Dominant lifestyle classifications in the Lower Mainland

Mapping the Lower Mainland’s cultural tribes

Marketing firm has a label and demographic profile for every neighbourhood in Canada

If you’re “aging in suburbia” or on the crest of the “Asian new wave,” you’ve got plenty of company in Metro Vancouver.

Those are two of the most prevalent demographic profiles in the Lower Mainland, according to a new neighbourhood-level analysis released by marketing firm Environics Analytics.

The firm has assigned one of 68 lifestyle profiles to every postal code area in Canada, based on the age, ethnicity, income and other attributes of residents.

(You can enter any postal code into Environics’ Prizm5 database to view that neighbourhood’s profile here: https://en.environicsanalytics.ca/prizm5_lookup.aspx)

The firm generated two maps of the Lower Mainland at the request of Black Press – one showing the profiles with the highest concentrations within the region (see above) and a second (below) depicting the most culturally diverse areas.

“Aging in Suburbia” – a profile dominated by older, upper middle income suburban couples and families – is found mainly in Langley, Maple Ridge, Abbotsford and parts of Surrey.

“Not quite golden age material, the established households of Aging in Suburbia enjoy a comfortable lifestyle sustained by their upper-middle-incomes,” according to the Environics profile. “Once filled with young child-rearing families, this segment is now a sign of the times: home to a mix of older couples aging in place and middle-aged families still raising children and building nest eggs.”

SEE RELATED STORIES:‘Aging in Suburbia’ is the norm in Abbotsford: marketing companyWhalley neighbourhood is a ‘Single City Jazz’

The “Urban Digerati” are concentrated mainly in downtown Vancouver, Yaletown, Kitsilano and South False Creek. They’re branded as young, highly educated and tech-savvy singles, tending to live in high rises with six-figure incomes.

The group typically hasn’t started families and has the time and discretionary income to lead active social lives that include dancing, bar-hopping, hitting film festivals and food and wine shows.

“But they’re not simply acquisitive materialists; many are globally conscious consumers who support the arts and try to lead ecologically sensitive lifestyles.”

Other top segments in the Lower Mainland include:

  • “South Asian Society” – a blend of Sikh, Hindu and Muslim immigrants who have arrived since 1990, occupying large swaths of Surrey and Abbotsford, with smaller pockets in Richmond and South Vancouver. They’re middle-aged, average earners who diligently invest for their kids’ education, and they’re more likely to live in multigenerational homes and work in manufacturing, trades, sales and service.
  • “Asian Avenues” – Successful, middle-aged and older Asian families that make up a concentrated band that dominates Richmond, south and east Vancouver, and parts of Burnaby. Tends to include older immigrants from China, as well as the Philippines, Vietnam and South Asia.
  • “Asian New Wave”  – Younger well-educated Asian singles and families that enjoy an urban lifestyle, found in pockets of Burnaby, Point Grey and Richmond. This profile consists of mostly foreign-born immigrants with modest incomes but good educations, often holding jobs in the sciences, business administration and sales and service.

Other notable segments in the Lower Mainland (see map below) include “Asian Sophisticates,” “Boomerang City,” “Emptying Nests,” “South Asian Achievers”, “New World Symphony” and “Single City Jazz.”

 

Most culturally diverse segments in Lower Mainland

Map courtesy ©2015 Environics Analytics, PRIZM5

Just Posted

Being Young: ‘Golden period,’ after exams

I should be plenty entertained over the summer.

Presbyterians of Port Hammond

The core group of the Ladies Aid were the wives of the men on the managing board.

Easter egg hunts and fun for families

More events scheduled for Sunday in Maple Ridge and Pitt Meadows

Bobcats, bears, and otters, oh my!

Critter Care Wildlife Society’s 20th anniversary gala set for next Saturday in Langley

Victoria ‘reviewing options’ for removing convicted councillors

Pitt Meadows lobbied for change after David Murray’s sex assault conviction

‘No answers:’ Canadians react to Sri Lanka bombings that killed hundreds

The co-ordinated bomb attacks killed at least 207 people and injured 450 more on Easter Sunday

RCMP confirm witnesses say body found at Kelowna’s Gyro Beach

Police tape is blocking part of the beach and several RCMP officers are on scene.

Police say ‘no major incidents’ at 4/20, Vancouver Park Board assessing

The first smoke-out held since legalization saw 60,000 people at Vancouver’s Sunset Beach

VIDEO: Langley firefighters spend hours battling blaze in vacant home

Cause of the late-night fire in Willoughby is still under investigation

B.C. fire department rescues kittens

Enderby homeowner not aware kittens in wood pile near garbage pile fire that got out of hand

RCMP looking for witnesses to four-vehicle crash in Burnaby

Police suspect impaired driving was a contributing factor

QUIZ: How much do you know about Easter?

Take this short quiz and put your knowledge to the test

B.C. VIEWS: NDP’s lawyer show is turning into a horror movie

Court actions pile up over pipelines, car insurance, care aides

Most Read