Multicultural Marketing

Last week I wrote a post for the Canadian Marketing AssociationCMAIt was an attempt to highlight the significance of market segmentation and multicultural marketing for Canada. If you’d like to read the original post you can view it here;  alternatively you can find a copy below. Please feel free to share your views on the topic.

I attended the Multicultural Marketing Conference yesterday. There were some good presentations by Corporate Canada, Ad agencies and Media on the initiatives within the ambit of Multicultural Marketing. The one I liked most was by Saul Gitlin, EVP, Kang & Lee. Road to SuccessHe provided 360 degrees information on marketing to multicultural markets based on his experience of successfully working for clients in Canada and the USA. He talked about the language of comfort as the gold standard and advised considering brand maturity level with multicultural groups. For example, a well-known brand like RONA could be a new name for new immigrants.

There seems a growing interest in the multicultural marketing and it is not just because of the recent (March 9th, 2010) Stats Canada report on Projections of the diversity in Canada. The highlights of the report are as follows:

– By 2031, between 25% and 28% of the population could be foreign-born, a highest proportion ever. About 55% of this population would be born in Asia.
– By 2031, visible minority groups would comprise 63% of the population of Toronto, 59% in Vancouver and 31% in Montreal.
– The foreign-born population could increase approximately by four times faster than rest of the population.
– Canada could have between 11.4 million and 14.4 million persons belonging to visible minority group by 2031, more than double the 5.3 million reported in 2006
– The south Asian population could more than double from 1.3 million in 2006 to between 3.2 million and 4.1 million. The Chinese population is projected to grow from 1.3 million to between 2.4 million and 3.0 million.
– The Arab and West Asian groups could more than triple, the fastest growth among all groups.

The above Statscan projections are for 2031, for four 5-year plans down the road, a long stretch of time in a rapidly changing world of marketing. Thus I believe that the newfound interest for many marketers goes beyond the interesting demographics into the attractiveness of multicultural markets for its media consumption, family life cycle, younger profile, need for capital goods, market accessibility and distinctive likes and dislikes.

Multicultural market is in its infancy and the companies entering now will drive the first-mover advantage. Market expansion and growth for Canadians companies would come from reaching out to the new markets segments. It’s about time to walk the talk. The challenge for marketers is to find out core insights and drivers for primary multicultural segments and develop an over-arching strategy and implementation for cost-efficient market expansion. Another challenge is maintaining a balance between segment-focused implementation and alignment with the marketing execution in mainstream without loosing sheen and impact.


About Fazal Siddiqi
Fazal Siddiqi Writes on current marketing, branding, communications, diversity and socio-economic opportunities & challenges. He lives in Canada and works for OPAL Marketing Group.

3 Responses to Multicultural Marketing

  1. Cristelle says:

    Hi Fazal,
    I’m currently doing a thesis on Multicultural Marketing, more specifly analyzing how companies adapt to multi-ethnic countries such as Canada. You wrote that you attented the last Annual Conference on this subject, I would have love to assist too, unfortunately it wasn’ t possible! I would really appreciate if you could provide further information about the conference, any notes, or support material you may have. It would be o really valuable for me!
    I hope you can help me!
    If that is possible, is there any e-mail address where I can write you??

    Thank you very much!


  2. Thanks for contacting and commenting here. Please let me know what do you want to know and I would see if I can help.


  3. Pingback: 5 consejos para crear una campaña de publicidad de éxito | Pooblie

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