Did you know that 1 in 2 residents in Toronto, Vancouver and Montreal are already foreign-born – with neither French nor English as mother-tongue? Do you understand ethnic, cultural, social, emotional and other cognitive triggers that impact customer journey and purchase decisions? Can your business offer solutions to pain-points of different customer segments?  

One of the main reasons why successful businesses achieve significant growth is that they make the effort to truly understand their audience. Segmentation is a foundation concept of marketing and really drives ROI by ensuring that brand messaging is better suited to different audiences. A solid marketing campaign will offer the perfect advertising experience for each individual, regardless of ethnicity which in turn will drive desired action by wider audiences and positively impact ROI.

This infographic breaks down key data to show how rapidly multicultural population is growing in Canada and why you need empirical understanding of different ethnic segments for  building affinity and driving growth.