2012-01-12 - American Marketing Association Toronto Chapter Multicultural Roundtable

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Slide presentation from Jan. 12, 2012 American Marketing Association Toronto Chapter Roundtable Presentation on Multicultural Marketing

Slide presentation from Jan. 12, 2012 American Marketing Association Toronto Chapter Roundtable Presentation on Multicultural Marketing

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  • 1. Unlikely Utopia: The SurprisingTriumph of Canadian Multiculturalism Michael Adams President Environics Group of Companies
  • 2. CHANGINGDEMOGRAPHICS
  • 3. Canada has welcomed more than 15 million immigrants since 1901 Annual flow of immigrants admitted to Canada, 1901-2006 450 400 350 300Thousands 250 200 World War I 1914-1918 150 The Great 100 Depression and World War II 50 1939-1945 0 1901 1908 1915 1922 1929 1936 1943 1950 1957 1964 1971 1978 1985 1992 1999 2006 Copyright © Environics Research Group 2011 Source: Citizenship and Immigration Canada
  • 4. One in five are foreign-born, highest proportion in thepopulation since 1931 Australia 22.2% U.S. 12.5% Number and Proportion of Foreign-born in Canada, by Census Year 7,000,000 25% Number 6,000,000 % 20% 5,000,000 15% 4,000,000 3,000,000 10% 2,000,000 5% 1,000,000 0% 0 1901 1911 1921 1931 1941 1951 1961 1971 1981 1991 2001 2006 Sources: Statistics Canada, censuses of population, 1901 to 2006Copyright © Environics Research Group 2011
  • 5. Asia has displaced Europe as the major source ofCanada’s immigrantsPercent of Immigrants by Region of Birth 100% U.S. Oceania and 90% Other 80% 70% Caribbean, South and Central 60% America 50% Africa 40% 30% Asia and the Middle East 20% 10% Europe 0% Before 1961- 1971- 1981- 1991- 2001- 1961 1970 1980 1990 2000 2006
  • 6. Immigrants come from many parts of the worldCanada, 2006 Total Number of Immigrants United Kingdom China India Philippines Italy United States Hong Kong Germany Poland 15 countries 100,000 or more Vietnam Portugal 82 countries 10,000 or more Pakistan 150 countries 1,000 or more Jamaica Netherlands Sri Lanka South Korea Iran Guyana Romania France Lebanon 0 100 200 300 400 500 600 700 in Thousands
  • 7. Filipinos a growing proportion of the mix 45,000 40,000 Philippines 35,000 China 30,000 India 25,000 20,000 15,000 United Kingdom 10,000 United States Republic of Korea 5,000 Pakistan 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: Citizenship and Immigration CanadaCopyright © Environics Research Group 2011
  • 8. Total stock of temporary residents increasingdramatically Source: Citizenship and Immigration CanadaCopyright © Environics Research Group 2011 Source: Statistics Canada, Census
  • 9. Workers and students are main temporary residentgroups Composition of total stock of temporary residents, 2009 Other 9% Humanitarian 17% Workers 44% Students 30%Source: Citizenship and Immigration CanadaCopyright © Environics Research Group 2011
  • 10. Immigrants go to the big cities, but fewer recentimmigrants have settled in the Toronto and VancouverCMAsCopyright © Environics Research Group 2011 Source: Statistics Canada, Census
  • 11. CANADIAN ATTITUDES
  • 12. Multiculturalism is now part of the Canadian Identity What is it about Canada that gives you the greatest sense of pride? Top 10 reasons 1994 - 2010 1994 2003 2006 2010 Free country/freedom/democracy 31 28 27 27 Quality of life 5 6 3 10 Humanitarian/caring people 9 13 9 9 Multiculturalism 3 6 11 6 Health care system - 3 2 6 Peaceful country 7 5 6 4 Beauty of the land 7 4 4 4 Born here/my country 5 4 2 3 Social programs - 2 1 3Copyright © Environics Research Group 2011
  • 13. Fully four in five foreign born feel Canadian firstIf born outside Canada, do you feel a stronger attachment to…?2010 78 13 7 3 Canada Country of birth Both equally Neither/ dk/naCopyright © Environics Research Group 2011
  • 14. And what do we think about immigrants and refugees?
  • 15. Nine in ten reject a racist immigration policyDo you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the followingstatement: Non-whites should not be allowed to immigrate to Canada1985 - 2010 89 92 Disagree Agree 7 7 85 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10Copyright © Environics Research Group 2011
  • 16. Majority disagree that there is too much immigration Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement: Overall, there is too much immigration to Canada 1977 - 2011 61 58 35 38 Disagree Agree 77 80 83 86 87 88 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10 11Copyright © Environics Research Group 2011
  • 17. Strong majority consistently reject the idea that immigrants“take away” jobs from other CanadiansDo you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Immigrants takeaway jobs from other Canadians?1985 - 2011 74 54 36 24 10 Disagree Agree dk/na 1 85 89 93 94 97 98 00 02 03 05 06 08 10 11 17
  • 18. On the contrary – most think immigrants help the economy growDo you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Overall, immigrationhas a positive impact on the economy of Canada.1993 - 2011 80 56 Agree Disagree dk/na 39 17 5 2 93 98 00 02 03 05 06 08 10 11 18
  • 19. When assessing the influence of immigration in this country,Canadians are much more positive and much less negativethan those in other countriesPerceived Immigrant Influence on Society IPSOS MORI, 2006 75 Good influence Bad Influence -20 International Social Trends Monitor May, 2006 Approx. 1,000 interviews in each countryCopyright © Environics Research Group 2011
  • 20. THE IMMIGRANT EXPERIENCE
  • 21. In contrast to family class, immigrant professionals see limitedmaterial gainsSelf-described material circumstances of newcomers to Canada after four years, comparedto their circumstances before they immigrated 70 58 60 50 40 35 34 Family Class 31 28 Economic Class 30 20 13 10 0 Better Off Worse Off Same Source: Statistics Canada, Longitudinal Survey of Immigrants to Canada, 2005
  • 22. Many Chinese and South Asian immigrants find cost ofliving a struggle Since immigrating to Canada, what unanticipated costs have you encountered,– any? if 41% 26% More difficult Day to day living because things expenses higher cost more than than expected you expectedBase: All Chinese and South Asian Immigrants n=598Source: RBC Royal Bank Survey 2010
  • 23. …and many Chinese and South Asian immigrants have to make sacrifices to live in Canada People use a variety of ways to manage their finances and to make their money go further.. Since coming to Canada, which if any of the following have you done ? 30% 22% 20% Postponed Took an Live(d) more medical/dental work extra job(s) modestly than I did until absolutely back where I necessary immigrated fromBase: All Chinese and South Asian Immigrants n=598Source: RBC Royal Bank Survey
  • 24. But the majority of Chinese and South Asians are optimistic about the future Again, when you think about your life in Canada, which of the following best describes how you feel? 63% 37% I can’t wait to see what I am frightened about the future holds for me the time ahead of meBase: All Chinese and South Asian Immigrants n=598Source: RBC Royal Bank Survey
  • 25. So far optimism is warranted. Income rises dramatically by lengthof time in Canada and is much higher among second generation Average Total (individual) Income, Population Aged 30-34, Canada, 2005 $43,129 $43,343 $38,037 $37,366 $31,238 $30,657 $31,331 $26,127 2-6 7-11 12-16 17-21 22-26 1st Gen 2nd Gen 3rd Gen or more Years in Canada for 1st generation Source: 2006 Census Public Use Microdata File
  • 26. South Asian and especially Chinese Canadians, embracecommunication that is targeted at them Advertising that is specifically designed for my community 60 makes me feel closer to the brands or products that are 66 advertised I would like to see more 40 advertising in my native language 55 South Asian Canadians Chinese Canadians I would like to see more 55 companies advertising specifically to my community 61 I appreciate that Canadian companies are making an effort 76 to reach out to me and my 73 community with these adsSource: Environics & Asking Canadians Immigrant Survey 2011Base n=1513 Canadian Immigrants
  • 27. Thank you Environics Research Group 900 – 33 Bloor Street East Toronto, ON M4W 3H1