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Slide presentation from Jan. 12, 2012 American Marketing Association Toronto Chapter Roundtable Presentation on Multicultural Marketing
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Unlikely Utopia: The Surprising
Triumph of Canadian Multiculturalism
Michael Adams President
Environics Group of Companies
CHANGING DEMOGRAPHICS
Source: Citizenship and Immigration Canada
0
50
100
150
200
250
300
350
400
450
1901 1908 1915 1922 1929 1936 1943 1950 1957 1964 1971 1978 1985 1992 1999 2006
Annual flow of immigrants admitted to Canada, 1901-2006
Tho
usan
ds
World War I 1914-1918
Canada has welcomed more than 15 million immigrants since 1901
The Great Depression
and World War II
1939-1945
Copyright © Environics Research Group 2011
One in five are foreign-born, highest proportion in the population since 1931
Number and Proportion of Foreign-born in Canada, by Census Year
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
1901 1911 1921 1931 1941 1951 1961 1971 1981 1991 2001 2006 0%
5%
10%
15%
20%
25%
Number
%
Sources: Statistics Canada, censuses of population, 1901 to 2006
Australia 22.2% U.S. 12.5%
Copyright © Environics Research Group 2011
Asia has displaced Europe as the major source of Canada’s immigrants
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Before1961
1961-1970
1971-1980
1981-1990
1991-2000
2001-2006
U.S. Oceania andOther
Caribbean, Southand CentralAmerica
Africa
Asia and theMiddle East
Europe
Percent of Immigrants by Region of Birth
Immigrants come from many parts of the world Canada, 2006
15 countries 100,000 or more
82 countries 10,000 or more
150 countries 1,000 or more
Total Number of Immigrants
0 100 200 300 400 500 600 700
Lebanon
France
Romania
Guyana
Iran
South Korea
Sri Lanka
Netherlands
Jamaica
Pakistan
Portugal
Vietnam
Poland
Germany
Hong Kong
United States
Italy
Philippines
India
China
United Kingdom
in Thousands
Filipinos a growing proportion of the mix
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: Citizenship and Immigration Canada
Copyright © Environics Research Group 2011
Philippines
China India
United Kingdom United States
Republic of Korea Pakistan
Source: Statistics Canada, Census
Total stock of temporary residents increasing dramatically
Source: Citizenship and Immigration Canada
Copyright © Environics Research Group 2011
Workers and students are main temporary resident groups
Composition of total stock of temporary residents, 2009
Source: Citizenship and Immigration Canada Copyright © Environics Research Group 2011
Workers 44%
Students 30%
Humanitarian 17%
Other 9%
Source: Statistics Canada, Census
Immigrants go to the big cities, but fewer recent immigrants have settled in the Toronto and Vancouver CMAs
Copyright © Environics Research Group 2011
CANADIAN ATTITUDES
Multiculturalism is now part of the Canadian Identity
What is it about Canada that gives you the greatest sense of pride?
Top 10 reasons 1994 - 2010
1994 2003 2006 2010
Free country/freedom/democracy 31 28 27 27
Quality of life 5 6 3 10
Humanitarian/caring people 9 13 9 9
Multiculturalism 3 6 11 6
Health care system - 3 2 6
Peaceful country 7 5 6 4
Beauty of the land 7 4 4 4
Born here/my country 5 4 2 3
Social programs - 2 1 3
Copyright © Environics Research Group 2011
Fully four in five foreign born feel Canadian first If born outside Canada, do you feel a stronger attachment to…?
2010
Canada Country of birth Both equally Neither/ dk/na
78
13 7 3
Copyright © Environics Research Group 2011
And what do we think about immigrants and refugees?
Nine in ten reject a racist immigration policy
Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement: Non-whites should not be allowed to immigrate to Canada
1985 - 2010
85 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10
Disagree
Agree
89
7
92
7
Copyright © Environics Research Group 2011
Majority disagree that there is too much immigration
Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement: Overall, there is too much immigration to Canada
1977 - 2011
77 80 83 86 87 88 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10 11
Agree Disagree
61
35
58
38
Copyright © Environics Research Group 2011
17
Strong majority consistently reject the idea that immigrants “take away” jobs from other Canadians Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Immigrants take away jobs from other Canadians?
1985 - 2011
85 89 93 94 97 98 00 02 03 05 06 08 10 11
Disagree Agree dk/na
54
36
74
24
10
1
18
On the contrary – most think immigrants help the economy grow Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Overall, immigration has a positive impact on the economy of Canada.
1993 - 2011
93 98 00 02 03 05 06 08 10 11
Agree Disagree dk/na 56
39
80
17
5 2
75
-20
When assessing the influence of immigration in this country, Canadians are much more positive and much less negative than those in other countries
Perceived Immigrant Influence on Society IPSOS MORI, 2006
International Social Trends Monitor May, 2006 Approx. 1,000 interviews in each country
Good influence
Bad Influence
Copyright © Environics Research Group 2011
THE IMMIGRANT EXPERIENCE
Self-described material circumstances of newcomers to Canada after four years, compared to their circumstances before they immigrated
58
13
2835 34
31
0
10
20
30
40
50
60
70
Better Off Worse Off Same
Family ClassEconomic Class
Source: Statistics Canada, Longitudinal Survey of Immigrants to Canada, 2005
In contrast to family class, immigrant professionals see limited material gains
Many Chinese and South Asian immigrants find cost of living a struggle
41%
26%
Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey 2010
More difficult because things cost more than you expected
Day to day living expenses higher than expected
Since immigrating to Canada, what unanticipated costs have you encountered,� if any?
…and many Chinese and South Asian immigrants have to make sacrifices to live in Canada
30%
22%20%
Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey
Postponed medical/dental work
until absolutely necessary
Took an extra job(s)
Live(d) more modestly than I did
back where I immigrated from
People use a variety of ways to manage their finances and to make their money go further.. Since coming to Canada, which if any of the following have you done ?
But the majority of Chinese and South Asians are optimistic about the future
37%
63%
Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey
I can’t wait to see what the future holds for me
I am frightened about the time ahead of me
Again, when you think about your life in Canada, which of the following best describes how you feel?
So far optimism is warranted. Income rises dramatically by length of time in Canada and is much higher among second generation
Average Total (individual) Income, Population Aged 30-34, Canada, 2005
Years in Canada for 1st generation
1st Gen 2nd Gen 3rd Gen or more
$31,238
$43,129
$38,037
$26,127
$30,657 $31,331
$37,366
$43,343
2 - 6 7 - 11 12 - 16 17 - 21 22 - 26
Source: 2006 Census Public Use Microdata File
South Asian and especially Chinese Canadians, embrace communication that is targeted at them
73
61
55
66
76
55
40
60
I appreciate that Canadian companies are making an effort
to reach out to me and my community with these ads
I would like to see more companies advertising
specifically to my community
I would like to see more advertising in my native
language
Advertising that is specifically designed for my community makes me feel closer to the brands or products that are
advertised
South Asian Canadians Chinese Canadians
Source: Environics & Asking Canadians Immigrant Survey 2011 Base n=1513 Canadian Immigrants
Thank you Environics Research Group 900 – 33 Bloor Street East
Toronto, ON M4W 3H1