5 W’s of Multicultural Marketing

WHO, WHAT, WHEN, WHERE AND WHY?

WHO SHOULD CARE ABOUT MULTICULTURAL MARKETING (MM)? 

If you’re a marketer, multicultural marketing is a demographic you may want to take a closer look at. With the Canadian population becoming more and more diverse, there is a demand for unique content that caters to the specific cultural pockets of Canada. What does this mean exactly? Thinking about festive and religious times for different cultures, creating content that speaks in their native tongue and reflects the values that are highly prized within the community.

WHAT EXACTLY IS MULTICULTURAL MARKETING (MM)? 

Multicultural Marketing is marketing to the specific ethnic audience(s) that is usually a community outside of the majority or mainstream culture. MM tries to tap into specific communities cultural preferences whether it be language, religion, traditions, festivities and other concepts in order to talk to and move their audiences to take the desired action.

WHEN WILL MULTICULTURAL MARKETING (MM) MATTER?

Statistics Canada recently released a study on January 25, 2017, “A look at immigration, ethnocultural diversity and languages in Canada…” The reports’ main focus was about which minority populations are expected to grow. Nearly one in two Canadians could be an immigrant or the child of an immigrant by 2036. More than half of immigrants in Canada would be of Asian origin in 2036. Over one-third of the working-age population in 2036 would belong to a visible minority group. The number of people with a non-Christian religion could almost double by 2036, accounting for between 13% and 16% of Canada’s population, compared with 9% in 2011. Within this group, the Muslim (between 5.6% and 7.2% of the total population in 2036), Hindu (between 2.5% and 2.9%) and Sikh (between 2.3% and 2.7%) faiths would see the number of their followers grow more quickly because of their representation among immigrants, although they would still represent a small proportion of the total Canadian population.

WHERE ARE MULTICULTURAL AUDIENCES EXPECT TO GROW IN CANADA?

According to Statistics Canada’s report, “A look at immigration, ethnocultural diversity and languages in Canada…” the immigrant population would continue to be concentrated in the census metropolitan areas in 2036, particularly Toronto, Montréal, and Vancouver.

WHY YOU SHOULD CARE ABOUT MULTICULTURAL MARKETING (MM)? 

While mainstream may have a bigger piece of the marketing pie, multicultural advertising will continue to grow in Canada, according to Statistics Canada. When you walk down the street on most major metropolitan cities, what do you see? A variety of ethnic and cultural backgrounds represented in a sea of diverse faces. Canada is home to a diverse population and nearly all of these communities have cultural preferences and tastes that marketers can easily tap into if they take the time and effort to get to know and be able to reach this growing target demographic. These communities cannot be ignored because they will continue to grow in numbers, offering a return on investment to marketers. By keeping abreast of what these communities want and catering your advertising content to meet this growing need, you can win the multicultural marketing game here in Canada.

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HOW CAN YOU FIND OUT MORE ABOUT MULTICULTURAL MARKETING IN CANADA?

Be sure to check out my blog in the new few weeks because I’ll be taking a closer look at which Canadian multicultural marketing agencies are turning heads with diverse audiences with their creative cultural campaigns.

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