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 […]

Rebecca Harris March 19, 2014

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.

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