EthoSense Audiences

ETSE048 | Change Seekers – Diverse, Upscale, Professional Young Families

• Upscale diverse families with children, living predominantly in suburban areas outside of Canada’s largest metropolitan centres, in newer build single detached homes, townhomes, row houses.
• Occupations tend to concentrate in public sector roles, applied science and technology, and finance and insurance.
• Well educated at the the University level. Education skews towards mathematics, computer science, commerce, applied sciences and social sciences.
• Equal mix of 1st, 2nd, and 3rd + generation immigrants of European, South Asian, and East Asian ancestry.

ETSE049 | Change Seekers – Diverse, Midscale, Skilled Trade Young Families

• Midscale diverse families with children, living predominantly in suburban areas outside of Canada’s largest metropolitan centres, in single detached homes, semi-detached, row houses, and duplex/multiplex. Higher presence of multi-generational households.
• Occupations tend to be in sales & service, healthcare, public administration & education, manufacturing, and transportation/warehousing. Workers in this segment show higher than average commuting times, given their suburban residences outside of dense urban areas.
• Average education at the college and university level. Larger share (50%) are 1st generation immigrants, followed by 2nd generation (28%), with a moderate ethnic skew towards South Asian (26%).

ETSE050 | Change Seekers – Diverse, Modest, Professional Singles & Couples

• Modest diverse single & couples, living in urban & suburban areas, predominantly in apartments (70%).
• Moderate skew towards retirees (20%). Occupations tend to be in sales & service, manufacturing, construction, and public sector roles.
• Average education at the college and university level. No particular ethnic skew: diverse mosaic of Canadians; 1st generation immigrants make up 40% of this segment.

ETSE051 | Change Seekers – Upscale, Skilled Trade Families

• Upscale skilled trade families with children, living in small-medium population centres, in detached homes.
• 2/3rds are in francophone communities in Quebec.
• High levels of employment. Occupations tend to be in skilled trades, construction, manufacturing, transportation and heavy equipment operation.
• Education level typically college diploma, apprenticeships, and other vocational training. Low ethnic diversity – >80% are 3+ generation Canadians or European ancestry.
• Report high levels of perceived life stress. Drink alcohol regularly.

ETSE052 | Change Seekers – Midscale, Skilled Trade Mature Singles & Couples

• Midscale skilled trade singles & couples, living in mixed geographies, ranging from small population centres to larger urban & suburban neighbourhoods.
• 42% are in francophone communities in Quebec.
• Occupations tend to be in skilled trades, construction, manufacturing, healthcare and public sector services. Live within a short commuting distance to work.
• Education level typically at college diploma, apprenticeships, and other vocational training. Low ethnic diversity – >80% are 3+ generation Canadians or European ancestry.
• Report some health issues related to weight, drink alcohol fairly regularly.

ETSE053 | Change Seekers – Modest, Skilled Trade Families

• Modest young skilled trade families with children, living in mixed geographies, ranging from small population centres to suburban-rural fringe neighbourhoods.
• Half are in francophone communities in Quebec.
• Occupations tend to be in manufacturing, construction, trades, transportation, healthcare and public sector services.
• Education level typically at high school, trade apprenticeships, and other vocational training. Report elevated levels of perceived life stress. elevated presence of lone-parent families.

ETSE054 | Change Seekers – Modest, Skilled Trade Mature Singles & Couples

• Modest skilled trade singles & couples, with an older age skew living in small-medium population centres.
• 2/3rds are in francophone communities in Quebec.
• For working age population, occupations tend skew towards manufacturing, trades, retail sales & service, healthcare & community services.
• Education level typically at high school, trade apprenticeships, and other vocational training.
• Elevated presence of health problems related to aging. Moderate reliance on public retirement fixed income sources (OAS/CPP/QPP), and other government supports.

ETSE055 | Change Seekers – Upscale, Professional Families

• Upscale young professional families with children, living in suburban areas in larger detached homes.
• More than a 1/3rd are in francophone communities in Quebec.
• High rate of employment. Occupations tend to be in public administration, education, healthcare, business, finance, and professional services.
• Education level typically at College & University level.
• Report some health issues related to weight, drink alcohol fairly regularly. Income to shelter costs is very low for this segment.

ETSE056 | Change Seekers – Midscale, Professional Mature Singles & Couples

• Midscale professional singles & couples with an older age skew, living in urban & suburban areas in mixed dwelling types.
• 1/3rd are in francophone communities in Quebec.
• For working age population, occupations tend to be in public administration, education, healthcare, business, finance, and professional services. Education level typically at College & University level.
• Population health data shows heavier levels of alcohol use for this segment, high healthcare utilization (top quartile).

ETSE057 | Change Seekers – Modest, Professional Young Singles & Couples

• Modest young well-educated singles & couples, living in urban areas predominantly in older low-rise apartments.
• Most bilingual of all segments (40%), 2/3rd are in Quebec.
• Occupations tend to be in retail sales & service, education, food, accommodations & tourism, public sector roles & academic research.
• Most have a post-secondary diploma or degree, with slightly higher presence of graduate degrees. Their educational domains are skewed towards arts, humanities, and social sciences.
• Population health data shows heavier levels of alcohol use for this segment (“heavy” or “regular” drinker).

ETSE067 | Confident & Self-Motivated – Diverse, Affluent, Professional Families

• Affluent diverse families w/ children, living suburban neighbourhoods near large metropolitan centres. predominantly in newer, high-value single detached homes.
• Occupations tend to concentrate in professional services, applied science and technology fields, banking/finance & insurance.
• Highly educated, with higher % w/ bachelors & masters degrees. Majors typically skew natural sciences, commerce/finance, mathematics and computer science.
• Skew towards 1st generation immigrants (42%), remaining equally split amongst 2nd and 3rd + generation. Diverse cultural Mosaic with descendants primarily of European, Chinese, and South Asian ancestry.
• Report excellent physical health, mental health, and overall strong life satisfaction.

ETSE068 | Confident & Self-Motivated – Diverse, Upscale, Professional Singles & Couples

• Upscale diverse singles & couples, living in urban & suburban areas predominantly in newer build high-value condos and other mixed dwellings.
• Occupations tend to concentrate in professional services with a moderate skew towards self-employment, banking/finance & insurance, applied sciences and technology and public sector roles.
• Highly educated, majority have University education. 1/10 have graduate-level degrees majors typically skew to commerce/finance, engineering, applied sciences & social sciences.
• Roughly even split between 1st generation, 2nd, and 3rd + generation immigrants. Diverse cultural mosaic with descendants primarily of European and South East Asian ancestry.
• Report excellent perceived health, frequently exercise and activity.

ETSE069 | Confident & Self-Motivated – Upscale, Skilled Trade Families

• Upscale professional young singles & couples, living in urban neighbourhoods in mixed dwelling types, with a moderate skew towards low-rise condos and apartments.
• Occupations tend to skew towards professional services, healthcare, education, public administration, and finance & insurance.
• Highly educated, majority have post-secondary education. 1/10 have graduate-level degrees. Majors typically skew to management & public administration, applied sciences , social sciences & humanities.
• Report a healthy diet and exercise routine in their daily lives.

ETSE070 | Confident & Self-Motivated – Affluent, Professional Families

• Affluent professional families w/ children, living in urban & suburban neighbourhoods near large metropolitan areas, skewed towards older high-value detached homes.
• Income-to-shelter ratio is lower for this segment (~85% spend <30% of their income on shelter costs).
• Occupations tend to skew towards professional services, banking, finance & insurance, applied sciences, and sales & service roles. Income has moderate skew towards self-employment and investment sources.
• Highly educated, majority have University education. 1/10 have graduate-level degrees majors typically skew to commerce/finance, engineering, law & social sciences.
• Report strong/excellent perceived mental & physical health, with frequent activity and exercise. Report strong sense of belonging in their community.

ETSE071 | Confident & Self-Motivated – Upscale, Professional Young Singles & Couples

• Upscale professional young singles & couples, living in urban neighbourhoods in mixed dwelling types, with a moderate skew towards low-rise condos and apartments.
• Occupations tend to skew towards professional services, healthcare, education, public administration, and finance & insurance.
• Highly educated, majority have post-secondary education. 1/10 have graduate-level degrees. Majors typically skew to management & public administration, applied Sciences , social sciences & humanities. Report a healthy diet and exercise routine in their daily lives.

ETSE072 | Experienced – Diverse, Upscale, Professional Families

• Upscale diverse families w/ children, living in suburban neighbourhoods near large metropolitan areas , predominantly in single detached homes.
• Occupations tend to concentrate in professional services, banking, finance & insurance, public sector, STEM fields, and sales & service roles.
• Well educated, majority have post-secondary education with a higher % of University graduates. Majors typically skew to business/finance, engineering and applied sciences, health sciences, computer science and IT.
• Skew towards 1st generation immigrants (45%), followed by 2nd generation(26%) of European, Chinese, and South Asian ancestry. 1st generation group primarily came to Canada under economic sponsorship category.

ETSE073 | Experienced – Diverse, Upscale, Professional Singles & Couples

• Upscale diverse singles & couples, living in urban neighbourhoods in mixed dwelling types, with a moderate skew towards high-rise condos and apartments.
• Cost of living is slightly elevated for this segment, with 1/3 spending more than 30% of income on shelter costs.
• Occupations tend to skew towards professional services, and roles in the banking/finance & insurance, technology, & health care sectors.
• Highly educated, majority have post-secondary education. 1/10 have graduate-level degrees. Majors typically skew to commerce & finance, engineering & applied technology, physical & social sciences, & law.
• Moderate skew towards 1st generation immigrants (40%) primarily from South East Asian and South Asian Countries. Remaining are fairly split between 2nd & 3rd + generation immigrants from Europe.

ETSE074 | Experienced – Diverse, Midscale, Professional Families

• Midscale diverse families w/ children, living suburban neighbourhoods outside or large metropolitan areas in mixed dwelling types.
• Moderate presence of social assistance and government transfers to supplement income.
• Work in a range of occupations related to sales & service , manufacturing/warehousing, and retail trades.
• Education typically at the college & university level (50% have diploma or degree). 1/5 do not have formal post-secondary education.
• Skew towards 1st generation immigrants (55%), followed by 2nd generation(26%) with a skew towards immigrants from South Asia (17%), China (16%), and Afro-Caribbean countries (11%). 1st generation group primarily came to Canada as Secondary applicants or under family sponsorship categories.

ETSE075 | Experienced – Diverse, Modest, Professional Mature Singles & Couples

• Modest diverse singles & couples, w/ a skew towards retirees, living in urban & suburban neighbourhoods predominantly in mixed rental dwellings.
• Shelter costs are high relative to income. Approximately 1/10 live in subsidized housing.
• Higher reliance on public retirement fixed income sources (OAS/CPP/QPP) for seniors, high overall presence of social assistance and other government support.
• Occupations typically skew towards sales & service sector and retail trades.
• Moderate presence of post-secondary education.
• Moderate skew towards 1st generation immigrants (40%), remaining approximately split between 2nd and 3rd+ generation. A cultural mosaic with no particular ethnic skew, all continents fairly represented in this segment.

ETSE076 | Experienced – Upscale, Skilled Trade Families

• Upscale skilled trade families w/ children, living in small-medium population centres and rural regions predominantly in single detached homes. Live relatively close to their workplace (15 min commute on average).
• Occupations tend to concentrate in natural resources (mining, oil, gas), agriculture, construction, skilled trades and some public sector roles.
• Education level typically at college diploma or certificate, trade apprenticeships, and other vocational training.
• Overall low ethnic diversity. Majority of residents are 3rd + generation Canadians of European ancestry. Report a strong sense of belonging in their communities.

ETSE077 | Experienced – Modest, Skilled Trade Mature Singles & Couples

• Modest skilled trade singles & couples with a moderate skew towards retirees, living in small-medium population centres predominantly in detached homes, row houses followed by low-rise apartments.
• Higher reliance on public retirement fixed income sources (OAS/CPP/QPP) for seniors, elevated presence of government transfers & social assistance.
• For working age population, occupations tend to concentrate in retail trades, construction & manufacturing, and healthcare sector.
• Education typically at high school or equivalent, college diploma, and trade certifications and apprenticeships.
• Overall low ethnic diversity. Majority of residents are 3rd + generation Canadians of European ancestry.
• Higher incidence of health issues related to aging.

ETSE078 | Experienced – Upscale, Professional Families

• Upscale professional families w/ children, living in suburban areas predominantly in larger single detached homes.
• Occupations tend to skew towards public administration, education, professional services & sales oriented roles.
• Well educated, majority have post-secondary degrees & diplomas from diverse array of academic disciplines.
• Skew towards 3rd generation+ immigrants of European ancestry (85%), remaining are a mix of 1st & 2nd generation with diverse backgrounds (no particular ethnic skew).

ETSE079 | Experienced – Upscale, Professional Mature Singles & Couples

• Upscale professional singles & couples with a moderate skew towards retirees, living in urban & suburban neighbourhoods primarily in detached homes followed by mixed rental dwellings.
• Retired Cohort shows higher presence of private pension income relative to other segments.
• For working age population, occupations tend to concentrate in professional services, education, healthcare and public administrations, and sales & service roles.
• Highly educated, with higher % w/ bachelors & masters degrees from diverse array of academic disciplines.
• Overall low ethnic diversity. Majority of residents (~90%) are 3rd + generation Canadians of European ancestry.
• Report being physically active, in good health, with frequent contact with their health care provider or physician.

ETSE080 | Experienced – Midscale, Professional Mature Singles & Couples

• Midscale professional single & couples skewed towards retirees, living in suburban regions and medium population centres predominantly in mixed rental dwellings followed by detached homes.
• Moderate reliance on both public and private retirement fixed income sources.
• For working age population, occupations tend to skew towards healthcare services, public sector roles, and sales & service.
• Well educated, with majority of residents obtaining a post-secondary degree, diploma or certificate.
• Low overall ethnic diversity. Majority of residents (~90%) are a either 2nd or 3rd + generation Canadians of European ancestry.
• Elevated presence of health issues related to aging.

ETSE044 | Living One Day at a Time – Diverse, Modest, Skilled Trade Families

• Modest 1st generation immigrant families with children, living in multiplexes, apartments and other mixed housing in suburban regions outside of Canada’s larger metropolitan areas.
• Occupations tend to concentrate in retail sales and service, transportation & warehousing, food & accommodations, administrative support, and manufacturing.
• Higher reliance on government social assistance payments.
• Higher presence of lone-parent families.
• Education typically at high school diploma or below.
• Ethnically diverse Canadians with a higher presence of families from South Asia, Afro-Caribbean nations, South East Asia. Many of whom immigrated to Canada under family sponsorship, some as refugees.

ETSE045 | Living One Day at a Time – Diverse, Modest, Skilled Trade Families

• Modest diverse singles & couples, with a skew towards 1st generation immigrants, living in apartments & subsidized housing in suburban regions outside of Canada’s larger metropolitan areas.
• Ratio of income to shelter costs is very high for this segment.
• Occupations tend to concentrate in retail sales and service, food & accommodations, and other services based roles. moderate reliance on government social assistance payments.
• Education typically at high school diploma or below.
• Ethnically diverse Canadians with a higher presence of families from South East Asia, Afro-Caribbean nations, and South Asia.

ETSE046 | Living One Day at a Time – Modest, Skilled Trade Young Singles & Couples

• Modest skilled trade singles & couples, living predominantly in medium population centres and small industrial towns in older apartments.
• Occupations tend to concentrate in retail sales and service, manufacturing, and other services based roles.
• Relatively higher unemployment in this segment. Highest reliance on government social assistance payments compared to all other segments.
• Education typically at high school diploma or below.
• Low ethnic diversity.

ETSE047 | Living One Day at a Time – Modest, Professional Young Singles & Couples

• Modest singles & couples, living predominantly in urban areas and medium population centres in older apartments.
• Occupations tend to concentrate in retail sales and service, food and accommodation, and community services (public sector).
• Education level typically at the college and university level, with a higher concentration of studies in Arts, Humanities, and Social Sciences.
• Almost half are francophone.

ETSE001 | Sensation Seekers – Diverse, Upscale, Professional Young Families

• Upscale, diverse young families with children, homeowners with a mortgage (townhouse, detached, skews to newer builds ~ last 15 years), living in suburban areas outside of major metropolitan areas.
• Well educated (high bachelor degree + %), working in STEM related roles & fields, healthcare sector. Studied applied sciences, mathematics, computer science & IT.
• 1st or 2nd generation Canadians, skews to economic immigrants category. Diverse ethnicities ranging from South Asian, South East Asian, and Middle Eastern countries of origin.

ETSE002 | Sensation Seekers – Diverse, Upscale, Professional Young Families

• Midscale young diverse singles & couples living in newer high-rise apartments & condos in urban & suburban areas.
• Ratio of income-to-housing costs skew higher for this segment.
• Well educated (high ratio of bachelors & masters degree holders), working in the banking/finance, Insurance, technology and applied science fields.
• Mix of new immigrants, 2nd generation immigrants, and 3+ generation. A true cultural mosaic with no strong skew to a particular ethnicity or country of origin.

ETSE003 | Sensation Seekers – Diverse, Midscale, Skilled Trade Families

• Midscale diverse families with children living in suburban areas outside of Canada’s major metropolitan areas, residing in mixed housing types (over 1/3rd are in rental housing).
• Higher than average presence of multi-generational families and lone-parent families.
• Work in a range of occupations related to sales & service, manufacturing, transportation & warehousing, and retail operations.
• Education typically at the college & university level (50% have diploma or degree).
• Predominantly 1st generation immigrants (55%) followed by 2nd generation (30%). Diverse Canadians with skew towards South Asian (20%), followed by Chinese, Filipino, and Afro-Caribbean ancestry.

ETSE004 | Sensation Seekers – Diverse, Modest, Skilled Trade Singles & Couples

• Modest diverse singles & couples living in older apartments (built 1960-80) in urban areas, with a moderate skew towards subsidized housing.
• Lower average labour participation rate, work in occupations in sales & service, trades, manufacturing, food & accommodation, and other service related fields.
• Population skews towards 1st generation immigrants (~50%), many of whom came to Canada sponsored under the family or refugee category. Diverse Canadians with moderate skew towards East Asian, South Asian, and Afro-Caribbean ancestry.

ETSE005 | Sensation Seekers – Upscale, Skilled Trade Young Families

• Upscale young skilled trade families with children living in smaller population centres and rural-suburban fringe regions, in newer build (last ~15 years) detached homes & townhomes.
• One of the highest labour participation rates of all segments. Occupations skew towards skilled trades, construction, manufacturing, and natural resources production related fields.
• Education skewed towards trade apprenticeships and other applied technology college diplomas.
• Overall low ethnic diversity. Majority of residents (~80%) are 3rd + generation Canadians or European ancestry.

ETSE006 | Sensation Seekers – Midscale, Skilled Trade Young Families

• Midscale skilled trade singles and couples, skews to smaller population centres and urban-rural fringe regions, live where they work (within 15 minutes commute to workplace).
• Highly mobile (increased rate of interprovincial migrants).
• Work in trades, transportation, sales & service, mining, oil, gas, and agriculture related fields.
• Overall low ethnic diversity. Skews towards 3rd generation + Canadians of European ancestry.
• Health data reports higher rate of injuries, likely based on nature of work.

ETSE007 | Sensation Seekers – Modest, Skilled Trade Mature Singles & Couples

• Modest skilled trade singles & couples with a skew towards retirees, living in low-rise apartment complex or other rented dwellings in medium-small population centres.
• Skews towards 3rd generation + Canadian citizens, overall low ethnic diversity.
• Higher presence of social assistance, government transfers and EI.
• Low to limited post secondary education.
• Non-retired cohort work in retail trades, sales & service, healthcare and social assistance.
• Higher presence of health problems related to aging

ETSE008 | Sensation Seekers – Affluent, Professional Young Families

• Affluent professional young families with children, homeowners with a mortgage ( newer builds last ~15 years), living in suburban areas outside of major metropolitan centres & medium population centres.
• High employment/participation rate. Working in professional services, public sector occupations like healthcare, public administration, education and other community services.
• Well educated (majority have a post secondary diploma or degree, high % Bachelors degree or above).
• Report higher than average physical health and mental well-being.

ETSE009 | Sensation Seekers – Upscale, Professional Young Singles & Couples

• Upscale professional young singles & couples, predominantly living in medium-large metropolitan areas in condos & apartments, and other non-detached dwelling types.
• Highly mobile (inter & intra provincial movers or transplants).
• Working occupations in education, law and social, community & government services, applied sciences & professional services.
• Fairly well educated. 70% of adult population have a post-secondary diploma or degree, high % have bachelors degree or above.
• Health data suggests higher level of alcohol consumption, higher rate of “regular” drinkers in this population.

ETSE010 | Sensation Seekers – Modest, Professional Singles & Couples

• Modest professional singles & couples of mixed ages, living in suburban or medium population centres, predominantly in low-rise apartments/condos and other rental dwellings.
• Skew towards 1 person Households (42%).
• Work occupations related to sales & service, public sector and community services, professional services.
• Well educated, majority have a post-secondary diploma or degree.

ETSE026 | The Good Life – Diverse, Affluent, Professional Families

• Affluent diverse families with children living in larger suburban areas. Reside in high value dwellings, detached homes and executive townhomes.
• Occupations in banking/finance & insurance, wholesale trading, and applied science & technology.
• Education skews towards mathematics, computer science & IT, commerce.
• University educated. Education skews towards mathematics, computer science, IT, & commerce.
• Mix of 1st and 2nd generation immigrants, many of which who were admitted to Canada as economic migrants. Ethnically diverse with moderate skew towards Chinese communities (18%), followed by South Asian (12%).

ETSE027 | The Good Life – Diverse, Upscale, Professional Singles & Couples

• Upscale diverse singles & couples living in larger urban & suburban areas in newer build high rise condos.
• Occupations tend to be concentrated in management, applied sciences/technology and new media. There is also a moderate skew to self-employment income, from freelance/professional services and real estate.
• Highly educated, with higher % with bachelors & masters degrees. Majors vary from the arts & social sciences to business/finance, and computer science.
• Ethnically diverse Canadians with European, Chinese, and Middle Eastern ancestry.

ETSE028 | The Good Life – Diverse, Midscale, Skilled Trade Families

• Midscale diverse families with children living in large suburban areas outside of major metropolitan centres. Dwellings tend to be semi-detached homes, row houses, and duplexes, with a moderate presence of multi-generational families residing in them.
• Occupations skew to skilled trades, transportation/warehousing & wholesale trade, manufacturing & utilities, sales & service. Work hard with longer commutes (~60 mins) to provide for their families.
• Education level typically at high school equivalent or college diploma.
• Mix of 1st and 2nd generation immigrants. Many of the 1st generation immigrants arrived in Canada as children or young adults between the 70’s & 90’s to seek out a better life and to build a foundation for the next generation. Ethnically diverse communities predominantly from South Asia, China, South East Asia, and Afro-Caribbean countries.

ETSE029 | The Good Life – Diverse, Modest, Professional Young Singles & Couples

• Modest diverse young singles & couples with an older age skew living in large suburban areas outside of major metropolitan centres in mixed housing types.
• Ratio of income-to-shelter costs is elevated for this segment.
• For working age population. Occupations skew to healthcare, insurance, retail trades, sales & service.
• Education level typically at high school equivalent or college diploma.
• Ethnically diverse Canadians with European and East Asian ancestry, with 1st generation immigrants typically coming to Canada before 1980.

ETSE030 | The Good Life – Upscale, Skilled Trade Young Families

• Upscale skilled trade families with young children living near small-medium population centres and suburban-rural fringe areas in single detached homes with a moderate skew to Quebec communities.
• High labour participation rate, work in skilled trades, construction, transport & equipment operation. Mobile workforce frequently working at different job sites.
• Post-secondary education skews towards apprenticeship or trade certifications.

ETSE031 | The Good Life – Midscale, Skilled Trade Singles & Couples

• Midscale skilled trade singles & couples living near small-medium population centres and suburban-rural fringe areas with a moderate skew to BC & Alberta.
• Work in agriculture, natural resources, skilled trades, & construction.
• Elevated levels of internal migration as they live where they work.
• Post-secondary education skews towards agriculture/natural resources management, apprenticeships and trade certifications.
• Enjoy being physically active outdoors during leisure time.

ETSE032 | The Good Life – Modest, Skilled Trade Families

• Modest skilled trade families with children living near medium population centres and suburban-rural fringe areas. Reside in older detached homes or semi-detached homes.
• Income-to-shelter costs relatively low.
• Work in manufacturing, trades and equipment operation, warehousing & construction.
• Education typically at high school or equivalent, trade certifications and apprenticeships. Strong affiliations with labour unions.

ETSE033 | The Good Life – Modest, Skilled Trade Young Singles & Couples

• Modest skilled trade young singles & couples living near small-medium population centres. Reside in older rental & owned dwellings.
• Work in retail trades, healthcare, manufacturing, and sales & service positions.
• Education typically at high school or equivalent, trade certifications and apprenticeships.
• Higher presence of EI recipients.

ETSE034 | The Good Life – Affluent, Professional Families

• Affluent Professional families with children, living in urban & suburban regions in larger high-value detached homes.
• Ratio of income-to-shelter costs is low. Income from investments & self-employment is elevated for this segment.
• Work in occupations related to management, business/finance, healthcare, & education & government services.
• Well educated, with higher % of bachelors degree & above.
• Self report both strong mental & physical health. Exercise regularly.

ETSE035 | The Good Life – Upscale, Professional Young Singles & Couples

• Upscale professional young singles & couples with a middle age skew, living in urban & suburban areas. Residing primarily in condos.
• Income from investments & self-employment is slightly elevated for this segment.
• Work in occupations related to healthcare, research, education, public administration, law & new media.
• Well educated, with higher % of graduate degrees, with a skew towards the liberal arts/humanities, social sciences, & law.
• Consider themselves to be in excellent health with a balanced diet and frequent exercise. Enjoy fine dining and regularly consume alcohol.

ETSE036 | The Good Life – Modest, Professional Young Singles & Couples

• Modest professional young singles & couples, living in urban-fringe & suburban areas in mixed dwelling types.
• Work in occupations related to sales & service, applied science & technology, and healthcare.
• Educated typically at the college & university level.
• Moderate presence of immigrants from Eastern Europe.

ETSE011 | Traditionalists – Diverse, Affluent, Professional Families

• Affluent diverse families with children living in larger urban & suburban areas. Reside in newer build (~15 years) detached houses & townhouses.
• Occupations in management, banking/finance & Insurance, technology, public sector roles, and professional services.
• Well educated, 1/3rd of adult population has bachelors degree or above. Education skews towards commerce & STEM fields.
• Mix of new immigrants, 2nd generation immigrants, and 3+ generation, with no particular ethnic skew, more of a cultural mosaic.

ETSE012 | Traditionalists – Diverse, Midscale, Skilled Trade Families

• Midscale diverse families with children living in suburban and medium population centres, in semi-detached houses and row houses.
• Work in occupations related to manufacturing, utilities, transportation and warehousing. moderate presence of social assistance and government support.
• Ethnically diverse Canadians with European, South Asian, East Asian and Afro-Caribbean ancestry. 1/3rd of population are 1st generation immigrants.

ETSE013 | Traditionalists – Diverse, Modest, Mature Singles & Couples

• Modest diverse singles & couple that skew to seniors, living in suburban and medium population centres in mixed dwelling types.
• Higher reliance on public retirement fixed income sources (OAS/CPP/QPP) for seniors, high overall presence of social assistance and other government support.
• For the working age population, occupations are in service sector and retail trades.
• No particular ethnic skew. Diverse mosaic of 1st and 2nd generation immigrants from countries across South East Asia, Middle East, and Africa.

ETSE014 | Traditionalists – Upscale, Skilled Trade Families

• Upscale skilled trade families with children, living in small-medium population centres & rural regions with single detached homes.
• Ratio of income-to-shelter costs is low.
• Work in construction/trades, transportation, heavy equipment operation for oil & gas, mining, and agriculture industry.
• Education level typically college diploma, apprenticeships, and other vocational training.
• 3rd + generation Canadian citizens. Low ethnic diversity.

ETSE015 | Traditionalists – Midscale, Skilled Trade Mature Singles & Couples

• Midscale skilled trade singles & couples, living in small-medium population centres & rural regions with single detached homes.
• Work in construction/trades for oil & gas, mining, agriculture & forestry industry.
• Population has moderate age skews towards 55-64 years old.
• Education level typically college diploma, apprenticeships, and other vocational training.
• Strong sense of belonging in their communities.

ETSE016 | Traditionalists – Modest, Skilled Trade Families

• Modest skilled trade families with children, living in small-medium population centres & rural regions in dwellings with at least 3 bedrooms.
• Work in manufacturing, retail trades, construction, agriculture & forestry.
• Moderate presence of EI and other government income supports.
• Education level typically at high school or equivalent.
• 3rd + generation Canadian citizens. Low ethnic diversity.

ETSE017 | Traditionalists – Midscale, Skilled Trade Rural Singles & Couples

• Modest blue collar singles & couples, with an older age skew towards retirement, living in small-medium population centres.
• Non-retired cohort work in manufacturing, retail trades, transportation and agriculture.
• High presence of EI for working age population. Higher reliance on public retirement fixed income sources for seniors (OAS/CPP).
• Education level typically at high school equivalent or college diploma.

ETSE018 | Traditionalists – Midscale, Skilled Trade Small Town Singles & Couples
Who They Are –

• Affluent white collar families with children, living in suburban regions and small-medium population centres in larger detached homes.
• Ratio of income-to-shelter costs are very low for this segment.
• Work in occupations related to management, healthcare, education & other white collar occupations skewed to the public sector.
• Education typically at college & university level.

ETSE019 | Traditionalists – Midscale, Skilled Trade Urban Singles & Couples

• Upscale public sector couples and pensioners, living in suburban regions and medium population centres.
• Age skews older toward retirement, with higher presence of public sector pension recipients.
• Occupation skews towards public sector jobs in education, healthcare, research and natural sciences.
• Well educated with higher presence of university education.

ETSE020 | Traditionalists – Modest, Skilled Trade Rural Singles & Couples

• Modest public sector retirees, living in suburban regions and medium population centres.
• High presence of retired persons receiving public sector pensions.
• For working age population, occupation skews towards healthcare, education, and other government services.
• Mix of college and university education, with focus on health sciences, education, and social sciences.

ETSE021 | Traditionalists – Modest, Skilled Trade Small Town Singles & Couples

• Affluent diverse young families with children living in larger suburban areas. Reside in high value dwellings such as detached homes and executive townhomes.
• Occupations in banking/finance & insurance, wholesale trading, and applied science & technology.
• Education skews towards mathematics, computer science & IT, commerce.

ETSE022 | Traditionalists – Modest, Skilled Trade Urban Singles & Couples

• Young, upscale diverse singles & couples living in larger urban & suburban areas in newer build high rise condos.
• Occupations tend to be concentrated in management, applied sciences/technology and new media. There is also a moderate skew to self-employment income, from freelance/professional services and real estate.
• Highly educated, with higher % with bachelors & masters degrees. Majors vary from the arts & social sciences to business/finance, and computer science.

ETSE023 | Traditionalists – Affluent, Professional Families

• Affluent professional families with children, living in suburban regions and small-medium population centres in larger detached homes.
• Ratio of income-to-shelter costs are very low for this segment.
• Work in occupations related to management, healthcare, education & other professional occupations skewed to the public sector.
• Education typically at college & university level.

ETSE024 | Traditionalists – Upscale, Professional Mature Singles & Couples

• Upscale public sector couples and pensioners, living in suburban regions and medium population centres.
• Age skews older toward retirement, with higher presence of public sector pension recipients.
• Occupation skews towards public sector jobs in education, healthcare, research and natural sciences.
• Well educated with higher presence of university education.

ETSE025 | Traditionalists – Modest, Public Sector, Mature Singles & Couples

• Modest public sector retirees, living in suburban regions and medium population centres.
• High presence of retired persons receiving public sector pensions.
• For working age population, occupation skews towards healthcare, education, and other government services.
• Mix of college and university education, with focus on health sciences, education, and social sciences.

ETSE058 | Up & Comers – Diverse, Upscale, Professional Families

• Upscale diverse young families with children, living in urban & suburban neighbourhoods predominantly in newer, high-value single detached homes.
• Occupations tend to concentrate in applied science and technology fields, finance & insurance, professional services and public administration.
• Highly educated, with higher % with bachelors & masters degrees. Majors typically skew natural sciences, commerce/finance, mathematics and computer science.
• Skew towards 1st generation immigrants (45%), followed by 2nd generation(26%) of European, Chinese, and South Asian ancestry. 1st generation group primarily in came to Canada under economic sponsorship category.

ETSE059 | Up & Comers – Diverse, Midscale, Professional Singles & Couples

• Midscale diverse singles & couple, living in highly dense urban areas predominantly in newer, high-rise apartments & condos.
• Highest cost of living amongst all segments (income-to-shelter costs ratio is highest). Large skew towards singles, living in 1-bedroom or bachelor’s apartments. Highly mobile, recent movers and interprovincial migrants.
• Occupations tend to concentrate in professional services, STEM fields, finance & insurance, and public administration.
• Highly educated, with higher % with bachelors & masters degrees.
• Skew towards 1st generation immigrants (46%). Ethnically diverse with a skew towards East Asian & European ancestry.

ETSE060 | Up & Comers – Diverse, Midscale, Skilled Trade Young Families

• Midscale diverse young families with children, living in urban & suburban neighbourhoods residing in mixed dwelling types. Higher than average # of children. Elevated presence of multi-generational families.
• Occupations tend to concentrate in sales & service, manufacturing & construction, & transportation.
• Education typically at the college & university level (50% have diploma or degree).
• Skew towards 1st generation immigrants (55%), followed by 2nd generation(25%). One of the most ethnically diverse segments with a moderate skew towards South Asian ancestry (24%).

ETSE061 | Up & Comers – Diverse, Modest, Young Singles & Couples

• Modest young diverse singles & couples, living in urban & suburban areas predominantly in older rented dwellings. Age skews younger (18-34), however there is a moderate presence of retired persons living in similar dwellings (1 bedroom) within same postal codes.
• High cost of living (income-to-shelter costs ratio is very high, similar to ETSE057).
• Primarily singles & couples, but smaller % of lone parent families exists in this segment as well.
• Slightly elevated unemployment rate, with some reliance on social assistance payments.
• Occupations tend to concentrate in sales & service oriented roles, retail trades, food & accommodations.
• Education typically at the college & university level (50% have diploma or degree).
• Skew towards 1st generation immigrants (46%), followed by 2nd generation(16%). A cultural mosaic with no particular ethnic skew, all continents fairly represented in this segment.

ETSE062 | Up & Comers – Upscale, Skilled Trade Families

• Upscale skilled trade young families with children, living small population centres and rural regions predominantly in older detached homes.
• Occupations tend to concentrate in agriculture, natural resources (mining, oil, gas), construction, skilled trades and some public administration roles.
• Education level typically at high school, college diploma, trade apprenticeships, and other vocational training.
• Low ethnic diversity: 80% are 3rd generation + citizens of European ancestry.
• Some elevated health problems within this segment.

ETSE063 | Up & Comers – Modest, Skilled Trade Young Singles & Couples

• Modest young skilled trades singles & couples, living in mixed dwelling types near medium sized population centres and suburban-rural fringe regions. Housing stock is older construction (pre 1960), with 1/10 indicating major repairs are needed.
• Occupations skew to retail trades & service oriented roles, transportation and equipment operation within the agriculture & natural resources vertical.
• Education level typically at high school, college diploma, trade apprenticeships, and other vocational training.
• Higher reliance on social assistance, government transfers to supplement income.
• Higher incidence and health issues, higher estimated alcohol consumption and tobacco use.
• Population is generally 3rd generation + Canadian citizens, and approximately 15% identify as Indigenous Canadians.

ETSE064 | Up & Comers – Modest, Skilled Trade Families

• Modest skilled trade families with children, with a moderate skew living near smaller population centres and rural areas. Urban neighbourhoods are also present in this segment. Predominantly in older detached homes, followed by mixed rental dwellings.
• This segment has higher than average # of children per household (highest of all segments).
• Elevated presence of intergenerational families. higher unemployment rate in this segment. Higher reliance on social assistance, government transfers to supplement income.
• For workforce population, occupations skew to public and community services, agriculture, construction and trades based work.
• Education level typically at high school, college diploma, trade apprenticeships, and other vocational training.
• Population is 3rd generation + Canadian citizens, with higher than average that identify as Indigenous Canadians (20%).
• Higher incidence of health issues and higher utilization of public health care services.

ETSE065 | Up & Comers – Upscale, Professional Families

• Upscale white collar families with children, predominantly living in suburban areas in newer build detached homes. Relative cost of living and shelter is low for this segment (85% spend < 30% of their income on shelter costs).
• Working occupations in healthcare, applied sciences/professional services, and public administration.
• Fairly well educated. Majority of adult population have a post-secondary diploma or degree, 1/3 have bachelors degree or above.
• Report a strong sense of belonging in their communities.

ETSE066 | Up & Comers – Midscale, Professional Young Singles & Couples

• Midscale young professional singles & couples, living predominantly in mixed rental dwellings within urban neighbourhoods of large-medium population centres.
• Work occupations related to sales & service, public sector and community services, & professional services. Well educated. Majority of adult population (2/3) have a post-secondary diploma or degree. Majors typically skew towards social sciences, humanities and arts.
• Health data suggests higher level of alcohol consumption, higher rate of “regular” drinkers in this population.

ETSE037 | Worried But Coping – Diverse, Upscale, Professional Families

• Upscale diverse young families with children, with a moderate skew towards lone-parent families, living suburban communities outside of major metropolitan areas. Generally reside in single detached houses, townhomes, and semi-detached.
• Income-to-shelter cost ratio is relatively high. Residents have longer than average commute times to their workplace (45-60 mins).
• Work in occupations related to sales & service, finance, insurance, healthcare, and applied sciences.
• Generally Educated at the university level.
• Ethnically diverse Canadians of European, South Asian, Middle Eastern, and Korean descent, many of which are 2nd generation immigrants.

ETSE038 | Worried But Coping – Diverse, Upscale, Professional Families Couples

• Modest young diverse singles & couples, living predominantly in high rise apartments & condos within dense urban & suburban areas.
• Residents report a high cost of living (>30% income towards shelter costs), and that their current dwelling is not suitable for their needs.
• Work in diverse occupations related to professional services, banking & finance, healthcare, government, and sales & service roles.
• Education level typically at college/university level.
• Ethnically diverse Canadians of European, East Asian, and South Asian ancestry. 45% of residents are 1st generation immigrants.
• Report higher levels of anxiety and mental health challenges.

ETSE039 | Worried But Coping – Diverse, Modest, Skilled Trade Families

• Modest diverse 1st generation immigrant families with children, living in suburban areas, residing in townhouses and multiplex housing. High presence of intergenerational families sharing the same dwelling (over 1/3rd of households have 5 or more people living in them).
• Work occupations in manufacturing, transportation & warehousing, retail sales & service roles.
• Education level typically at high school level or below.
• Ethnically diverse Canadians with a higher presence of families from South Asia, many of whom immigrated to Canada under family sponsorship.

ETSE040 | Worried But Coping – Midscale, Skilled Trade Mature Singles & Couples

• Midscale singles & couples, with an older age skew, living near smaller population centres, rural and suburban-rural fringe areas, in detached homes.
• Working occupations in agriculture, construction, manufacturing, transportation.
• Education level typically at college level and trade apprenticeships.
• Low ethnic diversity.
• Report some mental health issues.
• Feel a very strong sense of community for support.

ETSE041 | Worried But Coping – Modest, Skilled Trade Mature Singles & Couples

• Modest skilled trade singles & couples, with a skew toward retirees, living in small to medium population centres and rural areas, in older mixed dwelling types.
• For working age population, occupations tend to be manufacturing, trades, agriculture, and community health services.
• Average education is at the high school diploma level.
• More reliant on government fixed income supports (OAS/CPP) and other government transfers.
• Report more health difficulties related to aging. Often require assistance for daily tasks. Also report higher incidence of mental health issues.

ETSE042 | Worried But Coping – Upscale, Professional Families

• Upscale professional families with young children, living in suburban areas, in newer detached homes that are a short commute to their workplace.
• Working occupations in healthcare, education, natural & applied sciences, public administration, sales & service, utilities.
• Education typically at the college and University level.
• Report some health issues.
• Report a strong sense of belonging in their communities.

ETSE043 | Worried But Coping – Midscale, Young Professional Singles & Couples

• Midscale young professional singles & couples, living in mixed dwelling types in urban & suburban neighbourhoods within medium to large population centres.
• Occupations tend to be in education, healthcare, public administration, and sales & service roles.
• Educated at the university level, with majors typically in the liberal arts and sciences.
• Report elevated levels anxiety and stress.