Esri provides a PRIZM® advanced demographics dataset for Canada sourced from data supplied by Environics Analytics. Visit Where to find Esri Location Data to learn more about using advanced demographics.
Esri's Canadian Market Segmentation (PRIZM®) dataset classifies Canadian communities into 67 unique lifestyle types that explore and detail Canadian diversity. Grouping the Lifestyle types segments can simplify the differences among Canadians by summarizing markets that share similar traits. With methodology that integrates geographic, demographic, and psychographic data, PRIZM® incorporates the latest authoritative data from nearly a dozen demographic, marketing, and media sources—such as Statistics Canada, Canada Post, and Canada Revenue Agency—to provide detailed information about Canadian customers and markets.
Market Segmentation categorizes every Canadian neighbourhood and postal code into lifestyle segments based on the characteristics of households. These segments capture current demographics, lifestyles, consumer behaviour, and settlement patterns in Canada. Market Segmentation highlights key demographic trends such as an increase of older Canadians and an emergence of retirement communities, more older children living at home, a growth in high-rise neighbourhoods and condo dwellers, and fewer francophones.
Release dates
The PRIZM® dataset was updated in November 2024; the vintage is 2024.
Base level geography
Market Segmentation (PRIZM®) variables are available at the postal code and dissemination area level of geography.
Sample questions and use cases
PRIZM® reflects Canada’s cultural diversity, with 14 francophone segments, and another 16 segments with a large number of members who speak a nonofficial language. Together the segments help decision-makers understand what consumers are buying, doing and thinking, and anticipate their marketplace behaviour.
Sample questions that can be answered using PRIZM® data may include the following:
- Who are my best customers?
- Which PRIZM® segments are found within my trade area?
- How are the PRIZM® profiles of my best customers different from the rest of my customers?
- How can I use my target groups to find new customers?
- Which segments have the best response rates to my mail campaigns?
Example use cases for PRIZM® include the following:
![]() | Retailers can identify underserved markets for potential expansion as well as locate areas where operations should be combined or curtailed. |
![]() | Banks and insurance companies can link PRIZM® to their client data and identify their most profitable segments to help them develop products, services, and messages that retain clients and attract new ones. |
![]() | Using target groups, fundraisers and not-for-profit organizations can use PRIZM® to focus on those potential donors who are likely to have the highest response rates to their direct marketing campaigns. |
Lifestyle types
There are eight Lifestage groups and 20 Social groups.
- 01—The A-List
- 02—Wealthy & Wise
- 03—Asian Sophisticates
- 04—Turbo Burbs
- 05—First-Class Families
- 06—Downtown Verve
- 07—Mature & Secure
- 08—Multiculture-ish
- 09—Boomer Bliss
- 10—Asian Achievement
- 11—Modern Suburbia
- 12—Eat, Play, Love
- 13—Vie de Rêve
- 14—Kick-Back Country
- 15—South Asian Enterprise
- 16—Savvy Seniors
- 17—Asian Avenues
- 18—Multicultural Corners
- 19—Family Mode
- 20—New Asian Heights
- 21—Scenic Retirement
- 22—Indieville
- 23—Mid-City Mellow
- 24—All-Terrain Families
- 25—Suburban Sports
- 26—Country Traditions
- 27—Diversité Nouvelle
- 28—Latte Life
- 29—C'est Tiguidou
- 30—South Asian Society
- 31—Metro Melting Pot
- 32—Diverse & Determined
- 33—New Country
- 34—Familles Typiques
- 35—Vie Dynamique
- 36—Middle-Class Mosaic
- 37—Keep on Trucking
- 38—Stressed in Suburbia
- 39—Évolution Urbaine
- 40—Les Énerjeunes
- 41—Down to Earth
- 42—Banlieues Tranquilles
- 43—Happy Medium
- 44—Un Grand Cru
- 45—Slow-Lane Suburbs
- 46—Patrimoine Rustique
- 47—Social Networkers
- 48—Agri-Biz
- 49—Backcountry Boomers
- 50—Country & Western
- 51—On Their Own Again
- 52—Friends & Roomies
- 53—Silver Flats
- 54—Vie au Village
- 55—Enclaves Multiethniques
- 56—Jeunes Biculturels
- 57—Juggling Acts
- 58—Old Town Roads
- 59—La Vie Simple
- 60—Value Villagers
- 61—Came From Away
- 62—Suburban Recliners
- 63—Amants de la Nature
- 64—Midtown Movers
- 65—Âgés & Traditionnels
- 66—Indigenous Families
- 67—Just Getting By
Lifestage groups
Lifestage groups include eight categories. Click a link to view a PDF summary.
Social groups
Social groups include 20 categories. Click a link to view a PDF summary.
Related links
Refer to the following content:
- 2024 - PRIZM® Release Notes (PDF)
- 2024 - PRIZM® Definitions (PDF)
- 2024 - PRIZM® Technical Documentation (PDF)
- 2024 - PRIZM® Quick Reference Guide (PDF)
- 2024 - PRIZM® GeoProfiles Variables List (postal codes) (CSV)
- 2024 - PRIZM® GeoProfiles Variables List (dissemination areas) (CSV)
- 2024 - PRIZM® Rural Enhanced Licenses Variables List (postal codes) (CSV)
- 2024 - PRIZM® Rural Enhanced Licenses Variables List (dissemination areas) (CSV)
- 2024 - PRIZM® Unique Licenses Variables List (postal codes) (CSV)
- 2024 - PRIZM® Unique Licenses Variables List (dissemination areas) (CSV)
- 2021 - PRIZM® Lifestages (PDF)
- PRIZM® Lifestage groups summaries
- 2021 - PRIZM® Social Groups (PDF)
- PRIZM® Social groups summaries
- PRIZM® Segmentation Area Profile Canada sample report (PDF)