77 Communications

The new mainstream

March 11, 2010 at 9:43 PM Leave a comment

Canada’s demographics are set to undergo a radical change, according to Statistics Canada.  In a recently-released report, StatsCan suggests that the visible minority population will double by 2031, and that Toronto – the world’s most diverse city – will boast a 2/3 visible minority population.

Wow.

This begs the question: what are we doing to prepare?  As marketers, as service-providers, as institutions, as brands, as citizens.  What processes and systems and programs are we putting into place to integrate, engage,  reflect and serve this new population, especially when a critical mass hits the “mainstream”?  What we’ve seen over the years through our work with Innoversity is a deep commitment and willingness to change, but a network barrier – the relationships and knowledge just aren’t there.  The work that we do with Innoversity is intended to build bridges between diverse populations (visible minorities, First Nations and persons with disabilities) and media, culture and civic institutions.  Without these bridges, connections can’t be made and opportunities can’t flourish.

So, marketers: what are you planning on doing to engage, reflect and reach the increasingly culturally diverse Canadian market?

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