Some agencies still rely on one-size-fits-all campaigns. We believe Canada deserves something better.
Let’s face it: Canada isn’t just diverse—it’s multicultural by design. By 2024, visible minorities made up over 22% of the population—a dramatic leap from just 4.7% in 1981. Cities like Toronto and Vancouver are already majority multicultural, and every day brings new communities, languages, and stories into the mix
What do we do? We help brands grow — not in a vague, buzzword-filled way, but in real, tangible numbers. That could mean filling every seat at a major concert through paid social, or building a B2B funnel that delivers a 600% lift in qualified leads. We do what’s required to hit the goal — and we don’t stop at strategy decks.
Why Multicultural Marketing Matters More Than Ever
Brands that ignore this demographic are missing a market worth hundreds of billions. For instance, Chinese, Indo‑Canadian, and Filipino communities alone account for massive spending power—reportedly exceeding billions in Canada.
But more than money: Canadians overwhelmingly support diversity as part of their national identity. According to an Ipsos study, 84% of Canadians feel comfortable blending their cultural and Canadian identities—showing that marketing today must go deeper than translation.
Digital-First Is Essential to Reach Multicultural Audiences
Reaching growing and digitally-savvy multicultural communities means you have to meet them where they already are—with mobile, social, and language-first content:
- 66% of newcomers rely on search and social media as their primary information sources
- They’re more likely to engage with content in native languages – 69% say they feel more connected to brands that speak their language
- Multicultural consumers are exposed to 12–13 digital touchpoints per week versus 9 for the average Canadian
Our Take: Strategy Meets Culture Meets Execution
This is where Thread Digital steps in. We don’t just translate ads – we craft entire marketing ecosystems rooted in culture, insight, and performance:
- Cultural Insights & Localization: Knowing which language, channel, and message connects (not guesses).
- Creative that Respects & Resonates: Adapted visual and message assets that reflect real community values.
- Performance-Driven Digital Execution: From Meta to TikTok, Google Ads to community platforms
Lessons Learned
- Multicultural campaigns work when they’re built from insight—not assumptions.
- Omnichannel digital strategies—organic, paid, multilingual—are no longer optional.
- Understanding the audience means more than targeting—it means earning trust, loyalty, and relevance.
Final Thought
Canada’s diversity isn’t a niche audience – it’s the audience. Brands that invest in digital-first, culturally fluent marketing connect authentically. They win trust. They grow. They become part of the stories their audiences care about.
Want to build campaigns that deliver insights, inclusion, and impact? Let’s talk.