Culture

The Role of Extended Families in Ethnic Canadians’ Purchasing Decisions

North American society, like most of Western Europe, is mostly composed of nuclear families. However, other parts of the world such as Asia, Africa, and Latin America include a much wider range of relatives in their concept of family. Since most newcomers to Canada come from places where extended families are the norm, what effect [...]

Hinglish: The Evolution of Language in South Asian Advertising

Did you know there are more English speakers in India than in Canada, the United States, United Kingdom, Australia and New Zealand combined? The reputation of English as a gateway to improving education prospects, social status and career opportunities is a main reason behind its immense popularity throughout Asia. This is particularly notable in India, [...]

Colours and Numbers: Do’s and Don’ts for the Chinese Canadian Market

To successfully connect with consumers when presenting a brand or product, it’s important to do so in a way that is in harmony with their values. This can be a challenge when targeting specific ethnic groups, which come with their own rich cultural heritage. Numbers and colours top the list of significant and symbolic elements [...]

Celebrity Endorsements – Understanding the South Asian Perspective

Bollywood and cricket provide a unifying pool of powerful celebrities who can influence more than 2 billion individuals worldwide, regardless of language, religion and country of origin. South Asians are more loyal to their celebrities than anyone else and are more likely to be influenced by them. Celebrity endorsements are more effective in increasing [...]

Load More Posts