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FCPC Member Exclusive Complimentary Webinar

Thursday, June 11, 2020
11:00 am – 12:00 pm EST

There have been lots of Surveys on consumer behaviour and attitudes during COVID-19, but none have taken into account the special voice of the Ethnic consumer. Ethnicity Matters Multicultural Marketing & Advertising recently completed a 900-person Research Survey to tap into the thoughts, feelings and buyer behaviour of this key segment.

They uncovered some amazing nuggets of information, where Ethnic consumers over-index in terms of opportunity. If you are a Consumer-Packaged Goods Company and you are thinking through where the revenue opportunities are post COVID-19 and beyond, join us and learn where these opportunities are by category. Also gain great insights into the Ethnic consumer and online shopping.


Presenting Speaker:

Howard Lichtman
Partner & Co-Founder


A personal note on why black lives matter – Why ethnicity matters

I’m a Canadian-born son of an immigrant and Caucasian.  I’m watching what is going on in the United States, like everyone else, in horror. Several years ago I founded a Multicultural Marketing Agency with a South Asian-Canadian partner, also the son of immigrant parents.

The Agency is called Ethnicity Matters.  In my own Agency, I am the “visible minority”.  We employ mostly ethnically diverse staff, new immigrants and International Students.  We try to walk the talk.

Read more

P&G’s Marc Pritchard sees a $1 billion growth opportunity

Procter & Gamble is not, and has never been, a client of mine. I am, however, a fan of their U.S. CMO, Marc Pritchard. He’s a major advocate of multicultural marketing, because he believes that reaching out to ethnic consumers is an engine of growth for his company.

I heard him speak at the Association of National Advertisers (ANA) 2019 Multicultural Marketing Conference in San Diego in November. He illuminated three key principles worth noting:

1. If you’re not doing multicultural marketing, you’re not doing marketing
2. Multicultural casting isn’t multicultural marketing
3. Don’t bolt it on – make it part of your DNA Read more

Immigration is a growth strategy for government. So it should be for your business

The Conference Board of Canada’s latest analysis of Canada’s macro demographics tell us that one in four people are going to be 65 years or older in 2040. You marry that with the continuing low Canadian birth rate, and it’s a formula for economic disaster. If we want to maintain Canada’s famous social infrastructure, and enjoy the life that we have, there are no options.  We simply need more people.

Read more

All Scotties needs is love

By Tom Nightingale

CPG giant Kruger Products recognizes the importance of Chinese Canadian growth, as its efforts to reach that population over the years have shown. And with a new campaign for its Scotties tissue brand, the company is hoping all it needs is love.

The brand is looking to invest more in marketing that resonates with the Chinese community and boost Scotties’ profile within that population as it “continues to grow in importance,” says Oliver Bukvic, marketing director for Scotties. “Scotties has a long heritage in Canada but it isn’t a brand that is as known to newcomers. That’s why we continue to really focus in on important segments.” Read more


Canada will be welcoming more than 1 million new immigrants in the next three years alone with the majority coming from Asia. 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”. Canada is increasingly becoming an Asian-influenced country and brands have taken notice. Read more


I was in PEI for the Thanksgiving long weekend and I personally experienced a changing face of Canada. I hadn’t been there for 15 years and it was clear that the immigration tsunami that we are seeing across the country has become a reality – even in PEI and Charlottetown. Visible minorities are everywhere to be seen – both as consumers and running businesses. Read more