May 29, 2024
In the last issue we shared the first of our demographic profiles, designed to help you leverage Consumer Data Reports, which are free for IBAO Members, and enhance your marketing and targeting efforts.
As we mentioned, you should reference the segments you’re targeting during any media planning process you might have—media companies regularly work with PRIZM segments.
The Eat, Play, Love Segment
Metropolitan singles, invested in culture and health
Named for its vibrant lifestyle, the Eat, Play, Love segment comprises young, mobile singles who frequent ethnic eateries and engage in various sports. Predominantly situated in the urban hubs of major metropolitan centres, this cohort mirrors two key demographic shifts: the rise in urbanization and the surge in high-rise living. Nearly 90% of its members reside in apartment or condo complexes towering above five stories, epitomizing a vertical lifestyle.
Remarkably educated, with over 60% holding university degrees and a quarter possessing advanced degrees—triple the national average—this segment predominantly pursues white-collar careers in business, science, education and management. Enjoying comfortable incomes, they rely on public transit, biking or walking for over 60% of their commutes.
Unfettered by familial obligations, half of Eat, Play, Love households are single or divorced individuals who revel in extensive travel, urban nightlife and cultural pursuits. Their commitment to health and wellness is evident in their avid participation in yoga and Pilates, as well as their preference for organic produce.
Suggested Tactics
- Use Instagram to create visually appealing content showcasing urban experiences and cultural events to capture attention and foster community engagement
- Consider event sponsorships to align your brand with urban events, festivals and cultural gatherings
- Pursue collaborative partnerships to create strategic partners with complementary businesses like local restaurants or fitness studios
- Ask about tenants’ insurance—many in this demographic are renters
- Tell your media buying company (digital ad buyers, etc.) that you’re targeting this PRIZM segment