In response to “substantial change” in the nation’s ethnic demographics, York University’s Schulich Education Centre is offering what it says is the only national course focused specifically on Canada’s multicultural consumer.
The three-day intensive “Multicultural Marketing and Sales Planning” will be offered in September and again in March. The program, a partnership with Ethnicity Multicultural Marketing + Advertising, is designed to assist with sales approaches to achieve “greater connection with the major multicultural segments that are critical to all businesses’ growth,” according to a news release, which cited the following stats to illustrate the growing role of ethnic marketing in Canada:
• 1 in every 3 dollars spent in our economy comes from multicultural consumers;
• 6.8 million Canadians – or 1 in 5 – are foreign-born, with market size expected to
• Chinese and South Asian households alone spend over $66 billion yearly at retail;
• Over 1 million new immigrant customers will be arriving over the next 4 years; and
• Millions of international students and temporary foreign workers live in Canada.
The course will be taught by Howard Lichtman and Bobby Sahni, co-founders of Ethnicity in Toronto.