To find out which population segment you belong to, take the Self Identification Survey

Suburban Stability Seeker (22% of the population)

• Mostly female (60%)
• Between 25-44 (49%)
• Most likely segment to be married (71%)
• Most likely segment to have a college diploma (41%)
• Somewhat above average household income (23% earn $60,000 - $80,000/year)
• 8 in 10 have children living at home

Identity Statement
Suburban Stability Seekers are most differentiated from other segments of Kitchener’s population for their commitment to Kitchener becoming a family-oriented town with recreational and leisure venues spread out across the city, providing wholesome, family-friendly daytime entertainment. Very concerned about their personal welfare, Suburban Stability Seekers are looking for stability. They may let their emotions and feelings guide their decisions and they change their opinions easily.

Growth / Development
Suburban Stability Seekers are open to development but need to be sure they will not be on the losing end.

Taxes
Suburban Stability Seekers favour higher taxes for higher services.

City Services
The only services Suburban Stability Seekers are familiar with are the provision of marriage and birth and death certificates, business licensing and the conditions of sports fields. They are unsatisfied with most services. Despite their lack of familiarity and lack of satisfaction with services, they favour spending more money on some services – most notably The Aud and the provision of marriage and birth and death certificates.

Likes About Kitchener

• People / Charm (20%)
• Size / Small Town Charm (16%)
• Community Centres / Library (14%)
• Clean (14%)
• Parks (13%)

Dislikes About Kitchener

• Traffic Problems / Congestion (19%)
• Road Conditions / Potholes (13%)
• Crime / Unsafe (11%)
• Downtown / Core (10%)
• Rundown Houses / Unkept Properties (8%)
  

Involvement in Government
While Suburban Stability Seekers take notice of civic issues, they express deference to those in
positions of authority. They do not condone the breaking of laws even if they do not agree with them.

Interesting Fact
Suburban Stability Seekers believe their lives are predetermined and that life can be unfair as people do not necessarily get what they deserve.