PRIZM5 is the latest release of the pioneering segmentation system from Environics Analytics that classifies Canada’s neighbourhoods into 68 unique lifestyle types. Continuing with methodology that integrates geographic, demographic and psychographic data, PRIZM5 incorporates the latest authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets.
PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada. Highlighting key demographic trends like an aging population, increasing cultural diversity, more urban lifestyles and a new baby boom, these 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM5 reflects Canada’s cultural diversity, with 16 francophone segments, another 16 with large numbers of immigrants, visible minorities or members who speak a non-official language at home and one with a significant presence of francophones and diverse groups. Together the segments help decision-makers understand what consumers are buying, doing and thinking, and anticipate their marketplace behaviour.