Diversity is part of our collective Canadian identity. But a quarter of Canadians say they still don’t feel represented in advertising today. Marketers are in a unique position to create real and positive change, and they need to mirror Canada’s diverse population in the stories they tell and the campaigns they create.
Newcomers to Canada and multicultural Canadians are powerful and growing groups of shoppers, so it’s strategically important for brands to connect with them. But as you’ll learn in this report, reaching these audiences is multifaceted — it’s an opportunity for marketers to have a powerful impact, make diverse audiences feel seen, and build long-lasting connections to their brand. To do that well, it’s crucial for brands to not only have strategies to connect with them authentically, but to have strategies specific to the Canadian market.
Throughout this report, we’ll be sharing insights about multicultural Canadians, newcomers to Canada, and acclimated Canadians, defined as:
2. Seeking balance
In this chapter, you’ll discover: The balance between two cultures, how multicultural Canadians are finding information and key moments for multicultural Canadians.Explore this chapter >
3. Building confidence: The newcomer journey
In this chapter, you’ll discover: the newcomer journey and key purchase decisions newcomers make before arriving in Canada, and shortly after.Explore this chapter >
4. Building confidence: The purchase journey
In this chapter, you’ll discover: the transition from newcomer to Canada to multicultural Canadian and the purchasing preferences of multicultural Canadians and how best to reach them.Explore this chapter >