Diverse Communities

The Untapped Markets: Insights into consumer behaviours of 2SLGBTQ+, Indigenous Peoples, and People with Disabilities

Not a day went by in June without some organization, outfit and brand proudly proclaiming themselves as 2SLGBTQ+ friendly. It was, as things are these days, an attempt to ride the coattails of a trending hashtag. It’s the exact same story when it comes to the Indigenous or disabilities diverse communities. There appears to [...]

Impact of COVID-19 on Multicultural Consumers in Canada

Canada’s multicultural landscape is vibrant and expanding. Two striking ethnicities by population size form a major part of this landscape - South Asians account for 2.6 million, and Chinese are 1.8 million of the total Canadian population. According to Environics Analytics, the immigrant population is projected to increase by 27% in the next 10 years.  [...]

LGBTQ+ community and Pride celebrations during COVID-19

Lesbian, gay, bisexual, transgender, queer/questioning and others (LGBTQ+) community are a significant part of Canada’s diverse fabric. According to a survey by CROP for Foundation Jasmin Roy, titled "LGBT Realities", 13% of the Canadian population belongs to the LGBT community. The LGBTQ+ struggle for equal rights, status, protection, decriminalization of homosexuality and liberalization has been a [...]

By | June 30th, 2020|COVID-19, Diverse Communities|

Shouldn’t you be where your Asian-Canadian consumer is hanging out?

Recently, well-known Asian-Canadian artist Rick Tae, talked about the perceptible difference between Asian-Americans and Asian-Canadians. “There is a much louder expression of race and culture in the U.S., likely all the way down to branding and marketing for lack of a better way to explain it,” noted the actor who has produced and acted in [...]

Three out-of-the-box experiential marketing ideas for courting ethnic consumers

Experiential marketing campaigns can be bold, ambitious or audacious even. Pulling off a successful promotion, however, hinges on a fundamental premise: how well do you know your audience? Are you able to break that familiarity into a granular level to pinpoint precisely when, where and how marketers can utilize your insights? Event marketing for the [...]

Respecting sub-cultural diversity when celebrating festivals

This year, the Lunar New Year (Chinese New Year), falls on Feb. 5. Did you know the popular greetings “gung hey fat choy” is a Cantonese phrase meaning, “happiness and prosperity?” So, now imagine greeting a Vietnamese or Filipino consumer with the phrase. Let’s assume they appreciate the sentiment but they will no doubt be [...]

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