Our Work

At Environics Cultural Markets Research, we work with two important social trends in Canada: immigration and multiculturalism.

The constant influx of new Canadians represents a new value segment for many Canadian marketers. New Canadians – regardless of their cultural background – face similar challenges, go through similar anxieties and have similar purchase decisions during the first few years in their new country. They share the same immigrant culture, which makes them a rather homogeneous market.

As the world becomes more mobile and globalized, multiculturalism has significance for marketing at national, regional and global levels – and Canada is at the forefront of multicultural marketing. Canada’s multicultural environment impels the need to recognize, cultivate and reconcile different cultural groups’ perspectives within the same market – and such a culturally diverse market calls for different conceptualization, methodologies and empirical studies.