Why Ethnic Advertising
Canada Needs Immigrants
Canada relies heavily on immigration to support an aging population and this trend is projected to continue well into the foreseeable future as the country’s natural birth rate remains quite low. In fact, Canada takes in more immigrants per capita than any other nation and competes with Australia and the UK for the most desirable immigrants.
Immigration greatly eases the labor market situation, for which there would be many shortages in many areas if immigration levels were to fall. The country’s national pension plan and many social services which are available to all Canadians would also face uncertainty without young, working-age immigrants to contribute to the tax base.
Canada is able to attract well-educated immigrants and the result is growth and expansion in many sectors and industries, allowing the country to be competitive on a global level.
Immigrant Populations Skew Younger
In 2006, the average Canadian was 41 years old. The average age of immigrant populations in Canada was 31 years old. Without the younger immigrant population, the average age of Canadians would skew even higher.
The reason for the younger age of immigrant communities is because the majority of immigrants are arriving in the country under the Independent Class for Permanent Residency (Professionals and Skilled Workers) and the favored candidates are in their early 20s to early 30s. These recent arrivals are often single, couples or young families. They are of an age to raise families and this brings the average age lower as well.
Immigrants are Consumers
Immigrants arrive to Canada with only a few possessions – generally these are personal items and they purchase the bulk of what they need once they are settled. Not only are they looking for furniture, appliances, electronics, household goods, etc. but also banks, mobile phones, cable and satellite services, automobiles, insurance and everything else Canadians require to establish themselves.
As newcomers become established in their new lives, they begin to upgrade their possessions as well, which include purchases of brand name items and luxury goods. As they are often starting families, or raising families, they are also major consumers of items related to children and this includes clothing, groceries, toys, recreational clubs and activities, hobby and special interest items, and education.
All statistics indicate that visible minorities have higher levels of home ownership than non-visible minorities. As well as owning the homes they live in, immigrants also like to purchase real estate as investments.
The Changing Landscape
Visible minority populations in Toronto, Montreal and Vancouver now make up approximately half, or more than half of the entire metro population of those cities.
Generally, these visible minorities tend to be younger, better-educated and more ambitious to succeed in their new countries than the natural Canadian population.
They are raising families, working hard and trying to keep up with the Joneses, the Wongs and the Singhs . . . . the landscape of Canada has changed drastically in the last 30 years and businesses which are progressive, and expanding are the businesses which realize that their future growth lies in cultivating these new markets.
In the absence of traditionally established businesses fulfilling their needs or marketing directly to them, then ethnic businesses will eventually fill the void.