October 13, 2023
Canada’s urban centres are becoming increasingly dense as more people choose to live in vertical dwellings. As the population of cities continues to grow, developers are turning to high-rise apartments, condos, and mixed-use buildings as a way to accommodate the influx of people.
According to Cleanlist’s ResponseCanada Consumer, nearly half the residents of Canada’s three largest urban areas – Toronto, Montreal, and Vancouver – live in multi-unit dwellings. This stands in stark contrast to the rest of Canada, where three-quarters of the population live in single-family homes.
A Lifestyle of Convenience
This trend of high-density living has a number of benefits for city dwellers. For one, it reduces the amount of land needed to accommodate the growing Canadian population, allowing for more efficient use of space. It also helps to reduce traffic congestion, as more people living closer together means fewer cars on the road. Additionally, living in a high-rise building can provide access to more amenities and services such as gyms, restaurants, and retail stores.
More Customers in One Place
For businesses, this presents a number of opportunities. By targeting people living in high-rise buildings, businesses can reach a larger audience with a message that takes into account the unique needs of apartment-dwellers. For example, a premium on space may make these customers more receptive to messages emphasizing compact design and storage efficiency.
Marketers should research and profile the neighbourhoods and communities where their target audience live. Knowing the local culture, demographics, and spending habits can help businesses create targeted marketing messages that will resonate with the right people.
Additionally, businesses can capitalize on the proximity of services and amenities in these buildings by partnering with local businesses and creating joint promotions. For larger brands with multiple locations, understanding the local competitive landscape drives more effective marketing to apartment-dwellers in the vicinity.
The Appeal of Community
Vertical living can help to revitalize urban centres and create vibrant, walkable communities. By creating high-rise buildings that incorporate retail, restaurants, and other services, developers can create vibrant neighbourhoods that people want to live in. This can help to attract more businesses and visitors, as well as stimulate the local economy.
Urban community living opens up countless opportunities for marketers. Unlike suburban and rural areas which rely on car transportation to a business location, high-density urban environments generate ample foot traffic and allow businesses to reach customers right where they live. The sense of community fostered by proximity is an inspiration to customers wanting to “shop local”.
Overall, the growing trend of vertical living in Canada’s biggest cities is a positive one for both city dwellers and businesses. By creating efficient and vibrant urban centres, businesses can take advantage of the opportunities presented by this trend and create successful campaigns that reach a larger audience.
by Naomi Lewis, Cleanlist Product Specialist
About the data: The data presented in this report was summarized from ResponseCanada Consumer, Canada’s largest and most up-to-data privacy friendly consumer database. To learn more about the database or for licensing information, contact sales@cleanlist.ca.
Cleanlist is Canada’s largest customer data company. We clean, enrich, and validate business and consumer data. We’re also experts in data-driven document composition and Canada’s largest data provider for digital and offline marketing. To learn more, visit us at Cleanlist.ca.
