University Lifestyle & Demographics

Newcomers Rising
Young midscale immigrants in city apartments

Nearly 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. They're 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, visiting amusement parks, using dating services and engaging in fitness activities like swimming and yoga. Life still has its challenges for these newcomers - they admit to experiencing significant stress - but they're on pace for upward mobility. This cluster has a high rate of residents taking college and university courses.

Middle $46,292
Young
Ethnic Presence: High (Mixed)

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 rock and classical music concerts, shopping at upscale stores like Club Monaco and Banana republic and virtual lives spent surfing the web for commerce and entertainment. This cluster represents one of the nations 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.

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 make them feel more secure. They are strong on Anomie and Aimlessness and express an Ethnic Intolerance, which is likely a manifestation of a need to feel (unconditionally) part of a stable social group. However, their Search for Roots and Community Involvement indicate that they may be progressing toward less exclusionary forms of group belonging. Though they are on track for further success, these Canadians are too concerned with improving their families' lives to worry about impressing others: they are strong on Utilitarian Consumerism and weak on both Need for Status Recognition and Joy of Consumption. This cluster's weakest values are Control of Destiny and Rejection of Authority. In some cases, this may reflect origins in more hierarchical societies; in others, it may simply indicate a need for security for the time being: Newcomers Rising residents plan to succeed by following rules laid out by others-they're not ready to strike out on their own and claim greater autonomy in the workplace, in their spiritual lives or at home (where father knows best).

Attitudes
"Religion is very important to me"
"I really enjoy shopping for clothes"
"Young people today have too much freedom and not enough discipline"
"Immigrants should set aside their cultural backgrounds and blend into Canada's culture"
"I enjoy entertaining"

Suburban Rows
Young and comfortable immigrant families in suburbia

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: PDAs, video game systems, wireless Internet devices 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.

Upper-Middle $62,111
Younger
Ethnic Presence: Some (Mixed)

As consumers, Suburban Rows present a mixed portrait. They're frequent travelers-especially to destinations outside Canada-but these penny-pinchers also rank near the top for flying standby and spending a relatively modest $500-$1000 on their last trip. Their typical row and single detached houses are modestly priced, as are their compact cars and SUVs. These residents especially enjoy attending shows and exhibitions, no matter the topic. Suburban Rows has high rates for going to expositions that feature pets, computers, boats, cottages-just about any of life's little luxuries.

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 Ethnic Intolerance and a belief in the Importance of National Superiority. These values suggest that they are concerned with maintaining strong ties to their nations of origin, while also hoping to have their difficult decision to emigrate affirmed by the oppurtuniites available in Canada. Their attraction to Ostentatious Consumption suggests that they wish to show others that they have succeeded in their adoptive country, and their Aversion to Complexity in Life suggests that their lives, though on the whole successful, are already complicated enough by the challenges they have faced as immigrant and/or members of minority groups. This segments Anomie, Aimlessness-and Acceptance of Violence suggest that their search for meaning and fulfillment has not progressed as far as their quest for career success in information-economy jobs and other well-paid occupations.

Attitudes
"More of the tax burden should be placed on corporations"
"Overall there is too much immigration"
"Society has become increasingly female-friendly and less male friendly"
"I am more of a spender than a saver"

Electric Avenues
Young upper-middle-class urban singles

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 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 patronizing the local nightclub. While no one would consider Electric Avenues residents conservative, they are less liberal in their outlook than Grads & Pads.

Upper-Middle $62,094
Young
Ethnic Presence: Low

Electric Avenues bring 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, books, health foods and yoga. And though supermarket surveys would seem to indicate they are starving-spending less than $50 weekly on groceries-they frequent all types of restaurants. Electric Avenues residents like nothing more than to meet friends at coffee bars, making it the top-ranked cluster for drinking cappuccino.

How they think
Electric Avenues is a cluster of autonomous, flexible and engaged Canadian youth. Electric Avenue residents' flexibility and 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, Gender Equality, and Sexual Permissiveness. Electric avenues residents question rules and received wisdom. They 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 trends Ostentatious Consumption and Concern for Appearance.

Attitudes
"I am willing to pay more for environmentally-friendly products"
"I am more independent than most people"
"I am interested in discovering more ways to improve my intuition"
"The use of marijuana should be legalized in Canada"

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