You are reading part 1 of the 6-part Multicultural Marketing Report. Jump to Chapter 2. Seeking balance; 3. Building confidence: The newcomer journey; 4. Building confidence: The purchase journey; 5. Key seasonal moments for marketers; or 6. How to get started.
Canadians increasingly want to be associated with brands that reflect their own values. Companies that authentically celebrate diversity should exemplify this key Canadian value in all of their marketing efforts in order to resonate with shoppers. And it’s vital for brands to have a multicultural marketing strategy specific to the Canadian market. Here's a look at Canada's unique, diverse population:
The three largest non-Caucasian groups in Canada identify as South Asian (25.1% of the non-white population), Chinese (20.5%) and Black (15.6%).
As Canada’s diverse population continues to grow as a result of increased immigration, prioritizing diversity within all marketing efforts is only going to become even more essential.
And Canada’s public commitment to immigration includes new targets.
Canada embodies the reality that immigration policy is economic policy.
So it’s important for Canadian companies to have a multicultural strategy — but one that’s specific to this market.
According to the Government of Canada, the top countries of origin for permanent residents admitted in 2019 were India, China, and the Philippines. By comparison, according to the Pew Research Center, the top places of origin for immigrants to the United States were Mexico and other Latin American countries.
The cultural makeup of our country is distinct. To truly resonate with multicultural Canadians, marketers in Canada can’t simply repurpose the visuals, messaging, and website experience from their American counterparts. The strategy needs to be homegrown to suit the needs and experiences that reflect Canadian culture.
*Representation from India, Pakistan, Sri Lanka, and Nepal