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As we turn the corner on COVID, where is your growth going to come from? Is it going to come from your existing clients organically? Are you going to be able to win market share from your competitors? Or can you find a “greenfield” opportunity to reach out to customers who may never have heard of your brand? If you’re interested in the third option, then you need to look at the newcomer opportunity.

The ethnic opportunity in Canada is already the size of the population of Quebec. But that snapshot of time is changing rapidly. Over the next three years, the Government will be welcoming 1.2 million permanent residents to our shores. You can add to that the 640,000 international students that grace our colleges and universities on an annual basis…

One-fifth of the Canadian population is foreign-born…

Chinese and South Asian consumers have high purchasing power — but they have different buyer behaviours and attitudes than the general population…

These are points you may have heard before and it’s no different during COVID-19. Yet little has been said or researched about the ethnic consumer as a “recovery” opportunity post COVID-19. We surveyed 900 Canadians — including South Asian and Chinese respondents — to understand their behaviours during COVID-19 and beyond.