Oakridge 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"

Park Bench Seniors
Downscale seniors in urban high-rises

With half of all its residents over 65 years old, Park Bench Seniors is Canada's oldest lifestyle. These downscale retirees tend to live in older, seniors-oriented high-rise apartment buildings - half were built before 1975 - 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, gardening, 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 and aren't too keen on entertaining at home, either.

Downscale $31,362
Mature
Ethnic Presence: Low

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 Shoppers Drug Mart, Zellers, and Reitmans. And many are techno-phobic, rarely purchasing computer software, cell phones, cameras or DVD devices. They'll occasionally splurge on a trip-Britain, Mexico, and Las Vegas are popular destinations-but these seniors make do with more modest forms of entertainment. When they splurge, it is most likely on the latest toy for a grandchild.

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. Strong on 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. In their small towns, these Canadians don't encounter the kind of diversity that thrives in Canada's cities, and their Ethnic Intolerance reflects their fear of people unlike themselves. Ethnic intolerance is one aspect of these Canadians' generalized Aversion to Complexity in Life. Some of the complexities they find most troubling have to do with gender and sexuality in contemporary Canadian life: this cluster is among the weakest of all on Sexual Permissiveness and Flexible Definition of the Family.

Attitudes
"Young people have too much freedom and not enough discipline"
"I have not already taken steps to ensure that I have sufficient income for my retirement"
"The father of the family must be master in his own house"
"I would never buy products from a company that tested them on animals"
"I try to eat foods that are good for me"

Rooms with a View
Young Multi-ethnic singles in downscale urban high-rises

Rooms with a View represents the nation's high-rise 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 enjoy entertaining at home - 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. And like other youth, they express somewhat hedonistic values, telling researchers that they enjoy "letting myself go."

Downscale $36,721
Young
Ethnic Presence: High (Mixed)

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. Those who work typically hold white-collar and sales positions and find themselves on the road a lot, making this cluster the tops for taking business trips. Back in their apartment towers, 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 take their frequent trips back home.

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), especially a new garment or gadget that will impress their friends (Concern for Appearance). This is a young cluster, but not a particular idealistic one: it scores high on Acceptance of Violence and Civil Disobedience; in combination, these trends suggest a streak of rebelliousness. Residents of Rooms with a View are thrilled by the possibilities for entertainment and consumption that new technology provides: it is among the strongest clusters on Enthusiasm for New Technology.

Attitudes
"There should be more public funding for the arts"
"I would prefer to do work that is not particularly interesting but pays well"
"I enjoy shopping for clothes"
"I don't think Canada is becoming too closely linked to the U.S."
"I am more of a spender than a saver"