Migration Nation – The 1st Comprehensive Book On Multicultural Marketing In Canada
For most businesses and organizations in Canada, growth is a top priority. Achieving that growth, however, isn’t as easy as it used to be. Following the global financial crisis, pundits have described a “new normal” of cautious, value-focused consumers and stagnant markets. The baby boomers are aging; this large generation that has been responsible for so much growth over the past several decades cannot be relied upon to keep up their high levels of consumption and economic activity as they move into retirement. Their demanding and discriminating offspring, the millennials, are also a large generation but they currently lack the financial clout and confidence to fill the boomers’ shoes.
The challenge facing the leaders of Canadian organizations and businesses is to find the people—the customers, donors, voters, volunteers, fans—who will enable them to grow in the years ahead. So, where is the growth? One thing is certain: growth in Canada is new Canadians and their children—a more ethnoculturally diverse group than ever before.
If you’re holding this book in your hands, you’re probably familiar with the broad numbers. In one widely cited 2006 estimate (from Statistics Canada’s blandly titled Projections of the Diversity of the Canadian Population), by 2031 between 25% and 28% of the Canadian population will be foreign-born, and the proportion of Canadians who belong to a visible minority group will be between 29% and 32%. But most leaders of most organizations aren’t thinking about 2031. They are looking for growth opportunities now and over the next five years. Providing a road map to those opportunities is what this book is about.
for every $100 spent in Canada, $21 comes from someone who was not born here
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