2012-01-12 - American Marketing Association Toronto Chapter Multicultural Roundtable

Unlikely Utopia: The Surprising

Triumph of Canadian Multiculturalism

Michael Adams President

Environics Group of Companies

CHANGING DEMOGRAPHICS

Source: Citizenship and Immigration Canada

0

50

100

150

200

250

300

350

400

450

1901 1908 1915 1922 1929 1936 1943 1950 1957 1964 1971 1978 1985 1992 1999 2006

Annual flow of immigrants admitted to Canada, 1901-2006

Tho

usan

ds

World War I 1914-1918

Canada has welcomed more than 15 million immigrants since 1901

The Great Depression

and World War II

1939-1945

Copyright © Environics Research Group 2011

One in five are foreign-born, highest proportion in the population since 1931

Number and Proportion of Foreign-born in Canada, by Census Year

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

1901 1911 1921 1931 1941 1951 1961 1971 1981 1991 2001 2006 0%

5%

10%

15%

20%

25%

Number

%

Sources: Statistics Canada, censuses of population, 1901 to 2006

Australia 22.2% U.S. 12.5%


Asia has displaced Europe as the major source of Canada’s immigrants

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Before1961

1961-1970

1971-1980

1981-1990

1991-2000

2001-2006

U.S. Oceania andOther

Caribbean, Southand CentralAmerica

Africa

Asia and theMiddle East

Europe

Percent of Immigrants by Region of Birth

Immigrants come from many parts of the world Canada, 2006

15 countries 100,000 or more



Total Number of Immigrants

0 100 200 300 400 500 600 700

Lebanon

France

Romania

Guyana

Iran

South Korea

Sri Lanka

Netherlands

Jamaica

Pakistan

Portugal

Vietnam

Poland

Germany

Hong Kong

United States

Italy

Philippines

India

China

United Kingdom

in Thousands

Filipinos a growing proportion of the mix

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010



Philippines

China India

United Kingdom United States

Republic of Korea Pakistan

Source: Statistics Canada, Census

Total stock of temporary residents increasing dramatically



Workers and students are main temporary resident groups

Composition of total stock of temporary residents, 2009

Source: Citizenship and Immigration Canada Copyright © Environics Research Group 2011

Workers 44%

Students 30%

Humanitarian 17%

Other 9%

Source: Statistics Canada, Census

Immigrants go to the big cities, but fewer recent immigrants have settled in the Toronto and Vancouver CMAs


CANADIAN ATTITUDES

Multiculturalism is now part of the Canadian Identity

What is it about Canada that gives you the greatest sense of pride?

Top 10 reasons 1994 - 2010

1994 2003 2006 2010

Free country/freedom/democracy 31 28 27 27

Quality of life 5 6 3 10

Humanitarian/caring people 9 13 9 9

Multiculturalism 3 6 11 6

Health care system - 3 2 6

Peaceful country 7 5 6 4

Beauty of the land 7 4 4 4

Born here/my country 5 4 2 3

Social programs - 2 1 3


Fully four in five foreign born feel Canadian first If born outside Canada, do you feel a stronger attachment to…?

2010

Canada Country of birth Both equally Neither/ dk/na

78

13 7 3


And what do we think about immigrants and refugees?

Nine in ten reject a racist immigration policy

Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement: Non-whites should not be allowed to immigrate to Canada

1985 - 2010

85 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10

Disagree

Agree

89

7

92

7


Majority disagree that there is too much immigration

Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement: Overall, there is too much immigration to Canada

1977 - 2011

77 80 83 86 87 88 89 90 91 92 93 94 97 98 00 02 03 05 06 08 10 11

Agree Disagree

61

35

58

38


17

Strong majority consistently reject the idea that immigrants “take away” jobs from other Canadians Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Immigrants take away jobs from other Canadians?

1985 - 2011

85 89 93 94 97 98 00 02 03 05 06 08 10 11

Disagree Agree dk/na

54

36

74

24

10

1

18

On the contrary – most think immigrants help the economy grow Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree … Overall, immigration has a positive impact on the economy of Canada.

1993 - 2011

93 98 00 02 03 05 06 08 10 11

Agree Disagree dk/na 56

39

80

17

5 2

75

-20

When assessing the influence of immigration in this country, Canadians are much more positive and much less negative than those in other countries

Perceived Immigrant Influence on Society IPSOS MORI, 2006

International Social Trends Monitor May, 2006 Approx. 1,000 interviews in each country

Good influence

Bad Influence


THE IMMIGRANT EXPERIENCE

Self-described material circumstances of newcomers to Canada after four years, compared to their circumstances before they immigrated

58

13

2835 34

31

0

10

20

30

40

50

60

70

Better Off Worse Off Same

Family ClassEconomic Class

Source: Statistics Canada, Longitudinal Survey of Immigrants to Canada, 2005

In contrast to family class, immigrant professionals see limited material gains

Many Chinese and South Asian immigrants find cost of living a struggle

41%

26%

Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey 2010

More difficult because things cost more than you expected

Day to day living expenses higher than expected

Since immigrating to Canada, what unanticipated costs have you encountered,� if any?

…and many Chinese and South Asian immigrants have to make sacrifices to live in Canada

30%

22%20%

Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey

Postponed medical/dental work

until absolutely necessary

Took an extra job(s)

Live(d) more modestly than I did

back where I immigrated from

People use a variety of ways to manage their finances and to make their money go further.. Since coming to Canada, which if any of the following have you done ?

But the majority of Chinese and South Asians are optimistic about the future

37%

63%

Base: All Chinese and South Asian Immigrants n=598 Source: RBC Royal Bank Survey

I can’t wait to see what the future holds for me

I am frightened about the time ahead of me

Again, when you think about your life in Canada, which of the following best describes how you feel?

So far optimism is warranted. Income rises dramatically by length of time in Canada and is much higher among second generation

Average Total (individual) Income, Population Aged 30-34, Canada, 2005

Years in Canada for 1st generation

1st Gen 2nd Gen 3rd Gen or more

$31,238

$43,129

$38,037

$26,127

$30,657 $31,331

$37,366

$43,343

2 - 6 7 - 11 12 - 16 17 - 21 22 - 26

Source: 2006 Census Public Use Microdata File

South Asian and especially Chinese Canadians, embrace communication that is targeted at them

73

61

55

66

76

55

40

60

I appreciate that Canadian companies are making an effort

to reach out to me and my community with these ads

I would like to see more companies advertising

specifically to my community

I would like to see more advertising in my native

language

Advertising that is specifically designed for my community makes me feel closer to the brands or products that are

advertised

South Asian Canadians Chinese Canadians

Source: Environics & Asking Canadians Immigrant Survey 2011 Base n=1513 Canadian Immigrants

Thank you Environics Research Group 900 – 33 Bloor Street East

Toronto, ON M4W 3H1

2012-01-12 - American Marketing Association Toronto Chapter Multicultural Roundtable

Business

income rises

south asian

embrace communication

greatest sense

total stock

strongly disagree

material circumstances

strongly agree