The AMA Roundtable on the Emerging Ethnic Markets in Canada

It was good to see a full-house in the AMA round-table discussion on The Emerging Ethnic Markets in Canada: The Pioneers of Multicultural Marketing held in Toronto last week. It highlighted the interest in the multicultural and new-Canadians markets.

The panellists for the discussion were from the CPG, Market Research, Telecommunications and Banking sectors. Panellists shared their multicultural marketing approach that differed from each other based on the industry / category they represent. Rubicon Foods primarily focuses on other drivers than ethnicity to expand in Canadian market. Rogers caters to all major ethnic segments with cable TV as TV watching differs across cultures. The RBC engages new-Canadians and also promotes multiculturalism within for continued customer satisfaction and engagement.

There was also discussion on how marketers are still trying to get the multicultural marketing on the map. I think “multicultural marketing not on the map” is an effect and feel that it would be useful discussing the cause to this effect. Why the multicultural marketing has not received the recognition yet? Is it because,

  • Canadian marketplace is generally slow to adapt
  • Ethnic segmentation is not relevant for all categories.
  • Unstable global economy is affecting due allocation of budgets to emerging segments.
  • There is a lack of credible performance & achievements in multicultural market segments.
  • Success in multicultural marketplace is not being measured, documented and showcased well.

Deliberations on the above and other such causes will lead to identification of challenges to multicultural marketing, which then can be worked on independently or collectively for coming up with solutions. This is how I believe we can contribute in bringing the multicultural marketing on the map in Canada.

It would be nice to get your viewpoint on this. Please let us know what you think by commenting here.


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.

2 Responses to The AMA Roundtable on the Emerging Ethnic Markets in Canada

  1. gautamnath says:

    Very well said Fazal and catches the challenges that we are all facing quite succinctly.

    One of the things that I truly believe in is that we the players should be working collaboratively together to increase the size of the pie rather than competing to grab a piece of the small offering that is out there on the table today.

    Would hope this forum helps towards that end and would look for other ideas as you say, for ways to increase the multicultural share of the Canadian marketing dollar.

  2. Thanks Gautam.

    Couldn’t agree more, the need is to work together to circumvent constraints and increase the size of the pie. Though that requires to look for synergies and a paradigm shift to abundance mentality from scarcity mentality – that in itself is another challenge.

    Your forum is a good step towards that end and I am confident that more marketers would realize the potential soon.

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