Canada’s Global Face - New Market Opportunities at Home
Canada’s Global Face - New Market Opportunities at Home
• Asia
• South Asia
• Africa
This means they have a different culture and often a different set of values to the Euro-centric background of longer-established Canadians.
• Food - more vegetarians, restrictions on kinds of meat eaten
• Religion is different - Celebrate different holidays, different Sabbath
• Music, Art, and Colour influences are different as well.
The more recent immigrant is a member of a visible minority, and in a growing number of cities such as Toronto, Brampton, Markham and Richmond B.C. this group represents more than 40% of the population.
These immigrants are more than twice as likely as a more-established Canadian to have a university degree.
This group is younger than the Canadian average and has more children than the Canadian average.
The major difference between the ethnic groups and the general market is not so much age, income, occupation or gender, but on a much larger scale, culture. Due to differing cultural backgrounds one consumer may not even hear or even see an advertised message if it isn't relevant or placed within an environment conducive to his cultural behavior (i.e. language or media preference).
The growth in 2nd & 3rd Generation Canadians is now coming from countries that don't share the traditional European background and values from previous migrationsWhy This Is Important
The change in the psychographics of buyers will have an impact on Brands both existing dominant brands that don't see the change and emerging brands that can adapt.
So if there is dropping influence of traditional European culture and growth in Asian/African/South Asian/Middle Eastern cultures through the growth of population - it reasons that our society is going to respond to a very different set of stimuli.
Wouldn't you want to be able to adjust your product and service mix as the population changes?
For marketers planning for growth, recognition of ethnic and cultural segments is essential.
As subsequent generations become more entrenched in Canada, the process becomes less about assimilation and more about the merging of new values into the mainstream culture.
Gen1
• These people have immigrated to Canada but may live isolated from
• Mainstream Canadian often living or working in clusters of their own ethnicity, refer to the country of their origin as "home," and eat ethnic foods.
• They may help support relatives in the homeland and return there as often as possible.
• The key issues for this group are establishing themselves, learning the business and cultural norms for operating in Canada.
Gen2
• In their desire to "be like everyone else," some go through a period of rejecting their culture and language.
• 2nd generation ethnics are more brand conscious than 1st and 3rd generation ethnics and they are focused on wealth building
• 2nd generation ethnics-want to see themselves in GAP ads, etc.
Gen3
• 3rd generation ethnics are discovering the merits of being ethnic and feel a sense of loyalty to their grandparent's values.
• In a sense, rebelling against their parents outward show of wealth and/or devotion to western materialism.
• 3rd Generation ethnics want to see social values built into the ads that they want to see themselves in.
Generation Beyond
• Many are calling this the North American Generation. It's that point in time when the visible minority immigrant has blended into society.
• They don't speak the cultural language of their ethnic group and may even change the spelling of their names. They do not celebrate the holidays nor eat the food of their ethnic people. Their visibility, however, may identify them as belonging to a certain cultural heritage.
The US Market
• One Third of the U.S. is non-European.
o 36 million black,
o 35 million Hispanic
o 12 million Asian and
o 18 million of other racial backgrounds
• The Hispanic population is projected by the Census Bureau to rise from 22.5 million in 1990 to just under 90 million by 2050,
• Asian and Pacific Islanders will rise from 7.6 million in the 1990 Census to 41 million by 2050.
• The Black population will grow from 30.6 million in 1990 to 62 million by mid-century.
Following the Road Home
One of the strongly emerging components of recent waves of immigration to North America is the growth of two-way communications and the development of true trans-global communities.
Today's patterns take on a different flavour. Immigrants are not only fleeing poverty and war - they are running to economic opportunity and leaving something behind to return to. Case in point: the Hong Kong and Dubai entrepreneurs who set up shop in Canada in order to protect their investments from potential politically-motivated loss but still run businesses in their country of origin. Or there is the case of the President of Latvia who was a Canadian citizen before returning home after the dismantling of the Soviet bloc.
Canadas Global Face New Market Opportunities at Home - To learn more about this author, visit Jim Adams's Website.
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Canada's latest wave of immigration is from:
• Asia
• South Asia
• Africa
This means they have a different culture and often a different set of values to the Euro-centric background of longer-established Canadians.
• Food - more vegetarians, restrictions on kinds of meat eaten
• Religion is different - Celebrate different holidays, different Sabbath
• Music, Art, and Colour influences are different as well.
The more recent immigrant is a member of a visible minority, and in a growing number of cities such as Toronto, Brampton, Markham and Richmond B.C. this group represents more than 40% of the population.
These immigrants are more than twice as likely as a more-established Canadian to have a university degree.
This group is younger than the Canadian average and has more children than the Canadian average.
The major difference between the ethnic groups and the general market is not so much age, income, occupation or gender, but on a much larger scale, culture. Due to differing cultural backgrounds one consumer may not even hear or even see an advertised message if it isn't relevant or placed within an environment conducive to his cultural behavior (i.e. language or media preference).
The growth in 2nd & 3rd Generation Canadians is now coming from countries that don't share the traditional European background and values from previous migrationsWhy This Is Important
The change in the psychographics of buyers will have an impact on Brands both existing dominant brands that don't see the change and emerging brands that can adapt.
So if there is dropping influence of traditional European culture and growth in Asian/African/South Asian/Middle Eastern cultures through the growth of population - it reasons that our society is going to respond to a very different set of stimuli.
Wouldn't you want to be able to adjust your product and service mix as the population changes?
For marketers planning for growth, recognition of ethnic and cultural segments is essential.
As subsequent generations become more entrenched in Canada, the process becomes less about assimilation and more about the merging of new values into the mainstream culture.
Gen1
• These people have immigrated to Canada but may live isolated from
• Mainstream Canadian often living or working in clusters of their own ethnicity, refer to the country of their origin as "home," and eat ethnic foods.
• They may help support relatives in the homeland and return there as often as possible.
• The key issues for this group are establishing themselves, learning the business and cultural norms for operating in Canada.
Gen2
• In their desire to "be like everyone else," some go through a period of rejecting their culture and language.
• 2nd generation ethnics are more brand conscious than 1st and 3rd generation ethnics and they are focused on wealth building
• 2nd generation ethnics-want to see themselves in GAP ads, etc.
Gen3
• 3rd generation ethnics are discovering the merits of being ethnic and feel a sense of loyalty to their grandparent's values.
• In a sense, rebelling against their parents outward show of wealth and/or devotion to western materialism.
• 3rd Generation ethnics want to see social values built into the ads that they want to see themselves in.
Generation Beyond
• Many are calling this the North American Generation. It's that point in time when the visible minority immigrant has blended into society.
• They don't speak the cultural language of their ethnic group and may even change the spelling of their names. They do not celebrate the holidays nor eat the food of their ethnic people. Their visibility, however, may identify them as belonging to a certain cultural heritage.
The US Market
• One Third of the U.S. is non-European.
o 36 million black,
o 35 million Hispanic
o 12 million Asian and
o 18 million of other racial backgrounds
• The Hispanic population is projected by the Census Bureau to rise from 22.5 million in 1990 to just under 90 million by 2050,
• Asian and Pacific Islanders will rise from 7.6 million in the 1990 Census to 41 million by 2050.
• The Black population will grow from 30.6 million in 1990 to 62 million by mid-century.
Following the Road Home
One of the strongly emerging components of recent waves of immigration to North America is the growth of two-way communications and the development of true trans-global communities.
Today's patterns take on a different flavour. Immigrants are not only fleeing poverty and war - they are running to economic opportunity and leaving something behind to return to. Case in point: the Hong Kong and Dubai entrepreneurs who set up shop in Canada in order to protect their investments from potential politically-motivated loss but still run businesses in their country of origin. Or there is the case of the President of Latvia who was a Canadian citizen before returning home after the dismantling of the Soviet bloc.
Canadas Global Face New Market Opportunities at Home - To learn more about this author, visit Jim Adams's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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