Tag: Multicultural Marketing

Social Distance from Ethnic Consumers at Your Own Risk

June 2nd, 2020 | Howard Lichtman, Partner and Co-Founder, Ethnicity Matters

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.

Read More

When Multicultural Meets Mainstream

November 6th, 2019 | jessicayareden, Digital Marketing Manager, ACA

There are over 300,000 new immigrants coming to Canada each year. By the year 2036, Canada’s multicultural consumers will represent 34% of the population while some urban centers across the country will reach over 80%. There is no question that the face of Canada is undergoing rapid and profound change, and marketers need to adapt to this change now.

That was the picture that Bobby Sahni, President & Co-founder of Ethnicity Matters, painted the morning of ACA’s Executive Forum, “Marketing to the New Mainstream”, which took place in Toronto last month.

Read More

Infographic: The Why & ROI Of Multicultural Marketing

March 29th, 2016 | Matthew Chung, Manager, Communications and Content

Demographic shifts in Canada are having a major impact on the way brands do business. Put simply, if you don’t have a plan in place to serve ethnic and new immigrant populations, you’re missing out on a growth opportunity.

Read More

When will Canada catch up?

December 17th, 2014 | ACA Team,

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. For years, they have worked with best of breed multicultural agencies—experts in either the Afro-American or Hispanic ethnicities.

Read More

The Ethnic Connection: An untapped opportunity for Canadian marketers

July 30th, 2014 | ACA Team,

by Howard Lichtman, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising What is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand “the Quebec connection”, and allocated the resources to reaching out to that market, they have not applied the same rationale, resources or process to ethnic consumers. One […]

Read More