![Chapter 4. Four women of colour, including two women sitting cross-legged, a woman using a wheelchair, and a woman lying down, shop online.](https://storage.googleapis.com/twg-content/original_images/Cover_Chapter_4.png)
You are reading part 4 of the 6-part Multicultural Marketing Report. Jump to Chapter 1. Canada is a land of diversity; 2. Seeking balance; 3. Building confidence: The newcomer journey; 5. Key seasonal moments for marketers; or 6. How to get started.
From newcomer to multicultural Canadian
As newcomers transition to become multicultural Canadians, they’re looking to build confidence in their purchase journey in distinct ways from acclimated Canadians. And as they explore brands, the power of advertising will go a long way to reach and resonate with this audience.
![A white woman and a Black woman use a large mobile phone with shopping bags on the screen. Multicultural Canadians are 1.3 times more likely to discover new products through ads than acclimated Canadians.](https://storage.googleapis.com/twg-content/original_images/4_Inline_1.png)
While 41% of acclimated Canadians say that ads help them find out about new products, for multicultural Canadians it’s even higher — and many say they pay attention to ads in their own language.
![A horizontal bar chart showing 53% of East Asian Canadians* use ads to find out about new products, and 41% pay attention to ads in their own language.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_1.png)
![A horizontal bar chart showing 52% of South Asian Canadians** use ads to find out about new products, and 33% pay attention to ads in their own language.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_2.png)
![A horizontal bar chart showing 47% of Southeast Asian Canadians*** use ads to find out about new products, and 22% pay attention to ads in their own language.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_3.png)
Social proof — the power of positive reviews and recommendations — and celebrity endorsements are key strategies that resonate with multicultural shoppers.
When it comes to celebrity endorsements, they are even more influential to multicultural Canadians than acclimated Canadians. And reviews are an important source for multicultural Canadians too, before they make purchase decisions.
![A woman wearing her hair in a bun holds a megaphone and pops out of a mobile phone screen. Celebrity endorsements or local influencers matter 2.4 times more to multicultural Canadians.](https://storage.googleapis.com/twg-content/original_images/4_Inline_2.png)
![A globe of the world with three location pins. 60% of multicultural Canadians check reviews before making a purchase decision, compared with 45% of acclimated Canadians.](https://storage.googleapis.com/twg-content/original_images/4_Inline_3.png)
Multicultural Canadians
Multicultural Canadians are often first movers in trying new products and brands, choosing ethical options and luxury items.
![A Black woman pushes a Black man in a shopping cart. Multicultural Canadians are 1.6 times more willing to try new products.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_1B.png)
![A man, wearing a denim shirt and cuffed shorts with the price tags attached, stands in front of two large shopping bags. Multicultural Canadians are 1.3 times more willing to try new brands.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_2B.png)
![A woman of colour, wearing a grey sleeveless shirt and a black skirt, balances a shopping bag on each arm. Multicultural Canadians are 1.3 times more willing to purchase ethically.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_3B.png)
![A credit card hovers over an open laptop. A man wearing a black t-shirt sits on the ground and points at a diamond icon on the screen. Multicultural Canadians are 1.6 times more willing to purchase luxury items.](https://storage.googleapis.com/twg-content/original_images/4_Dropdown_4B.png)
*East Asian
Representation from China, Hong Kong, and Taiwan
**South Asian
Representation from India, Pakistan, Sri Lanka, and Nepal
***Southeast Asian
Representation from Philippines, Malaysia, and Vietnam