You are reading part 6 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; 4. Building confidence: The purchase journey; or 5. Key seasonal moments for marketers.
Marketers know the importance of showing up and connecting with audiences authentically to build confidence on the path to purchase — but where to begin? Here are five steps marketers can take to start building meaningful and sustainable multicultural marketing strategies.
Multicultural marketing needs to be at the forefront of companies’ business objectives, and marketers should weave in diversity at every stage of the creative journey. Newcomers and multicultural Canadians are growing segments with real buying power, and marketers should pay attention and use these actionable steps to reach them in an authentic way.
But beyond the opportunities for growth, it’s ultimately important to remember that “business is about belonging”. When people feel like they’re being represented and that they belong — either through diverse and representative advertising in their native language, or by connecting during their holiday celebrations — they’ll reciprocate with their loyalty.
