{"id":8978,"date":"2018-01-02T13:00:15","date_gmt":"2018-01-02T18:00:15","guid":{"rendered":"https:\/\/digitalmainstreet.ca\/?p=8978"},"modified":"2018-01-17T15:00:00","modified_gmt":"2018-01-17T20:00:00","slug":"marketing-across-canadas-multicultural-landscape-new-research-mediacom-canada-reveals-need-know","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/marketing-across-canadas-multicultural-landscape-new-research-mediacom-canada-reveals-need-know\/","title":{"rendered":"Marketing across Canada\u2019s multicultural landscape? New research from MediaCom Canada reveals what you need to know"},"content":{"rendered":"
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Canada is one of the most culturally diverse places in the world: Currently, one in five Canadians are born outside of Canada<\/a>. In fact, I\u2019m one of them. I moved to Canada a year ago. I\u2019m originally from India, but I\u2019ve travelled to a lot of countries and worked in several markets, including Singapore, so this is a topic that\u2019s close to my heart.<\/p>\n

Toronto and Vancouver, in particular, already consist of 49\u201451% of residents who were not born in this country but call Canada home.1<\/sup> And this culturally diverse segment is only getting bigger: approximately one-third of Canada\u2019s population will be a visible minority by 2031.1<\/sup><\/p>\n

We wanted to learn more about the behaviour of Canadians who identify as visible minorities, so we conducted a study to find out how language and culture influence their media consumption habits, brand consideration, and purchase decisions. From June to July 2017, MediaCom<\/a> polled self-identified minorities (called \u201cvisible minorities\u201d in this article) and compared their responses against the rest of Canada. We also personally interviewed a number of Canadians who identify as visible minorities in September.<\/p>\n

This growing segment of the population speaks to how critical it is for today\u2019s marketers to connect with culturally diverse communities. \u00a0And yet crafting a marketing strategy that genuinely resonates with these audiences is more difficult than ever. Only 25% of people who self-identify as a visible minority feel that brands speak to people of their cultural backgrounds directly.2<\/sup><\/p>\n<\/div>\n<\/div>\n

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Finances and spending trends<\/strong><\/h2>\n

One of the first things we looked at was finances. Many first-generation visible minorities are professionals with significant savings who want to establish a life here in Canada. And they want to buy all of the things that go along with it, like a house or car.<\/p>\n<\/div>\n<\/div>\n

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% of population who in the past 12 months…<\/h4>\n

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