Blog

Apr
18

With Asian Canadians taking the front seat as important immigration drivers in Canada, if not the fastest growing segment of the Canadian population, it is becoming more and more important these days for marketers to begin targeting them.

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Feb
3

The City of Toronto recently got its wrist slapped when it released the 2016 version of the waste collection calendar. The City always wants to be politically correct…

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Feb
3

Automakers need to intensify their pursuit of ethnic car buyers and for one big reason: That’s where the growth is. In fact, ethnic consumers could well be the auto industry’s leading growth engine for the next 20 to 30 years. In a period of booming new-vehicle sales and low fuel costs, ethnic buyers are crucial […]

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Dec
13

Asian Canadians are the best-educated, highest-income and fastest-growing racial group in the Canada, and now make up the largest share of recent immigrants. They come from from dozens of countries in the Far East, Southeast Asia and the Indian subcontinent, each with a unique culture and language.

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Dec
13

To better understand why “Multicultural” is fast becoming the “new mainstream”, we have to look beyond the numbers of ethnic people living in Canada and those who are about to emigrate to this country. By having an understanding of the countries from which they’ve come, and their cultural differences, we can have a better understanding […]

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Oct
14

For many of us, the thought of ever forgetting how to speak your mother tongue—the language of one’s ethnic group, would seem preposterous. But for the younger generation of immigrant families, it is fast becoming a reality. Much of the advertising we see today in Canada is created in the English language. So too is […]

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Oct
14

Propelled by the twin engines of population growth and expanding buying power, multicultural consumers are the most dynamic and fastest growing segment of Canada’s consumer economy.

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Mar
5

Sadly, after a long, hard-fought struggle, Creativity has passed away. It died last week after years of room temperature mediocrity. Creativity, which played a significant role in the advertising industry, left quite a legacy over these past 100 years. Creativity helped to shape consumer attitudes and intentions, move them to the next level of the […]

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Mar
5

A recent article on Campaign Asia questioned whether brands should even try to be part of Chinese New Year by repackaging and rebranding products. To read the entire article click here. Here is my response to the article. Research shows that the Chinese are much more likely to purchase products and services from brands that […]

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Mar
5

“I want to reach ethnics.” Perhaps you are saying this to yourself. Perhaps your boss is saying this to you. Perhaps it’s because you have been reading the numbers and they are simply too large to ignore. Perhaps it’s because you’ve walked in the streets and you’ve seen the new reality.

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