By Jennifer Lomax

Somewhere between big data and social media, “multicultural marketing” has spent some time in the marketing spotlight, and deservedly so.

After years of increased immigration, North America has evolved into a rich tapestry of ethnicities, reflecting diverse languages, customs and cultures from across the globe. Today, immigrants and visible minorities make up a substantive proportion of North American cities and communities. As of the 2011 census, immigrants comprise over 20% of the Canadian population; this is the highest proportion of immigrants among G8 countries. Although most newcomers to Canada in the past decade have come from Asia and the Middle East, 2011 saw the arrival of newcomers from more than 200 ethnic origins.

http://strategyonline.ca/2014/11/19/decoding-the-immigrant-woman/