{"id":4715,"date":"2019-11-06T14:04:33","date_gmt":"2019-11-06T19:04:33","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=4715"},"modified":"2019-11-18T16:06:43","modified_gmt":"2019-11-18T21:06:43","slug":"when-multicultural-meets-mainstream","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2019\/when-multicultural-meets-mainstream\/","title":{"rendered":"When Multicultural Meets Mainstream"},"content":{"rendered":"

\"Marketing
\nIf you aren\u2019t doing multicultural marketing, you aren\u2019t doing marketing. <\/em><\/strong>
\n– Marc Pritchard, Chief Brand Officer, Proctor & Gamble<\/strong><\/p>\n

There are over 300,000 new immigrants coming to Canada each year. By the year 2036, Canada\u2019s 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.<\/p>\n

That was the picture that Bobby Sahni, President & Co-founder of Ethnicity Matters, painted the morning of ACA\u2019s Executive Forum, \u201cMarketing to the New Mainstream<\/a>\u201d, which took place in Toronto last month.<\/p>\n

\"\"
Bobby sets the stage for the morning to come<\/figcaption><\/figure>\n

Many of the immigrants who are choosing to make Canada their home have tremendous affluence and purchasing power. \u201cSome of them know your brand, some of them don\u2019t know your brand,\u201d said Sahni. But what is certain is that this is causing rapid lifestyle and purchasing behaviour changes across the country.<\/p>\n

The term \u201cvisible minority\u201d should no longer be used, asserts Sahni, because it is no longer a minority of the population that is ethnic, it is the majority. It is, in effect, the new mainstream. So what are Canadian marketers doing to keep up with this shift? Here are a few suggestions that came out of the panel discussion at the executive forum:<\/p>\n