Building authentic connections with multicultural Canadians and newcomers

Diversity is part of our collective Canadian identity. In fact, according to the most recent census data, one-fifth of Canada’s population is foreign-born, representing almost eight million people. And this number is projected to grow in the coming years, as Canada has committed to welcoming more than 1.3 million new immigrants by 2024. 

Marketers have a unique role to play as our population shifts and grows. More than one quarter of Canadians say they still don’t feel represented in advertising today. As marketers, we have the ability to create real and positive change, and to mirror Canada’s diverse population in the stories we tell and the campaigns we create.

Earlier this year, Google Canada and the CMA co-hosted a webinar that explored how marketers can build authentic connections with newcomers to Canada. The webinar featured new research on this growing and powerful consumer group. The goals of this webinar were to:

• Highlight the impact that multicultural communities have on our country
• Share insights learned through Google’s research to enhance the audience’s understanding of the needs of these groups and address gaps in marketing today
• Create an open dialogue with industry leaders about how to better represent and highlight Canada’s multicultural community going forward

This research has now been published as a full interactive report on Think with Google Canada. It includes insights on what multicultural Canadians are looking for, what messages resonate with them, as well as a deep-dive on the typical consumer journey of a newcomer to Canada. It also features guidance on how marketers can bring diversity, equity and inclusion to the forefront of their initiatives. 

One of the key points emphasized in the report is that the multicultural makeup of Canada is unique and distinct – particularly from that of the United States. It’s important for Canadian marketers to develop multicultural marketing strategies, understand how our population stands apart, and help each other reach multicultural audiences in meaningful and authentic ways.

Media Council insights

Recently, the Media Council discussed this topic. Here are some highlights from the discussion:

• It is vital to get to know multicultural audiences and understand these different communities and their needs.
• There is an opportunity to show up in moments that matter to newcomers to Canada, for example, by using the native languages of these groups. This brings a sense of belonging and keeps the communities connected to their country of origin.
• Show up for newcomers authentically along their journey – both before and after their arrival. Help multicultural Canadians find confidence in their purchase journey, through building awareness of your brand.
• Make sure these communities are represented in your creative, and highlight attributes in your creative that matter to them.
• Do not hesitate to challenge your assumptions about your customer base.
• Recognize that having an inclusive and multicultural mindset as an organization starts with insight and good intention. What comes next is making incremental positive steps and sticking to your goals.

Canadian marketers can help each other to better understand multicultural Canadians and newcomers to Canada, and gain awareness of how to best reach them in authentic and meaningful ways. We have a real opportunity to reframe media strategies to be about inclusive marketing and take steps to connect with all Canadians. How can you make a difference?

Explore the Multicultural Marketing Report to learn more.