TORONTO, Sept. 20, 2023 (GLOBE NEWSWIRE) -- Horizon Media, one of Canada's leading media companies, released a new study examining the untapped potential for brands within the country’s diverse newcomer population. The research also sheds light on avenues for brands to effectively resonate with this burgeoning demographic.
Canada's population is experiencing an unprecedented surge due to immigration, with one new immigrant arriving every one minute and seven seconds. In 2023, Canada is poised to become a record-breaking year for immigration, contributing to an astounding 1.2 million population growth year-over-year. Notably, 30 per cent of Canada's population, along with three in five newcomers, identify as persons of colour, highlighting the nation's commitment to inclusivity and multiculturalism.
“Brands are being presented with an ever-scaling growth opportunity. Newcomers today boast higher savings, assets, and investments than previous generations, granting them increased buying power,” said Kevin Kivi, General Manager for Horizon Media Canada. “New immigrants are arriving not just with dreams, but with dollars. Engaging with multicultural audiences and newcomers goes beyond checking a box or two. It's about understanding their journey, speaking their language, and fostering a genuine connection that resonates on a personal level.”
The study delves into the consumer journey, underscoring the importance of accessible information during initial brand exploration. Brands are encouraged to establish a robust online presence, providing valuable insights that facilitate newcomers' information-seeking process. The study also uncovers the evolving effectiveness of traditional advertising strategies over time, reflecting newcomers' adaptation to their new environment.
Findings reveal distinct shopping habits among migrants, with 67 per cent finding the Canadian shopping experience different from their country of origin. Diversity stands as a key differentiator, but newcomers often face choice overload. Clarity and guidance from brands are essential. Notably, in-store shopping is more prevalent among migrants than multi/first-generation Canadians, highlighting the need for an omnichannel approach.
“What also came as a surprise was 'Search' being the linchpin of discovery. While it’s often considered later in the shopper journey, it emerged as the primary driver for introducing multicultural audiences to new brands,” said Simon Ross, Horizon’s Vice President of Strategy and Insights. “True success for brands lies in having multiculturalism baked into your marketing mix, not merely bolted on. When diversity is an integral ingredient, your brand's flavour becomes richer, resonating authentically for a range of diverse audiences.”
Media consumption habits and ad effectiveness varied significantly among diverse cultural groups, with social media holding considerable sway among newcomers. The study offers specific insights relevant to various ethnic backgrounds.
Cultural Nuances: Advertisers should consider cultural nuances for diverse shopping and media preferences.
Multicultural Impact: Canada's multiculturalism and immigration significantly influence the shopper experience.
Online Navigation: Online sources like search, social media, and reviews play a crucial role in helping migrants navigate the market, even for everyday items.
Clarity Matters: Clarity is key for engaging diverse Canadian groups, as brand awareness and access to information pose challenges for migrants.
Diverse Approach: Brands should diversify their approach to effectively engage varied audiences with different media behaviors.
Horizon Media conducted a comprehensive 'Finger on the Pulse' survey from April 24th to May 5th, 2023. The survey of 876 participants spanning various ethnic backgrounds aimed to uncover crucial insights into the Canadian consumer's preferences and behaviors, particularly in the context of multiculturalism and immigration.
Horizon Media Horizon Media, Inc, the largest independent media agency in North America, delivers data-driven business outcomes for some of the world’s most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $9.5 billion. Horizon Media's fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several "Best Workplaces" awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
Media Contact: Andrew Findlater SELECT Public Relations (647) 444-1197
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