How Marketing Across Canada’s Culturally Diverse Consumers Helps Brand’s Reputation
Canada is a multicultural country. Connecting with Canada’s culturally diverse consumers can help your brand’s reputation.
Canada’s Multicultural Landscape
According to Statistics Canada, 1 in 5 Canadians are born outside of Canada. Toronto and Vancouver, in particular, are the most culturally diverse cities, with 49% to 51% of their residents born outside of this country but call Canada home. Statistics Canada said the number of visible minorities in this country will only become bigger, with nearly one-third of the population will be a visible minority by 2031.
A study conducted from June 2017 to July 2017 by MediaCom showed that only 25% of people who self-identify as a visible minority feel that brands speak to people with different cultural backgrounds. More than a third of those who self-identify as visible minority feel that in cases where their ethnicity is represented, it’s frequently done in a stereotypical manner.
Finances and Spending Trends
The MediaCom study found that many of the first-generation visible minorities in Canada are professionals. While their household incomes aren’t higher than the average Canadian consumer, first-generation visible minorities have significant savings.
With their significant savings and the desire to live permanently in Canada, the study found that first-generation visible minorities tend to spend more on personal care to electronic gadgets to cars.
The study showed that first-generation visible minorities in Canada make up 34% of those who opened a bank account in the past 12 months in Canada, 43% of those who subscribed to an internet service provider, and 57% of those who bought a mobile phone.
In the study "Marketing across Canada’s multicultural landscape? New research from MediaCom Canada reveals what you need to know", MediaCom surveyed these ethnic groups: Chinese, South Asian, Latin/Central/South American, Arab, and Southeast Asian (including Japanese and Korean).
These ethnic groups who now consider Canada as their home are mobile-first consumers. The reason why they’re considered as mobile-first consumers is because these ethnic groups came from countries that moved directly to mobile to access the internet, skipping the broadband internet connection phase.
Visible minorities in Canada reported spending 20% less time watching TV, 12% less time listening to the radio and 42% more time on mobile phones compared to the average Canadian consumer.
First-generation visible minorities reported they are exposed to 13 digital touchpoints (defined as any digital means a consumer interacts with a business) each week; second-generation visible minorities said they are exposed to 12 digital touchpoints each week; and the average Canadian consumers said they’re only exposed to 9 digital touchpoints each week.
Marketing in a Multicultural Society
Here are some takeaways on how to connect with Canada’s culturally diverse consumers and in the process help build your brand’s reputation:
If your company wants to connect with the first-generation and second-generation visible minorities, the right venue is the mobile platform. As mentioned, these visible minorities are mobile-savvy, taking into consideration that they’ve skipped the broadband internet connection phase.
As the Canadian marketplace is becoming more and more diverse, it’s important for businesses to balance the need to reach the masses with specific targeting. According to MediaCom, if you want your brand to connect with a particular ethnicity, it’s important to provide content for them in their native language.
Nearly two-thirds of the visible minorities surveyed by MediaCom reported that when brands communicate via advertising using their native language “they feel closer and it makes the brand appear more meaningful”.
“Marketers can serve an ad in a native language, but that is just the first step,” MediaCom said. “They need to create content that accurately represents consumers of different cultural backgrounds. The longer-term goal would be to build culturally meaningful connections with these consumers that celebrates diversity.”
One approach in accurately representing Canada’s diverse cultural backgrounds is by using diverse imagery.
“Businesses and brands have been slow to move with the times as it relates to how they visually market their brand and products,” said Robyn Lange, Curator and photo Editor at Shutterstock. “However, the world is increasingly diverse and multicultural, meaning these businesses need to quickly catch up if they are to continue engaging their customers and growing their business.”
Lange added, “In a time where images and video content dominate our feeds, visual choices are critical considerations as a brand looks to stand out from the crowd and connect with their audience.”
Coca-Cola is an example of a company that promotes diversity and inclusion in its ad campaigns. In the late 1960s, following the Detroit race riots and assassination of Dr. Martin Luther King, Jr., the company came up with an ad that featured African-Americans and whites together – something that the company had never done before.
The ad known simply as “Boys on a Bench” showed an iconic shot of a group of boys – African-Americans and whites – sitting shoulder to shoulder on a segregation bench, with their arms touching across the segregation bar looking relaxed and happy, sharing a lighthearted moment over a Coke.
Companies are beginning to take a stronger stance on diversity and inclusion. For instance, "CoverGirl” launched in late 2016 its diversity and inclusion campaign featuring a Muslim woman wearing a hijab.
A study conducted by Shutterstock and Censuswide showed that UK marketers are increasingly using images that promote diversity and inclusion. Seventy-nine percent of the marketers surveyed by Shutterstock and Censuswide confirmed they are using more images of homosexual couples and 71% are choosing more racially diverse images.
The study showed that marketers are conscious of the need to be more inclusive in the images they choose for ad campaigns, not just for promoting a brand message (30%) but also to better reflect modern-day society (71%).
Nowadays, social media savvy consumers are quick to call out those brands that don’t promote diversity and inclusion in their campaigns. Employees, partners, stakeholders and investors are also becoming less tolerant of homogeneity and are turning to brands that better reflect culturally diverse society.
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