This document provides an overview of a presentation and workshop on marketing to diverse populations. The objectives are to sensitize participants about the importance of diverse markets, motivate them by highlighting the economic potential of these groups, and inspire them with examples of successes and pitfalls to consider. The presentation uses statistics, graphs and expert opinions to demonstrate the growth of ethnic and immigrant populations in key cities and industries. It then describes differences in buying behaviors and debunks myths about economic potential. Finally, it shares lessons from other places that have adapted marketing and communications successfully or faced challenges to avoid. The optional workshop aims to mobilize participants to apply the insights.

1. Marketing to Diversity
Presentation and Executive Workshop
Communicating to succeed when the market
is a mosaic

2. Marketing to Diversity
Presentation and Executive Workshop
Communicating to succeed when the market is a mosaic
Objectives : sensitise, motivate and inspire
Duration: 50 min. + 10 minutes for questions
Workshop following the presentation (optional): 30 min.
Workshop objective: mobilise
Description of Contents Sources and format
Why care about these markets? • Statistics Canada
(Demonstration of the demographic imperative and and other sources
information on socio-demographic profiles) • Illustrated using
Sensitize
• The numbers eye-catching and
• Growth forecasts (ethnic minorities and descriptive graphs
immigrants)
• Contribution to total demographic growth
• The % in the main CMAs affected (Toronto, VA,
Montreal)
Who are they as consumers? • Articles, interviews
(Description of economic potential and differences) with experts from
• Differences compared to traditional market (in Canada and
Motivate
terms of buying habits, preferences, values, elsewhere
etc.) • Presented using
• Myths versus reality when it comes to economic citations, examples
potential and/or clips (text,
Covering various industries, sectors and product video or audio)
categories including, where possible, specific
examples drawn from the client’s industry
What are the keys to success? • Articles, interviews
(Lessons from other quarters: examples of with experts from
adaptations in marketing and communications) Canada and
Inspire
• Notable successes elsewhere
• Pitfalls to avoid • Presented using
Examples from various areas of activity, product citations, examples
categories and countries, including, where and/or clips (text,
possible, specific examples drawn from the clients’ video or audio)
industry