Major group P1 – Primary-Metropolitan Affluent
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 01 | Canadian Elite (P1) | Canadian Elite have it all – luxurious homes, premium cars, and the hottest fashions. Everything is within reach. Canadian Elite are in the prime of life, having achieved substantial wealth based on a lifelong pursuit of career and personal passions. Typically, strong marriages and family ties have gone hand-in-hand with success in the office and respect in the community. Average income at $350K indexes nearly four times the national average. Empty nests predominate and household maintainer ages index in the high 50s and 60s. Ontario is home to most Canadian Elite, but they are also found in British Columbia, Alberta, and Quebec. |
| Cluster 02 | Professional Duets (P1) | Professional Duets are urban neighbourhoods of successful, well-educated, dual-earner households, though not just "dual income, no kids" (DINKs). In fact, about 60 percent have at least one child. Success can breed children as well as a decent income, although smaller family sizes are the norm. Mean household income at $245K indexes at three times the national average and most Professional Duets own their home. With the highest index on a university education and advanced degrees, they work in a variety of occupations as managers, professionals, scientists, and public administrators. |
Major group P2 – Primary-Metropolitan Comfortable
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 05 | Pinnacle View (P2) | Career success doesn't always lead to the economic stratosphere. Pinnacle View is the "view from the top" as seen by middle managers, small business owners, and those government functionaries who have done well by most standards. As the kids leave home and the empty nest is on the horizon, the view looks impressive. Couples in their 40s and 50s, typically with teenagers at home, populate Pinnacle View. Next door is the long-time neighbour who has lived in the community for decades and watched many families come and go. Most own their single-detached homes in and our older suburban neighbourhoods, which affords them a reasonable commute to work. Household income is about 40 percent above average at $132K. |
| Cluster 08 | Urban Bureau (P2) | Urban Bureau neighbourhoods are populated by government and technology workers with advanced university degrees, who prefer to live both close to, and work, downtown. These highly educated workers support the local economy and provide a distinct vibrancy to the downtown cores of several major cities in Canada, especially Ottawa. In fact, by owning in the city, they invigorate and sometimes gentrify older neighbourhoods as well as newer ones. A typical income is about 30 percent above average – $127K – which permits a comfortable lifestyle for these mostly singles and couples without children |
| Cluster 11 | Far East to West (P2) | While many immigrants have been in Canada for decades, Far East to West neighbourhoods welcome newcomers. Western Canada, particularly British Columbia, is now home to most of these diverse communities. This is the top segment for established Chinese neighbourhoods, but other ethnicities also call Far East to West home. Demographically, these are married couples in their 40s and 50s, with one or two children still living at home. Many households in this cluster, especially up-and-coming singles and renters, prefer the cost of living advantages associated with living close to, but not directly embedded in, more expensive downtown areas. More recent arrivals are younger and more likely to be single. They work in finance, technology, and insurance. Incomes can be 20 to 30 percent above average, but overall they average $122K. |
| Cluster 12 | Geeks & Tweets (P2) | What's a technocrat to do if not maintain bandwidth and live in the city? These singles, couples, and starter families prefer urban and super urban living to life in the 'burbs and on the highways. This cluster is noticeably younger, educated, and upwardly mobile. Bicycles welcome. Geeks & Tweets rely on their scientific, technical, and cultural expertise to land the right job. Their post-graduate degrees and cumulative experience result in an typical income 20 to 30 percent above average, at $120K. |
Major group P3 – Primary-Metropolitan Mid-Scale
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 19 | Working the Dream (P3) | Working the Dream neighbourhoods encompass multiple immigrant origins, typically but not exclusively Asian, with multiple family members contributing toward monthly bills. Thirty-seven percent are in British Columbia. Households live close to, but not in, city center neighbourhoods. Semi-detached and duplex dwellings are the norm. Multigenerational families, resulting in large average household sizes and many children, are commonplace and function as an implicit social support system. Many workers are involved in industrial production and the skilled trades. Household incomes of $100K – just above the national average – are usually reflective of multiple household members contributing to the bottom line. |
| Cluster 23 | Condo Vibe (P3) | There are condos, and then there are entire condo neighbourhoods teeming with vertical communities. Given the pace of condominium construction in recent years, Condo Vibe is a wave in the physical as well as the cultural sense. A multitude of ethnic origins provides vertical depth to an already multicultural urban landscape. Compatible with their housing type and proximity to the city, Condo Vibe are neighborhoods are inhabited by many young singles and newlyweds – and everything in between. Condo Vibe has more renters than owners and absentee ownership is common. Out of the elevators pours a diversity of workers in professional, scientific, and technical jobs, as well as the arts, entertainment, and of course, business and industry. Average income is $95K. |
| Cluster 32 | Cultured Views (P3) | Older apartment dwellers in urban neighbourhoods populate Cultured Views. Their accomplished educational and work experience in the arts, as well as business management, provides a "cultured" context for conversation and conviviality. More than twenty percent are age 75 and older, and many are widowed or divorced. They generally lease apartments in tall buildings, funded from their average income of $82K. However, their discretionary spending is likely to be funded by retirement next eggs, so they have plenty to talk about – including more frequent doctors' appointments. |
| Cluster 33 | High Rise Hopes (P3) | New immigrants and others who rent apartments in high-rise buildings are from diverse cultural backgrounds including Persian, Korean, Chinese, and Russian. Immigration is, by definition, built on hope and that defines High Rise Hopes. Many occupations and industries are represented, although young people starting out in a professional, scientific, or technical occupation can be found in above-average numbers. Toddlers and preschoolers exist, while more are average singles and couples without children. Most households are in Ontario and British Columbia. Average income is $82K. |
Major group P4 – Primary-Metropolitan Lower Middle
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 35 | Family Business (P4) | Family Business households provide a community for relatively new arrivals to Canada from multiple countries of origin around the world. India, Sri Lanka, Pakistan, and the Philippines figure prominently. These multigenerational families have found that working together is the formula for upward mobility. Economic activity ranges from small production facilities to a hundred types or retail outlets. Initially catering to cultural compatriots, over time, Family Business provides a window of opportunity into the larger community. Average income is nearing $80K. |
| Cluster 37 | The New East (P4) | New immigrants can face difficulties making ends meet unless they work together to support multigenerational households. The New East has done just that. Most households have three people or less, while households of give and 6 persons are not uncommon. Sixty-three percent of households own their home and thirty percent live in high-rise apartments. The New East is concentrated mostly in Eastern Ontario, while their cultural and linguistic origins are from the Asia-Pacific region. The workforce is as diverse as its inhabitants – from manufacturing to insurance. Average income is $78K. |
| Cluster 38 | Québec Multilingue [Multilingual Quebec] (P4) | Québec Multilingue are new and not-so-new immigrant neighbourhoods in Quebec, in which only 44 percent of the population speaks French at home. Arab, Spanish, Italian, and Vietnamese are heard in the marketplace. Both French and English emerge as common means of communication These are diverse urban and urban fringe places where people of all ages – mostly renters – find work in manufacturing, retail trade, healthcare and other services. While many singles and couples are found, so too are families, as 60 percent of households have children under age 18. Average income is $77K. |
| Cluster 39 | Renting for Now (P4) | Most apartment dwellers in Renting for Now live in buildings of five and fewer floors, in urban and urban fringe areas. Duplexes, walk-ups, and smaller rental buildings are home to Renting for Now, a population of renters. Some households have the resources necessary to contemplate a home purchase in the near future; many do not. Households are a mix of singles and couples – 54 percent have at least one child. As older apartment buildings are more affordable and public transportation is readily available, income is more elastic. Average income is $76K. |
| Cluster 41 | Second Shift (P4) | Younger, single workers fresh from university – in fields as diverse as healthcare, education, the arts, technology, and social services populate Second Shift. In fact, shift work is not uncommon, as most are not strict nine-to-fivers. About twenty percent are between the ages of 20 and 30, perhaps in-migrants from other provinces. For younger cohorts, cost of living expenses are manageable. Most are renters. Youth and youth culture pervade these neighbourhoods; however, ten percent of the population is divorced or separated. Reflective of their diverse age composition and life stage, average income is $71K. |
| Cluster 47 | Ambiance Urbaine [Urban Ambiance] (P4) | These primarily Quebec households are youthful, super-urban, and French-speaking. The arts, educational institutions, and government are primary employers. Their cultural tastes, use of technology, and free time (most are single and beginning to think about marriage and family) provide the "ambiance" in Ambiance Urbaine. The cluster is both more French and more youthful, with fewer new immigrants as compared to other urban Quebec clusters. Educational attainment at the university and post-graduate level is common. Household incomes, however, average a modest $65K. |
| Cluster 49 | High Rise Diversity (P4) | With the highest index on high-rise rentals – not just condos – these predominantly Ontario neighbourhoods, situation outside of the urban core but dense enough to be their own city, are home to a great diversity of languages and ethnicities. New arrivals meet old-timers and everyone in between. A youthful skew of adults in their 20s and 30s means many young families. Playgrounds are abuzz with the delight of youth. This predominance of families with children and differences in income distinguishes High Rise Diversity from High Rise Hopes. Average income is $63K. |
| Cluster 50 | Nouveaux Québécois [New Quebec] (P4) | Compared to other French-language segments, Nouveaux Québécois are more multicultural and newer to Quebec. Not just youthful and French-speaking, these densely packed neighbourhoods are populated by many Spanish, Arabic, and Romanian speakers. Nouveaux Québécois has a younger age skew. Most are urban dwellers who rent apartments that are five stories or less. Average income is $61K. |
Major group P5 – Primary-Metropolitan Downscale
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 52 | Tea & E-Readers (P5) | An older age cohort cluster who enjoy tea and good conversation, their e-reading devices are quickly supplanting paperbacks. As Tea & E-Reader neighbourhoods are the most elderly cluster, health and wellness subjects are as common as the latest fictional plots at their teatime talk-a-thons. There are more renters than owners. Average income is not quite $60K and some discretionary spending money will come from savings. |
| Cluster 53 | Urban Verve (P5) | Young singles who live and work in the urban cores of Canada's major metros keep things going – streetwise and business-wise. Cars may not be necessary as Urban Verve use the transportation infrastructure to get where they need to go. With eyes and ears often glued to their smartphones, these hipsters live in multidimensional worlds. Most rent apartments and are employed in the food service and hotel industries. Many nationalities are present, including Eastern European and Middle Eastern. Average income is $59K. |
| Cluster 54 | Tenants & Twenties (P5) | As often as not, these young folks are new to the city – and autonomy in general. Households make ends meet on an average income of $53K. These young singles may have modest needs although most have upwardly mobile aspirations. While thirty percent of Tenants & Twenties are in Quebec, they are also found in Ontario, British Columbia, and Alberta. They find work where they are needed – typically in the sales and service occupations, as well as the accommodation and food services industries. |
| Cluster 56 | De Paye en Paye [Paycheck to Paycheck] (P5) | Predominantly older age cohort pensioners on a fixed income, these Quebec residents are now in survival mode. At age 75 or older, they have a story or two to tell. Many have "aged in place" downtown In Quebec's major cities. With an average "paycheck" or $46K, they will likely survive to pass along some of those stories. Managing finances and doctor's visits are a weekly occurrence. While most are renters, some maintain the original modest single-detached homes where they raised their families. |
Major group S1 – Secondary-Metropolitan & Suburban Affluent
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 03 | Flourishing Families (S1) | Flourishing Families have a very successful socio-economic profile while raising children in a more suburban environment instead of in the city. Flourishing Families typically live in newer, single-family housing beyond the metropolitan core. Twenty percent are in Alberta. These are married couples with children in school preparing for university. They are business managers with advanced educational attainment. Average income at $208K is more than twice the national average. Household wealth, including equity, is building nicely. Now, how to keep their tweens and teens off their mobile devices and focused on their homework after hockey or lacrosse practice. |
| Cluster 04 | Kids & Comfort (S1) | Marriage, family, and suburbia are paramount for Kids & Comfort. Of course, that typically requires commuting to the city for work as well as travel across suburban roads to shopping, school, and hockey practice. These relative young, married middle managers and executives generate an average income of $190K. Predominantly homeowners, their wealth profile includes substantial home equity. Those in Alberta may work in the management suites of the oil and gas industry, while those in Ontario are executives and managers across a wide variety of businesses and industries. Kids & Comfort are economically as well as geographically mobile. |
Major group S2 – Secondary-Metropolitan & Suburban Comfortable
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 06 | Fast Lane Families (S2) | Young couples in their 30s and early 40s with a young child or two, newly arrived in the suburbs and new to home ownership. These dual-earner families are the precursors to Kids & Comfort, who are more established. Keeping two careers on track while caring for the new arrivals puts these young families in the fast lane. With high indexes on professional and managerial occupations, these couples have a high potential for upward social mobility – average income is $132K. Found in newer suburban developments with a predictable commute to work, they have opted to own more living space at the acceptable expense of a fast-lane commute. |
| Cluster 07 | Secure Empty Nesters (S2) | Professionals and businesspeople whose children are grown and gone from their single-detached homes, Secure Empty Nesters can concentrate anew on matters close to home and heart. Nearing peak earning power in health care, education, and public administration, households have the wherewithal to enjoy what's possible with a little extra time and a nest egg cracking with opportunity. Homeowners with an average income of $130K, Secure Empty Nesters can focus on each other and the possibilities that this life stage presents. |
| Cluster 09 | Kids with Space (S2) | Younger households and families who live in the exurbs – those spaces intertwined with rural areas beyond the suburbs. The kids have room to roam, to scale taller mountains and skate bigger ponds and lakes. Thirty percent live in Alberta. All this space means these households spend their time and money differently. When they have the time, Mom and Data may be discussing family finances. With an average income of $126K, some boosted by oil, gas, science and technology, managerial, and professional employment, these households have what it takes to meet the kids' needs for the latest and greatest gadgets and equipment. |
| Cluster 10 | Exurban Professionals (S2) | Doctors, lawyers, university professors, and even healthcare managers are not, by definition "urban dwellers." Some, like Exurban Professionals, prefer the exurbs, those newly developed and yet-to-be-developed expanses beyond the suburbs. Some live in and around the towns and small cities where rural areas are transitioning into a new type of suburbia. As couples in their 50s and 60s, they are generally empty-nesters ready to enjoy some peace and quiet. These homeowners have an average income of $125K. |
Major group S3 – Secondary-Metropolitan & Suburban Mid-Scale
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 14 | Techies & Teachers (S3) | Some older urban and urban fringe neighbourhoods, especially in Canada's major cities, are seeing a transformation and revitalization as teachers, lawyers, technology workers, and other young singles and couples move into the neighbourhood This youthful cohort slowly replaces their elderly neighbours, the leading edge of an aging population. Nearly eight in 10 households are owners, although ownership is driven by affordability. Households are busy managing their children and careers. Many have university degrees in science and technology. Typical income is above the national average at $114K. |
| Cluster 15 | Builder's Turf (S3) | Many generations of immigrants built Canada and derived a good life in the process. Tradesmen from across Europe applied their myriad skills to create a vast infrastructure of roads, rails, bridges, retail/office complexes, and supporting utilities to sustain a growing population. Those men and women, and their families, now populate Builder's Turf neighbourhoods across Canada and enjoy the benefits of their labour. This primarily suburban cluster accommodates a range of modest family incomes – averaging $112K – but includes many making $125K or more annually. |
| Cluster 16 | Suburban Bureau (S3) | Suburban Bureau is the more suburban counterpart to Urban Bureau – government workers starting families and deciding more is better when it comes to space. Suburban Bureau households populate new as well as older suburban neighbourhoods with reasonable commutes into the city. Surrounding Ottawa in abundance, these neighbourhoods are also found in Canada's other provinces and metropolitan areas including New Brunswick, Nova Scotia and Prince Edward Island. Owning homes and earning over $110K annually, these young couples are laying down roots. With university and college degrees, and relatively secure government jobs, they are the future pillars of their communities. |
| Cluster 17 | Polyglot Hotspots (S3) | Merchant entrepreneurs service their fellow recent immigrant countrymen as well as newcomers from across the globe. European, Asian, and Caribbean cuisines mirror the many flavours if speech in the neighbourhood. School children learn quickly that language and ethnic origins matter less on the playground than in the kitchen. Relatively large families mean demand for school space is at a premium. Public transit is favoured as are neighbourhoods around transit terminals. Incomes are above average at $106K. |
| Cluster 18 | Emerging Families (S3) | Including many immigrants with the goal of upward mobility, Emerging Families have school-aged children and know that success is synonymous with hard work – all hands on deck. A more suburban environment, flush with row houses, provides easy access to schools, jobs, and the amenities necessary for a growing family. These neighbourhoods represent a unique melting pot of Asian and Eastern European immigrant origins with ambitions to succeed. Retail managers, scientific, and technical workers are common. These neighbourhoods are becoming increasingly desirable. Average income is $103K. |
| Cluster 20 | Old Urban Fringe (S3) | Some neighbourhoods surrounding Canada's major urban areas, especially in Ontario, have not undergone as much change as others. The Old Urban Fringe has seen plenty of immigration, but that was decades ago. European traditions run deep. Parents in their 50s and 60s, and a few teenagers are itching to leave. First- and second-generation immigrants in their 70s and 80s eagerly await the holidays, phone calls, and visits from family. Typical homes are single-family detached. The labour force tends to the skilled trades and manufacturing. When they have the chance, parents attempt to instill in their children both a sound work ethic and the importance of education. Average income is $101K. |
| Cluster 21 | Jeunes Familles [Young Families] (S3) | With more than 95 percent of households in the province of Quebec, Jeunes Familles neighbourhoods are in the exurban and rural areas surrounding Quebec's major cities and small towns. More than nine in 10 inhabitants speak French. There is a mix of farming activities among the older generations, but Jeunes Familles are most likely commuters to urban jobs in healthcare, scientific, technical and professional fields. Many families have deep roots in these neighborhoods, via both family and friends. Their empty-nest parents now function as grandparents and are regularly sought out to help with the grandchildren. Fourteen percent of the population is age 10 or younger. Average income is $198K. |
| Cluster 22 | Pleasant Patios (S3) | From Victoria to Montreal, these neighbourhoods exude success due to hard work and prudent ways. Not ostentatious, Pleasant Patios offer a modest yet solid consistency of lifestyle. Traditions from the British Isles permeate, but don't dominate, as other Northern European origins co-mingle. Tradesmen and craftsmen bring their skills and talents to the local economy, including to nearby metropolitan areas. Their children, born in Canada, pay respects to grandparents who immigrated long ago and planted their traditions across the new country. Income averages $97K, near the national mean. |
Major group S4 – Secondary-Metropolitan & Suburban Lower Middle
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 24 | Cozy Rows (S4) | Cozy Rows are family-oriented neighbourhoods with an abundance of cozy semi-detached and row houses in well-planned developments Nearly sixty percent of households have children. There is a mix of younger families and more elderly household maintainers as those "aging in place" are replaced by the street hockey and skateboard crowd. With a history of service work and the skilled trades, the inhabitants of Cozy Rows are seeing a transition to younger, more technologically savvy families. Most are homeowners building equity or well-positioned with a paid-off or nearly paid-off mortgage. Average income is $92K. |
| Cluster 26 | Dîner pour Deux [Dinner for Two] (S4) | These French-speaking empty-nesters in Quebec are poised to take advantage of a life stage where more travel and local entertainment is possible. Many are homeowners with a nearly paid-off mortgage. While some have 9-to-5 jobs in business and industry, many work long hours in healthcare and skilled trades. Retirement is on the horizon. These neighbourhoods are in mostly rural and suburban areas not far from Quebec's major cities. Married, common-law or otherwise, the future is bright. Average income is $89K. No reservations required. |
| Cluster 27 | World Wise Corners (S4) | Whether low-rise or high-rise, these neighbourhoods represent multiple world regions, from Southern Europe to Southeast Asia. Primarily renters and row-house owners close to denser urban areas, they walk, bike, and ride public transit to get to work. English and French are works-in-progress for these relatively recent immigrants; in the meantime, multiple home languages can be heard on street corners and in the market. Income averages $9K annually. |
| Cluster 36 | Mobile Blues (S4) | Found across Canada in more rural areas, small towns, and the area between suburbs, Mobile Blues generate the highest index for moveable housing. Working in a variety of manual and mobile trades – including trucking, warehousing, and oil and gas extraction, their neighbourhoods are mostly single detached, while more than twelve percent live in mobile homes. Household size range from one to many, as half of Mobile Blues households have children. Average income is $79K. |
| Cluster 40 | Town & Country (S4) | Town & Country dwellers can typically view the town from one side of their owned property and an expanse of countryside on the other. They nestle on the fringes of small towns and secondary cities, and, consequently, may have the best of both worlds – enough space for kids to explore and proximity to shopping. A mix of household types brings young families in contact with older adults. These are neighbourhoods in transition, as young workers and their families replace retirees in their well-maintained homes. A modest average household income of $75K may, however, obscure a diversity of wealth, as the older segment has accumulated a lifetime of savings while the younger cohort is just starting out. |
| Cluster 42 | Ontario Blues (S4) | Blue-collar Ontario provides skilled workers for the province's factories. Perhaps largely unionized, these English-speaking shift workers keep their families fed and children healthy, taking advantage of the amenities of their suburban environment. About half of Ontario Blues, however, do not have children under 18 present in the home. Ontario Blues are the number-one ranked cluster for a high school-only education. Average income is $71K. |
| Cluster 45 | Senior Enclaves (S4) | As the elderly encounter new circumstances, they also meet new neighbours. In the case of Senior Enclaves, the predominance of rental housing attracts residents in a post-nuclear family life stage – widowed separated, or divorced – but also a few young immigrants seeking modest housing costs while taking up caregiving and good service employment. These are distinctly not-modern, high-rise rentals, but low-rise walk-ups built pre-1960. Many residents are "aging in place" across Canada, in the secondary or mid-sized urban enclaves where they spent most of their adulthood. Thus, order and newer immigrants meet around simple needs. Incomes average $67K annually. |
Major group S5 – Secondary-Metropolitan & Suburban Downscale
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 46 | Nouveaux Ruraux [New Rural Dwellers] (S5) | A French-speaking Quebec cluster located in small towns and villages close to the province's major cities, inhabited by a distinct mix of young families and older residents. More a suburban transformation of rural Quebec than a "back-to-the-land" movement, these neighbourhoods bring together young commuters and their families with more-seasoned rural inhabitants. Incomes average a modest $65K due to a predominance of young workers starting careers in the trades, as apprentices, or in healthcare. |
| Cluster 48 | Cross-Town Hustle (S5) | While subways can move oceans of suburbanites into the downtown cores of Canada's major metros, those in many old row-house neighbourhoods are stuck with streetcars, buses, light rail, and other means to get from home to work and back. Cross-Town Hustle – with multitude of row-houses – are populated by salesmen, restaurant and hotel service workers, and a myriad of urban jobs where a challenging local commute may be necessary. A mix of age groups brings young families, busy changing diapers and packing lunches, together with older retirees. Average income is $64K. |
| Cluster 55 | Survival Skills (S5) | While several clusters are populated by tradespeople, Survival Skills have more street smarts than trade school smarts. Most work in sales and service. This is a diverse age cohort cluster where experience meets youth. This cluster indexes high on immigrants living in neighbourhoods with established urbanites who are widowed or divorced. Most Survival Skills households live in urban fringe areas outside the city core. Average income is $49K. |
Major group T1 – Rural & Other Comfortable
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 13 | Primary Pursuits (T1) | When primary sector workers – especially those in the oil fields of Alberta – pursue the thrills and spills of raising a family, you have Primary Pursuits. Favouring Alberta but also found in Ontario, British Columbia, and Saskatchewan, these exurban and rural places can be challenging for young families with children. Some neighbourhoods are barely permanent, indexing high on moveable dwellings. This group also contains farm families with less discretionary income than Kids with Space. Some Primary Pursuits kids, therefore, are more likely to be found helping around the farm than snowboarding in the backcountry. Average income is $116K. |
| Cluster 25 | Framers and Farmers (T1) | Framers and Farmers are found in small towns and rural areas (many in the Maritimes), where they put their hands to good use building and rebuilding. Many residents are employed in the construction industry. Even in the Maritimes, however, these hardy folk are more likely working on land than at sea. Most are married, many with children, and live in single-family homes. Average income is $89K. |
| Cluster 28 | Hinterland Hearts (T1) | Canada's prairie heartland is home to many small towns and rural areas where farming and traditional values are a priority. Fifteen percent of households are in Saskatchewan and ten percent are in Manitoba. The inhabitants of these places rely on each other and especially on their core demographic – middle-aged wives and mothers, some of whom work outside jobs in healthcare and social services while the continue to manage the homestead. Most are still married, although many have become widowed over the years. An aging-in-place population has already presented, and will continue to present, social and economic challenges to these communities. Average income is $87K. |
| Cluster 29 | Barns & Barnacles (T1) | The small towns and rural areas of Canada's coastal provinces are populated with long-time farmers, fishermen, and their families. Twenty percent of Barns & Barnacles are in the Maritimes, with the rest in British Columbia, Ontario, and Quebec. These English-speaking neighbourhoods of single detached homes support each other and the rest of Canada with a continuous flow of seafood and farm produce. Their older age skew attests to their stamina and ability to survive, while the younger children are both learning the ropes and possibly seeking detachment. While some of their friends and family followed the oil to Alberta, Barns & Barnacles stayed home. Average income is $85K – life is good when yields are bountiful and demand is high. |
| Cluster 30 | Rods & Rifles (T1) | With an older age skew and more retirees compared to Prairie Home (about one-fourth of household maintainers are between the ages of 70 and 74), Rids & Rifles have more time to hunt, fish, portage, and enjoy rural Canada. Doctor's visits are becoming more frequent and given their rural settings, medical appointment logistics are becoming increasingly complicated. More than one-third reside in British Columbia. Mostly married with empty nests, Rods & Rifles can hone their skills in more enjoyable ways than just making a living. For residents who are not retired, construction and transportation work fill the void. Many have modest nest eggs, and bird-watching is a favourite pastime. Average income is $85K. |
| Cluster 31 | Prairie Home (T1) | With the highest index for making a living in the primary industries of farming, forestry, fishing, and hunting, Prairie Home neighbourhoods are the breadbasket rural areas of Canada. Passing their livelihood to the next generation is a perennial issue for Prairie Home, even as many young adults from these rural places hit the highway and head to the city. Long hours and hard work are the norm for these older, married, and empty-next single-family homeowner households. Twenty-five percent are in Saskatchewan. Average income is $83K. |
| Cluster 34 | Harvest Tradition (T1) | These third-generation immigrants from Europe are solidly Canadian now. While signs of suburbia are everywhere, a sense of ruralness pervades Harvest Tradition homes. Agriculture drives the economy, a testament to multigenerational longevity in farming and other rural pursuits. More than a quarter of this cluster is French-speaking, mostly in Quebec, but ties across Canada and the traditions of families over the centuries unite English-speaking households as well. Incomes average $81K annually. |
Major group T2 – Rural & Other Downscale
| Cluster | Cluster Name | Description |
|---|---|---|
| Cluster 43 | Hard Hats & Safety Boots (T2) | Men and women, now in their 30s and 40s, who took up a trade or went into factory work in lieu of higher education populate Hard Hats & Safety Boots. Most are married homeowners with a child or two. Skilled-worker families, primarily in Ontario and Quebec, Hard Hats & Safety Boots are the manufacturing backbone of their provinces. They also work fishing vessels and operate forestry machinery. The work and wages are steady. Average income is $69K. |
| Cluster 44 | Campagne Québécoise [Quebec Countryside] (T2) | Across the vast expanse of Campagne Québécoise are communities of farmers and foresters. They survive on the traditional trades and skills appropriate to the terrain. However, some areas of rural Quebec and New Brunswick are favoured by small factories and power generation facilities. These provide decent jobs for some. Unlike North Country Habitats, younger generations of Campagne Québécoise have left, leaving many of these places with a rapidly aging population. The skills and languages will survive with some effort, but more is needed to develop the economy and attract potential migrants. If this happens, more young adults will stay. Average income is $68K. |
| Cluster 51 | North Country Habitats (T2) | There are many communities and neighbourhood niches in Canada's North Country, including aboriginal communities, forestry outposts, farms, and fishing villages. Primary sector occupations dominate and provide the sustenance needed to survive. High-cost areas contrast with low cost--of-living areas. People of all ages survive in North Country Habitats, but young singles, families, and a multitude of babies and school-age children provide much of the socioeconomic energy. Large household sizes are normal. Average income is $59K. |