Hastings East Lifestyle & Demographics

Asian Up-and-Comers
Successful middle-aged Asian families

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% are foreign born. While their incomes are just average, this cluster's above-average savings levels and lofty home values - averaging nearly $309,000 for their suburban houses - result in decidedly upscale spending patterns: wardrobes filled with designer clothes and jewellery, driveways lined with sporty luxury cars, nights spent at the theatre. 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.

Upper-Middle $60,082
Middle-Aged
Ethnic Presence: High (Chinese)

The residents of Asian Up-and-Comers are relatively recent immigrants: nearly half came to Canada since 1990. But these large, often multigenerational families are beginning to prosper in their adopted country. Some have recently moved or bought their first home, and the 27 percent who still rent their residences will be 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.

How they think
Asian Up-and-Comers is a cluster that is modern, autonomous and idealistic in its values. Among the strongest clusters on the trend Introspection and Empathy, these Canadians are living rich, thoughtful lives. This cluster is enthusiastic about consumption-especially technology, but not obsessed with material things. Asian Up-and-Comers is strong on a number of idealistic trends from Global Ecological Consciousness to Ethical Consumerism to Equality of the Sexes. This cluster delights in the non-rational: strong on Intuitive Potential and Personal Creativity, Asian Up-and-Comers residents 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 or the Acceptance of Violence.

Attitudes
"I find it enriching to talk to different kinds of people"
"I tend to be the first to own new electronic products"
"I read newspaper inserts before Shopping"
"Being Canadian is part of my identity"
"It is important for me to feel connected to my cultural roots"

Daytrippers & Nightowls
Young lower-middle-class urban singles and couples

Daytrippers & Nightowls is a collection of city and suburban neighbourhoods where young, unattached Canadians live in sprawling, garden-style apartments. 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, rock concerts, coffee shops and dance clubs. The cluster's top sports include yoga, swimming, 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.

Lower-Middle $41,096
Young
Ethnic Presence: Some (Chinese/SE Asian)

Their household incomes may be modest- -an average $41,000- -but Daytrippers and 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 rock concert or computer technology. Daytrippers and 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 save them time at home.

How they think
Daytrippers and Nightowls is a modest but not entirely frugal cluster: weak on both Saving on Principle and Utilitarian Consumerism, these Canadians may be able to resist fancy clothes, but their Enthusiasm for Technology has them reaching for their wallets regularly. But man cannot live by gadgets alone: this is a young cluster on an active search for meaning. Interested in the Reprioritizing of Work and in undertaking a Search for Roots, Daytrippers and Nightowls residents are considering their place and purpose in the world. They are already strong on Introspection and Empathy and Openness Toward Others, and they express an interest in developing their Intuitive Potential and Personal Creativity. (Maybe the next yoga class will inspire them.) members of Daytrippers and Nightowls aren't as outward looking as some others-they aren't strong on many idealistic trends-but they have little patience for Ethnic Intolerance and are among the weakest clusters on Acceptance of Violence. These thoughtful tech-lovers are just trying to better themselves for now, but are being careful not to step on any toes along the way.

Attitudes
"I am willing to work at a boring job as long as the pay is good"
"Regular exercise is an important part of my life"
"I like activities which push my mental and physical limits"
"If they are equally qualified for a job, men and women should be paid the same salary"
"I love to meet people whose way of life derives from different culture"

Upward Bound
Middle-aged families in suburban comfort

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, action figures, animation DVDs - and activities ranging from camping to baseball. Their homes, averaging $200,000, 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.

Upper-Middle $70,740
Middle-Aged
Ethnic Presence: Low

Upward Bound is mostly known as a place of older, suburban neighborhoods sprinkled with bungalows and back splits, SUVs and RVs, tricycles and wading pools. The middle-aged residents' media tastes lean towards gardening and TV magazines as well as sports and shelter programs 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-centered world, it's no surprise that these consumers are twice as likely as average Canadians to frequent amusement parks and play video games. They tell researchers that the best moments of their lives have been spent with their families.

How they think
Upward Bound is a cluster living in the moment-and enjoying that moment immensely. Focused on home 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. 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.

Attitudes
"I am prepared to pay more for environmentally-friendly products" "I really pity people who consider work the be-all and end-all of life" "Society has become increasingly female friendly" "There should be more restrictions on smoking in public places" "Being a Canadian is part of my personal identity"

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