Multicultural Minute
Weekly Updates on Your Ethnic Consumers | Presented by AV Communications
JANUARY 15, 2016
ISSUE 16 I VOLUME 2
What would Canada look like if
multicultural communities did
not exist?
Canada is one of the most ethnically diverse
countries in the world. It has been described as
a cultural mosaic, where a mix of ethnic groups,
languages and cultures co-exist and flourish
within the society.
Did you ever wonder what Canada would look
like if multicultural communities did not find
their way to the Great White North?
Food and Beverage
703
Reports indicate that Canada has a strong
appetite for ethnic foods. Sushi has become
a staple in grocery stores, so do spices like
curry, cumin, and even star anise.
million
less potato meals
297
The country’s eating habits are reflecting
the demographic shift – according to NPD
Group, the number of meals Canadians eat
that included potatoes decreased by 703
million ‘eatings,’ while those that featured
predominantly Asian staple foods like rice
and seafood soared by 297 million eatings
and 248 million eatings, respectively.
million
more rice meals
248
Now imagine your meal choices, take-outs,
and delivery options without ethnic food.
Unthinkable, right?
million
more seafood meals
Labour
Migrants fill important niches both in fast-growing and declining sectors of the
economy. Migration boosts the working-age population. Most migrants from ethnic
communities arrive with skills and contribute to human capital development.
Canadians of Chinese origin make up a
high proportion of all Canadians employed
in scientific and technical occupations. They
also represent a relatively high proportion
of those employed in business, financial
and administrative positions, as well as in
manufacturing.
Most South Asians arrive as educated and
skilled professionals who work in the
service sector or start their own businesses.
The country’s current top source of
immigrants is the Philippines and Filipinos
work mostly in healthcare and the public
service sector.
According to Statistics Canada, sometime between 2011 and 2016, the immigrant
proportion of the Canadian labour force is estimated to account for 100% of net
labour force growth.
Celebrations
One in 5 Canadians celebrate New Year’s
twice and observe several cultural and
religious festivities in between. This means
an abundance of food, gifts, and merriment
in towns and cities where ethnic-Canadians
are bigger in population, such as Toronto,
Vancouver, Calgary, and Montreal.
For marketers, it means more opportunities
to reach a diversified, influential, and
globalized audience who can impact the
bottom line.
20%
of Canadians
celebrate New Year’s 2x
Economy
Statistics Canada predicts that in 25 years, immigration will be the only growth factor
in the country as natural increase is trending sharply into the negative. Without
immigration, Canada’s population growth will stagnate and economic growth will
eventually slump.
How have Canada’s multicultural communities impacted your life and business?
Share with us your thoughts! Email [email protected].
Sources:
Huffington Post Canada, NPD Group, Statistics Canada, OECD, Canadian Council of Chief Executives
AV Communications is an award-winning full-service multicultural advertising agency that offers turnkey solutions to help advertisers reach diverse
consumers across Canada. Our service is defined by three divisions: AVc (Communications), AVi (Insights), and AVx (Experiential). This streamlined service,
combined with web and mobile research tools, enable us to create marketing campaigns that are reinforced by creative concepts, relevant insights, and
post-experience data and statistics.
We are the first and only multicultural marketing agency in Canada to have won at the prestigious CASSIES and acclaimed as a Facebook Studio Nominee.
We also have been recognized by notable award institutes, such as Summit International Awards, Marketing Awards, and NAMIC EMMA (National Association
for Multi-Ethnicity in Communications | Excellence in Multicultural Marketing Awards) where we have thus far collected a total of 14 awards combined.
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