The wealthiest 20% of Canadians own about two-thirds of all wealth. While this represents a significantly lower concentration of wealth than what is seen in the U.S., wealthy Canadians nonetheless represent an extremely prominent and important audience for companies across sectors. Over the past two years, we have undergone an intensive series of surveys designed to understand who affluent Canadians are, what their lives are like, what drives them as consumers, and how they spend their time and money.
We found that in many ways, despite their financial might, affluent Canadians are just like the rest of us; the stores they shop, the brands they prefer, the sports they watch, and the things they do in their free time are often not all that dissimilar to less-affluent Canadians. BUT, we also found several important ways that affluent Canadians are meaningfully different in the way they prioritize, think, and behave.
We spoke with nearly 2,000 Affluent Canadians (those with $1M+ in household investible assets), as well as over 6,500 Mass-Affluent Canadians ($150k – $1M in household investible assets), to develop a deep understanding of the lives of these financially powerful individuals.
For a quick glance at some of the insights in this report, take a look at the infographic below.
Learn about key demographics, employment, finances, family situation, housing, hobbies and entertainment, media consumption, politics, pet ownership, and more. For any brand looking to understand and connect with Affluent Canadians, this report is a must.
– Kyle Davies, SVP and Head of Syndicated Offerings