The world is drowning in brands. There are more than 28 million small businesses in the United States, and even more mid- to large-size businesses that increase that number further. Even if only a fraction of those businesses compete with yours, that’s an overwhelming number to deal with in an…
While the country may be split on many political and social issues, several companies have decided to take a stand. Whether it’s Coca Cola and their “America The Beautiful” super bowl ad, Wells Fargo’s ad about same-sex adoption, or Cheerios’ commercial featuring an interracial family, all of these companies demonstrate…
The role diversity plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support. Consumers are characterized by…
It means understanding that each individual is unique, and recognizing our individual differences. These can be along. the dimensions of race, ethnicity, gender, sexual orientation, socio-economic status, age, physical abilities, religious beliefs, political beliefs, or other cultural background. A common misconception about diversity is that it only pertains to certain…
Canada is a diverse and ever-evolving marketplace that caters to consumers from a variety of socioeconomic and cultural backgrounds. As Canada becomes more diverse through its people, tastes, customs and beliefs, companies strive to target demographics using marketing styles that are sensitive to individual attitudes and practices.
Canada’s ethnic, linguistic and cultural diversity. This diversity stems from the Aboriginal people who lived here well before the first European settlers arrived, as well as from various waves of international migration. According to the Stats Canada , more than 50 percent of the Canadian population is expected to be…
