South Asian Society
Young upper-middle-class South Asian families
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 the top-ranked cluster for playing video games. 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.
Upper-Middle $68,746
Younger
Ethnic Presence: High (South Asian)
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 tjheir native countries, buying mail-order and owning lots of consumer electronics. Yet for all this ethnic diversity, their taste in television looks surprising like that if native-born English-speaking Canadians: they frequently tune in Headline News, Outdoor Life Network and the Comedy Network. While South Asian Society may get local new on multicultural radio they turn to mainstream media to stay abreast of what is happening in Canadian life.
How they think
South Asian Society is a cluster whose values reveal its transitional status in Canadian Society. The second strongest cluster on Belonging to the Global Village, these mostly new Canadians still feel strongly attached to their nations of origin and see themselves as citizens of the world. Their belief in the Importance of National Superiority 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 very 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 and Ethnic Intolerance. Strong on both Ostentatious Consumption and Saving on Principle, these Canadians want to be able to show others that they are succeeding, but they take pride in handling their money wisely-not wastefully.
Attitudes
"I generally look for designer clothes labels"
"There is a lot of stress in my life"
"A woman should change her name when she gets married"
"Religion is very important to me"
"I am comfortable with new technology"
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"
Grocery Stores
Video Rental
