Indigenous Peoples - Diversity Beyond Ethnicity

As per the 2016 Census, over 1.67 million people in Canada identify themselves as Indigenous. This equals 4.9% of the Canadian population. “The Indigenous Peoples” is Canada’s youngest and fastest growing demography.

The Canadian Constitution recognizes three groups of Indigenous Peoples: Indians (or First Nations), Inuit and Métis. These are three distinct groups with unique histories, languages, cultural practices and spiritual beliefs.

National Indigenous History Month, celebrated every year in June, is dedicated to honour their heritage, contributions, achievements and to spread awareness about the cultural diversity of Indigenous communities across Canada. June 21 is commemorated as National Indigenous Peoples Day. This is the Summer Solstice, the longest day of the year, and holds great significance for many groups of Indigenous Peoples. The warm weather is welcomed with celebrations that highlight their vibrant heritage, culture and achievements. This is a great opportunity for brands to join in their festivities, connect with them, and build bonds by celebrating their cultural values and contributions. It all starts with understanding the consumer and building empathy.

Brands can look forward to being part of many festivals and events organised during the Indigenous History month in different parts of Canada. These include the Summer Solstice Indigenous Festival, the Adäka Cultural Festival, Great Gathering of First Nations, Mashteuiatsh, Montreal First Peoples’ Festival and the Manito Ahbee Festival, to name some. The energy at these events is amazing, with activities like the POW WOW traditional dancing competition, drumming, music, indigenous-inspired culinary events, performing arts, visual arts, traditional sports competition, handicraft exhibits, marketplace displays, workshops and more.

These events, whether virtual or in person, have thousands of visitors, both Indigenous and non-Indigenous, flocking to be part of the celebrations from across North America. These events witness a huge outreach through media partnerships and digital engagements. This is a great way to connect with the community at large. Brands can partner in the events through various types of sponsorships and enjoy brand exposure and engagement.

Maple Diversity can help connect your brand with the Indigenous audience in relevant ways and build meaningful and successful consumer relationships.