Exam 9: Microcultures

Of the 12 "tribes" in Canada, which group represents the largest percentage of the population?

The largest ethnic group in Canada is of Western European descent.

Canebrake is a neighbourhood in which most families have household incomes over $100,000 and include at least one professional in the household, such as a doctor, lawyer, banker, or business owner. The fact that people of similar socioeconomic status tend to live in this neighbourhood is an example of which of the following?

The "Baby Boomer" generation was born before 1945.

Which term refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd?

What type of study is based on the fact that people with similar demographics tend to live close to one another?

Baby Boomer Scenario The oldest of the large Baby Boom generation have reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" According to Statistics Canada, the number of people over the age of 55 that are employed had risen to 39.4% in 2010 from 30.5% only 13 years earlier. One survey in the U.S. found that half of Americans between the ages of 44 and 70 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Many Baby Boomers pursuing encore careers might not have as much time to spend caring for grandchildren compared to earlier generations. Their children may be upset because they expect their parents to help with child care like their own grandparents did for their parents. What does this situation have the potential to create for the grandparent?

Which term refers to the very large group of very poor consumers?

Which term describes a group of people who have lived the same major experiences in their lives?

By 2017, one in five Canadians will belong to a visible minority.

Ten major social classes have been identified in Canada.

Holly is 42 years old, married with two children, and works as a nurse. What variables are being used to describe Holly in this example?

The Baby Boomer generation was born during relatively poor and volatile economic times.

The largest group of first generation Canadians comes from Western Europe.

Twelve "tribes" have been identified in Canada. They are based on values and one other demographic variable. What is the other demographic variable?

Candace grew up in a middle-class family and met Charles in college. Charles was from a very wealthy family, and his parents did not want him to marry Candace because she was not from their social class. Eventually, they broke up and Charles married a girl from another wealthy family and Candace married someone from a middle class family. What is the term for the observation that most marriages comprise people from similar social classes?

In the book Sex in the Snow: Canadian Social Values at the End of the Millennium, Michael Adams identifies six "tribes" in Canada based on age and their values.

It is estimated that by 2020, China's "one child" policy will result in approximately 30 million more women than men.

Name and describe three generational microcultures in Canada and discuss how each microculture influences consumers' behaviour.

Define demographics and discuss its importance with respect to microcultures. Explain the role of geodemographics in demographic analyses.