How well do you know Canada’s largest ethnic consumer group?

Meet “a marketer’s dream” – the South Asian community Anyone in marketing should know that if a marketing plan doesn’t include Diwali sponsorship or a mobile coupon component targeted at South Asians, it is missing an opportunity. The headline story is well known, since South Asians passed the Chinese as the largest visible minority in […]

Meet “a marketer’s dream” – the South Asian community

Anyone in marketing should know that if a marketing plan doesn’t include Diwali sponsorship or a mobile coupon component targeted at South Asians, it is missing an opportunity.

The headline story is well known, since South Asians passed the Chinese as the largest visible minority in Canada almost 10 years ago and over the next five years their population is projected to grow 19% to reach 2.5 million people, according to Environics Analytics.

What is less appreciated, analysts will tell you, is that this group – which currently makes up almost 5% of the Canadian population – is becoming “a marketer’s dream,” says Rupen Seoni, vice-president and practice leader at Environics. “They are one of the fastest-growing, more affluent, educated and media-savvy groups.”

Some marketers still know very little about this vibrant consumer group, tending to lump them with other Asians or simply ignoring them altogether, Seoni offers. “But that would be a $46-billion mistake, for that’s the total estimated spending power of Canada’s South Asians.”

Marketing tested readers’ knowledge of this vibrant consumer market in its March 2014 issue. Here’s a peek for our online readers.

Click to expand

Tickets are still available for Marketing and Canadian Grocer‘s Ethnic Consumer Insights Conference. Meet Canada’s smartest multicultural marketers and listen as they address the issues surrounding digital-age marketing, discuss winning case studies and look at work from around the world. Register today.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects