Multicultural Marketing

Ramadan – Impact of COVID-19 on Canadian Muslim Consumers

During the holy month of Ramadan, Muslims observe fasting during the daylight hours. After sunset, they break the fast together with family and loved ones and enjoy a sumptuous meal. The end of Ramadan is observed as Eid-al-fitr which is a 1 to 3 day celebration completing the month of fasting. This is also a [...]

Ramadan – Opportunities for brands

Ramadan is the most significant and celebrated month for Muslims. A month of fasting and charity. This year, Ramadan, the ninth month of the Islamic lunar calendar, begins around April 23rd with the sighting of a new crescent moon. Muslims all over the world greet one another by wishing ‘Ramadan Mubarak’ (‘have a blessed Ramadan’) [...]

Chinese New Year and Your Brand!

Chinese New Year, also known as Lunar New Year, is the largest and most important festival that is not only celebrated in Chinese community but also a lot of East Asian countries such as Korea, Japan, Vietnam and Malaysia. In Canada about 5% of the population is Chinese, making it one of the largest ethnic [...]

Ethnic Holiday Shopping Behaviour

It’s that time of the year when the holidays are right around the corner, and everybody is brimming with excitement for the festivities and celebration. December is the time of holiday lights, window displays, ice skating and the best sale prices and shopping all year. In a recent survey brick and mortar stores are still [...]

By | December 9th, 2019|Advertising, Ethnic Advertising, Marketing, Multicultural Marketing|

How is 11:11 creating an impact in Canada and why should brands participate in it?

If you haven’t heard of Single’s Day before, you’re probably missing out on a lot! Single’s Day, now popularly known as Double 11... started off as an entertaining festival for young Chinese people to celebrate that they were proud to be single. Celebrated on the 11th of November, the date is especially specific of what [...]

How does the media influence South Asians during Diwali?

Diwali, the festival of lights not only marks the beginning of a New Year for the South-east Asians but is also symbolic of fond childhood memories, awaited re-unions, temptation of sweets and the victory of light over darkness. It’s one of the most important festivals celebrated in India and other parts of the world where [...]

Moving to a Total Market Approach

Over the last two decades or so, Canadian marketers have approached their marketing plans in the context of two distinct segments – the General Market or “mainstream” – and the Multicultural Market or “ethnic” (also referred to by Statistics Canada as “visible minorities”). While the mainstream has been largely considered to be Caucasian consumers, the [...]

By | October 21st, 2019|Advertising, Ethnic Advertising, Marketing, Multicultural Marketing|

Why does WeChat matter to Canadian companies?

You probably have already heard of WeChat, whether on the news or from a friend, this dominate “Super APP” in China is a collective app with the functions of all social and personal finance apps combined. With Facebook, Instagram, Twitter and Google blocked in China. It was designed primarily to be a personalized social app [...]

Here’s how your brand can make the Canadian newcomer feel at home

Canada welcomed more than 321,065 newcomers in 2018. By 2031, it’s expected almost half of Canadians aged 15 and older will be foreign-born. To a marketer, this is a lucrative pie, one with both potential and promise. Given these numbers, it’s easy to understand how everyone from banks to mainstream grocery stores are eager to [...]

How Canadian brands can leverage South Asian consumers’ love for all things Bollywood?

Extravagant sets, foot-tapping songs, dance numbers, and melodrama may make Bollywood films a tad formulaic but when it comes to providing value for entertainment, there’s no phenomenon on earth that draws a cult-like following. Unlike the more prominent inter-generational gaps that exist between South Asian millennials versus their traditional boomer parents, cinema continues to serve [...]

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