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Urban, upper-middle-income South Asian Families SOUTH ASIAN ENTERPRISE
Who They Are Reflec�ng Canada’s increasing diversity, South Asian Enterprise is an urban crossroads where nearly 60 percent of the populace are immigrants and one third of the members iden�fy as visible minori�es from South Asia. The more affluent of two predominantly South Asian segments, South Asian Enterprise contains upper-middle-class families living in a mix of new singles, semis and duplexes in a handful of urban areas. More than 80 percent reside in the Greater Toronto Area; nearly half live in Brampton alone. Few segments have larger households: nearly 60 percent are home to four or more people. One in seven households is mul�-family—an emerging demographic trend—with a significant presence of adult children. The first- and second-genera�on Canadians of South Asian Enterprise have parlayed mixed educa�ons into well-paying blue-collar and service sector jobs. But their above-average household incomes may result from three or more wage-earners under one roof. Many residents maintain their South Asian culture at home, with over 40 percent speaking a non-official language. These families enjoy swimming, baseball and playing racquet sports, visi�ng theme parks and frequen�ng museums. Socially conserva�ve, they support Traditional Families and reject alterna�ve arrangements. The members of South Asian Enterprise like to entertain at home and stock their kitchens with Ontario wine, regular tea and a wide variety of snacks. During summer vaca�ons, they take their children to nearby a�rac�ons like the Royal Ontario Museum, Canada’s Wonderland and Niagara Falls, but they also travel interna�onally to the U.S., U.K. and the Caribbean. With their teen and twenty-something children, they’re a prime market for casual clothing chains such as the Gap, Zara and H&M. S�ll making their way in Canadian society, they have high rates for taking university and online courses to be�er their lives. The wide age range in these households produces a mixed media profile—high scores for reality shows and DIY programs on TV, and so� music and hip hop and rap on the radio. And in these energe�c households, everyone seems to gather around the TV for sports: NBA basketball, European soccer and cricket. In South Asian Enterprise, the Internet is king among younger residents, and the mobile phone the preferred tech device. It’s used for both entertainment and convenience—to search job lis�ngs, read magazines and pay bills. During COVID-19, these members watched streaming videos and live TV at significantly increased rates. How They Think For the tradi�onal members of South Asian Enterprise, making sacrifices for the family and belonging to an organized religion are the touchstones that guide their lives ( Primacy of the Family, Religiosity ). But they’re also a passionate group who feel they have more energy and vigor than others ( Vitality ) and even nurture a Penchant for Risk to get what they want. Living in culturally diverse enclaves, they’re drawn to large events where they can connect with others like themselves ( Attraction for Crowds ). They’re eager to earn the respect of others and convey their social status through their good taste, refined manners and well-appointed home ( Need for Status Recognition, Status via Home ). With their tendency for Ostentatious Consumption and Joy of Consumption , they can be enthusias�c customers for the latest tech toy or luxury good, par�cularly if it reflects their individuality ( Pursuit of Originality ). But they also care about design when considering product purchases ( Importance of Aesthetics ), and they give weight to favourite brands with authen�c stories ( Importance of Brand, Brand Genuineness ). Taking pride in being smart shoppers, they enjoy sharing their finds ( Consumption Evangelism ).
Popula�on: 881,261 (2.31% of Canada) Households: 221,110 LARGE DIVERSE FAMILIES F2 URBAN DIVERSITY U4
(1.47% of Canada) Average Household Income $121,550 Average Household Net Worth: $665,063 House Tenure: Own Educa�on: University/High School Occupa�on: Blue Collar/ Service Sector Cultural Diversity Index: High Sample Social Value: Consumpsion Evangelism
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