About
Our approach is inherently solution-agnostic, ensuring that strategies are tailored to meet each client’s unique needs, without being confined to any single medium. With expertise spanning influencer programs, activations, shopper marketing, content creation, and ethnic public relations, Ethnicity Matters provides fully integrated solutions to address all aspects of multicultural marketing.
Our digital and social capabilities are equally robust, supported by a team of specialists who understand ethnic passion points across entertainment and sports. This holistic approach allows us to craft strategies that resonate deeply with diverse audiences, delivering measurable results for our clients.
In-Language and In-Culture
With experience marketing to over a dozen different ethnicities, the team is highly familiar with the countries and cultures of target communities. This deep understanding enables the creation of content that resonates both “in-language” and “in-culture,” ensuring relevance and authenticity.
In-house teams work across media, creative, and content creation, with expertise in digital platforms like WeChat and Little Red Book for Chinese audiences. On platforms such as Facebook and X, in-language marketing is employed when appropriate. The creative team, recognized with awards in both Canada and the United States, excels in delivering impactful, culturally resonant campaigns.
Experiential marketing is another key strength, with activations conducted in high-traffic locations such as airports, schools, grocery stores, flea markets, and ethnic festivals, creating meaningful, real-world engagement.
With proficiency in a wide range of languages beyond the traditional Asian languages, including
Mandarin, Cantonese, Urdu, Hindi, Tamil, Bengali, Punjabi, Japanese, and Korean, services extend to
French, Italian, Russian, Arabic, Hebrew, Persian, and Spanish. This linguistic diversity enables
campaigns to transcend barriers and ensure impactful, culturally resonant messaging across
communities.
This ability to communicate both “in-language” and “in-culture” allows for authentic connections with audiences, ensuring that each campaign is culturally relevant and impactful.
Cultural IQ
Recognizing the critical need for data to understand multicultural consumers and newcomers, Ethnicity Matters established Cultural IQ International. This division provides both qualitative and quantitative research, backed by a substantial panel of 200,000 multicultural consumers and 15,000 Indigenous consumers.
In addition to primary research, Cultural IQ houses an extensive in-house research library on a wide range of multicultural topics across industries. The strategy team further enhances these insights by conducting secondary research on consumer behavior and marketing trends from home countries, offering a deeper understanding of the newcomer mindset.
