Canadians are adapting to the new realities of social distancing, working from home, managing finances, and unprecedented unemployment. As a result, new shopping trends and buying behaviours are emerging, influenced by recent retail developments. But what about ethnic consumers? Are they doing anything different?

It has never been more important for businesses, non-profits and government agencies to understand ALL consumers and more importantly, how to engage with them. This becomes increasingly important as many businesses re-open and the economy tries to rebound.

In this one-hour webinar, Ethnicity Matters and Cultural IQ will share findings from a recently completed study covering consumer opinion on how ethnic Canadians are coping and responding to COVID-19. Specifically, you will learn where the future opportunities may lie once this pandemic is finally behind us.

Topics include:

  • Grocery shopping habits and preferences
  • Impact of online shopping by category
  • Purchase intent of high value items
  • Food preferences ordered at restaurants
  • Delayed purchases due to COVID-19
  • Consumer attitudes and sentiment shift amid the pandemic
  • Perception ratings of industry / government response to COVID-19
  • Media consumption habits

Presenters: Howard Lichtman, Partner & Co-founder, Ethnicity Matters and Edward Der, Head of Research and Insights, Cultural IQ
Date: Tuesday, June 2, 2020
Time: 11:30 a.m. – 12:30 p.m. ET

Members can ask for the webinar slide deck by contacting Ethnicity Matters.

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

Edward Der

Edward Der, Head of Research & Insights, Cultural IQ

Edward Der is a marketing professional with 15 years experience in transforming research data into strategic and actionable insights. His guiding principle is to truly understand consumer motivation and to be the “voice of the consumer”.

Previous research and insights work engagements include KPMG, Delvinia Interactive, Fresh Intelligence, Purolator Courier and IPSOS-ASI.

His professional portfolio experience consists of a wide breadth of categories such as telco, financial, transportation, entertainment, real estate, travel & leisure, government, retail and all types of consumer packaged goods.

Edward was educated at McMaster University in Hamilton, where he holds a Bachelor of Commerce degree along with a Creative Advertising Diploma from Seneca College in Toronto.


Howard Lichtman

Howard 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.