How multicultural Canadians are seeking balance

Chapter 2. A man of colour stands on a white block and balances objects on his hands and left foot. An Asian man and a Black woman stand on each side and prepare to catch the objects.

You are reading part 2 of the 6-part Multicultural Marketing Report. Jump to Chapter 1. Canada is a land of diversity; 3. Building confidence: The newcomer journey; 4. Building confidence: The purchase journey; 5. Key seasonal moments for marketers; or 6. How to get started.

Multicultural Canadians have a foot in two worlds and seek balance between their home culture and Canadian culture. In a survey of East Asian, South Asian and Southeast Asian Canadians, most said they are trying to balance Canadian lifestyle and traditions with those of their own countries.

“I am trying to balance Canadian lifestyle and traditions with the lifestyle and traditions of my own country”

Three pie charts showing that 59% of East Asian Canadians*, 66% of South Asian Canadians**, and 64% of Southeast Asian Canadians*** are trying to balance Canadian lifestyle and traditions with those of their own country.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

“I am trying to adopt more of a Canadian lifestyle and traditions to feel more Canadian”

Three pie charts showing that 33% of East Asian Canadians*, 28% of South Asian Canadians**, and 30% of Southeast Asian Canadians*** are trying to adopt more of a Canadian lifestyle and traditions.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

“I am trying to maintain more of the lifestyle and traditions of my country of origin”

Three pie charts showing that 7% of East Asian Canadians*, 6% of South Asian Canadians**, and 5% of Southeast Asian Canadians*** are trying to maintain more of the lifestyle and traditions of their country of origin.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

The key for advertisers is to show up for multicultural Canadians on their high-intent searches, focus on digital-first marketing strategies tailored for this audience, and be there for key moments as they try to find their balance in a new country.

How are multicultural Canadians finding information?

After their friends and family, different groups of multicultural Canadians say that search plays an important role for them when finding information.¹

An array of icons showing how East Asian Canadians* find information: 68% through friends and family, 63% Google Search, 54% Canadian government website, and 28% social media.

An array of icons showing how South Asian Canadians** find information: 70% through friends and family, 60% Google Search, 60% Canadian government website, and 31% social media.

An array of icons showing how Southeast Asian Canadians*** find information: 72% through friends and family, 44% Google Search, 49% Canadian government website, and 20% social media.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

Think with Google

Source: Delvinia/Google, Canada, Asking Canadians online survey, n=1,356 multicultural Canadians, Aug. 2021.

Celebrations

Search interest for multicultural moments like Diwali and the Lunar New Year are growing on Google Trends. Two of the top breakout terms last year were “who celebrates lunar new year?” and “when is diwali?”, which shows that both the multicultural groups and those not familiar with the festivals are interested in these cultural moments.² There is an opportunity for many brands and retailers to show up during these events, in addition to the traditional shopping or celebratory moments.