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Key Takeaways From Webinar on Best Practices from the Canadian Multicultural Market: What U.S. Brand Marketers Can Learn

Date: Mar 12, 2019

Key Takeaways From Webinar on Best Practices from the Canadian Multicultural Market: What U.S. Brand Marketers Can Learn

If you weren’t able to listen in to the webinar on Best Practices from the Canadian Multicultural Market: What U.S. Brand Marketers Can Learn, this overview with key takeaways will give you the highlights.

To learn more about the presenters’ companies, Ethnic Technologies and Ethnicity Matters, scroll down for info and contacts. See below to request a copy of the presentation deck or recording. 

Over 95 people registered from agencies and corporations, including specialized multicultural agencies, Hispanic agencies, Asian American ad agencies and brand marketers from industries such as electronics, entertainment, liquor, health insurance, advocacy organizations, banking, communications and many more.

During the webinar, Speakers,Bobby Sahni, Partner and co-founder of Toronto-based Ethnicity Matters, and Lisa Spira, Director of Research and Product Development at Ethnic Technologies shared perspectives, perceptions and experiences from their work with various brands and categories in Canada. They showcased examples of what Canadian companies are doing to engage this audience, and the importance of establishing a benchmark before making an investment, with success stories from Ethnicity Matters and E-Tech from Ethnic Technologies.They also shared key insights and opportunities relevant for the U.S. market, along with examples and learnings gained by marketing to the Chinese and South Asian consumers in Canada. 

“My objective in my presentation was to provide listeners with food for thought to take back to their respective organizations to look at the multicultural marketing opportunity in a different light,” said Bobby Sahni Ethnicity Matters. “Where Lisa Spira was able to provide facts and data, my goal was to provide the color commentary,” he added. 

“A key takeaway from my remarks was that, the opportunity in the US for multicultural marketing is huge as 1 out of every 3 identify as multicultural, which is 3 times the population of California,” said Lisa Spira, Ethnic Technologies.  “And when looking at the US population, while the Hispanic and African American segments represent a huge percentage, these segments aren’t increasing in the same way as the Asian segment,” she continued.
Other Key Points:
  • Authenticity matters
  • Recognize “diversity within diversity”
  • Look & listen globally (but act locally)
  • Recognize & act on cultural baggage
  • Translations may help (or hurt)
  • Multicultural is mainstream.
  • Ethnic Opportunity = Size of Quebec And Still Growing…
  • Canada Is Becoming Increasingly Asian; South Asian & Chinese Are “The Big Two”
  • Asians Live In Larger Households, Larger Households = Greater ROI
  • Ethnic Holidays Matter/Mainstream Holidays Matter
  • There are Many Ways To Create Relevancy


In summary, the face of America is changing and multicultural consumers are quickly becoming the majority of future growth in the U.S. While multicultural marketing in the U.S. is significantly focused on the Hispanic and African-American consumers, the Chinese and South Asian populations are also booming today and US marketers need to understand the opportunities and challenges. As such, we look to Canada for inspiration. Why Canada? Canada will be welcoming over 1 million new immigrants in the next 3 years alone. By the year 2036, Canada’s multicultural consumers will represent 34% of the population and according to Statistics Canada, other urban centers across the country can reach over 80% with South Asians and Chinese quickly becoming the “visible majority”. Where else in the world can you catch a Punjabi ice hockey game while sipping a Matcha green tea latte and relishing a plate of butter chicken poutine? Only in CANADA!

For more information about the presenting companies, or to request a copy of the presentation deck or recording, please email or reach out to:

Ethnic Technologies (E-TECH) is the Global Leader in Multicultural Marketing, Research, Data Enhancement, Segmentation and Modeling Analytics. The EthniCenter® from Ethnic Technologies is the result of over 40 years of continuous multicultural, religious and language preference research. E-TECH’s Multicultural Ethnic, Language Preference and Degree of Assimilation Indices outperform the competition in accuracy and response rates time after time. Whether using the data for marketing via social media, search engine marketing (SEM), digital, mailing, telemarketing, email campaigns or modeling, the same excellent results have been achieved. Contact Karen Sinisi,

Ethnicity Matters is Canada’s leading authority in marketing and communications to a multicultural world. Our mission is to help shape and develop culturally-driven strategies and ideas for visionary brands that want to win a disproportionate share of the consumer market. We are not a traditional multicultural marketing agency, we are in fact a business solutions company. We create business ideas that drive sales, impact cultures and engage multicultural consumers. We are thought leaders asked to deliver seminars on multicultural trends, demographics and challenges to organizations across US and Canada. We have also worked with clients in a wide range of categories including Entertainment One, Acura, Pepsi, Campbells’, CIBC, HP, Disney, Kruger Products, Hotstar, Dyson and many more.Contact Bobby Sahni @Bobby_Sahni

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