Blog

Feb
24

It’s clear that marketers targeting ethnic minorities are not yet tapping the full potential of their brands and need to develop better consumer insights to support their marketing efforts. Part of the reason for that underperformance is a failure to do the right kind of research that uncovers effective cultural insights and helps marketers properly […]

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Dec
28

In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. One would expect that with Canada’s multicultural mosaic, we would embrace the Total Marketing approach ahead of the American’s melting pot world perspective.

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Nov
5

The new numbers are in and they are more compelling than ever before.
• Twenty percent of Canada’s population is foreign born.
• The government has been permitting 250,000 new immigrants to come to Canada every year.
• That’s one million new potential customers every four years.

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Nov
3

Movie marketing has changed with the times — globally, in North America, and in Canada. The shift in box office from being North American focused to globally focused is directly a result of dollars in the box office cash register. Many films during the summer of 2014 didn’t generate the atmospheric levels of summers past…

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Aug
14

Globalization has opened new markets around the world and cities are attracting more foreign people than ever before. According to the most recent data, the total number of international migrants in the world is approximately 175 – 200 million, which includes…

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Aug
9

On Canada Day in 2013, just over a year ago, I launched a new agency – Ethnicity Multicultural Marketing & Advertising – together with two talented experts in the multicultural field: Bobby Sahni and Mike Fromowitz. I did so because looking at the marketplace made two things very clear: (1) there was an incredible opportunity…

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Jun
8

What is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand the “the Quebec connection”, and allocated the resources to reaching out to that market segment, they have not applied the same resources or process to ethnic consumers.

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May
9

We often hear that marketers are confused by the numbers being bandied about with respect to ethnics in Canada. Part of that confusion stems from the use of certain terms and phrases. For example, …

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May
6

Diversity is normally referred to in terms of diversity in the workplace. You should hire minorities because they are a better reflection of society and your customers. You can’t argue about the benefits of workplace diversity – particularly in a world where the minority is soon to become the majority…

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Much of the ethnic advertising we see today is safe, conservative, and even boring, with a golden formula of user benefits and repetition—it looks and sounds like first-generation advertising created 20 or 30 years ago.
Companies across Canada and the USA are just beginning to…

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