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ETHNIC AND NEW CANADIANS ARE MORE LIKELY TO DEAL WITH A COMPANY THAT GETS INVOLVED WITH THEIR ETHNIC COMMUNITY

Specifically, Sponsoring Cultural Events is Most Worthwhile for Companies
Toronto, ON – Companies may benefit from contributing to ethnic communities
according to an Ipsos Reid poll. This study was conducted on the Multicultural
Connection Panel1 and finds that six-in-ten ethnic and new Canadians agree that they are
more likely to deal with a company that gets involved with their ethnic community
(61% with 19% strongly agree and 42% somewhat agree). Only one-in-ten disagree (9%
with 3% strongly disagree and 6% somewhat disagree), while three-in-ten are on the
fence, neither agreeing nor disagreeing (30%). In particular, Canadians of Chinese
backgrounds are more likely to agree with this statement than Canadians from South
Asian backgrounds (66% versus 53%).
There are numerous opportunities for companies to take part in ethnic events and
activities and leave a positive impact. For instance, an overwhelming majority of ethnic
and new Canadians feel it is worthwhile for companies to sponsor cultural events (86%
with 34% very worthwhile and 52% somewhat worthwhile). The following lists other
ways companies could get involved with ethnic communities that are deemed
worthwhile:

• Helping the poor in ethnic communities (84% with 44% very worthwhile and

40% somewhat worthwhile);

• Helping new immigrants settle to life in Canada (83% with 48% very worthwhile

and 35% somewhat worthwhile);

• Donating to the construction of new community facilities (82% with 37% very

worthwhile and 45% somewhat worthwhile); and,

• Sponsoring local amateur sports in ethnic communities (75% with 22% very

worthwhile and 53% somewhat worthwhile).
“Because there are still only a handful of companies that are reaching out to each ethnic
community, a well thought out community initiative that resonates with the ethnic
group can have immediate impact,” says Jill Hong, Vice President at Ipsos Reid in
Toronto. “It can generate immediate word of mouth and goodwill resulting in increased
awareness, visit/purchase and usage of your brand or product. By sponsoring cultural
events, companies are one with the community, celebrating with families to give a voice
to immigrants’ cultures, especially important for groups who are both missing home
and creating a new home in Canada.”