration or growing acceptance of homosexuality. These Les Pensionnés leave the wrangling to the city folks and enjoy the view from where they are.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada watching TV Age Maintainer Age bird watching 0-4 3.94 75 < 25 4.05 111 fishing 5-14 9.07 78 25-34 12.83 83 bicycling 15-24 11.92 88 35-44 14.93 75 book shows 25-44 23.61 84 45-54 21.63 96 45-64 31.06 112 55-64 18.77 107 Shopping 65-74 10.05 139 65-74 14.20 128 dentures 75-84 7.37 156 75+ 13.59 138 perfume and cologne 85+ 3.00 166 direct mail coupons Size Brunet Mother Tongue 1 person 33.30 125 Sears catalogues English 3.36 6 2 people 37.22 111 French 95.03 429 3 people 14.57 91 Media Non-Official 0.91 5 4+ people 14.90 62 TVA Immigration Family Status Les Grand Prix F1 Immigrant 1.44 7 Non-family 35.87 121 TV bowling Couples w/ kids 23.01 71 “La Poule aux Oeufs d’Or” Arrived < 1961 26.36 160 Couples, no kids 29.92 110 top-40 radio 1961-1970 17.07 125 Lone parent 11.20 103 Food/Drink 1971-1980 25.28 147 Age of Children 1981-1990 25.32 133 < 6 18.46 89 canned vegetables 1991-1995 3.24 20 6-14 35.87 99 ham > 1996 2.72 15 15-17 14.48 112 instant coffee vegetable juice Visible Minority 18-24 20.16 102 Yes 0.66 5 25+ 11.03 108 buffet restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $10,000-$15,000 in securities and savings Marital Status Tenure caisses populaires Single 40.60 117 Own 59.44 86 life insurance Married 36.40 76 Rent 40.55 132 term deposits W/D/S 23.00 135 Band 0.00 1 provincial savings bonds

Mode of Period of Transport Construction Automotive Car 49.27 90 < 1946 15.65 129 $15,000-$20,000 on latest vehicle Public Transport 1.55 23 1946-1960 21.22 152 households with 1 vehicle 1961-1970 16.36 122 lease vehicles Class of Worker full-serve gas stations Employed 91.07 104 1971-1980 19.72 105 1981-1990 12.85 80 Oldsmobile models Self-Employed 8.71 73 Unpaid 0.22 56 1991-1995 4.85 70 1996-2000 3.95 48 Attitudes Occupation 2001-2006 3.07 48 “I am horrified when I feel that there is Primary 3.32 70 > 2006 2.33 57 violence all around me” Blue-collar 30.25 119 “I spend money more carefully than I Service sector 39.45 100 Type used to” White-collar 26.98 89 Single 50.09 90 “I rarely exercise, jog or play an active Semi 4.69 98 sport” Education Row 1.94 34 “I consider myself to be a member of a < Grade 9 21.34 212 Duplex 11.51 214 religious faith” Grade 9-13 35.91 116 Low Rise 29.15 160 “The future looks bleak for young people Trade 12.77 108 High Rise 0.98 11 of today" College 18.51 81 Mobile 0.68 52 Some University 3.55 50 University Degree 7.92 46 Dwelling Value Index 51

PRIZMCE Marketer’s Handbook - 2008 Page 136 S4 63 - LES SENIORS

Old and poor Quebec suburbanites Population 392,901 (1.17% of Canada) Households 203,445 (1.52% of Canada) Average Household Income $40,657

Housing Tenure Renters Education Grade 9/High School Occupation Mixed Ethnic Presence Low Sample Social Value Confidence in Government One of the oldest Canadian clusters, Les Seniors is a collection of once-thriving industrial towns that have steadily declined in prosperity--places like Sorel, Joliette and Lachute. Today, the cluster is home to mostly poor retirees living alongside a few younger maintainers who work at low-paying blue-collar and service jobs. Inside their aging duplexes and apartments, the retirees lead sedentary lives, watching TV, cooking or knitting. By contrast, the younger maintainers have high rates for leisure activities like bowling, going to jazz music concerts and canoeing. Together, these residents make Les Seniors a strong market for buying lottery tickets and a potent political base for supporters of a nationalist and activist provincial government.

Their pocketbooks may be thin, but the consumer spirit is still willing in Les Seniors. Surveys show that these residents revel in the joy of consumption, even if it’s for an inexpensive bottle of cologne. Lately, a hopeful sign--the arrival of younger families and children--has begun to appear in the downscale neighbourhoods of this cluster. While the older residents do little exercise beyond walking to drugstores to pick up their prescription medications, some of the younger newcomers are bringing athletic activities to the streets and parks of Les Seniors--much to everyone’s satisfaction. The most recent values surveys show that residents like being part of a crowd. WHERE THEY LIVE Saint-Gabriel, Shawinigan, Saint-Jérôme, Joliette, Cap-de-la-Madeleine, Magog, Lachute, Saint-Jean-sur-Richelieu, Sainte-Agathe- des-Monts, Saint-Hyacinthe, Drummondville, Granby, Jonquière, Thetford Mines, Sherbrooke

HOW THEY THINK Les Seniors is a proud cluster that identifies strongly with Quebec. Its Confidence in Government is not a warm, fuzzy feeling about Ottawa, but it is an allegiance with Quebec City that is bound up in this cluster’s Regionalism and Search for Roots (Quebec roots, that is). For some Les Seniors residents, the flip side of pride in Quebec is suspicion of those from elsewhere: this cluster is strong on Ethnic Intolerance. Scoring high on Fulfillment Through Work, the members of this cluster who are still of age to work find a source of meaning in showing up every day and doing a good job. Les Seniors residents also ponder other sources of meaning: they are intrigued by the idea of Intuition and favour a personal Spiritual Quest over formal, organized religious practice. But this is not exactly a sensitive, New Age cluster. Strong on Acceptance of Violence, these small-town folks say that when life’s stresses become overwhelming, letting loose with a little violence is no big deal--especially on skates.

PRIZMCE Marketer’s Handbook - 2008 Page 137

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bingo Age Maintainer Age watching TV 0-4 3.35 64 < 25 4.68 128 bowling 5-14 6.71 58 25-34 12.33 80 jazz music concerts 15-24 9.98 74 35-44 11.73 59 playing the lottery 25-44 21.92 78 45-54 16.59 74 45-64 27.66 99 55-64 16.80 96 Shopping 65-74 11.58 160 65-74 15.04 135 $20-$50 on perfume or cologne 75-84 12.30 261 75+ 22.84 231 cigarettes 85+ 6.49 358 dentures Size IGA Mother Tongue 1 person 49.31 186 Uniprix English 3.95 7 2 people 32.19 96 French 92.11 416 3 people 10.02 63 Media Non-Official 2.89 16 4+ people 8.48 35 soap operas Immigration Family Status “La Poule aux Oeufs d’Or” Immigrant 4.03 20 Non-family 52.58 178 televised bowling Couples w/ kids 13.11 41 newspaper food sections Arrived < 1961 24.00 146 Couples, no kids 23.81 87 Le Bel Âge 1961-1970 18.17 133 Lone parent 10.49 97 Food/Drink 1971-1980 22.60 132 Age of Children 1981-1990 17.68 93 < 6 19.88 96 liquid bouillon 1991-1995 10.82 68 6-14 34.55 96 cookies > 1996 6.73 38 15-17 13.54 105 ready-to-serve soup camembert cheese Visible Minority 18-24 18.05 91 Yes 1.56 11 25+ 13.98 136 coffee

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $20,000-$49,999 in life insurance Marital Status Tenure caisses populaires Single 40.61 117 Own 33.93 49 life insurance Married 28.40 59 Rent 65.99 215 student banking packages W/D/S 30.99 182 Band 0.08 16 no RRSPs

Mode of Period of Transport Construction Automotive Car 36.42 66 < 1946 19.54 161 under $10,000 on latest vehicle Public Transport 3.08 46 1946-1960 22.57 162 households with 0-1 vehicles 1961-1970 14.36 107 lease vehicles Class of Worker compact cars Employed 90.89 104 1971-1980 15.56 83 1981-1990 14.42 90 Hyundai models Self-Employed 8.91 74 Unpaid 0.21 52 1991-1995 4.21 61 1996-2000 4.40 54 Attitudes Occupation 2001-2006 2.62 41 “I like to consider homeopathic and herbal Primary 2.16 46 > 2006 2.30 56 remedies” Blue-collar 28.37 112 “My province is part of my personal Service sector 42.14 106 Type identity” White-collar 27.33 90 Single 19.36 35 “More of the tax burden should be placed Semi 2.42 50 on corporations” Education Row 1.43 25 “I like being in a large crowd” < Grade 9 25.93 257 Duplex 14.01 260 “Industry is in the process of destroying Grade 9-13 35.18 113 Low Rise 44.44 244 everything on earth” Trade 10.46 89 High Rise 17.41 195 College 16.41 72 Mobile 0.13 10 Some University 3.52 50 University Degree 8.50 50 Dwelling Value Index 57

PRIZMCE Marketer’s Handbook - 2008 Page 138

PRIZMCE Marketer’s Handbook - 2008 Page 139 R2 - Rural Downscale

The three Rural Downscale clusters reflect the nation’s agrarian heartland, a collection of farming and fishing villages centred in the Prairie and Maritime provinces. The downscale couples and families in this group tend to work at farming and blue-collar jobs, and live in modest homes. With a low cost of living and a self-sufficient streak, these families have high rates for going fishing, hunting, woodworking and knitting. They still grow their own vegetables and buy their clothes from mail-order catalogues. In their remote communities, there’s not much in the way of entertainment other than what’s found on TV, and residents here are a strong market for game shows, soap operas and country music programs.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 5.99 114 Worker Non-family 22.24 75 5-14 14.26 123 Employed 81.05 92 Couples w/ kids 33.62 104 15-24 15.26 113 Self-employed 17.63 147 Couples, no kids 29.64 109 25-44 23.40 83 Unpaid 1.32 330 Lone parent 14.51 134 45-64 27.68 99 Occupation Age of 65-74 7.67 106 Primary 22.12 468 Children 75-84 4.29 91 Blue-collar 23.80 94 < 6 22.09 106 85+ 1.44 80 Service sector 32.61 82 6-14 38.75 107 Mother White-collar 21.47 71 15-17 13.82 107 Tongue Education 18-24 16.43 83 English 25+ 77.47 132 < Grade 9 20.18 200 8.91 87 French 3.38 15 Grade 9-13 37.84 122 Cluster Index Non-official 17.99 101 Trade 15.14 128 Dwellings % Canada Immigration College 16.54 72 Immigrant 3.08 15 Some university 4.86 69 Tenure University Own 73.70 107 Arrived < 1961 34.23 208 degree 5.44 32 Rent 14.84 48 1961-1970 17.74 130 Band 11.46 2497 1971-1980 19.09 111 Cluster Index Period of 1981-1990 16.91 89 Households % Canada Construction 1991-1995 4.96 31 Maintainer < 1946 13.77 113 > 1996 7.07 40 Age 1946-1960 10.44 75 Visible < 25 4.14 113 1961-1970 10.50 78 Minority 25-34 12.30 80 1971-1980 20.07 107 Yes 0.59 4 35-44 18.44 92 1981-1990 19.21 119 45-54 22.47 100 1991-1995 8.28 119 Adult Cluster Index 55-64 19.49 112 1996-2000 6.42 79 Population % Canada 65-74 13.26 119 2001-2006 7.52 118 Marital Status 75+ 9.90 100 > 2006 3.80 92 Single 35.78 103 Married 49.70 103 Size Type Single Wid/Div/Sep 14.52 85 1 person 21.48 81 88.18 159 Semi 2 people 34.59 103 2.20 46 Mode of 3 people 16.26 102 Row 1.75 31 Transport 4+ people 27.66 116 Duplex 1.08 20 Car 49.67 90 Low-rise 1.93 11 Public transport 0.35 5 High-rise 0.16 2 Mobile 4.39 334 Dwelling Value Index 37

PRIZMCE Marketer’s Handbook - 2008 Page 140 R2 54 - DOWN ON THE FARM

Downscale older farm couples and families Population 366,721 (1.09% of Canada) Households 148,548 (1.11% of Canada) Average Household Income $52,324

Housing Tenure Homeowners Education Mixed Occupation Primary Ethnic Presence Low Sample Social Value Aversion to Complexity in Life Down on the Farm earned its name because over 40 percent of its residents hold agricultural jobs, the second highest concentration in Canada. Found mostly around small towns in the Prairies and Atlantic Canada, this cluster is typified by a mix of empty-nesting couples and families with teenaged children leading old-fashioned, agrarian-based lifestyles. The men like to hunt and go snowmobiling, the women enjoy sewing and baking, and the kids listen to CDs of their favourite country music stars. As families, Down on the Farm folks like to garden, watch drama DVDs, camp together or take their RVs to parks in Canada and the U. S. Content to lead simple lives, these consumers declare, “In fact, I don’t really need a lot of money to live the kind of life I enjoy.”

The residents of Down on the Farm may not have a lot of money--the average household income is just over $52,000--but they have enough to fill their yards with plenty of motorized vehicles, including multiple cars, trucks, snowmobiles and all-terrain vehicles. This may be the top-ranked cluster for children 15- to 17-years-old, and while they can’t wait to get home to try out their rented video games, they don’t spend the rest of their time surfing the Web. They’re more likely to be outside on a boat or snowmobile, or simply running around with their dogs. In Down on the Farm, residents prefer fresh air to the virtual world. WHERE THEY LIVE Saskatchewan, Manitoba, Alberta, BC, all of the Maritime Provinces

HOW THEY THINK Down on the Farm is a cluster living the simple life, and residents are eager to keep it that way. Stronger than average on Aversion to Complexity in Life, Down on the Farm separates itself from the change and complexity of modern life somewhat deliberately. Scoring high on Community Involvement, Religiosity and Primacy of the Family, these Canadians are content to foster old-fashioned community connections centring around church and home. Their aversion to complexity gives rise to a certain hostility toward outsiders: this cluster is above average on Importance of National Superiority and Ethnic Intolerance. These Canadians value trust and local relationships, an attitude which underpins their Confidence in Small Business. Their feeling of disconnectedness from the changes in wider society are evidenced in their Anomie. When it comes to consumption, these Canadians are pragmatic (Utilitarian Consumerism) and have little interest in the added features of new technology. Indeed, when it comes to the digital world, Down on the Farm residents worry about their ability to keep up (Technology Anxiety). Few put on airs, with very low Need for Status Recognition or Need for Personal Achievement. As a result, few express Financial Concern Regarding the Future.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada hunting Age Maintainer Age boating 0-4 4.43 85 < 25 3.12 86 community projects 5-14 11.22 97 25-34 9.15 59 curling 15-24 13.38 99 35-44 15.63 78 outdoor shows 25-44 21.04 75 45-54 23.08 103 45-64 32.46 117 55-64 21.72 124 Shopping 65-74 9.78 135 65-74 15.29 137 riding lawn mowers 75-84 5.74 122 75+ 12.02 122 hiking boots 85+ 1.94 107 cigarettes Size Wal-Mart Mother Tongue 1 person 23.49 88 grocery store co-ops English 87.23 149 2 people 40.31 120 French 3.53 16 3 people 14.51 91 Media Non-Official 8.62 48 4+ people 21.69 91 CTV Early Evening News Immigration Family Status “The Fifth Estate” Immigrant 3.94 19 Non-family 24.44 83 “American Idol” Couples w/ kids 31.41 97 New Country radio stations Arrived < 1961 36.19 220 Couples, no kids 36.84 135 Harrowsmith Country Life 1961-1970 16.54 121 Lone parent 7.31 67 Food/Drink 1971-1980 17.70 103 Age of Children 1981-1990 17.66 93 < 6 18.59 89 beef 1991-1995 5.16 32 6-14 38.79 107 cheese spread/sauce > 1996 6.75 38 15-17 16.00 124 granola bars/health bars margarine Visible Minority 18-24 18.02 91 Yes 0.73 5 25+ 8.60 84 milk

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada community credit unions Marital Status Tenure personal loan Single 25.78 74 Own 89.39 130 credit cards with credit protection Married 59.72 124 Rent 10.54 34 have a will W/D/S 14.49 85 Band 0.07 16 Canada Savings Bonds

Mode of Period of Transport Construction Automotive Car 60.19 110 < 1946 20.27 167 households with 3+ vehicles Public Transport 0.31 5 1946-1960 13.84 99 used versus new vehicles 1961-1970 12.31 92 pickup trucks Class of Worker trucks with extended cabs Employed 63.62 73 1971-1980 20.60 109 1981-1990 15.43 96 Dodge models Self-Employed 33.41 279 Unpaid 2.97 744 1991-1995 4.97 72 1996-2000 4.00 49 Attitudes Occupation 2001-2006 5.27 83 “There was a time when men’s and Primary 43.80 926 > 2006 3.32 81 women’s roles were more clearly defined Blue-collar 20.23 80 and easier to understand; it was much Service sector 20.57 52 Type better that way ” White-collar 15.40 51 Single 92.29 166 “I don’t really need a lot of money to lead Semi 0.80 17 the kind of life I enjoy” Education Row 0.53 9 “More of the tax burden should be placed < Grade 9 17.34 172 Duplex 0.46 9 on corporations” Grade 9-13 43.76 141 Low Rise 0.90 5 “I like to do handicrafts” Trade 13.35 113 High Rise 0.02 0 “The future looks bleak for young people College 15.17 66 Mobile 4.67 355 today” Some University 5.25 74

University Degree 5.12 30 Dwelling Value Index 38

PRIZMCE Marketer’s Handbook - 2008 Page 142 R2 56 - BACK COUNTRY FOLKS

Older couples and families in remote downscale areas Population 538,546 (1.61% of Canada) Households 219,113 (1.64% of Canada) Average Household Income $50,218

Housing Tenure Homeowners Education Mixed Occupation Blue-collar & Primary Ethnic Presence Low Sample Social Value Ostentatious Consumption You can’t go much further out than Back Country Folks, a collection of remote towns and villages concentrated in the Atlantic provinces. Residents tend to be blue-collar, over 45 years old and living in older, modest-sized homes. Typically, life in this cluster is a throwback to Canada’s agrarian era, when fishing and farming dominated the national economy. Back Country Folks residents are rugged individualists who enjoy hunting, snowmobiling, camping and bird-watching. Around the house, they’re into woodworking, knitting and watching television--especially game shows, soaps and country music programs. Politically, they hold conservative views. These are the voters who describe themselves as religious (mostly Roman Catholic) and pessimistic about their children’s future.

Back Country Folks offers a portrait of traditional Canadian life. Cluster couples and families still like to fish, grow their own vegetables, sleep under the stars and buy their clothes through mail-order catalogues. Even their media habits look to the past, preferring Traditional Country over New Country music. Status in this corner of the countryside is trading in your pickup truck for a full-sized SUV. But forget about the online world. This is one of the few clusters where residents not only lack Internet access, they’re actually somewhat afraid of surfing the Web. WHERE THEY LIVE Channel-Port aux Basques, Bonavista, Bishop's Falls, Grand Bank, Canso, Deer Lake, Harbour Grace, Bathurst, Bay Roberts, Placentia, Marystown, West Hants, Lunenburg, Springhill, Miramichi, New Brunswick, Nova Scotia, Newfoundland and Labrador

HOW THEY THINK Back Country Folks is a cluster living a simple rural life, but preoccupied with consumption. Given the modest means of Back Country Folks residents, it is not surprising that they are strong on Utilitarian Consumerism: they don’t have money to spend on bells and whistles. But Back Country Folks residents are not indifferent to the status that possessions can signify; this cluster is even stronger on Ostentatious Consumption. Also very strong on Joy of Consumption, these Canadians get a kick out of picking up a new tool or just wandering the aisles looking for a bargain (Importance of Price)—and with their high Confidence in Advertising they are likely to be lured by marketers’ messages. Even so, Back Country Folks won’t buy just anything: they are extremely strong on Ethnical Consumerism—suggesting that they carry their salt-of-the-earth values with them to the cash register. With a Primacy of the Family, Search for Roots, and Awareness of Mortality, this cluster has to deal with many end-of-life issues and concerns.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada hunting Age Maintainer Age camping 0-4 4.16 80 < 25 2.13 58 vacation home 5-14 10.54 91 25-34 9.96 65 bingo 15-24 12.46 92 35-44 17.19 86 garden shows 25-44 23.50 84 45-54 22.57 100 45-64 32.63 117 55-64 21.09 121 Shopping 65-74 9.46 131 65-74 15.09 136 women’s clothes by mail order 75-84 5.37 114 75+ 11.96 121 $500 or less on men’s clothes 85+ 1.87 103 direct mail flyers Size country tapes/CDs Mother Tongue 1 person 21.31 80 Wal-Mart English 92.20 157 2 people 39.54 118 French 4.37 20 3 people 17.87 112 Media Non-Official 2.95 17 4+ people 21.28 89 Déjà View Immigration Family Status “CBC News: Canada Now” Immigrant 2.79 14 Non-family 22.55 76 Prime TV Couples w/ kids 32.35 100 Canadian Home Workshop Arrived < 1961 35.51 216 Couples, no kids 34.98 128 community channel stations 1961-1970 18.98 139 Lone parent 10.12 93 Food/Drink 1971-1980 20.97 122 Age of Children 1981-1990 15.82 83 < 6 18.48 89 wieners 1991-1995 3.55 22 6-14 36.27 100 processed cheese > 1996 5.17 29 15-17 14.37 111 canned vegetables baking ingredients Visible Minority 18-24 19.55 98 Yes 0.76 6 25+ 11.33 111 soft drinks/colas

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada home equity loan Marital Status Tenure credit unions Single 27.09 78 Own 87.60 127 $1-$100 monthly on credit cards Married 56.66 118 Rent 12.37 40 senior banking packages W/D/S 16.26 95 Band 0.03 6 no RRSPs

Mode of Period of Transport Construction Automotive Car 51.96 95 < 1946 17.25 142 used versus new vehicles Public Transport 0.32 5 1946-1960 13.03 94 compact pickups 1961-1970 11.65 87 full-sized cars Class of Worker self-serve gas Employed 89.51 102 1971-1980 22.09 117 1981-1990 16.85 105 Chrysler models Self-Employed 10.08 84 Unpaid 0.41 104 1991-1995 6.51 94 1996-2000 4.81 59 Attitudes Occupation 2001-2006 5.30 83 “Religion is very important to me” Primary 10.13 214 > 2006 2.51 61 “I feel that people from another Blue-collar 29.66 117 generation than mine are too different Service sector 38.00 96 Type from me to be able to really communicate White-collar 22.21 73 Single 89.13 161 with them” Semi 1.77 37 “I am not comfortable with new Education Row 0.82 14 technologies” < Grade 9 19.38 192 Duplex 1.66 31 “Being a Canadian is very important to Grade 9-13 36.96 119 Low Rise 2.45 13 me” Trade 16.98 144 High Rise 0.06 1 “When jobs are scarce, men have more College 15.81 69 Mobile 3.77 287 right to a job than women” Some University 4.59 65

University Degree 6.28 37 Dwelling Value Index 45

PRIZMCE Marketer’s Handbook - 2008 Page 144 R2 59 - FIRST NATIONS FAMILIES

Young downscale families of aboriginal origin Population 466,191 (1.39% of Canada) Households 137,434 (1.03% of Canada) Average Household Income $46,909

Housing Tenure Band Housing Education Grade 9/High School/Trade Occupation Mixed Ethnic Presence High Sample Social Value Need for Autonomy Over 90 percent of residents in First Nations Families are of Aboriginal origin, and they tend to be young, modestly educated and downscale. In their widely dispersed communities across the countryside, some 42 percent live in band housing. These demographics combine to create a less-than-lavish rustic lifestyle. Members of First Nations Families pursue outdoor activities like camping, boating, fishing and skiing. They own RVs, snowmobiles and pickup trucks at high rates. Residents jealously guard their bucolic treasures, with surveys indicating their strong support for protecting the environment. But in these economically-depressed areas, residents worry about preserving the land and water to sustain their families with both food and tourism dollars.

The households in First Nations Families tend to contain sprawling families: half have more than two children and 30 percent of the population is under 14 years old. But with high unemployment and a third of the households containing single parents, the children are being raised in challenging conditions. Because their communities offer few commercial or entertainment options, many spend their leisure time at home. This cluster is strong for watching TV sports and music videos, and consuming a wide range of food products--from honey and table syrup to lunch meat and KFC. Fortunately for these homebodies, they indicate that they get a great deal of pleasure out of taking care of their home and family. WHERE THEY LIVE Inuit regions across northern Canada, as well as throughout the rest of Canada in typically isolated First Nations’ reservations.

HOW THEY THINK First Nations Families residents share some important values with other rural clusters: strong on Anomie, they feel somewhat disconnected from the activities and mindsets of society at large. Also, like many rural-dwellers, First Nations Families residents are keen to protect the natural world, and this cluster is among the strongest on Primacy of Environmental Protection. As much as possible, these Canadians take their values to the cash register and exercise Ecological Consumption. The values of First Nations Families bear marks of the cluster's youth: a high score on Penchant for Risk-Taking, for example, indicates a thrill-seeking bent common among young people. First Nations Families residents' quest for experience goes beyond thrills, however. With high scores on Interest in the Mysterious and Personal Creativity, these Canadians are interested in exploring the unknown as well as their own creative abilities. For First Nations Families residents, Personal Creativity may provide a range of benefits, from entertainment in their isolated communities to resourcefulness in the face of challenging climates and landscapes.

PRIZMCE Marketer’s Handbook - 2008 Page 145

WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada canoeing/kayaking Age Maintainer Age camping 0-4 9.33 178 < 25 8.43 231 national/provincial parks 5-14 20.94 180 25-34 19.43 126 hospital/charity lotteries 15-24 19.97 148 35-44 23.47 118 RV exhibitions 25-44 25.12 90 45-54 21.66 96 45-64 18.21 65 55-64 14.53 83 Shopping 65-74 3.95 55 65-74 8.15 73 video games 75-84 1.92 41 75+ 4.34 44 $250+ weekly on groceries 85+ 0.55 31 direct mail Size Home Hardware Mother Tongue 1 person 19.61 74 Valu- Mart English 52.76 90 2 people 20.53 61 French 2.13 10 3 people 15.59 98 Media Non-Official 42.72 239 4+ people 44.28 185 “Wonderful World Of Disney” Immigration Family Status Canadian Country Music Awards Immigrant 1.75 9 Non-family 19.62 66 professional wrestling Couples w/ kids 37.64 117 multicultural radio Arrived < 1961 14.59 89 Couples, no kids 14.75 54 Teen Tribute 1961-1970 17.59 128 Lone parent 27.99 258 Food/Drink 1971-1980 16.35 95 Age of Children 1981-1990 18.87 99 < 6 26.63 128 luncheon meat 1991-1995 12.20 77 6-14 40.59 112 baby food > 1996 20.39 115 15-17 12.27 95 pancake mix whole milk Visible Minority 18-24 13.25 67 Yes 0.28 2 25+ 7.25 71 KFC

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada personal loans Marital Status Tenure disability insurance Single 57.58 165 Own 34.57 50 Canada Savings Bonds Married 30.34 63 Rent 23.43 76 seniors’ banking package W/D/S 12.08 71 Band 42.00 9150 low interest CIBC credit card

Mode of Period of Transport Construction Automotive Car 36.56 67 < 1946 1.21 10 households with 2+ vehicles Public Transport 0.42 6 1946-1960 2.63 19 extended cabs 1961-1970 6.70 50 pickups Class of Worker full-sized cars Employed 93.77 107 1971-1980 16.27 86 1981-1990 27.04 168 Hyundai models Self-Employed 5.90 49 Unpaid 0.33 83 1991-1995 14.69 212 1996-2000 11.58 142 Attitudes Occupation 2001-2006 13.48 211 “I love fresh air and outdoor activities” Primary 9.40 199 > 2006 6.39 155 “I really believe that the way we consume Blue-collar 17.56 69 and live is leading to the complete Service sector 42.41 107 Type destruction of the planet” White-collar 30.63 101 Single 82.23 148 “Television is my primary source of Semi 4.39 92 entertainment” Education Row 4.54 80 “I consider work as a source of income, not < Grade 9 24.36 241 Duplex 0.81 15 a place to get personal satisfaction” Grade 9-13 33.17 107 Low Rise 2.21 12 “I like to work on community projects” Trade 14.06 119 High Rise 0.46 5 College 19.10 84 Mobile 5.08 386 Some University 4.89 69 University Degree 4.42 26 Dwelling Value Index 17

PRIZMCE Marketer’s Handbook - 2008 Page 146

PRIZMCE Marketer’s Handbook - 2008 Page 147 U6 - Urban Francophone

Four of the five clusters in the Urban Francophone group represent young, low-income singles; the fifth is home to upper-middle- class older singles and couples. But all live in Quebec cities, most in older, low-rise apartments and walk-ups. The average income for these service sector and white-collar workers is less than $40,000, and there’s a high rate of mobility, reflecting the ever-present need to find better work and cheaper housing. But these mostly young residents manage to stretch their dollars to go dancing, bowling and attend pop and rock concerts. And they engage in lots of aerobic activities, such as in-line skating, snowboarding and hockey. These Quebecers watch a lot of television, particularly sports, music videos and comedy shows like “Les Simpson.”

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.32 83 Worker Non-family 49.76 168 5-14 8.77 76 Employed 91.42 104 Couples w/ kids 16.83 52 15-24 10.57 78 Self-employed 8.43 70 Couples, no kids 21.84 80 25-44 32.54 116 Unpaid 0.15 37 Lone parent 11.56 106 45-64 27.59 99 Occupation Age of 65-74 8.08 112 Primary 0.44 9 Children 75-84 5.86 125 Blue-collar 22.26 88 < 6 22.90 110 85+ 2.26 125 Service sector 43.40 110 6-14 34.03 94 Mother White-collar 33.90 112 15-17 11.91 92 Tongue Education 18-24 18.28 92 English 6.22 11 < Grade 9 16.41 163 25+ 12.88 126 French 78.15 353 Grade 9-13 28.45 92 Cluster Index Non-official 13.88 78 Trade 9.35 79 Dwellings % Canada Immigration College 21.82 96 Immigrant 17.10 85 Some university 5.71 81 Tenure University Own 31.14 45 Arrived < 1961 10.61 65 degree 18.27 106 Rent 68.86 224 1961-1970 11.77 86 Band 0.00 0 1971-1980 16.26 95 Cluster Index Period of 1981-1990 21.09 110 Households % Canada Construction 1991-1995 17.21 108 Maintainer < 1946 22.34 184 > 1996 23.05 130 Age 1946-1960 24.71 177 Visible < 25 5.53 152 1961-1970 18.01 134 Minority 25-34 20.02 130 1971-1980 13.19 70 Yes 10.75 78 35-44 18.31 92 1981-1990 11.14 69 45-54 19.88 88 1991-1995 2.95 43 Adult Cluster Index 55-64 15.72 90 1996-2000 3.14 38 Population % Canada 65-74 10.60 95 2001-2006 2.06 32 Marital Status 75+ 9.94 101 > 2006 2.46 60 Single 51.62 148 Married 27.18 56 Size Type Single Wid/Div/Sep 21.20 124 1 person 43.65 164 9.21 17 Semi 2 people 32.80 98 2.19 46 Mode of 3 people 12.35 77 Row 2.00 35 Transport 4+ people 11.20 47 Duplex 12.81 238 Car 36.30 66 Low-rise 66.05 363 Public transport 18.21 273 High-rise 7.04 79 Mobile 0.09 7 Dwelling Value Index 70

PRIZMCE Marketer’s Handbook - 2008 Page 148 U6 21 - LES CHICS

Sophisticated urban Quebec couples and singles Population 242,262 (0.72% of Canada) Households 107,660 (0.81% of Canada) Average Household Income $78,670

Housing Tenure Homeowners & Renters Education University Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Spiritual Quest Among Francophones, Les Chics residents are the “beautiful people.” Living in fashionable city neighbourhoods like Outremont, Mount Royal, Roxboro and Anjou, these often bilingual older singles and couples own comfortable houses and luxury condos in low-rise buildings. And their lifestyle is as sophisticated as their surroundings; they typically collect art, go to classical music concerts, furnish their homes with antiques and enjoy dressing up for cocktail parties and formal occasions. They have high rates for buying expensive perfume, wine and books, as well as for adopting intellectual airs. Les Chics residents consider themselves citizens of the world and claim that they often meditate on the meaning of life.

With their disproportionate number of university degrees, you’d expect Les Chics residents to have household incomes higher than their $78,000 average. But the cluster includes a number of older women and widows who don’t work, and a number of people who concede that they’d rather work at interesting jobs than well-paying ones. Not surprisingly, the cluster ranks high for academics. These educated residents enjoy only a handful of outdoor sports at high rates. Indeed, they’d rather spend their time indoors, preferably discussing the latest art exhibit over a glass of fine wine or port. WHERE THEY LIVE Outremont, Sillery, Saint-Lambert, Greenfield Park, Anjou, Saint-Laurent, Laval, Montréal, Saint-Léonard, Outremont, Mount Royal, Roxboro, Anjou

HOW THEY THINK Les Chics would fit right in the Denys Arcand film “Les Invasions Barbares.” Residents’ values are highly flexible, which makes sense based on their level of education, urban setting, and their location in Quebec, arguably North America’s most postmodern region. This cluster is strong on a number of the most inner-directed values, including Spiritual Quest, Fulfillment Through Work and Rejection of Authority. Having rejected Quebec’s traditional Roman Catholicism—Les Chics is among the weakest cluster on Religiosity—these liberated residents are among the strongest on Flexible Definition of Family. They feel neither the need to impress others with possessions (Ostentatious Consumption) nor exclude others in order to feel superior (Ethnic Intolerance). Marketing aimed at Les Chics should appeal to their sophistication, style, and sense of joie de vivre. Although these Quebecers are at ease with all kinds of diversity and change, they score high on Ecological Alarmism and are not sure their strong commitment to Ecological Consumption will make enough of a difference in a world they believe is on the brink of environmental disaster.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada museums Age Maintainer Age art galleries 0-4 4.02 77 < 25 1.83 50 book shows 5-14 9.66 83 25-34 11.64 75 classical music concerts 15-24 9.83 73 35-44 16.24 81 cross-country skiing 25-44 25.08 89 45-54 22.16 98 45-64 31.05 112 55-64 19.47 111 Shopping 65-74 10.47 145 65-74 14.60 131 $1,000-$1,500 yearly on women’s clothes 75-84 7.24 154 75+ 14.06 142 perfume or cologne 85+ 2.67 147 jazz tapes/CDs Size Métro Mother Tongue 1 person 33.55 126 public markets English 9.45 16 2 people 35.08 105 French 68.73 311 3 people 14.13 88 Media Non-Official 19.84 111 4+ people 17.24 72 TV5 Immigration Family Status “Gala Excellence La Presse/Radio- Immigrant 23.45 116 Non-family 36.65 124 Canada" Couples w/ kids 26.34 82 classical music radio Arrived < 1961 17.87 109 Couples, no kids 27.92 102 L’actualité 1961-1970 18.06 132 Lone parent 9.09 84 Touring

1971-1980 19.09 111 Age of Children 1981-1990 19.19 100 < 6 18.23 88 Food/Drink 1991-1995 13.96 88 6-14 33.16 92 yogurt > 1996 11.83 67 15-17 12.09 93 fresh fruit espresso Visible Minority 18-24 21.51 108 Yes 11.48 83 25+ 15.01 147 French wine Domino’s Pizza Cluster Index Cluster Index Adult Population % Canada Dwellings % Canada Financial Marital Status Tenure $50,000-$100,000 in savings and Single 39.20 113 Own 63.65 92 securities Married 41.22 86 Rent 36.35 118 mortgages W/D/S 19.58 115 Band 0.00 0 seniors banking packages electronic banking Mode of Period of Transport Construction RRSPs Car 42.26 77 < 1946 13.38 110 Public Transport 15.91 239 1946-1960 25.82 185 Automotive 1961-1970 21.15 158 $30,000-$39,999 on latest vehicle Class of Worker luxury vehicles Employed 87.27 100 1971-1980 12.21 65 1981-1990 13.19 82 new versus used vehicles Self-Employed 12.56 105 compacts Unpaid 0.16 41 1991-1995 3.14 45 1996-2000 5.69 70 Volvo models Occupation 2001-2006 2.80 44 Primary 0.22 5 > 2006 2.62 64 Attitudes Blue-collar 19.49 77 “I find it enriching to talk to different Service sector 38.91 98 Type kinds of people” White-collar 41.38 136 Single 28.13 51 “I love direct people; I know I can trust Semi 7.06 148 them” Education Row 3.72 66 “I would prefer to do work that is exciting < Grade 9 9.84 98 Duplex 10.85 201 but does not pay well” Grade 9-13 22.78 73 Low Rise 35.93 198 “I prefer to buy clothes that are classic Trade 8.34 71 High Rise 13.98 156 and timeless” College 20.92 92 Mobile 0.02 1 “An extramarital affair from time to time Some University 7.90 112 is not that serious" University Degree 30.21 176 Dwelling Value Index 99

PRIZMCE Marketer’s Handbook - 2008 Page 150 U6 50 - JEUNES ET ACTIFS

Young and active Quebec students and singles in cities Population 566,146 (1.69% of Canada) Households 294,781 (2.21% of Canada) Average Household Income $50,243

Housing Tenure Renters Education Mixed Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Sensualism Young, downscale and transient, the residents of Jeunes et Actifs are students or singles just starting out in life. Although they tend to have university and college educations, most can only afford rentals in older apartment buildings in central Montreal and Quebec City neighbourhoods. But they will use their $50,000-a-year household incomes to pursue lifestyles rich in fitness and the arts. By day, Jeunes et Actifs have a high rate for exercising through in-line skating, bicycling and tennis. At night, they head to ethnic restaurants, art galleries and pop music concerts. There, they can argue their politics to their heart’s content: this cluster tends to reject authority, believe in sexual permissiveness and insist that “when you think a law is stupid, it’s OK not to obey it.”

Residents in Jeunes et Actifs appear to be educated beyond their socioeconomic status, tending to work at service jobs and for non- profits as social workers and physiotherapists. They like to read underground newspapers like Voir to discover the latest ska band or the hippest new sushi restaurant before they’re considered chic. Without children, they spend their money on jazz and rock music, and the latest computer gadgetry--anything by Apple--that provides them cheap online access. These mobile Canadians are always surfing websites to catch-up on their favourite magazines and TV programs, to find hipper apartments and to find the best MP3 download sites. WHERE THEY LIVE Anjou, Montréal, LaSalle, Lachine, Longueuil, Québec, Laval

HOW THEY THINK Jeunes et Actifs is a painfully hip young cluster. Among the strongest clusters on Sexual Permissiveness and markedly above average on Sensualism, these hedonistic young Quebecers are living lives of sensory pleasure—and they’re not letting secondary concerns like work and money cramp their style. While these residents score high on both Need for Status Recognition and Concern for Appearance, they’re not spending money on flashy clothes and gadgets; the vintage, the unexpected and the alternative are what these people seek. In this cluster, the prize goes to the quirkiest or the most seamlessly retro. Weak on Community Involvement, Primacy of the Family and Religiosity, Jeunes et Actifs residents are happy spending time with friends and don’t want to be tied down by more formal and traditional modes of social involvement (Pursuit of Happiness to the Detriment of Duty). Although they are serious about seeking pleasure, these young Quebecers also seek Fulfillment Through Work. Many have chosen jobs that let them make a difference instead of just making money, and they see their work as central to their identity.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada pop music concerts Age Maintainer Age in-line skating 0-4 4.14 79 < 25 5.47 150 foreign films 5-14 8.24 71 25-34 23.07 149 historical sites 15-24 10.16 75 35-44 19.55 98 book shows 25-44 36.46 130 45-54 19.90 88 45-64 27.25 98 55-64 14.53 83 Shopping 65-74 7.12 98 65-74 9.26 83 cigarettes 75-84 4.96 105 75+ 8.21 83 comic books 85+ 1.67 92 rock tapes/CDs Size Zara Mother Tongue 1 person 44.68 168 health food stores English 6.65 11 2 people 32.71 98 French 77.09 348 3 people 12.24 77 Media Non-Official 14.46 81 4+ people 10.36 43 Musimax Immigration Family Status Elle Québec Immigrant 18.01 89 Non-family 52.01 176 Voir Couples w/ kids 15.78 49 classic/fine arts radio Arrived < 1961 10.90 66 Couples, no kids 21.45 79 Les Grand Prix F1 1961-1970 12.95 95 Lone parent 10.76 99 Food/Drink 1971-1980 19.39 113 Age of Children 1981-1990 23.75 124 < 6 23.57 113 bouillon 1991-1995 14.38 90 6-14 33.39 92 natural cheese > 1996 18.64 105 15-17 11.50 89 dijon mustard espresso Visible Minority 18-24 18.16 91 Yes 10.57 77 25+ 13.38 131 microbrewed beer

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $21-$50 donated to international Marital Status Tenure relief/development efforts Single 56.19 161 Own 30.73 45 ATM cards Married 24.78 51 Rent 69.27 226 caisse populaire W/D/S 19.02 112 Band 0.00 0 student banking packages telephone banking Mode of Period of Transport Construction Car 34.75 63 < 1946 28.43 234 Automotive Public Transport 22.74 342 1946-1960 26.88 193 0-1 vehicle households 1961-1970 16.83 126 lease vehicles Class of Worker entry compact cars Employed 91.25 104 1971-1980 9.79 52 1981-1990 8.68 54 audio upgrades Self-Employed 8.59 72 Mazda models Unpaid 0.16 41 1991-1995 2.12 31 1996-2000 2.65 33 Occupation 2001-2006 2.17 34 Attitudes Primary 0.26 6 > 2006 2.44 59 “We needn’t show respect for people in Blue-collar 20.45 81 positions of authority” Service sector 43.08 109 Type “I am prepared to pay more for good White-collar 36.22 119 Single 4.84 9 quality wine” Semi 1.44 30 “I enjoy keeping fit” Education Row 1.93 34 “I refuse to buy a car that is not fuel < Grade 9 14.54 144 Duplex 16.49 306 efficient” Grade 9-13 25.61 83 Low Rise 69.27 381 Trade 8.78 75 High Rise 5.28 59 College 23.51 103 Mobile 0.05 4 Some University 6.32 89 University Degree 21.24 124 Dwelling Value Index 80

PRIZMCE Marketer’s Handbook - 2008 Page 152 U6 62 - LA CITÉ NOMADE

Mix of young and old low-income Quebec singles Population 188,700 (0.56% of Canada) Households 92,551 (0.69% of Canada) Average Household Income $40,519

Housing Tenure Renters Education Grade 9/High School Occupation Blue-collar & Service Sector Ethnic Presence Low Sample Social Value Openness Toward Others Life is often an economic struggle in La Cité Nomade, a cluster of mobile singles, divorcés, widows and single-parent families living in the older cities and inner suburbs of Quebec. Most of the residents work at service sector jobs and rent older, high-rise apartments and duplexes that eat up 40 percent of their paycheques. Yet they manage to have active social lives by taking advantage of their cities’ abundant and cheap entertainment: museums, small outdoor stages and jazz festivals that offer discount tickets. That tactic also allows them to preserve what disposable income they have for consumer electronics, video games and music tapes. Despite their modest incomes, La Cité Nomade residents describe themselves as early adopters, wanting to be the first among their friends to learn the latest styles in fashion and technology--even if they can’t afford them.

One in four household maintainers is under 35 years old in La Cité Nomade. But the cluster is also home to a disproportionate number of residents over 65 years old. This wide-ranging age profile makes for some incongruous behaviour patterns, such as high rates for listening to both big band music and pop rock. But most residents share modest educations, low rates of marriage and high rates of mobility, especially in July, when apartment leases typically expire and many take the opportunity to move into cheaper units. These credit-poor consumers pay cash in the marketplace and tend to have very little money in savings or securities. WHERE THEY LIVE Ascot, LeMoyne, Berthierville, Joliette, Saint-Hyacinthe, Sherbrooke, Saint-Jérôme, Hull, Jonquière, Granby, Longueuil, Gatineau, Québec

HOW THEY THINK La Cité Nomade residents seek equal parts pleasure, status and fulfillment, but they have little interest in issues that don’t affect them directly. Strong on Joy of Consumption and Concern for Appearance, La Cité Nomade residents get a kick out of buying something new; they wish personal finances more often allowed them to display their familiarity with the newest styles. This cluster is easy in its approach to others: strong on Openness Toward Others and Sexual Permissiveness, these Quebecers are happy to chat with friends of friends in a bar or have a casual romance with an unknown character. Confident in their Adaptability to Complexity in Life, these mobile young people are open to finding meaning either at work (Fulfillment Through Work) or through personal spiritual practice (Spiritual Quest). But with little interest in social issues, community life or ecological concerns, members of La Cité Nomade find themselves beset with an Aimlessness that may come in part from youthful self-absorption.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bicycle riding Age Maintainer Age museums 0-4 4.25 81 < 25 6.92 190 pop music concerts 5-14 8.41 72 25-34 18.07 117 book shows 15-24 11.92 88 35-44 15.97 80 ice skating 25-44 28.13 100 45-54 19.44 86 45-64 27.60 99 55-64 16.51 95 Shopping 65-74 8.92 123 65-74 11.66 105 fine jewellery 75-84 7.43 158 75+ 11.44 116 model kits 85+ 3.35 185 video games Size Jean Coutu Mother Tongue 1 person 43.98 165 Zellers English 3.34 6 2 people 33.30 99 French 89.45 404 3 people 12.20 76 Media Non-Official 6.03 34 4+ people 10.52 44 TQS Immigration Family Status “Cinéma Samedi” Immigrant 8.13 40 Non-family 48.51 164 “Gala des Prix Gémeaux” Couples w/ kids 16.05 50 mainstream top-40 radio Arrived < 1961 4.96 30 Couples, no kids 22.64 83 TV 7 Jours/TV Hebdo 1961-1970 5.01 37 Lone parent 12.80 118 Food/Drink 1971-1980 7.41 43 Age of Children 1981-1990 10.10 53 < 6 21.78 105 premium beer 1991-1995 25.47 160 6-14 35.86 99 crackers > 1996 47.04 266 15-17 13.50 104 flavoured coffee granola bars Visible Minority 18-24 18.32 92 Yes 4.92 36 25+ 10.55 103 chicken restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada seniors banking packages Marital Status Tenure life insurance Single 48.33 139 Own 30.31 44 student loans Married 26.07 54 Rent 69.69 227 electronic banking W/D/S 25.60 150 Band 0.00 0 no RRSPs

Mode of Period of Transport Construction Automotive Car 43.41 79 < 1946 13.87 114 brush carwash Public Transport 7.07 106 1946-1960 21.72 156 0-1 vehicle households 1961-1970 17.72 132 lease vehicles Class of Worker compact SUVs Employed 92.86 106 1971-1980 17.59 93 1981-1990 16.01 99 Toyota models Self-Employed 7.06 59 Unpaid 0.08 20 1991-1995 5.14 74 1996-2000 3.03 37 Attitudes Occupation 2001-2006 2.38 37 “To buy myself something new is one of Primary 1.38 29 > 2006 2.54 62 the great pleasures in life” Blue-collar 27.14 107 “I like to be immediately informed of new Service sector 44.63 113 Type products and services” White-collar 26.85 88 Single 16.14 29 “Society would be better off with more Semi 2.43 51 government involvement” Education Row 1.88 33 “I prefer to postpone a purchase rather < Grade 9 20.67 205 Duplex 11.61 215 than to buy on credit” Grade 9-13 34.57 111 Low Rise 61.94 341 “I rarely exercise, jog or play an active Trade 10.88 92 High Rise 5.26 59 sport” College 20.14 88 Mobile 0.11 9 Some University 3.85 54 University Degree 9.90 58 Dwelling Value Index 59

PRIZMCE Marketer’s Handbook - 2008 Page 154 U6 64 - LA DIVERSITÉ ETHNIQUE

Young Francophones and immigrants in poor urban areas Population 207,011 (0.62% of Canada) Households 104,725 (0.78% of Canada) Average Household Income $38,945

Housing Tenure Renters Education Grade 9/High School Occupation Mixed Ethnic Presence Some Sample Social Value Intuition Young Francophones and poor immigrants from the Caribbean, Latin America and North Africa often make their way to La Diversité Ethnique, a collection of downscale neighbourhoods in Montreal and Quebec City. A true urban melting pot, this cluster is characterized by students, singles and single-parent families, half of whom are bilingual and most living in older, high-rise and duplex apartments. With their $39,000 household incomes--only half the national average--they can’t afford to eat at expensive restaurants or travel much except for infrequent trips to their home countries. More typically, they spend their leisure time watching TV--boxing and Formula 1 races are popular--playing soccer, or going bowling. Because many of these Canadians aren’t far removed from the welfare rolls, they tend to be strong supporters of big government and strengthening the nation’s social welfare net.

Despite the cluster’s harsh economic realities, the residents of La Diversité Ethnique haven’t succumbed to despair. Their high-rise apartments frequently boast well-tended balcony gardens, and they like to treat themselves to restaurant delivery dinners. They’re big fans of technology and score high for owning PDAs and home theatre systems. The residents of La Diversité Ethnique enjoy buying new products. But envy can quickly turn into resentment in these poor neighbourhoods, and residents admit that they’re very aware of their mortality. WHERE THEY LIVE Verdun, Montréal-Nord, Montréal, Anjou, Brossard, Lachine, Québec, Longueuil, Saint-Léonard

HOW THEY THINK La Diversité Ethnique residents, down on their financial luck, have less than satisfying material lives but seek satisfaction from both spiritual reflection and worldly thrill-seeking. Among the cluster’s two strongest trends are Spiritual Quest and Intuition, suggesting that residents are interested in transcending the day-to-day grind through spiritual activity and non-rational thinking. But these Quebecers haven’t exactly renounced earthly pleasure: they are strong on Enthusiasm for Consumption, Attraction to Crowds and Penchant for Risk-Taking. La Diversité Ethnique residents are interested in seeking positive sensations from little consumer indulgences, the excitement of large gatherings and the thrill of a chance taken. This cluster has no interest in Global Ecological Consciousness, Ethical Consumerism, Everyday Ethics or Community Involvement. Though they may not be pitching in locally, La Diversité Ethnique residents do feel connected internationally, and they express a strong sense of Belonging to the Global Village.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada road biking Age Maintainer Age hockey 0-4 4.96 95 < 25 6.05 166 bowling 5-14 10.17 88 25-34 20.61 133 yoga 15-24 10.55 78 35-44 21.03 105 pop music concerts 25-44 35.01 125 45-54 20.13 89 45-64 25.94 93 55-64 14.44 83 Shopping 65-74 6.99 96 65-74 9.60 86 video games 75-84 4.67 99 75+ 8.14 82 costume jewellery 85+ 1.72 95 instant film Size Brault et Martineau Mother Tongue 1 person 44.49 167 Jean Coutu English 6.66 11 2 people 31.14 93 French 70.67 319 3 people 12.74 80 Media Non-Official 20.33 114 4+ people 11.63 49 Telelatino Immigration Family Status ShopTV Immigrant 23.68 117 Non-family 51.33 174 Les Grand Prix F1 Couples w/ kids 16.19 50 dance radio Arrived < 1961 6.26 38 Couples, no kids 18.61 68 Le Lundi 1961-1970 6.72 49 Lone parent 13.87 128 Food/Drink 1971-1980 10.66 62 Age of Children 1981-1990 19.19 101 < 6 25.48 123 meat spreads 1991-1995 22.81 143 6-14 34.07 94 vegetarian products > 1996 34.37 194 15-17 11.35 88 instant soup fruit drinks Visible Minority 18-24 16.91 85 Yes 19.28 140 25+ 12.20 119 restaurant delivery

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $15,000-$25,000 in securities and savings Marital Status Tenure student banking packages Single 53.70 154 Own 20.14 29 ABM banking Married 25.65 53 Rent 79.86 260 Internet banking W/D/S 20.65 121 Band 0.00 0 no RRSPs

Mode of Period of Transport Construction Automotive Car 27.54 50 < 1946 26.54 218 0-1 vehicle households Public Transport 25.69 386 1946-1960 27.38 197 lease vehicles 1961-1970 17.88 133 compact cars Class of Worker public transit Employed 92.88 106 1971-1980 11.03 59 1981-1990 9.15 57 Nissan models Self-Employed 6.93 58 Unpaid 0.18 46 1991-1995 1.95 28 1996-2000 2.42 30 Attitudes Occupation 2001-2006 1.04 16 “Society would be better off with more Primary 0.28 6 > 2006 2.61 63 government involvement” Blue-collar 26.81 106 “In order to get what I like, I would be Service sector 43.88 111 Type prepared to take great risks” White-collar 29.03 96 Single 2.37 4 “I tend to be the first to own new Semi 0.76 16 technology” Education Row 1.59 28 “I support the strengthening of Canada's < Grade 9 20.27 201 Duplex 12.75 237 social welfare net” Grade 9-13 32.08 103 Low Rise 76.56 421 Trade 9.24 78 High Rise 5.23 58 College 20.25 89 Mobile 0.03 2 Some University 5.20 73 University Degree 12.96 76 Dwelling Value Index 74

PRIZMCE Marketer’s Handbook - 2008 Page 156 U6 66 - SURVIVRE EN VILLE

Young and poor Quebec urban singles Population 245,993 (0.73% of Canada) Households 132,067 (0.99% of Canada) Average Household Income $35,035

Housing Tenure Renters Education Grade 9/High School Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Search for Roots The poorest lifestyle type in Canada, Survivre en Ville is a collection of economically struggling urban neighbourhoods that are home to young singles and single-parent families. Household incomes are low--the average is $35,000 and the housing stock is old, with most residents living in high-rise apartment buildings built before 1970. And few clusters have more down-market commercial districts. But residents in Survivre en Ville manage to stretch their finances into active lifestyles, scoring high for going dancing, attending rock concerts and participating in a range of sports from ice skating to football. And they long for better lives: locals state that they have little value in society but they’re always eager to try new opportunities for improvement.

Demographic data reveal two kinds of residents in Survivre en Ville: students in need of cheap housing and young singles and single parents down on their luck. This mixed populace makes for some scrambled marketplace patterns. For instance, student activities include going to book shows, reading magazines like Voir and getting exercise through in-line skating. The single parents tend to accumulate a lot of toys, board games and pets. The two groups cross paths at area video shops, convenience stores and bowling alleys. And given the cluster’s position on the bottom rung of the socioeconomic ladder, residents also share an understandable social value: all admit to having a high degree of stress in their lives. WHERE THEY LIVE Vanier, Québec, Trois-Rivières, Sherbrooke, Rimouski, Hull, Charlesbourg, Longueuil, Beauport, Montréal-Nord, Saint-Jean-sur- Richelieu, Verdun, Sainte-Foy

HOW THEY THINK Survivre en Ville is a cluster that is down but not out. Though under pressure to make ends meet, residents of Survivre en Ville are looking for meaning as well as a financial leg up. This is one of the strongest clusters on Sensualism—residents seeks small sensory indulgences as respites from the hard work of daily life. But beyond these external coping mechanisms is an earnest quest for fulfillment in the form of a Search for Roots, an interest in a personal Spiritual Quest and an effort to cultivate Intuitive Potential. It is noteworthy that the quest for fulfillment in Survivre en Ville does not involve formal Religiosity or Community Involvement. These Quebecers negotiate meaning in their lives on their own terms—not those of a church or community group. Although they are not joiners, Survivre en Ville residents do look to those around them for a little respect and this cluster is strong on Need for Status Recognition. Although life is difficult, they feel a sense of Adaptability to Complexity in Life and do not express a Need for Escape.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada in-line skating Age Maintainer Age dating services 0-4 4.55 87 < 25 7.28 200 bowling 5-14 8.23 71 25-34 20.94 136 book shows 15-24 11.24 83 35-44 16.71 84 rock concerts 25-44 32.21 115 45-54 18.09 80 45-64 26.34 95 55-64 15.76 90 Shopping 65-74 8.22 113 65-74 10.40 94 children's shoes and clothing 75-84 6.40 136 75+ 10.81 109 video games 85+ 2.82 156 direct mail flyers Size Simon's Mother Tongue 1 person 48.70 183 convenience stores English 3.87 7 2 people 32.11 96 French 87.47 395 3 people 10.91 68 Media Non-Official 7.26 41 4+ people 8.28 35 Teletoon Immigration Family Status TQS Immigrant 9.81 48 Non-family 55.08 187 TALK TV Couples w/ kids 12.48 39 Voir Arrived < 1961 4.64 28 Couples, no kids 19.76 72 modern rock radio 1961-1970 6.40 47 Lone parent 12.68 117 Food/Drink 1971-1980 13.05 76 Age of Children 1981-1990 24.88 130 < 6 25.65 123 yogurt 1991-1995 20.53 129 6-14 35.19 97 oriental noodles > 1996 30.50 173 15-17 11.91 92 muffins ice cream & ice treats Visible Minority 18-24 15.74 79 Yes 7.57 55 25+ 11.50 112 grocery store takeout

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada caisse populaire Marital Status Tenure debit cards Single 53.97 155 Own 14.86 22 term deposits Married 21.15 44 Rent 85.14 277 life insurance W/D/S 24.88 146 Band 0.00 0 student banking packages

Mode of Period of Transport Construction Automotive Car 36.00 66 < 1946 18.65 153 0-1 vehicle households Public Transport 11.95 180 1946-1960 18.95 136 new and used vehicles 1961-1970 18.39 137 compacts Class of Worker public transit Employed 94.14 107 1971-1980 20.20 107 1981-1990 13.13 82 Volkswagen models Self-Employed 5.76 48 Unpaid 0.10 26 1991-1995 3.89 56 1996-2000 2.77 34 Attitudes Occupation 2001-2006 1.78 28 “I really enjoy shopping for clothes” Primary 0.60 13 > 2006 2.22 54 “Environmental problems in distant Blue-collar 22.90 90 countries don't affect our environment” Service sector 47.91 121 Type “Society is better off with more White-collar 28.58 94 Single 4.10 7 government involvement” Semi 0.87 18 “I feel that I have little value as an Education Row 1.16 21 individual in society” < Grade 9 20.89 207 Duplex 7.06 131 “There is a lot of stress in my life” Grade 9-13 33.16 107 Low Rise 77.95 429 Trade 10.63 90 High Rise 8.00 89 College 21.27 93 Mobile 0.25 19 Some University 3.90 55 University Degree 10.15 59 Dwelling Value Index 29

PRIZMCE Marketer’s Handbook - 2008 Page 158

PRIZMCE Marketer’s Handbook - 2008 Page 159 U7 - Urban Downscale

The least affluent social group, Urban Downscale is a collection of five clusters that are home to mostly young singles living in inexpensive city apartments. Scattered in urban neighbourhoods across the country, the households in these segments include a disproportionate number of recent immigrants, students and single-parent families. As a group, their lifestyle reflects activities of the young and restless: they go to bars, dance clubs and rock concerts at high rates. They like to work out by playing soccer, basketball or hiking. With their entry-level and service sector jobs, there’s not a lot of money for new cars, fine jewellery, boats or exotic travel. But these Canadians enjoy surfing the virtual world and regularly visit job sites and chat rooms.

WHO THEY ARE Cluster Index Adult Cluster Index Cluster Index

Population % Canada Population % Canada Households % Canada Age Class of Family Status 0-4 4.73 90 Worker Non-family 52.49 178 5-14 8.38 72 Employed 91.72 105 Couples w/ kids 15.38 48 15-24 13.87 103 Self-employed 8.08 67 Couples, no kids 20.16 74 25-44 31.44 112 Unpaid 0.20 51 Lone parent 11.98 110 45-64 23.91 86 Occupation Age of 65-74 7.38 102 Primary 1.98 42 Children 75-84 6.55 139 Blue-collar 21.50 85 < 6 25.37 122 85+ 3.74 206 Service sector 46.14 117 6-14 34.71 96 Mother White-collar 30.38 100 15-17 11.86 92 Tongue Education 18-24 17.05 86 English 25+ 70.37 120 < Grade 9 10.02 99 11.01 107 French 6.20 28 Grade 9-13 32.24 104 Cluster Index Non-official 21.69 121 Trade 10.94 93 Dwellings % Canada Immigration College 22.43 98 Immigrant 24.40 121 Some university 8.37 118 Tenure University Own 31.17 45 Arrived < 1961 15.59 95 degree 16.01 93 Rent 68.81 224 1961-1970 9.32 68 Band 0.03 6 1971-1980 13.04 76 Cluster Index Period of 1981-1990 17.85 93 Households % Canada Construction 1991-1995 17.00 107 Maintainer < 1946 13.35 110 > 1996 27.21 154 Age 1946-1960 15.28 110 Visible < 25 8.41 231 1961-1970 19.07 142 Minority 25-34 20.24 131 1971-1980 22.62 120 Yes 17.30 126 35-44 17.29 87 1981-1990 14.41 90 45-54 17.14 76 1991-1995 5.07 73 Adult Cluster Index 55-64 13.49 77 1996-2000 3.74 46 Population % Canada 65-74 10.05 90 2001-2006 3.39 53 Marital Status 75+ 13.38 135 > 2006 3.07 74 Single 42.59 122 Married 32.34 67 Size Type Single Wid/Div/Sep 25.07 147 1 person 46.33 174 17.95 32 Semi 2 people 30.90 92 3.12 65 Mode of 3 people 11.66 73 Row 6.13 108 Transport 4+ people 11.11 46 Duplex 4.29 80 Car 40.30 73 Low-rise 40.18 221 Public transport 10.63 160 High-rise 27.58 308 Mobile 0.46 35 Dwelling Value Index 57

PRIZMCE Marketer’s Handbook - 2008 Page 160

U7 45 - DAYTRIPPERS & NIGHTOWLS Young lower-middle-class urban singles and couples Population 577,477 (1.72% of Canada) Households 280,098 (2.1% of Canada) Average Household Income $52,036

Housing Tenure Renters Education Mixed Occupation White-collar & Service Sector Ethnic Presence Some Sample Social Value Equality of the Sexes Daytrippers & Nightowls is a collection of city and suburban neighbourhoods where young, unattached Canadians live in low-rent accommodation. With a third of its household maintainers under 35 years old, the cluster caters to young, active lifestyles. A disproportionate number of residents spend their leisure time going to bars, art galleries, coffee shops and nightclubs. The cluster’s top sports include yoga, mountain biking, soccer and tennis. In Daytrippers & Nightowls, the dating-and-mating dance continues in full swing--matchmaking services and bridal shows are popular--and residents are sexually tolerant and open to diversity. Residents state that they enjoy meeting people from different cultures, which is appropriate given that one-quarter of their neighbours are immigrants.

Their household incomes may be modest but Daytrippers & Nightowls residents are well-educated and pegged for advancement in their mix of white-collar and service sector jobs. Yet they are less preoccupied than the trendier yuppies with designer clothes and cars. These laid-back singles will shop for clothes at both Zellers and Club Monaco, and they’ll save their money for the latest computer technology. Daytrippers & Nightowls residents spend a lot of time on the Internet, voraciously surfing to multiple sites for news, jobs, weather and entertainment. Ever practical, they rely on modern technologies to take care of the details. WHERE THEY LIVE Banff, North Vancouver, New Westminster, Burnaby, Charlottetown, Coquitlam, Stephenville, Lennoxville, Richmond, St. John's, Windsor, Canmore, Ottawa, Halifax, Kingston, Victoria

HOW THEY THINK Daytrippers & Nightowls is a modest but not entirely frugal cluster. About average on most consumption trends related to status and ostentation, these Canadians nevertheless report reaching for their wallets regularly (Consumptivity). One cannot live by shopping alone, however, and this is a young cluster on an active search for meaning. They are already strong on Introspection and Empathy, and they express an interest in developing their Intuitive Potential and especially their Personal Creativity. They are effective in Networking and in seeking meaningful connections with others (Connectivity). They enjoy meeting and learning from others (Social Learning) and are particularly fascinated by Cultural Fusion. Members of Daytrippers & Nightowls are proponents of New Social Responsibility and believe in the Equality of the Sexes. Daytrippers & Nightowls residents are just trying to better themselves for now, but are being careful not to step on any toes along the way. © 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada. Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada bars Age Maintainer Age dating services 0-4 5.16 99 < 25 8.90 244 dancing 5-14 9.03 78 25-34 22.85 148 exhibitions/carnivals 15-24 14.95 111 35-44 20.15 101 exercise at home 25-44 35.22 126 45-54 19.03 85 45-64 24.27 87 55-64 13.22 76 Shopping 65-74 5.76 80 65-74 7.84 71 luggage 75-84 3.98 85 75+ 8.03 81 $100 or more on costume jewellery 85+ 1.62 90 Zellers Size London Drugs Mother Tongue 1 person 40.35 152 Future Shop English 66.09 113 2 people 32.85 98 French 5.00 23 3 people 13.84 87 Media Non-Official 26.99 151 4+ people 12.96 54 GLOW Immigration Family Status “CBC Morning” Immigrant 30.18 149 Non-family 47.46 161 “South Park” Couples w/ kids 19.06 59 album rock radio Arrived < 1961 8.47 52 Couples, no kids 20.70 76 Flare 1961-1970 6.91 50 Lone parent 12.79 118 Food/Drink 1971-1980 11.22 65 Age of Children 1981-1990 15.72 82 < 6 25.36 122 oriental noodles 1991-1995 21.12 133 6-14 33.86 94 pasta sauce > 1996 36.57 207 15-17 11.82 91 organic fresh vegetables fruit juice Visible Minority 18-24 17.85 90 Yes 24.16 176 25+ 11.10 108 delivery

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada $5,000-$10,000 in securities or savings Marital Status Tenure credit unions Single 44.22 127 Own 37.78 55 cultural charity donations Married 35.03 73 Rent 62.22 203 Internet banking W/D/S 20.75 122 Band 0.00 0 no RRSPs

Mode of Period of Transport Construction Automotive Car 47.52 87 < 1946 9.14 75 0-1 vehicle households Public Transport 11.92 179 1946-1960 13.48 97 used versus new vehicles 1961-1970 16.93 126 entry SUV's Class of Worker premium grade gas Employed 92.04 105 1971-1980 23.07 123 1981-1990 16.42 102 GMC models Self-Employed 7.81 65 Unpaid 0.15 37 1991-1995 6.94 100 1996-2000 5.16 63 Attitudes Occupation 2001-2006 5.43 85 “I am willing to work at a boring job as Primary 1.62 34 > 2006 3.43 83 long as the pay is good” Blue-collar 21.92 86 “I want to experience emotions and Service sector 45.74 116 Type feelings as intensely as possible” White-collar 30.71 101 Single 14.95 27 “I am especially interested in those Semi 3.18 66 aspects of reality that remain mysterious Education Row 8.03 142 and unexplained” < Grade 9 6.59 65 Duplex 5.16 96 “I love to meet people whose way of life Grade 9-13 29.08 94 Low Rise 49.60 273 derives from very different cultures” Trade 10.89 92 High Rise 18.67 209 College 24.70 108 Mobile 0.19 15 Some University 9.57 135 University Degree 19.18 112 Dwelling Value Index 89

PRIZMCE Marketer’s Handbook - 2008 Page 162 U7 49 - ROOMS WITH A VIEW

Young multi-ethnic singles in downscale urban high-rises Population 197,741 (0.59% of Canada) Households 106,691 (0.8% of Canada) Average Household Income $45,860

Housing Tenure Renters Education University Occupation White-collar & Service Sector Ethnic Presence High Sample Social Value Importance of Spontaneity in Daily Life Rooms with a View represents the nation’s ethnic neighbourhoods, a haven for young single immigrants living in Toronto, Vancouver, Montreal and Calgary. Many households are found near university campuses and contain recent graduates and students still taking classes. With few children in its mix of new immigrants from South Asia, Latin America and the Middle East, Rooms with a View has the air of an immigrant launching pad. These unattached Canadians use dating services, frequent health clubs, go to rock concerts and state, “I do more entertaining at home now than ever before”--in part because of their low rate of car ownership. And few financial obligations mean residents can buy lots of books, designer clothes, computers and DVDs. Like other youth, they express somewhat hedonistic values, telling researchers that “for me, it’s extremely important to be able to stop everything I’m doing, in order to enjoy the simple pleasures in life.”

For the residents of Rooms with a View, life is not unlike dormitory living. Many still take classes, have entry-level jobs and wind down playing pickup games of soccer and basketball. Residents of Rooms with a View find themselves on the road a lot, making this cluster the top one for personal car rentals. Back in their apartments, they spend a lot of time online, visiting chat rooms and job posting websites. And, while some recent immigrants are the children of wealth who came to Canada to study, most have to stretch their budgets to shop at their preferred upscale stores and to take their frequent trips back home. WHERE THEY LIVE Saint-Laurent, Montréal, Toronto, Mont-Royal, Vancouver, Calgary

HOW THEY THINK Rooms with a View is a cluster living a fun, fashionable, youthful lifestyle on a budget. Strong on Importance of Spontaneity in Daily Life, these young Canadians are looking for excitement and at least a little hedonistic indulgence every day. They delight in buying something new for themselves (Joy of Consumption), and with their strong Confidence in Big Business, they have no qualms about buying big brands. Although they are attracted to the flashy and new (Pursuit of Novelty), these young Canadians have a thoughtful side. They are strong on Introspection and Empathy and say they place stock in their personal Intuition and reflections on the Meaning of Life. Rooms with a View residents are likely to find meaning in relationships with friends above all; these young singles score low on Primacy of the Family, yet high on Connectivity, Networking, and Social Learning. They see themselves as Belonging to the Global Village, and savour Cultural Fusion.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada health clubs Age Maintainer Age soccer 0-4 4.56 87 < 25 7.63 209 art galleries/museums 5-14 7.52 65 25-34 27.71 179 overseas calling 15-24 11.98 89 35-44 21.97 110 attend spas 25-44 42.02 150 45-54 16.14 72 45-64 21.71 78 55-64 12.10 69 Shopping 65-74 5.64 78 65-74 7.06 64 laptops/notebooks 75-84 4.25 90 75+ 7.38 75 video game systems 85+ 2.31 128 $1,000-$1,500 on women’s clothing Size The Gap Mother Tongue 1 person 52.49 198 Future Shop English 36.85 63 2 people 27.51 82 French 15.20 69 3 people 10.71 67 Media Non-Official 44.62 249 4+ people 9.29 39 TV sports Immigration Family Status Cable News Network Immigrant 52.00 257 Non-family 60.16 204 adult contemporary radio Couples w/ kids 14.75 46 People Arrived < 1961 5.52 34 Couples, no kids 16.56 61 15+ hours spent on the Internet/week 1961-1970 6.50 47 Lone parent 8.53 79 Food/Drink 1971-1980 9.93 58 Age of Children 1981-1990 18.48 97 < 6 28.07 135 meal replacement bars 1991-1995 21.23 133 6-14 32.81 91 $1-$49 on groceries > 1996 38.34 217 15-17 9.49 73 rice imported beer Visible Minority 18-24 17.88 90 Yes 42.59 310 25+ 11.75 115 oriental restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada use Internet for credit card applications Marital Status Tenure $101-$500 monthly on credit cards Single 51.29 147 Own 9.08 13 student banking packages Married 31.35 65 Rent 90.92 296 Internet banking W/D/S 17.36 102 Band 0.00 0 RRSPs

Mode of Period of Transport Construction Automotive Car 20.22 37 < 1946 12.19 100 households with no vehicles Public Transport 31.65 475 1946-1960 17.23 124 used versus new vehicles 1961-1970 28.26 211 coupe/hatchbacks Class of Worker public transit Employed 89.82 103 1971-1980 19.73 105 1981-1990 11.14 69 Volkswagen models Self-Employed 9.64 80 Unpaid 0.54 135 1991-1995 2.75 40 1996-2000 4.11 50 Attitudes Occupation 2001-2006 1.50 23 “I prefer to be with people in my own age Primary 0.20 4 > 2006 3.09 75 group” Blue-collar 17.92 71 “I would prefer to do work that is not Service sector 41.52 105 Type particularly interesting but pays well” White-collar 40.36 133 Single 0.73 1 “I enjoy being extravagant” Semi 0.36 7 “I tend to go to movies a lot” Education Row 1.95 34 “Use of marijuana should be legalized in < Grade 9 7.27 72 Duplex 1.09 20 Canada” Grade 9-13 20.65 67 Low Rise 27.01 149 Trade 6.22 53 High Rise 68.60 766 College 19.99 88 Mobile 0.02 2 Some University 10.71 151 University Degree 35.16 205 Dwelling Value Index 0

PRIZMCE Marketer’s Handbook - 2008 Page 164 U7 55 - SINGLE CITY RENTERS

Young apartment-dwelling urban singles and couples Population 227,069 (0.68% of Canada) Households 121,202 (0.91% of Canada) Average Household Income $40,678

Housing Tenure Renters Education Mixed Occupation Mixed Ethnic Presence Some Sample Social Value Openness Toward Others With 87 percent of residents renting apartments, Single City Renters is known as a transient world for young, somewhat ethnically diverse singles, common-law couples and single parents. In these downscale neighbourhoods located in smaller cities, residents lead modest lifestyles in a mix of high- and low-rise apartments. Because money is tight they entertain themselves by playing video games, watching a lot of TV movies and sitcoms, listening to multicultural radio and reading books. When they do go out, they head for motorcycle shows, rock concerts and bars; cluster consumers admit to drinking a remarkable 13 to 24 beers each week.

Young and mobile, three-quarters of Single City Renters residents have moved into their neighbourhoods in the past five years. But their average level of educational achievement belies their modest incomes; half have gone to college or university. These young, tech-savvy consumers go online for books, music and job postings. They like to gather with friends to play soccer, go mountain biking or take aerobics classes. But Single City Renters can be a financially challenging lifestyle, and residents worry that they’ll lack the money to live comfortably in the future. WHERE THEY LIVE Capilano, Dorval, Thompson, Winnipeg, Edmonton, Oshawa, New Westminster, Pointe-Claire, Saint John, Halifax, London, Kingston, Victoria

HOW THEY THINK The young residents of Single City Renters, despite modest means, are on the lookout for the new and the beautiful. Strong on Pursuit of Novelty, Openness Toward Others, Networking and Interest in the Mysterious, these Canadians register a strong impulse toward exploration and experience—a process that may sometimes be informed by a youthful Penchant for Risk-Taking. This interest in novelty and experience is likely connected to these mobile young Canadians’ sense of rootlessness. With little interest in Ritual, Regionalism, Religion or any kind of Search for Roots, Single City Renters residents feel the need to make their own meaning and not rely on traditional signposts. For all their experimental zeal, however, members of this youthful cluster don’t feel entirely confident in their ability to navigate the world. They are among the weakest clusters on Adaptability to Complexity, and their high score on Anomie suggests that Single City Renters feel somewhat disconnected from society. This cluster may yet turn its autonomy and experimentation into career success, but for now it is tentative and unsure. While awaiting greater social and economic fulfillment, these young Canadians will do their best to be good: they score high on Everyday Ethics and Ethical Consumerism.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada canoeing Age Maintainer Age mountain biking 0-4 4.73 90 < 25 12.15 333 top-40 tapes/CDs 5-14 7.70 66 25-34 24.11 156 dating services 15-24 16.90 125 35-44 17.58 88 skiing 25-44 34.27 122 45-54 16.78 75 45-64 22.72 82 55-64 11.80 68 Shopping 65-74 6.15 85 65-74 7.83 70 instant cameras 75-84 5.16 110 75+ 9.75 99 video games 85+ 2.36 130 acne products Size Zellers Mother Tongue 1 person 49.22 185 The Bay English 71.39 122 2 people 31.14 93 French 4.67 21 3 people 10.85 68 Media Non-Official 22.47 126 4+ people 8.80 37 TV suspense/crime dramas Immigration Family Status TV wrestling Immigrant 24.80 123 Non-family 57.43 194 MuchMore Music Couples w/ kids 12.31 38 horror videos/DVDs Arrived < 1961 11.48 70 Couples, no kids 18.24 67 Style at Home 1961-1970 8.16 60 Lone parent 12.02 111 Food/Drink 1971-1980 12.50 73 Age of Children 1981-1990 19.28 101 < 6 28.00 135 vegetarian products 1991-1995 17.96 113 6-14 34.48 95 cheese snacks > 1996 30.62 173 15-17 11.10 86 soup/meal in a cup pizza shells Visible Minority 18-24 16.68 84 Yes 19.08 139 25+ 9.74 95 casual/family dining restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada no securities or savings Marital Status Tenure credit unions Single 48.82 140 Own 11.22 16 ATM cards Married 27.24 57 Rent 88.69 289 telephone banking to pay bills W/D/S 23.93 140 Band 0.09 19 Internet banking

Mode of Period of Transport Construction Automotive Car 40.64 74 < 1946 7.62 63 households with 1 vehicle Public Transport 12.73 191 1946-1960 12.18 87 used versus new vehicles 1961-1970 22.24 166 entry SUV Class of Worker maintenance done by family or friends Employed 93.76 107 1971-1980 27.60 147 1981-1990 17.04 106 GMC models Self-Employed 5.95 50 Unpaid 0.29 73 1991-1995 4.18 60 1996-2000 3.26 40 Attitudes Occupation 2001-2006 1.97 31 “I am good at fixing mechanical things” Primary 1.44 30 > 2006 3.91 95 “It is important that people admire the Blue-collar 23.13 91 things that I own” Service sector 46.78 118 Type “My personal care routine is a real chore White-collar 28.65 94 Single 4.96 9 to me” Semi 1.09 23 “I love to look at household decorating Education Row 6.35 112 ideas” < Grade 9 8.09 80 Duplex 1.37 25 “I wait until the price comes down before Grade 9-13 32.12 104 Low Rise 41.70 229 buying electronics” Trade 10.52 89 High Rise 44.33 495 College 24.14 106 Mobile 0.07 6 Some University 8.86 125 University Degree 16.27 95 Dwelling Value Index 0

PRIZMCE Marketer’s Handbook - 2008 Page 166 U7 58 - SOLO SCRAMBLE

Downscale young singles and single-parents in urban areas Population 787,308 (2.35% of Canada) Households 374,995 (2.81% of Canada) Average Household Income $43,955

Housing Tenure Renters Education Mixed Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Need for Escape Scattered across English Canada’s towns and small cities, Solo Scramble is often the first home-on-their-own for young singles and single parents working at entry-level service jobs. In these high-rise apartment neighbourhoods, visitors find the streets jam-packed with active, young families as well as a few long-time, elderly maintainers. The child-friendly atmosphere is readily apparent in residents’ shopping carts, typically filled with toys, cameras, inexpensive canned goods and plenty of potato chips. Although they describe themselves as conservative politically, they’re less concerned about voting than making ends meet. With their $43,000 household incomes, they stretch their budgets by going to thrift shops.

Solo Scramble has a low percentage of immigrants but a relatively high concentration of Canadians of Aboriginal origin--about 12 percent nationwide. As a group, these residents typically have high school educations and a strong work ethic. They have one of the nation’s highest rates for working at service sector jobs, and they tell researchers that the workplace is not where one should be particularly concerned with personal fulfillment. Although they can’t afford to travel much outside of Canada, or buy a lot of consumer electronics, they do pay for online access in order to journey through the virtual world. WHERE THEY LIVE Duncan, Pembroke, Amherst, Quesnel, North Battleford, Truro, Courtenay, Victoria, Saint John, Prince Albert, Moncton, Penticton, Grande Prairie, Nanaimo, Greater Sudbury, Winnipeg, Edmonton, Halifax, Jasper, Sault Ste. Marie, North Bay, Prince George

HOW THEY THINK Residents of Solo Scramble not only live alone, they also have a loner streak when it comes to their place in society. They have a great Fear of Violence, reflecting the lack of personal security they feel in their neighbourhoods. Solo Scramble residents also indicate little desire to impress others: they are among the weakest clusters on Need for Status Recognition. Members of Solo Scramble look for relief from their tight budgets and time-stressed lives: they are among the strongest clusters on Need for Escape. But, the escape they seek is more temporary distraction (a lottery ticket or night-club outing) than personal awakening: these Canadians are weak on Spiritual Quest and are more aimless than most. They may long to indulge their escapism with some flashy purchases—they score high on Ostentatious Consumption—but their low incomes and necessary emphasis on Importance of Price call them back to reality. Solo Scramble residents register strong Technological Anxiety, suggesting that, while they enjoy going online for fun, they are threatened by the pace of technological change and doubt their ability to adapt.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada basketball Age Maintainer Age baseball 0-4 5.38 103 < 25 9.10 250 lottery gaming 5-14 9.82 85 25-34 19.92 129 nightclubs/bars 15-24 15.14 112 35-44 17.60 88 casinos 25-44 30.20 108 45-54 18.82 84 45-64 24.91 89 55-64 13.91 80 Shopping 65-74 6.88 95 65-74 9.72 87 instant cameras 75-84 5.25 111 75+ 10.93 111 gym sets 85+ 2.42 134 less than $500 on women’s clothes Size Wal-Mart Mother Tongue 1 person 40.72 153 7-Eleven English 82.49 141 2 people 32.85 98 French 5.07 23 3 people 13.11 82 Media Non-Official 11.14 62 4+ people 13.32 56 “All My Children” Immigration Family Status rap tapes/CDs Immigrant 11.62 57 Non-family 46.73 158 new country radio Couples w/ kids 16.74 52 Maxim Arrived < 1961 27.46 167 Couples, no kids 21.48 79 FLARE 1961-1970 14.53 106 Lone parent 15.06 139 Food/Drink 1971-1980 18.60 108 Age of Children 1981-1990 21.29 111 < 6 25.15 121 processed cheese 1991-1995 8.79 55 6-14 36.40 101 condensed soup > 1996 9.32 53 15-17 12.59 97 flavoured pasta potato chips Visible Minority 18-24 15.86 80 Yes 7.18 52 25+ 10.00 98 burger restaurants

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada telephone banking Marital Status Tenure credit unions Single 43.65 125 Own 40.94 59 student banking packages Married 32.01 66 Rent 59.02 192 chequing account with credit union W/D/S 24.34 143 Band 0.03 8 no RRSPs

Mode of Period of Transport Construction Automotive Car 45.67 83 < 1946 20.70 170 households with 0-1 vehicles Public Transport 5.59 84 1946-1960 18.76 135 used versus new vehicles 1961-1970 16.96 127 sports coupes Class of Worker service at auto repair chains Employed 91.71 105 1971-1980 19.86 106 1981-1990 11.50 71 Saturn models Self-Employed 8.15 68 Unpaid 0.14 35 1991-1995 4.29 62 1996-2000 2.80 34 Attitudes Occupation 2001-2006 2.86 45 “I very often feel the need to clear my Primary 3.10 65 > 2006 2.27 55 head” Blue-collar 21.93 87 “I am more of a spender than a saver” Service sector 47.89 121 Type “Current scientific developments will White-collar 27.09 89 Single 32.37 58 likely cause more problems than they will Semi 5.21 109 solve” Education Row 6.99 124 “Generally speaking, I feel that I don't < Grade 9 10.40 103 Duplex 6.53 121 really have any goals in life ” Grade 9-13 36.67 118 Low Rise 41.52 228 “I consider work a source of income not a Trade 12.96 110 High Rise 5.95 66 place for personal satisfaction” College 22.36 98 Mobile 0.98 75 Some University 7.49 106 University Degree 10.12 59 Dwelling Value Index 64

PRIZMCE Marketer’s Handbook – 2008 Page 168 U7 61 - PARK BENCH SENIORS

Downscale seniors in urban high-rises Population 356,693 (1.06% of Canada) Households 195,309 (1.46% of Canada) Average Household Income $39,578

Housing Tenure Renters Education Grade 9/High School Occupation White-collar & Service Sector Ethnic Presence Low Sample Social Value Primacy of the Family With almost half of all its maintainers over 65 years old, Park Bench Seniors is Canada’s oldest lifestyle. These downscale retirees tend to live in older, seniors-oriented high- and low-rise apartment buildings--many were built before 1971--and typically get by on modest pensions. Because most folks here never made it beyond high school and spent their working lives at blue-collar jobs, their lifestyles are unpretentious. Residents pursue home-based leisure activities like knitting, crafts, dressmaking, reading travel magazines and watching television--especially American sitcoms and mysteries. But they also support the arts, occasionally going to art galleries and ballet performances. In this low-key leisure world, they concede that they rarely go out to restaurants.

In Park Bench Seniors, with its disproportionate number of retirees and widows, lower-income residents have ratcheted down their lifestyles. When they shop, they’re known as bargain-hunters who patronize stores such as Zellers, Shoppers Drug Mart and Reitmans. They’ll occasionally splurge on a trip--Britain and Mexico are popular destinations--but these seniors make do with more modest forms of entertainment. When they splurge, it is mostly likely on the latest toy for a grandchild. WHERE THEY LIVE White Rock, Victoria, Weyburn, Langley, New Westminster, Kelowna, Peterborough, Saskatoon, Winnipeg, Regina, Greater Sudbury, Saint John, Kingston, St. Catharines, Windsor, London

HOW THEY THINK Park Bench Seniors is a cluster with strongly held traditional values, not surprising given its status as the oldest cluster in Canada. Supportive of three values that often appear together among older segments—Primacy of the Family, Religiosity and Community Involvement—these older Canadians believe in God, family (with dad as the boss) and an old-fashioned model of community. Their extremely high score on Fear of Violence suggests that they may see their own communities as having grown more violent over time. In their small towns, these Canadians don’t encounter the kind of diversity that thrives in Canada’s cities, and their Ethnic Intolerance and Aversion to Complexity in Life reflect their fear of people unlike themselves. Some of the complexities they find most troubling have to do with gender and sexuality in contemporary Canada. This cluster is among the weakest of all on Sexual Permissiveness and Flexible Definition of the Family. Despite tight budgets, these Canadians say they delight in the Joy of Consumption, and with their high scores on Importance of Brand it is clear that they pay great attention to what they buy. Like many older Canadians, Park Bench Seniors residents likely look for well-known, established brands as markers of reliability and quality.

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WHO THEY ARE HOW THEY LIVE Cluster Index Cluster Index Leisure

Population % Canada Households % Canada walking Age Maintainer Age crafts 0-4 2.69 51 < 25 4.48 123 knitting 5-14 5.03 43 25-34 10.62 69 bingo 15-24 8.44 63 35-44 9.84 49 travel to a Canadian resort 25-44 20.41 73 45-54 11.99 53 45-64 23.12 83 55-64 14.87 85 Shopping 65-74 12.85 177 65-74 16.87 152 infant toys 75-84 15.72 334 75+ 31.32 317 insoles 85+ 11.75 648 vitamins, minerals, herbal supplements Size flyers delivered to door Mother Tongue 1 person 60.53 228 Zellers English 68.46 117 2 people 26.05 78 French 6.60 30 3 people 6.77 42 Media Non-Official 23.21 130 4+ people 6.64 28 Home Shopping Network Immigration Family Status “Oprah” Immigrant 28.00 138 Non-family 63.58 215 “DaVinci’s Inquest” Couples w/ kids 9.69 30 adult contemporary radio Arrived < 1961 31.93 194 Couples, no kids 20.00 73 Prevention 1961-1970 12.71 93 Lone parent 6.74 62 Food/Drink 1971-1980 14.85 86 Age of Children 1981-1990 16.78 88 < 6 21.74 105 canned fish/meat 1991-1995 11.76 74 6-14 32.30 89 breakfast links/patties > 1996 11.96 68 15-17 11.71 90 fresh fruit regular hot cereals Visible Minority 18-24 19.07 96 Yes 12.97 94 25+ 15.17 148 regular coffee

Cluster Index Cluster Index Financial Adult Population % Canada Dwellings % Canada telephone banking Marital Status Tenure credit unions Single 29.65 85 Own 27.36 40 term deposits Married 32.56 68 Rent 72.62 237 department store credit cards W/D/S 37.78 221 Band 0.02 4 senior banking packages

Mode of Period of Transport Construction Automotive Car 27.50 50 < 1946 9.44 78 0-1 vehicle households Public Transport 6.15 92 1946-1960 12.04 86 used versus new vehicles 1961-1970 19.20 143 full-sized cars Class of Worker under 5,000km driven Employed 90.35 103 1971-1980 25.77 137 1981-1990 17.30 107 Plymouth models Self-Employed 9.48 79 Unpaid 0.17 43 1991-1995 5.68 82 1996-2000 3.62 44 Attitudes Occupation 2001-2006 3.42 54 “Young people have too much freedom Primary 1.27 27 > 2006 3.54 86 and not enough discipline” Blue-collar 20.30 80 “I have not taken steps to ensure that I Service sector 44.69 113 Type have sufficient income for my retirement” White-collar 33.75 111 Single 12.01 22 “The father of the family must be master Semi 1.77 37 in his own house” Education Row 3.90 69 “I would never buy products from a < Grade 9 17.65 175 Duplex 2.29 43 company that tested then on animals” Grade 9-13 34.61 112 Low Rise 30.38 167 “Non-whites should not be allowed to Trade 9.62 82 High Rise 49.08 548 immigrate to our country” College 19.18 84 Mobile 0.32 24 Some University 6.62 93 University Degree 12.33 72 Dwelling Value Index 65

PRIZMCE Marketer’s Handbook – 2008 Page 170

PRIZMCE Marketer’s Handbook - 2008 Page 171 APPENDIX A:

Definitions

Socio-Economic Status Indicator (SESI) – The individual cluster segment numbers are based on SESI, a composite score which reflects a number of attributes, including household income, home value (or rent paid), education and occupation. The most affluent segment has a SESI of 1; the least affluent, 66.

Social Groups – The 66 segments have been organized into 18 Social Groups based on SESI, Urbanity, Ethnicity and Official Language (English or French).

Lifestage Groups – The 66 segments have also been organized into 12 Lifestage Groups based on Presence of Children, Age of Maintainer, Urbanity and SESI.

Thumbnail Demographics and Preferences – Characteristics and activities shown have high incidence compared to the national average and apply to a significant number of households in the segment. Where more than one category applies, multiple descriptors are listed in order of importance.

Notes on Demographic Data: • PRIZM CE is based, in part, on data from the 2001 Census of Canada from Statistics Canada. • Age refers to the age of the person who pays the rent, mortgage, taxes or electricity. The age categories range from youngest to oldest in the following order: Young, Younger, Middle-Aged, Older and Mature. • Housing Tenure specifies whether a household owns or rents the dwelling, or whether the dwelling is Band Housing (on an Indian Reserve or Settlement). Tenure categories are Homeowners, Renters and Band Housing. • Education refers to the highest level of school attended for people 20 years of age and older. Education categories are Grade 9, High School, Trade, College and University. • Job Type refers to the occupation of people 15 years of age and older who were employed in the week prior to the 2001 Census. The categories are White Collar, Service Sector and Blue Collar. • Ethnic Presence is based on self-reported data including Mother Tongue, Home Language, Visible Minority Status, Immigration and Place of Birth Data. PRIZMCE clusters are designated High, Some or Low Ethnic Presence.

Notes on Preferences: • Data on what the households in each cluster do, read, watch, buy, etc. are from surveys that have been linked to the PRIZMCE system. • Sources include: Print Measurement Bureau, Bureau of Broadcast Measurement and various surveys from Environics Research. The data are used with permission.

Environics Social Values are supplied by Environics Research, based on proprietary surveys, and are examples of widely held attitudes or mindsets among adults in the cluster.

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PRIZM CE Marketers Handbook Page 173 APPENDIX B:

Methodology

Introduction In the past, creating a geodemographic segmentation system was often described as a technology-intensive process, requiring super- computers, neural-nets and millions of iterations. But with the latest desktop computers achieving super speeds, capable of utilizing large amounts of RAM and able to store large amounts of data on hard drives, this is no longer the case. Today, a successful segmentation system requires three ingredients: great data, great algorithms and highly experienced researchers. The Environics Analytics (EA) research team, whose members have been previously involved in developing a half-dozen geodemographic cluster systems, used a wide range of high-quality data and a set of internationally accepted methods and algorithms to create PRIZMCE.

EA’s researchers decided early in the process to “let the data speak” in defining the PRIZMCE segments; the clusters were not force-fit into an external paradigm. The priority was validating and testing the segments for their ability to truly reflect the geodemographic reality of Canada. As a result, the extensive demographic changes that occurred in Canada over the last two census periods (since 1991) are clearly reflected in PRIZMCE. Some examples include: the increased income of older, experienced members of the workforce while youth have suffered from smaller increases and even decreases in real income; the increase in college- and university-educated Canadians; the increased number of immigrants, especially from Asia and South Asia, settling primarily in only the largest cities; the changing face of the family with a decline in traditional families and increase in common-law and single-parent families; the increasing migration of youth to large cities and seniors to suburbs, exurbs and smaller towns; and the increasing tendency for older children to stay “at home” or return there to live.

Data Used To capture these important changes in Canadian society, EA’s research and development team extracted selected variables from the census known to be statistically significant in differentiating small areas geodemographically. Statistics Canada introduced a new geographical area to the Census of Canada 2001 known as Dissemination Area (DAs). There are close to 53,000 DAs with an average household count of approximately 250. For nearly all DA-sized neighbourhoods with residential population, EA researchers examined over 1,800 census variables describing the age structure, dwelling types, ethnicities, family and marital status, occupations, immigration, incomes and more.

The selected variables were divided into theme-based groups reflecting key preference and consumption variables in addition to their association with one another. The final PRIZMCE system included variables representing income, age, education, household size, family and marital status, migration and immigration, dwelling type and tenure, ethnicity, visible minority status, languages spoken, and labour force data.

In addition to socioeconomic and demographic variables, analysts augmented the set of key variables to include considerations of “urban-ness and rural-ness”—reflecting density and proximity to urban markets. These “variables” are a critical ingredient in the creation of high-quality clusters. Those living downtown in large urban centres are very different—not only demographically and socioeconomically but also attitudinally and behaviourally—from those living in commuter-oriented suburbia and exurbia, or in the more natural resource-based small towns and rural areas. The EA team built these urbanity variables from scratch using a new integrated approach to density measurement that is not biased by vacant or non-residential land and water. The system also incorporated key measures of “geographical access to urban amenities” that are important to people where they live. The final set of variables—unlike density classes—proved to be extremely powerful predictors of a wide range of key behaviours.

Environics Analytics had access to the widest possible set of Canadian behavioural and attitudinal variables that could be leveraged to inject better discriminating powers into PRIZMCE. Since most of these variables are drawn from surveys, these databases do not contain enough observations to have adequate sample size (say over 30) for direct use when clustering all 53,000 DAs, which would require an impractical 1.59 million respondents. In order to exploit these data in clustering, the researchers used a proprietary approach to generate predicted values of the survey variables for DAs. It is important to add that the intention in generalizing and leveraging these variables in the cluster project was not to build a behavioural cluster system. Rather, the approach was based on the firmly held belief that a cluster system based largely on socioeconomic, demographic and urbanity variables can be improved if carefully selected behavioural and attitudinal data are added to the process. That is, a cluster system resulting from this “behavioural nudging”—an extension to conventional practice—will work better (and provide greater lift in profiles), in a wider range of applications.

DA versus Postal Code Clustering

EA researchers developed PRIZMCE at the DA level. In Canada, there are insufficient data of high quality to create a good six-digit postal code (or “LDU-based”) geodemographic cluster system. Although there are nearly 800,000 residential postal codes in Canada,

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Canada Post has only limited data at this level, namely a list of the 6-digit codes, when the postal codes were born (and retired), estimated household counts for them, (often problematic) geographical coordinates for them, and a small amount of other data relating to whether the units are apartments or houses. Beyond this information, Canada Post has no other helpful socioeconomic or demographic variables describing these areas. Statistics Canada releases two data products that might be considered “LDU-level” or the equivalent: the Postal Code Conversion File and the block household counts. But neither contains any information that can help define useful market segments. There are a few firms that have databases of Canadian households or customers at the 6-digit postal code level that would be large enough to provide legitimate, useful variables (vehicle registrations, credit records and transaction data are some examples). However, due to confidentiality issues, they are not able to release LDU data to third party research and information companies. So there is no current, large, national-scale data available to construct a 6-digit postal code cluster system in Canada.

Moreover, there is good evidence from academic studies (mostly in Europe) that the variance in most socioeconomic and demographic variables becomes larger when areas smaller than neighbourhoods—such as blocks—are used. The implication of this work is that even if data were available it is unlikely that an LDU-level system would perform as well as a good DA system. The DA level of geography is by far the best level of geography for constructing geodemographic clusters in Canada.

Algorithms The objective of EA’s research and development team was to develop the best possible Canadian cluster system that would measurably surpass other solutions in almost all business and social science applications. It is well known that the more clusters there are, the better the raw performance a cluster system will achieve. But the researchers resolved to use fewer than 70 clusters because a larger number of clusters would provide diminishing returns in practice and marketers have limited ability to deal with large numbers of segments. A good “solution” had to have a set of mutually exclusive and collectively exhaustive market segments such that each DA neighbourhood in Canada would be assigned to one and only one cluster and the system would cover all neighbourhoods. In addition, individual clusters would have the following characteristics:

1. intuitively appealing, real neighbourhood types;

2. make sense, especially demographically and sociologically;

3. make sense for marketers (as possible targets);

4. reflect demographic changes that have taken place recently (especially the last 5-10 years) in Canadian society and in neighbourhoods “on the ground”;

5. have an attitudinal and behavioural dimension that complements and supports the primary geodemographically-driven structure; and

6. are not so small as to be trivial in numbers of persons or households, and not so large as to be mass markets that are really “attribute-diluted”.

EA worked with all 53,000 DAs across Canada that had sufficient data to permit statistical analysis. (And researchers worked hard to estimate data for some DAs with deficient or suppressed data.) The variables used in PRIZM CE included traditional variables measured at the continuous, interval and ratio levels, and the system also included categorical and dichotomous variables. Researchers used most of several hundred variables directly and then turned to survey data for testing and confirmation of the effectiveness of the final “short-listed” possible systems. Ultimately, the variables used came from diverse sources:

1. the 2001 Census of Canada;

2. EA’s proprietary enhanced DA-level census data, including income estimates;

3. spatial databases created by EA that relate to the urbanity-rurality continuum;

4. automotive ownership data from Environics Research surveys;

5. social values data from Environics Research surveys; and

6. product preference and behavioural data from large established surveys by third parties such as the Print Measurement Bureau (PMB), BBM RTS Canada, Environics Research, NADbank, Polk Canada, Canadian Financial Monitor (CFM) and Canadian Community Health Survey (CCHS).

At various stages of the system’s development, EA’s methodologists used a variety of techniques combining non-hierarchical and hierarchical clustering (or their conceptual equivalents). Researchers also used a proprietary new (CART-like) technique developed by

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Claritas for its earlier development of the U.S.-based PRIZM NE. These clustering/grouping methods were supported by additional statistical techniques: regression analysis, principal components analysis, discriminant analysis and CHAID.

In general, hierarchical clustering is an inferior approach to clustering thousands of observations. It was used as a second stage approach and to initially identify the PRIZMCE “Social Groups” (consisting of groups of socioeconomically similar clusters).

K-means clustering approaches, while widely used and often effective, do suffer from the deficiency of defining clusters that are too much influenced by “outlier” observations. When they are used, a rigorous policy of outlier removal or “down weighting” is required. K-medoid methods, also used by the EA team, tend to correct for this deficiency (using medians as opposed to means) and can make use of binary and continuous data at the same time.

EA researchers also experimented with Kohonen neural nets which have been proposed for geodemographic clustering. Some proponents claim that they can discover interesting and otherwise hidden dimensions within the data that are normally used for clustering. However, there are few reports of their having a successful role in the development of a national system and no reports of their being the sole method used. One problem is that variable weights cannot be used, so one must discard some variables to emphasize others. The loss of control that the researcher faces with this “Black Box” tool means that neural nets should play only a supporting role, and not a sole or main role along the way in building a national cluster segmentation. Ultimately, researchers decided not to use this approach as the primary method for creating PRIZMCE.

The development of an “optimal cluster system” is not a recognized formal Operations Research based “optimization problem” with a well-structured solution process. Rather one must use heuristics and balance multiple, sometimes conflicting, objectives. In this sense, a fair amount of art must be applied to the clear science. Accordingly, EA’s general approach was to use different cluster approaches to develop different cluster system solutions, and then test each “qualifying system” for its ability to achieve “marketing lift” in different product preferences, purchasing behaviours, attitudes, activities, and media consumption patterns. Researchers developed hundreds of different models in the process of developing the final solution— PRIZMCE. Analysts set up a formal negative feedback loop to learn what variables and (explicit or implicit) weights applied to them, and which methods showed an improved solution over past alternatives. “Improved” means having all of the good attributes of the best current solutions plus added lift power. Solutions not showing “improvement” were rejected and documented in this feedback loop so that their underlying parameters were not replicated in future “runs”. New “runs” were carefully planned and executed incorporating adjustments to previous “successful runs” so as to increase the likelihood of further “improvement”. In the end, EA had five cluster systems that appeared to be equally effective, but a set of rigorous tests on how these systems performed in real-world marketing problems—profiling real products—resulted in determining the best one that would bear the PRIZMCE name.

EA performed extensive testing both at the end of the process and in the course of creating different segmentation solutions. Researchers looked at how well cluster systems differentiated various key socioeconomic, demographic and other “input” variables. But also critical were tests of how well a contender system differentiated or discriminated variables that were not direct inputs. These are typically behavioural and attitudinal variables. Tables, graphs and charts were produced showing more than 300 socioeconomic and demographic variables for each segment indexed against the national average. Other tables, graphs and charts were used to analyze other input variables. For example, contender cluster systems were linked via postal code to PMB’s and BBM’s annual surveys to test and confirm how well each worked. The research team also used the “Social Values” and other surveys from EA’s sister firm, Environics Research, to test the PRIZMCE clusters. And a number of clients that provided “customer/client data” participated as beta test sites to evaluate possible cluster solutions on real world data. The tests of contender cluster systems made extensive use of not only conventional “profiling tables and charts” but also Lorenz curves and Gini coefficients. These were used to generate simple measures of how well each cluster system performed (in terms of potential marketing lift) on any particular task or variable. Finally, researchers created and studied thousands of detailed maps that showed where in Canada (and in each city) each cluster’s neighbourhoods are found. Sometimes cluster systems were rejected on the basis of looking at maps without actually looking at formal performance statistics.

What differentiates the methods and resulting solutions of various cluster systems is the expertise of the creators, whose knowledge of geography, sociology and demographics must complement their knowledge of statistical and applied mathematical methods. What makes a segmentation solution work is the understanding of how demography and geography unite and how to make the resulting segments understandable by those who use them. This is where science meets art, and this is what Environics Analytics has achieved in creating PRIZMCE.

Final Cluster System

The result of EA’s very intense cluster development research project, PRIZMCE, is a robust 66-segmentation schema for Canada. In “letting the data speak,” the result is a blend of segments that feature:

1. strong regional patterns including some quite different and distinctive clusters for Quebec and the rest of Francophone Canada;

2. the range of urbanization along the urban-rural continuum, including suburban, exurban and town segments;

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3. all income levels, from the elite to midscale to downscale;

4. youth, middle-aged and mature populations;

5. numerous ethnic segments, especially those consisting of Asian, South Asian, Italian, Portuguese and Aboriginal populations; and

6. occupation classifications in many categories, with prominent consideration of white-collar, blue-collar and service-sector jobs as well as agricultural/farming occupations.

A number of distinguished authorities provided input and reviewed the chosen PRIZMCE system. The respected experts at Claritas reviewed EA’s system and pronounced it sound. A panel of Quebecers reviewed the 15 largely Francophone segments to ensure that the segments were accurate at the ground level. Those familiar with Canada’s western provinces agreed that the lifestyles and life stages captured the essence of those cluster neighbourhoods in that region. Ethnic segments were scrutinized by members of several ethnic groups and were considered socially acceptable and appropriately described. Two well-known authors, Michael Adams (Fire and Ice, Sex in the Snow, Better Happy Than Rich) and Michael J. Weiss (The Clustering of America, Latitudes & Attitudes, The Clustered World) were engaged in validating and imaging the segments. Dave Miller, Senior Vice-President of Global Segmentation at Claritas, was consulted on the methodology and, with Mike Mancini, PRIZMNE Product Manager at Claritas, reviewed the final solution. Nothing more could have been done to create a sister segmentation system linked to the highly successful PRIZM and PRIZMNE created by Claritas.

SESI Ranking With the final segmentation system decided, the issue of how to number and rank the clusters came under scrutiny. A proprietary score was developed to characterize each segment using a Socio-Economic Status Indicator (SESI). This SESI score reflects a variety of factors such as income, education, value of private dwellings and price of rentals as well as the cost of living. As a result, a blue- collar, high school-educated segment whose residents earn above average incomes may rank lower on the SESI ladder than an educated, up-and-coming youth segment whose residents have just average household incomes. In addition, this comprehensive ranking provides an improved representation of segment opportunity and potential economic success. The 66 clusters have been ranked from 1 to 66 on the SESI scale, from the most affluent to least affluent segment. Because this ranking reflects more than income alone, most of the clusters have an SESI score that is different from their average household income ranking.

Social Groups

The 66 PRIZMCE segments were combined into a set of 18 Social Groups taking into consideration the urban-rural context, mother tongue (English, French, and non-official), SESI ranking, family status, age of maintainer and ethnicity. Each cluster became a member of one and only one Social Group. The Social Groups reflect various groupings, patterns and trends. A critical issue concerned dealing with the urban-rural dimension, which is neither linear nor one-dimensional. Each segment was assigned to one of five settlement types for the purpose of forming the Social Groups: Urban, Suburban, Exurban, Town and Rural. In general, Urban segments are found in large- and medium-sized cities. Suburban clusters tend to consist of communities located on the outskirts of cities and can often be found as the main section of smaller cities and larger towns. Exurban areas are most commonly found surrounding the suburbs of the eight largest cities in Canada. It included new subdivisions, low-density environments and towns within the outer commuter zones of cities. Town neighbourhoods are found in smaller towns across the country, except those towns that are in the exurban regions. Rural neighbourhoods reflect areas that are smaller than towns and include very small towns, villages, hamlets and rural farms and isolated areas.

It is important to realise that a cluster found in one Social Group settlement class (e.g. Urban, Suburban) needs not have all of its DAs in this class. For example, an Urban group can have clusters in it that have some (inner) suburban neighbourhoods. And some Urban- classified clusters have 30 percent of their households in small towns. The challenge of not finding a single geographic identity for each cluster is also reflected in the diagram called “PRIZMCE 3-D Plot” (available from Environics Analytics). The 3-D Plot shows each cluster’s position in an Income (Y axis) and Urbanity (X axis) space. Clusters positioned here reflect the best single point in the space even if, in reality, they range over several classes of urbanity.

The final set of clusters had many Francophone-based segments, a variety of ethnic segments and many clusters that represented important combinations of age, life stage and family status—young singles living on their own up to widowed seniors in apartments. These were essential inputs into the creation of the Social Groups. In PRIZMCE, there are four French groups, three ethnic groups, a suburban family group, an urban youth group and many more. SESI was not the main factor in creating the Social Groups, but the ranking of Social Groups is based on average income (not SESI ranking). Groups have a letter and number combination. The letters U, S, E, T or R, represent Urban, Suburban, Exurban, Town or Rural, while the numbers indicate income, with 1 being the highest average income for the Groups and 7 being the lowest.

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Conclusion

With PRIZMCE , marketers, social scientists and the public can now compare the lifestyle and behaviour patterns of midscale suburban families to midscale rural families, downscale urbanites to downscale town couples and elite exurban families to elite urban families. The unique attributes that make Canada what it is are evident throughout the PRIZMCE system.

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APPENDIX C:

Developer Bios

Jan Kestle Founder and President of Environics Analytics, Jan Kestle has over 35 years experience in the Canadian information industry. She is an expert in using statistics and mathematics to help solve business challenges and was a pioneer in integrating geodemographic tools into customer relationship management solutions. At EA, she led the initiative to create the groundbreaking PRIZMCE segmentation system by combining geodemographics and Environics Social Values. She has held executive positions with such leading information companies as Compusearch, The Blackburn Group and The Polk Company. While serving as President of Compusearch, Jan oversaw the development of several Canadian segmentation systems and innovative desktop software. She has a Bachelor of Science degree in mathematics from the University of Western Ontario, and worked for 19 years at the Ontario Statistical Centre where she developed an expertise in the Canadian census and its applications in marketing and social research. A thought leader in the marketing information industry, Jan is a frequent speaker at trade conferences, a contributor to marketing and information journals, and a marketing expert frequently quoted in the media.

Anthony Lea, Ph.D. Tony Lea, Ph.D., has directed hundreds of socioeconomic, demographic, marketing analysis and research projects in Canada and the United States during his 25-year career. As a Senior Vice President and the Chief Methodologist at Environics Analytics, he oversees all research and development initiatives, population estimates and projections, and site evaluation models. Tony was a managing director with Compusearch/MapInfo and a senior research associate with the Centre for the Study of Commercial Activity at Ryerson University. After receiving his Master’s and Doctorate degrees from the University of Toronto, Tony taught at the University of Minnesota and Queen’s University, and continues to serve as an adjunct professor with both the School of Applied Geography at Ryerson University and the Department of Geography at the University of Toronto. He has published more than 30 books and journal articles, and has presented more than 200 papers at professional meetings. For his contributions to business research, Tony received the 2001 Award for Geography in the Service of Government and Business from the Canadian Association of Geographers.

Daniel Heuman As Vice President of Product Development at Environics Analytics, Danny Heuman oversees the creation of high- quality geodemographic products for corporate, government and not-for-profit clients. An expert in market analytics and modelling with 13 years of experience, he conducted the statistical research for the PRIZMCE segmentation system. Danny earned a Master’s degree in geography from York University.

Rupen Seoni The Vice President of Client Services at Environics Analytics, Rupen Seoni directs the team responsible for delivering EA’s standard projects and services to clients. Rupen brings more than a dozen years of work experience in geodemographics, both as a supplier and a user. Rupen graduated from the University of Toronto with a Master’s degree in urban planning.

Nicole Fréchette

Nicole Fréchette, who oversaw the naming and imaging of the 15 Francophone clusters in PRIZMCE, is an expert in Quebec demographics and consumer behaviour. From 1985 to 2000, she served as a Researcher, Research Director and Executive Director of the Montreal Office of Compusearch. During that time, she helped adapt a number of nationwide marketing tools for Quebec users: geodemographic segmentation systems like PSYTE and PSYTE

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Quebec; the MarketMath software; and the digital street files of CompuStreets. Since 2000, she has been a partner at Communications Errol Fréchette, a consulting firm that offers lobbying and information services. A lifelong resident of Quebec, she holds a degree in geography, with a specialty in urban systems, from McGill University.

Michael J. Weiss

Michael J. Weiss, Vice President of Marketing at Environics Analytics, is an internationally known expert in geodemographics. He's helped create a number of lifestyle-based segmentation systems—including PRIZMCE, PRIZMNE, MOSAIC and P$YCLE—and has written three popular books on the subject: The Clustered World (2000), Latitudes & Attitudes (1994) and The Clustering of America (1988). As a market researcher, he's used PRIZM cluster systems in the U.S. and Canada to analyze consumer behaviour since 1983. An award-winning writer, he’s published articles on business and popular culture for a number of publications, including The Atlantic Monthly, Reader’s Digest, American Demographics and The New York Times Magazine. Michael has also worked as a marketing consultant to numerous companies, including Castrol, Kimberly-Clark, Kraft Foods, Kia, PricewaterhouseCoopers, Experian and Simmons Market Research Bureau. A graduate of Columbia University, where he received a master's degree in journalism, he is the recipient of numerous awards, including a Knight- Bagehot Fellowship in Economics and Business Journalism.

Other Contributors

A number of people also made invaluable contributions to the creation of PRIZMCE, including the following members of the Environics Analytics team: Mike Williams, Catherine Pearson, Tom Montpool, Mark Kaminski, Gary Wood, Peter Pavlakidis and Steve Farber. Bill Goldstein, a member of the Environics Analytics Board of Directors and the founder of Compusearch in 1974, provided advice and review in the development of PRIZMCE. Many of our colleagues at Environics Research also aided in the development of PRIZMCE, among them: Michael Adams, Barry Watson, Amy Langstaff, Dave Jamieson and David MacDonald.

PRIZMCE by Social Group - Quick Reference

% of SESI Cdn Official Ethnic Age of Household Own/R SG New Cluster Name Hhlds Language Presence SESI Class Age of Maintainer Family Status Education Job Type Children Size ent Dwelling Age Dwelling Type U1 01 Cosmopolitan Elite 0.2 English Some Wealthy Middle-Aged & Older Families University White-Collar 10-24 Large Own Before 1960 Single Detached Houses U1 02 Urbane Villagers 1.24 English Low Wealthy Middle-Aged Families University White-Collar 10-24 Large Own Before 1946 & After 1981 Single Detached Houses U1 08 Money & Brains 1.95 English Low Upscale Older Couples/Families University White-Collar & Service Sector 10+ Medium Own 1946-90 Single Detached Houses U1 09 Furs & Philanthropy 0.39 Non-Official High Upscale Middle-Aged Families University White-Collar & Service Sector Mixed Medium Own 1946-60 & 1981-90 Single Detached Houses & High Rise Apartments S1 03 Suburban Gentry 1.18 English Low Upscale Middle-Aged Families University White-Collar & Service Sector 10-24 Large Own After 1981 Single Detached Houses S1 06 Nouveaux Riches 0.63 French Low Upscale Middle-Aged Families University White-Collar & Service Sector 10-24 Large Own After 1981 Single Detached Houses S1 11 Pets & PCs 4.84 English Some Upscale Younger Families University/College Mixed <15 Large Own After 1996 Mixed House Types E1 07 Winner's Circle 2.18 English Low Upscale Middle-Aged Families University/College Mixed Mixed Large Own After 1981 Single Detached Houses E1 10 Mr. & Ms. Manager 2.54 English Low Upscale Middle-Aged Families/Couples University/College White-Collar & Service Sector 10-24 Large Own 1971-95 Single Detached Houses E1 12 God's Country 1.42 English Low Upscale Middle-Aged Families/Couples College/High School Mixed 10-24 Large Own Mixed Single Detached Houses S2 04 Asian Affluence 0.46 Non Official High Upscale Middle-Aged Families University/College White-Collar & Service Sector 18+ Large Own 1981-95 Single Detached Houses S2 20 South Asian Society 1.41 Non-Official High Upper-Middle Younger Families Mixed Blue-Collar & Service Sector <6, 18+ Large Own After 1981 Mixed House Types & Duplexes S2 22 Asian Up-and-Comers 1.21 Non-Official High Upper-Middle Middle-Aged Families University/College Service Sector & White-Collar 18+ Large Own After 1981 Mixed House Types & Duplexes S2 24 Suburban Rows 2.66 English Some Upper-Middle Younger Families College/University Service Sector & White-Collar <18 Medium Mixed After 1971 Row Houses & Single Detached Houses U2 13 Continental Culture 0.37 Non-Official Some Upper-Middle Younger Mix University White-Collar & Service Sector <6,25+ Medium Mixed Before 1946 Mixed House Types & Low Rise Apartments U2 17 Cluttered Nests 1.05 Non-Official Some Upper-Middle Older Families/Couples Mixed Mixed 18+ Medium Own 1946-70 Single Detached Houses U2 40 New Italy 0.85 Non-Official High Middle Older Families Grade 9/High School Mixed 18+ Medium Mixed 1946-70 Low Rise Apartments & Single Detached Houses U2 41 Old World Style 0.93 Non-Official High Middle Middle-Aged Families Grade 9/High School Blue-Collar & Service Sector 18+ Large Mixed Before 1970 Mixed House Types & Low Rise Apartments U3 05 Young Digerati 0.98 English Low Upscale Younger Singles/Couples Universit y White-Collar & Service Sector <10, 25+ Small Mixed Before 1946 & After 1996 Mixed Apartment & House Types U3 15 Electric Avenues 1.1 English Low Upper-Middle Young Singles/Couples University White-Collar & Service Sector <6, 18+ Small Rent Before 1946 Apartments & Houses U3 32 Grads & Pads 1.32 English Some Middle Young Singles University White-Collar & Service Sector <6, 18+ Small Rent Before 1970 Apartments E2 18 Blue- Co llar Com for t 1158.58 EElihnglish Low Upper- Middle Younger Fam ilies Hig h Sc hoo l/Co llege Blue- Co llar & Serv ice Sec tor Mixe d Large Own 1971- 90 Mixe d House Types E2 23 Fast-Track Families 2 English Low Upper-Middle Middle-Aged Families Trade/College Service Sector & White-Collar <25 Large Own After 1971 Single Detached Houses E2 29 Exurban Crossroads 1.39 English Low Middle Younger Families High School/College/Trade Blue-Collar & Service Sector <18 Large Own 1971-90 Single and Semi-Detached Houses E2 38 White Picket Fences 1.17 English Low Middle Young Families Trade/High School/College Service Sector & Blue-Collar <18 Medium Mixed 1961-80 Mixed House Types & Low Rise Apartments E3 16 Mini Van & Vin Rouge 2.46 French Low Upper-Middle Younger Families/Couples College/University Mixed <15 Large Own After 1981 Single and Semi-Detached Houses E3 30 Les Traditionnelles 2.65 French Low Middle Younger Families/Couples High School/College/Trade Mixed 10-24 Medium Own 1961-90 Single and Semi-Detached Houses E3 44 Villes Tranquilles 2.76 French Low Lower-Middle Middle-Aged Families/Couples High School/Grade 9/Trade Blue-Collar 6-24 Medium Own 1971-95 Single Detached Houses S3 14 Upward Bound 1.6 English Low Upper-Middle Middle-Aged Families/Couples University/College/Trade White-Collar & Service Sector 10-24 Medium Own 1971-90 Single Detached Houses & Duplexes S3 19 Rods & Wheels 1.65 English Low Upper-Middle Older Couples/Families College/High School/Trade Mixed 10-24 Medium Own Mixed Single Detached Houses S3 25 Nearly Empty Nests 1.49 English Low Upper-Middle Older Couples/Families University/College/Trade White-Collar & Service Sector 10+ Medium Own 1946-70 Single Detached Houses S3 35 Grey Pride 2.64 English Low Middle Mature Singles/Couples Mixed White-Collar & Service Sector 18+ Small Mixed 1961-95 Apartments & Single Detached Houses S3 39 Simple Pleasures 1.93 English Low Middle Mature Couples/Singles Trade/High School/College Mixed 6-18 Medium Own 1946-70 Single Detached Houses & Low Rise Apartments R1 28 Fields of Dreams 0.89 English Low Middle Middle-Aged Families/Couples High School/Trade Blue-Collar <20 Large Own Before 1946 Single Detached Houses R1 34 New Homesteaders 1.44 English Low Middle Middle-Aged Couples/Families Trade/College/High School Blue-Collar & Service Sector <18 Medium Own After 1971 Single Detached Houses & Moveable Dwellings R1 37 Big Sky Families 1.3 English Low Middle Middle-Aged Couples/Families Grade 9/High School/Trade Blue-Collar <20 Large Own Before 1946 & After 1996 Single Detached Houses T1 26 Tools & Trucks 2.54 English Low Middle Middle-Aged Families/Couples High School/Trade Blue-Collar & Service Sector 6-18 Medium Own After 1971 Single Detached Houses T1 36 Ontario Originals 1.63 English Low Middle Mature & Older Couples/Families High School/Trade/College Blue-Collar & Service Sector Mixed Medium Own Before 1960 Single Detached Houses T1 42 Heartlanders 1.38 English Low Lower-Middle Mature Couples High School/Trade Blue-Collar & Service Sector 6-18 Medium Own After 1981 Single Detached Houses & Moveable Dwellings T1 53 Golden Ponds 1.75 English Low Downscale Mature Couples/Singles Grade 9/High School/Trade Blue-Collar & Service Sector <18 Medium Own Before 1960 Single Detached Houses U4 27 Startups & Seniors 1.79 English Low Middle Young & Mature Couples/Singles University/College White-Collar & Service Sector <10, 25+ Medium Mixed Before 1960 Single Detached Houses & Low Rise Apartments U4 46 Lunch at Tim's 1.52 English Low Lower-Middle Mature & Young Mix High School/Grade 9/Trade Blue-Collar & Service Sector Mixed Medium Mixed Before 1960 Single Detached Houses & Low Rise Apartments U4 51 Mobility Blues 1.93 English Low Downscale Young Singles/Couples High School Blue-Collar & Service Sector Mixed Medium Mixed Before 1960 Mixed House Types & Low Rise Apartments U4 52 Crafting & Curling 1.14 English Low Downscale Mature & Older Mix High School/Trade Service Sector & Blue-Collar <10, 25+ Medium Own Before 1960 Single Detached Houses T2 47 Le Québec Rustique 0.88 French Low Lower-Middle Middle-Aged Couples/Families Grade 9/High School/Trade Blue-Collar 10-24 Medium Own Mixed Single Detached Houses T2 48 Bons Vivants 1.84 French Low Lower-Middle Young Singles/Couples Grade 9/High School Mixed Mixed Medium Mixed 1981-95 Low Rise Apartments & Single Detached Houses T2 60 La Vie Bucolique 2.15 French Low Downscale Older Mix Grade 9/High School Blue-Collar 10+ Medium Own Before 1946 Single Detached Houses U5 33 Newcomers Rising 2.43 Non-Official High Middle Young Mix University/College Mixed <6, 25+ Medium Rent 1961-80 High Rise Apartments U5 43 Urban Spice 1.06 Non-Official High Lower-Middle Young Singles Mixed White-Collar & Service Sector <6, 25+ Medium Rent Before 1960 Apartments & Semi-Detached Houses U5 65 Big City Blues 0.79 Non-Official High Low Younger Mix Grade 9/High School Mixed <15 Medium Rent 1946-70 Apartments S4 31 Les Québécois Sportifs 0.92 French Low Middle Middle-Aged Families/Couples College/Trade Mixed <20 Medium Mixed After 1981 Mixed House Types & Low Rise Apartments S4 57 Les Pensionnés 1491.49 FenchFrench LoLow DoDownscale nscale MatMature e CoCouples/Singles ples/Singles GGrade ade 9/High School/TSchool/Trade ade MiMixed ed 10+ MediMedium m MiMixed ed BefoBefore e 1970 Single Detached HoHouses ses & LoLow Rise ApaApartments tments S4 63 Les Seniors 1.52 French Low Low Mature & Older Singles/Couples Grade 9/High School Mixed 15+ Small Rent Before 1960 Apartments & Single Detached Houses R2 54 Down on the Farm 1.11 English Low Downscale Older Couples/Families Grade 9/High School/Trade Blue-Collar 6-18 Medium Own Before 1946 Single Detached Houses R2 56 Back Country Folks 1.64 English Low Downscale Older Couples/Families Grade 9/Trade/High School Blue-Collar 10+ Medium Own Before 1946 Single Detached Houses R2 59 First Nations Families 1.03 Non-Official High Downscale Young Families Grade 9/High School/Trade Mixed <15 Large Band After 1981 Single Detached Houses U6 21 Les Chics 0.81 French Low Upper-Middle Older Couples/Singles University White-Collar & Service Sector 18+ Medium Mixed Before 1970 Low Rise Apartments & Single Detached Houses U6 50 Jeunes et Actifs 2.21 French Low Downscale Young Singles/Couples Mixed White-Collar & Service Sector <6, 20+ Small Rent Before 1970 Low Rise Apartments U6 62 La Cité Nomade 0.69 French Low Low Young & Older Singles/Couples Grade 9/High School Service Sector & Blue-Collar Mixed Small Rent 1946-70 Low Rise Apartments & Duplexes U6 64 La Diversité Ethnique 0.78 French Some Low Young Singles/Couples Grade 9/High School Mixed <6,25+ Small Rent Before 1970 Low Rise Apartments U6 66 Survivre en Ville 0.99 French Low Low Young Singles/Couples Grade 9/High School Service Sector & White-Collar <6, 25+ Small Rent Before 1970 Low Rise Apartments U7 45 Daytrippers & Nightowls 2.1 English Some Lower-Middle Young Singles/Couples Mixed Service Sector & White-Collar <6, 25+ Small Rent 1961-80 Apartments & Single Detached Houses U7 49 Rooms with a View 0.8 Non-Official High Downscale Young Singles University White-Collar & Service Sector <6, 25+ Small Rent 1946-70 Apartments U7 55 Single City Renters 0.91 English Low Downscale Young Singles/Couples Mixed Service Sector & White-Collar <10 Small Rent 1961-80 Apartments U7 58 Solo Scramble 2.81 English Low Downscale Young Singles High School/Trade Service Sector <15 Small Rent Before 1970 Low Rise Apartments & Single Detached Houses U7 61 Park Bench Seniors 1.46 English Low Downscale Mature Singles Grade 9/High School Service Sector & White-Collar <6, 20+ Small Rent 1961-80 Apartments PRIZM CE Marketers Handbook Page 182

01 Cosmopolitan Elite (U1)

PRIZMCE 3-D PLOT

Singles 02 Urbane Villagers (U1) Urban Couples Families Suburban Couples/ Exurban Families 03 Suburban Gentry (S1) Town Singles/ 06 Nouveaux Riches (S1) 04 Asian Affluence (S2) Couples 07 Winner's Circle (E1) Rural 08 Money & Brains (U1) Mix 05 Young Digerati (U3)

10 Mr. & Ms. Manager (E1) 09 Furs & Philanthropy (U1) 12 God's Country (E1) 11 Pets & PCs (S1)

16 Mini Van & Vin Rouge (E3) 13 Continental Culture (U2)

14 Upward Bound (S3) 20 South Asian Society (S2) 17 Cluttered Nests (U2) 19 Rods & Wheels (S3) 18 Blue Collar Comfort (E2) 26 Tools & Trucks (T1) 23 Fast-Track Families (E2) 25 Nearly Empty Nests (S3) 21 Les Chics (U6)

28 Fields of Dreams (R1) 24 Suburban Rows (S2) 22 Asian Up-and-Comers (S2) 15 Electric Avenues (U3) 29 Exurban Crossroads (E2) 40 New Italy (U2)

30 Traditional Quebec Towns (E3) 27 Startups & Seniors (U4)

37 Big Sky Families (R1) 36 Ontario Originals (T1) 31 Les Québécois Sportifs (S4) 41 Old World Style (U2)

34 New Homesteaders (R1) 38 White Picket Fences (E2) 44 Villes Tranquilles (E3) 39 Simple Pleasures (S3) 35 Grey Pride (S3) 42 Heartlanders (T1) 47 Quebec Rustics (T2) 33 Newcomers Rising (U5) 46 Lunch at Tim's (U4) 43 Urban Spice (U5) 48 Bons Vivants (T2) 54 Down on the Farm (R2) 52 Crafting & Curling (U4) 32 Grads & Pads (U3) 53 Golden Ponds (T1) 57 Les Pensionnés (S4) 51 Mobility Blues (U4) 45 Daytrippers & Nightowls (U7) 50 Jeunes et Actifs (U6) 56 Back Country Folks (R2) 60 La Vie Bucolique (T2) 59 First Nations Families (R2) 49 Rooms with a View (U7)

58 Solo Scramble (U7)

63 Aging Quebecers (S4) 55 Single City Renters (U7) 62 La Cité Nomade (U6) 61 Park Bench Seniors (U7) 64 Quebec Melting Pot (U6)

65 Big City Blues (U5)

Low Income High Income 66 Struggling en Ville (U6)

Rural Urban

Book Retailer Targets High-Spending Canadians for Loyalty Program: A Case Study

Can the loyalty program be improved? The Book Club, book retailer’s loyalty program, has been operating for one year. The retailer wants to understand which high- potential consumers are not signing up for the program and how best to reach them.

Create a customer profile Using the customer’s loyalty program database, Environics Analytics requires only the six-digit Postal Code and City Name fields to profile using the PRIZMCE system. This identifies who has signed up. Each customer is assigned to a PRIZMCE segment which identifies his or her lifestyle among the 66 types present in Canada.

At a very high level, the profile on the right reveals that Book Club members tend to be more upscale than average and generally well-educated; clusters like 06 Nouveaux Riches, 08 Money & Brains and 11 Pets & PCs. The profile also includes strong representation from many ethnic lifestyle types, such as 22 Asian Up-and-Comers and 41 Old World Style. As we move down the socioeconomic scale, many Francophone clusters are better-represented than English- speaking ones: 48 Bons Vivants and 57 Les Pensionnés are good examples.

Compare to market potential While this cluster representation provides revealing information in profiling a customer database, the tactical power of geodemographic tools is unlocked when comparing a customer profile with a profile identifying market potential. This step provides the insight required to develop a concrete action plan to improve business.

The loyalty program’s objective was to ensure that big spenders on books join the retailer’s program by giving them incentives to spend their dollars with the retailer. To evaluate how successful the program has been we need to directly compare the profile of Book Club members with the profile of Canadians who spend a lot of money on books. Market potential data can be profiled using survey data that has been linked to the PRIZMCE system such as Print Measurement Bureau (PMB) or BBM.

Identify underperformers When we map the two profiles together in a quadrant chart, we can easily see the PRIZMCE clusters that tend to spend on books, but are under-represented in the Book Club program (see top of next page).

Before selecting specific target clusters, we need to filter out any of these “high-spending, low-membership” PRIZMCE clusters that are located in areas where the retailer does not have a trade presence. The retailer did a postal code survey of customers to define its store trade areas. Based on the trade area profiles, we were able to eliminate five segments, such as 53 Golden Ponds and 60 La Vie Bucolique, located mostly in small-town and rural settings where our retailer has no locations.

Page 1 of 6 Two-Profile Comparison

200 190 LOW SPENDING HIGH SPENDING 180 HIGH MEMBERSHIP HIGH MEMBERSHIP 170

160 57 Les Pensionnés 150 35 Grey Pride 09 Furs & Philanthropy 140 41 Old World Style 34 New Homesteaders 07 Winner's Circle 05 Young Digerati

er 130 38 White Picket Fences 06 Nouveaux Riches 48 Bons Vivants 22 Asian Up-and-Comers 47 Quebec Rustics 08 Money & Brains 11 Pets & PCs mb 120 63 Aging Quebecers 66 Struggling en Ville 27 Startups & Seniors 24 Suburban Rows 37 Big Sky Families 29 Exurban Crossroads 18 Blue-Collar Comfort 23 Fast-Track Families 04 Asian Affluence 110 50 Jeune14s e tU Acpwatifrsd Bound 40 New Italy 02 Urbane Villagers15 Electric Avenues 16 Mini Van & Vin Rouge 20 South Asian Society 100 45 Daytrippers & Nightowls 43 Urban Spice 10 Mr. & Ms. Manager 31 Les Québécois Sportifs 30 Traditional Quebec Towns 42 Heartlanders 13 Continental Culture wards Me 53 Golden Ponds 90 12 God's Country 62 La Cité Nomade

e 03 Suburban Gentry 51 Mobility Blues 26 Tools & Trucks 01 Cosmopolitan Elite R 80 33 Newcomers Rising

ok 25 Nearly Empty Nests 70 44 Villes Tranquilles

Bo 36 Ontario Originals 17 Cluttered Nests 32 Grads & Pads 64 Quebec Melting Pot 60 58 Solo Scramble 52 Crafting & Curling 49 Rooms with a View 54 Down on the Farm 19 Rods & Wheels 65 Big City Blues 50 55 Single City Renters

40 Underperforming 60 La Vie Bucolique 30 PRIZMCE Clusters 21 Les Chics

20 LOW SPENDING HIGH SPENDING 10

0 LOW MEMBERSHIP LOW MEMBERSHIP 10 1000 Big Spenders on Books

The remaining 11 PRIZMCE clusters are the target for improved Book Club program membership:

01 Cosmopolitan Elite 15 Electric Avenues 33 Newcomers Rising 02 Urbane Villagers 21 Les Chics 49 Rooms with a View 03 Suburban Gentry 31 Les Québécois Sportifs 64 Quebec Melting Pot 13 Continental Culture 32 Grads & Pads

Create actionable target groups using demographics and Social Values But how can we effectively target such a wide-ranging group of consumers? We’ve got everyone from the most affluent to nearly the least affluent, both English- and French-speakers, and ethnic consumers all mixed together. We want to be efficient in marketing to these consumers, but our message and offer have to be positioned so these diverse targets will respond.

We can put the target clusters together into cohesive groups for marketing efforts using PRIZMCE’s link to Environics powerful Social Values tool. Social Values represent the mindset and beliefs of consumers; they shape the way people interact with the world around them, including their response to marketing. If a marketer can play to consumers’ Social Values, marketing efforts can be more effective because they are delivering the right message in the right way to the right people.

The Social Values Map of our target PRIZMCE clusters on the next page shows a group of eight upscale clusters in the bottom half of the map, with another three in the top-left quadrant.

The target consumers in the bottom half of the map tend to be quite individualistic, wanting the freedom to choose their own path in life and construct their own identity without being constrained by expectations attached to gender, nationality or ethnicity. In contrast, the consumers in the top-left quadrant tend more to be motivated by social success, materialism and pride. They’re more likely to define themselves along traditional distinctions of race, religion and class.

Social Values are not the only criteria in selecting target groups. Socio-economic status, ethnicity, age, education and more can all be determining factors in how a marketer segments consumers for marketing efforts against specific products or services. For a book seller, do they make sense? Assembling target groups is both art and science.

Page 2 of 6 CONFORMITY AND EXCLUSION Clusters 01, 02, 03 and 21 are well-off, Social Values Map middle-aged or older, cultured families and Book Club PRIZMCE Target Clusters empty-nests. From a book-buying and marketing perspective, they logically fit together given that their Social Values are also aligned. Similarly, 15, 31 and 32, Ethnic Target although they are demographically

33 Newcomers Rising younger, they have similar Social Values, 49 Rooms with a View and are middle to upper-middle class, so 64 Quebec Melting Pot IN D they are included in the Upscale target.

E N

T E

C R E -

R D

I I

D R - 13 Continental Culture is an ethnic cluster, E

R C

E T

ED but is more affluent than the other ethnic

O clusters found in the upper-left quadrant. Upscale Target Many residents are second-generation 01 Cosmopolitan Elite Canadians. This cluster probably fits 02 Urbane Villagers 03 Suburban Gentry better with the Upscale target group. 13 Continental Culture 15 Electric Avenues 21 Les Chics The other grouping of clusters on the 31 Les Québécois Sportifs 32 Grads & Pads Social Values map consists of 33 Newcomers Rising, 49 Rooms with a View and 64 Quebec Melting Pot. All

INDIVIDUALISM AND IDEALISM three clusters are found in the bottom half of the socioeconomic scale; they are young apartment dwellers trying to establish themselves in life. Many residents are recent immigrants struggling to make their adopted country “home”. These three clusters make a logical target group from both Social Values and demographic perspectives.

Three target clusters are primarily Francophone: 21 Les Chics, 31 Les Québécois Sportifs and 64 Quebec Melting Pot. Of course, any marketing to those clusters must be done in French. Here, Social Values will help us to hit the right note in French because these clusters have many values in common with our English-speaking targets. We also have to account for behavioural differences to properly tune a French-language campaign. For the purposes of this illustrative case study, we will not analyze separately the behaviour of these Francophone clusters.

Social Values shape consumer preference Given that our two target groups, the Upscale and the Ethnic, have such different Social Values, the kinds of books that will engage them would be quite different. The Upscale group is likely to see reading as part of an ongoing quest to enrich their minds and their lives. Making connections between different faiths, people and practices is important to them, so breadth of offerings would be a valuable feature to them in a bookstore. And because they love the fun, the novel and the offbeat, appropriate books or retailing experiences would attract them. On the other hand, our Ethnic target is drawn to books that help them explore their own heritage and past. They also show some anxiety about the pace and complexity of modern life and are nostalgic for simpler times. Fiction and historical books of different countries and religions would interest them.

Behavioural data helps zero-in on marketing strategy Behavioural information also affects purchase patterns. There are thousands of available data points that are useful for imaging and targeting consumers because they are PRIZMCE coded. They reveal our two targets groups’ leisure activities, the magazines they read, their financial products, the cars they drive, life events that have affected them, where they shop, and much more. This information identifies what products to sell them, how best to reach them and what messages and images will resonate with them.

Upscale Target Ethnic Target % of % of Variable Hhds Index Variable Hhds Index Changed jobs – same company (past 12 mos) 3.97 146 Lost job or laid off (past 12 mos) 11.35 475 Own vacation home 9.80 152 Moved out of parental home (past 12 mos) 2.51 161 Attending university 8.00 183 Attending university 8.48 194 Health club member 17.47 154 Attending college 4.93 161 Yoga 8.19 165 Yoga 7.80 157 Art gallery (past 12 mos) 20.34 195 Amusement parks (past 12 mos) 5.48 193 Frequently read newspaper business section 21.50 170 Meeting /dating services (past 6 mos) 5.35 240 Use Web for info on books/CDs 11.15 170 Use Web for info on books/CDs 11.78 180 Shop Indigo Books & Music (past yr) 15.73 203 Shop Indigo Books & Music (past yr) 19.34 239 Food shows 3.40 167 Food shows 3.59 176 Savings & investment shows 1.29 198 Computer shows 4.14 304 Opinion of flyers at door/in mail: "Very Unfavourable" 20.39 141 Job posting websites 15.64 192 Classical radio 8.41 242 Multicultural radio 3.50 331 $300+ on restaurants (past month) 8.46 149 $100+ on cosmetics (past 30 days) 3.47 176 Page 3 of 6

Reaching the Upscale Target These consumers want the “big picture”. They want to sample and understand the diversity of the world around them. To satisfy their curiosity, they seek out intelligent commentary on everything from science to business to politics. Their well-being is also important: health, financial and sensory. Books helping them live longer lives, manage their considerable portfolios, or expand their knowledge of music, art and food are popular. Just don’t try to sell them by putting another flyer in their mail slot – unless it’s something really special. Attached to this case study are two drafts of ad copy showing sample creative treatments to appeal to the Upscale target. Book Categories: Politics, Economics, Business, Health, Literature, Travel Promotional Programs: Time magazine ads, Ads in newspaper business section, Art gallery benefit promotion

Reaching the Ethnic Target These consumers are trying to establish themselves. They are striving to overcome the challenges of immigrating to a new country, possibly learning a language, getting educational training, and finding companionship and jobs. At a deeper level, they struggle with their identity in a completely new environment: away from their parents’ homes, their homelands, or both. Their book-buying motivators will be two-fold: practical skills-oriented reading on the one hand, and books giving them perspective on their native culture and on their adopted home on the other. Attached to this case study are two drafts of ad copy showing sample creative treatments to appeal to the Ethnic target. Book Categories: Careers, Self-Improvement, History, Politics, Computer, International Promotional Programs: Direct mail around stores, Multicultural media ads, Student card one-time discount promotion, Job- search website links

Retail Tie-In To reinforce the promotional tactics, the retailer would like to have point-of-sale promotional materials tailored to the target group that is predominant in the store’s trade area. In the stores on the map below, the location at Charles & 6th has more of the Upscale target in its trade area, while Hwy 2 & Brookside has the Ethnic target. These stores will have the appropriate signage reflecting the ad theme and encouraging customers to enroll in-store. They will also have special discount racks at the front of the store with titles from the appropriate high-interest book categories.

Page 4 of 6 Draft Ad Copy for Upscale Target

Explore new worlds at the Book Club

When you join the Book Club, you can travel to new places, feed your literary spirit, rock the universe and discover new paths on life’s journey.

As a Book Club member, you’ll get deep discounts on books throughout our wide- ranging selection--whenever you want, wherever your mind wanders.

Best of all, it’s free. There’s no paperwork, no corporate hassles, no privacy invasions. Only you know where you’ve been and where you’re going next.

Book Club Designed for the Cosmopolitan Member of the Global Village. You.

Nothing Read outside the box with new The Book Club

When you join The Book Club loyalty program, you

Typical can travel to new places, feed your literary spirit, rock the bookstore Same universe and discover new paths on life’s journey. old boring Best of all, you’ll get deep discounts on books throughout our wide-ranging selection—whenever you want, wherever your mind wanders. Even our coffee bar has more kinds of scones and bagels.

Join The Book Club. There’s no paperwork, no corporate hassles, no privacy invasions. Only you know where you’ve been and where you’re going next.

The Book Club Designed for the Cosmopolitan Member of the Global Village. You.

Page 5 of 6

Draft Ad Copy for Ethnic Target

Trying to navigate a complex world?

Join The Book Club, where you’ll get deep discounts on thousands of books to guide you in exploring the past to help you understand today’s ever-changing world.

Best of all, membership is free. As a Book Club member, you’ll enjoy price cuts on any subject area — history, international fiction, mystery, religion, romance. No hassles, no complications.

So relax and return to a simpler time and a special place, when you could curl up and make the rest of the world go away.

The Book Club Designed for an old-fashioned spirit in the modern world. Yours.

How do you know where you’re going if you don’t know where you’ve been?

As a member of The Book Club, you’ll get deep discounts on thousands of books to help you learn from your past and understand your future.

The Book Club guarantees that you’ll get price cuts on all our books without membership fees, hassles or complications: - History - International fiction - Mystery - Religion - Romance

Return to a simpler time and a special place, when reading a book brought you comfort and joy.

The Book Club Designed for an old-fashioned spirit in the modern world: Yours.

Page 6 of 6 PRIZMCE Marketer’s Handbook - 2008 Page 187 APPENDIX G:

Links

BBM RTS CANADA and PMB Categories Alcohol & Tobacco Apparel & Jewellery Automotive Products Automotive Services Business Cable & Network TV Media Usage Electronics Financial, Banking and Insurance Food & Beverage Gas Credit Cards & Chains Grocery Chains & Coupons Hardware & Appliance Health & OTC Drug Home Furnishings Home Improvements Life Events & Psychographics Magazines & Newspapers Personal Services Print Media Usage Radio Media Usage Restaurants Retailers & Shopping Sports & Leisure Telecommunications Television Viewership Travel

PRIZMCE Marketer’s Handbook - 2008 Page 188

© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks of Environics Analytics Group Ltd PRIZMCE is based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada. Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).