Following up on the webinar Understanding the Multicultural Opportunity in 2021 and Beyond, Howard Lichtman – Co-founder of Ethnicity Matters, and Rahul Sethi – Director of Insights at Vividata, will do a deep dive into the multicultural opportunity for CPG marketers. Some of the topics covered include:

  • The multicultural opportunity for CPG
  • The role of ethnicity in retail
  • E-commerce/direct-to-consumer as a greater opportunity
  • Brand loyalty
  • The missed opportunity for global brands: think global/act local
  • The role of content
  • The role of influencers
  • The role of activations
  • The COVID effect
  • Consumer attitudes and preferences

Related reading: The Importance Of Language In Marketing To New Canadians, by Howard Lichtman.

Note: Understanding the Multicultural Opportunity in 2021 and Beyond is not required viewing to benefit from the insights presented at this webinar.

Presenters: Howard Lichtman, Partner & Co-founder, Ethnicity Matters and Rahul Sethi, Director of Insights, Vividata
Date: Tuesday, March 23, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:


If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Howard LichtmanHoward Lichtman, Partner & Co-Founder, Ethnicity Matters

Howard Lichtman is a co-founding Partner of Ethnicity Matters. Prior to Ethnicity, Howard was the President of The Lightning Group and Executive Vice President of Marketing Communications at Cineplex. He is also responsible for all of the marketing, programming and sponsorship for the Taste of the Danforth. He served as the CMO of the Ethnic Channels Group- Canada’s largest distributor of Ethnic Channels from home. He created the American Express Front of the Line program, transformed cinemas from just movie theatres to media outlets with launch of screen advertising and has sold the largest sponsorship to live theatre in history – $15 million to Amex, Pepsi and Labatt.

Howard is Juris Doctor and MBA, and has taught a course at Ryerson on How to Launch an e-Business. He is an angel investor in the Interior Design Show, Sensibill, NXM Labs, DotHealth, MediSeen, LifeWire, Geogram, My Broker Bee, Halvana and NISE Technologies. In addition, he is a member of the Schulich School of Business Global Management Program’s “Devil’s Advocate” Panel. He also serves as a Judge of The Global Hult Competition. He has served on numerous non-profit Boards, including as the Vice Chair of the Board of the Ontario Science Centre. Howard currently serves on the Board of Governors of Exhibition Place. He is also very active with the Schulich School of Business.


Rahul SethiRahul Sethi, Director of Insights at Vividata

As the Director of Insights at Vividata, Rahul spends a lot of time looking at numbers. He uses various data analysis methods to uncover stories about Canadians that lie within Vividata’s extensive databases. He is always in search for stories to tell and for better ways to tell them; whether through data-visualizations, infographics, articles, reports, or through simple data reporting tools.

Rahul’s background is in communications. He holds an Honours B.A. in Communications and Information Technology, and an M.A. in Creative Writing. For over a decade, Rahul has lectured in various communications and data analysis related courses at the University of Toronto, he is a frequent guest lecturer in marketing and research related courses at colleges and universities across the GTA, and he is often called upon to provide insights into consumer behaviours and attitudes for client presentations and industry webinars.