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

Urban Promoter (16% of the population)

• Mostly males (64%)
• Well-educated (63% have post-secondary degree)
• Between 25-44 (55%)
• High-income earners (23% make at least $100,000 per year)
• Mostly married (60%)
• Among most likely to follow a non-Christian religion

Identity Statement
This group of confident achievers tends to be males in their thirties with good educations and incomes. They are risk-takers who enjoy the good life. Believing that their destiny is pre-determined, Urban Promoters are confident in their ability to tackle life’s intricacies. They are ready to take on risk if the rewards are there for the taking. They enjoy being with people, whether it is a network of friends with similar interests or amongst a crowd during an event.

Growth / Development
Urban Promoters are most clearly defined by their desire to see Kitchener become a vibrant, fastdeveloping municipality with a big city feel. They are attracted to the opportunities that future development in Kitchener offers.

Taxes
Wish that Kitchener would be known as a city that provides a higher level of services than other municipalities, even if it means a higher level of taxes.

City Services
In line with their desire to see the city grow into a big city, Urban Promoters have a high level of familiarity and satisfaction with city planning, downtown planning and promotion of the city. This group wishes to see more money spent to pursue all of these initiatives, in addition to the look of new neighbourhoods and new buildings. They are notably unhappy with swimming pools, support for association and sports groups and outdoor facilities. Urban Promoters are satisfied with Your Kitchener Market and believe we should be spending more on the market.

Likes About Kitchener

• Clean (16%)
• Parks (14%)
• Distance to Other Things / Location (13%)
• People / Charm (12%)
• Transit System / Traveling Conditions (12%)

Dislikes About Kitchener

• Downtown / Core (18%)
• Traffic problems / Congestion (14%)
• Litter / Dirty (12%)
• Road Conditions / Potholes (11%)
• Rundown houses / Unkept Properties (10%)

Involvement in Government
Taking an interest in what is happening to their city, Urban Promoters reject civil disobedience and
prefer greater government involvement in their community. Their desire to be involved in their community stems from their personal responsibility to help those worse off than themselves as well as a desire to be in contact with people of different social backgrounds.

Interesting Fact
They have improved their social status through their past achievements and feel secure about their future financial situation, especially as they have not relied on anyone but themselves for their success.