![Chapter 1. A maple leaf is filled with a diverse group of seven people.](https://storage.googleapis.com/twg-content/original_images/wG-CA---1-Chaptered-Report_TOC_1c.gif)
You are reading part 1 of the 6-part Multicultural Marketing Report. Jump to Chapter 2. Seeking balance; 3. Building confidence: The newcomer journey; 4. Building confidence: The purchase journey; 5. Key seasonal moments for marketers; or 6. How to get started.
Canadians increasingly want to be associated with brands that reflect their own values. Companies that authentically celebrate diversity should exemplify this key Canadian value in all of their marketing efforts in order to resonate with shoppers. And it’s vital for brands to have a multicultural marketing strategy specific to the Canadian market. Here's a look at Canada's unique, diverse population:
![A Black woman stands and a man of colour kneels while interacting with a globe of the world overlaid with a person icon. Eight million people in Canada identify as a minority, representing 22% of the population.](https://storage.googleapis.com/twg-content/original_images/Inline_1A.png)
![A Black woman, wearing a white tank top and white pants, sits on top of a skyscraper with a red trending-up arrow. There is a 36% projected increase of the Canadian population by 2036.](https://storage.googleapis.com/twg-content/original_images/Inline_1B.png)
The three largest non-Caucasian groups in Canada identify as South Asian (25.1% of the non-white population), Chinese (20.5%) and Black (15.6%).
As Canada’s diverse population continues to grow as a result of increased immigration, prioritizing diversity within all marketing efforts is only going to become even more essential.
And Canada’s public commitment to immigration includes new targets.
![A maple leaf hovers over a cityscape that features a woman wearing a white hijab, a man wearing a bow tie, and a woman of colour with curly hair. Canada’s expected population growth includes 1.2 million new permanent residents over the next 3 years.](https://storage.googleapis.com/twg-content/original_images/Inline_5_OXhhxgn.png)
Canada embodies the reality that immigration policy is economic policy.
![A Black woman sits at a desk with a backpack at her feet and raises her hand. 60% of Canada’s foreign-born population is highly educated.](https://storage.googleapis.com/twg-content/original_images/Inline_7.png)
So it’s important for Canadian companies to have a multicultural strategy — but one that’s specific to this market.
![Two circle graphs showing that 67% of Canada’s visible minorities are of Asian heritage, and 50% of U.S. immigrants came from Mexico and Latin America (combined) in 2018.](https://storage.googleapis.com/twg-content/original_images/Inline_8B.png)
According to the Government of Canada, the top countries of origin for permanent residents admitted in 2019 were India, China, and the Philippines. By comparison, according to the Pew Research Center, the top places of origin for immigrants to the United States were Mexico and other Latin American countries.
The cultural makeup of our country is distinct. To truly resonate with multicultural Canadians, marketers in Canada can’t simply repurpose the visuals, messaging, and website experience from their American counterparts. The strategy needs to be homegrown to suit the needs and experiences that reflect Canadian culture.
![A woman of colour with a long ponytail likes a social media post. 59% of Canadian consumers prefer to be associated with brands that align with their values — and diversity is a key part of those values.](https://storage.googleapis.com/twg-content/original_images/Inline_6_rHShf9o.png)
*Representation from India, Pakistan, Sri Lanka, and Nepal