Nick Noorani Website

Multicultural marketing or ethnic marketing are terms often used interchangeably when considering strategies for addressing the consumer habits of Canada’s diverse population. What is ethnicity? It is a multidimensional expression of identity that includes race, origin or ancestry, language and religion. It is influenced by immigration, blending and intermarriage which very often influence the strength of ethnic identification. It is often associated with cultural practices, customs and beliefs and sometimes dress and eating habits. Ethnicity also requires some self-identification as individuals often choose how to relate to the group. Belonging to more than one group is more and more common as cultural mixing is increasingly on the rise. A 2002 survey conducted by Statistics Canada on the country’s ethnic diversity reveals that some three-quarters of Canadians describe their ethnic identity and ancestry as important. According to a 2003 Environics survey more than three-quarters of Canadians say they are interested in learning more about their ancestry and are familiar with their heritage.

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