Settling in Canada poses challenges (for many, the cold weather was tougher than expected) but also many opportunities to establish roots in this country (like celebrating Canada Day or Thanksgiving). It often takes time for newer Canadians to find their footing financially (in many cases because they’re younger), but their purchasing power increases the longer they live in Canada.
Brands that want to connect with newer Canadians – those individuals who have lived in Canada for less than 10 years – will need a clear strategy. That includes leveraging platforms like YouTube and ad-based streaming services, creating messaging that speaks directly to specific groups, as well as short- and long-term plans to connect with newer Canadians as they spend more time in the country and build a stronger financial foundation.
Canada’s population growth is driven by immigration, making newer Canadians important consumers. Connecting with them now and in the future is pivotal for brands.
Scott Stewart, Associate Director, Lifestyles & Retail
For the purposes of this Report, Mintel has used the following definitions:
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