We had the pleasure of recently hosting Rupen Seoni (SVP & Practice Leader – Public, NFP, Health, Energy) from Environics Analytics for a Lumency Lunchtime Series.
ABOUT ENVIRONICS
Environics Analytics is one of North America’s leading data, analytics and marketing services company specializing in geo-demographic segmentation, site evaluation modelling and more.
At Lumency, we’ve had the privilege of partnering with Environics Analytics in the past and have been impressed with the rigor and robustness of their data sets and analytics capabilities.
IN THIS LUMENCY LUNCHTIME SERIES…
Rupen reviewed Environics’ Financial Vulnerability Index – a scoring of Canada’s 850,000 postal code communities, using their newly-relaunched PRIZM Social Cluster tool, highlighting what clusters are most impacted by the COVID-19 crisis, and the impact on spending habits.
CLICK HERE FOR THE FULL PRESENTATION
A few highlights and takeaways:
- The least financially vulnerable community in Canada is Canmore, AB and the most financially vulnerable community in Canada is Cold Lake, AB.
- Societal groups that are especially socially vulnerable include young urban singles, urban newcomers, and recent downsizers who may have cut down their social connections.
- In predicting who will be the first to rejoin the economy and line-up for haircuts, younger-middle class families stand out, while more affluent seniors are predicted to have a more cautious approach.
- In terms of who is most likely to be out and about in this time, younger active families and newly graduated singles stand out, while well-off blue collar families and well-off singles are more likely to be homebodies.
Thank you to the Environics Analytics team—and Rupen in particular—for joining us and sharing these insights with us data nerds! Highly relevant for marketers looking to better understand the many different consumer demographics and mindsets in Canada, we are eager to see how these trends and data points evolve.
Environics’ research on vulnerability was also recently featured on CTV in a three-part series. See here for part one.
For any questions specific to the data, please follow up with Rupen directly at [email protected]
By: Kirby Zdrill
