Canada’s consumer makeup isn’t what it used to be. Today, Canada is home to 6.8 million foreign-born residents, and the nature of the country’s immigrant makeup is much different that it was just a few decades ago. And that shift is worth noting for any marketer interested in ways to make products and services that cater to Canada’s evolving demographic landscape.
Despite the growth in multiculturalism throughout the country, brands and companies have often ignored the opportunity because of the complex and diverse nature of multicultural consumers in Canada. The country has become a melting pot, rich with a variety of languages, consumption patterns and shopping behaviours. For many, that perceived difficulty has created barriers to attracting and engaging these consumer segments.
Given the size and potential of these groups, companies searching for growth can no longer afford to ignore the upswell, and this report provides key insights for marketers looking to engage with Canada’s growing ethnic population.