You are reading part 2 of the 6-part Multicultural Marketing Report. Jump to Chapter 1. Canada is a land of diversity; 3. Building confidence: The newcomer journey; 4. Building confidence: The purchase journey; 5. Key seasonal moments for marketers; or 6. How to get started.
Multicultural Canadians have a foot in two worlds and seek balance between their home culture and Canadian culture. In a survey of East Asian, South Asian and Southeast Asian Canadians, most said they are trying to balance Canadian lifestyle and traditions with those of their own countries.
“I am trying to balance Canadian lifestyle and traditions with the lifestyle and traditions of my own country”
“I am trying to adopt more of a Canadian lifestyle and traditions to feel more Canadian”
“I am trying to maintain more of the lifestyle and traditions of my country of origin”
The key for advertisers is to show up for multicultural Canadians on their high-intent searches, focus on digital-first marketing strategies tailored for this audience, and be there for key moments as they try to find their balance in a new country.
How are multicultural Canadians finding information?
After their friends and family, different groups of multicultural Canadians say that search plays an important role for them when finding information.1
Search interest for multicultural moments like Diwali and the Lunar New Year are growing on Google Trends. Two of the top breakout terms last year were “who celebrates lunar new year?” and “when is diwali?”, which shows that both the multicultural groups and those not familiar with the festivals are interested in these cultural moments.2 There is an opportunity for many brands and retailers to show up during these events, in addition to the traditional shopping or celebratory moments.
We asked Canadians about the key cultural and holiday moments that they observe or celebrate:
Representation from China, Hong Kong, and Taiwan
Representation from India, Pakistan, Sri Lanka, and Nepal
Representation from Philippines, Malaysia, and Vietnam