Get to Know the Evolving Canadian Population

Get to Know the Evolving Canadian Population

CMA is pleased to showcase, in partnership with Environics Analytics, the latest insights into Canada's changing consumer landscape.

When it comes to marketing, most campaign managers still view consumers through the lens of age, sex and income. But the consumer landscape has undergone massive upheaval, with fragmented markets and emerging channels. Geodemographic segmentation—analyzing the demographics and lifestyles of small neighbourhoods—can help marketers develop informed strategies for acquiring new customers, aligning sales territories, cross-selling existing customers and forecasting growth.

This spring, Environics Analytics (EA) released PRIZM5, the latest edition of the nation's most widely used geodemographic segmentation system. Among the findings:

  • Canada consists of 68 distinct lifestyle types, with names like Urbane Villagers (wealthy middle-aged urban sophisticates), Pets & PCs (younger, upscale suburban families) and Jeunes d'Esprit, or "Young at Heart" (older, lower-middle-income rural couples in Quebec).

  • Canadians are remarkably diverse: 22 percent are immigrants, 11 percent speak a non-official language at home, and 21 percent are members of a visible minority. No longer just a big-city phenomenon, diverse populations are growing in Saskatoon, Regina and Oshawa.

  • Numbering 9.3 million, Millennials are the nation's largest demographic group. While they may share a sensibility, their lifestyles run the gamut, depending on whether they're still in school, starting jobs, or forming families.

  • Cities are booming, creating a vertical world of high-rise apartments and condominiums. Apartment buildings are the fastest growing dwelling type, with high-rises accounting for most of that growth.

For more insights into what consumers are buying, doing and thinking as revealed by PRIZM5, download the feature article The Evolving Canadian Population here. It will change what you thought you knew about Canadians.