{"id":117125,"date":"2012-02-09T19:45:00","date_gmt":"2012-02-10T00:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/census-2011-how-canadas-shifting-demographics-affect-your-business\/"},"modified":"2024-12-19T16:40:16","modified_gmt":"2024-12-19T21:40:16","slug":"census-2011-how-canadas-shifting-demographics-affect-your-business","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/census-2011-how-canadas-shifting-demographics-affect-your-business\/","title":{"rendered":"Census 2011: How Canada\u2019s shifting demographics affect your business"},"content":{"rendered":"<p>This week, Statistics Canada released top-line results of the <a title=\"Census of Canada 2011\" href=\"http:\/\/www12.statcan.gc.ca\/census-recensement\/index-eng.cfm\" target=\"_blank\" rel=\"noopener\">2011 Census<\/a>. This is the first new population and demographic data that we have on a national scale in five years, and it highlights some broad demographic trends that marketers should be paying close attention to:<\/p>\n<ul>\n<li><strong>Go West, Young Man!<\/strong> Canada&#8217;s population is shifting westward. For the first time in history, Canada&#8217;s population west of Ontario is larger than that east of the province (30.7% vs. 30.6%). The fastest growing province was Alberta, with 10.8% growth since the last census and strong growth in Calgary and Edmonton. Oft-neglected Saskatchewan, for its part, increased its population over the million mark for the first time in history. This means that companies can expect to see more market growth, more leads and more sales sales from the western provinces, and may need to shift some of their marketing budgets and tailor their service offerings accordingly.<\/li>\n<li><strong>Urban on the upswing.<\/strong> Canada&#8217;s large metropolitan areas grew by 7.9% since the previous census &#8211; versus the 5.9% national average, and only 1.7% growth in rural areas. More of Canada&#8217;s rural population is moving to the large cities, underscoring the urban\/rural divide that characterizes the marketing efforts of most major national companies. Here, we note that while the metro areas are growing, in many cases this growth is happening in the greater sprawl regions as opposed to in the city core. Montreal, for instance, lost net population to Laval and the South Shore off-island communities once again this year.<\/li>\n<li><strong>Condo living: The new Canadian dream?<\/strong> While the household data has not been fully released yet, initial indications show that empty-nest Baby Boomers and Young Urban Professionals are leading the condo craze, and the condo has supplanted the single family home in many of Canada&#8217;s urban areas as the living style of choice. This has implications for marketers in real estate, home services, retail, home furnishings, and for local businesses as well.<\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f377d1a36d1'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f377d1a36d1');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>More demographic <a href=\"\/services\/data-analytics\/\">data<\/a> will be released in the coming weeks and months, including age and sex data, language and ethnic origin information, and results of the controversial National Household Survey (which replaced the mandatory long-form census this year).\u00a0 In all cases, when using demographic trends to create marketing plans, it is important to remember that this data is very broad and should be supplanted with additional sources of research. Marketers need to carefully consider how these broad trends will apply to their specific context.<\/p>\n<p>But for those looking to forecast trends, the Census data can be a valuable tool. Whether you are trying to predict how much of your <a href=\"\/services\/digital-media\/\">media<\/a> budgets to allocate in each market, which services to offer in each location, or even what keyword terms might appear more frequently in <a href=\"\/services\/search-engine-optimization\/\">search<\/a>, it is possible to build models that incorporate demographic and census data for more accurate forecasting. This can help inform business decisions and optimize marketing programs in nearly every area of business across the nation.<\/p>\n<p>Interested in finding out more on how you can use this census data to alter your <a href=\"\/services\/strategic-insights\/\">digital strategy<\/a>? <a href=\"\/get-in-touch\/\">Contact us<\/a> today!<\/p>\n<p>Canada&#8217;s Census Data is available from Statistics Canada.<\/p>\n<p>Sari Stein &#8211; Digital Strategic Planner<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week, Statistics Canada released top-line results of the 2011 Census. This is the first new population and demographic data that we have on a national scale in five years, and it highlights some broad demographic trends that marketers should be paying close attention to: Go West, Young Man! Canada&#8217;s population is shifting westward. For [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2903],"tags":[],"class_list":["post-117125","post","type-post","status-publish","format-standard","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Census 2011: How Canada&#039;s shifting demographics affect your business | DAC<\/title>\n<meta name=\"description\" content=\"The results of the 2011 Census reveals key information on the demographics digital marketers should be focusing on moving forward.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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