The new complexion of marketing
As the recently released census figures indicate, the face of Canada's population is rapidly changing. As we approach the millennium, much of the business community is ill prepared to address the new complexion of marketing opportunities. Those that don't face up to the new reality will be quickly left behind. The truth is, niche or multicultural marketing can translate into increased profits.
Many of us come from liberal arts backgrounds where political correctness has us constantly stutter stepping to keep from putting the proverbial foot in the mouth. God forbid we mention anyone's religion, cultural heritage, sex or sexual preference, lest we be coloured prejudiced. It was assumed (if all went well) that society would become one huge happy homogeneous melting pot. Then something happened to muddy the picture's reality.
It has become impossible to ignore the fact that cultural background significantly affects our attitudes, not to mention our lifestyles and purchasing patterns.
Many of us come from liberal arts backgrounds where political correctness has us constantly stutter stepping to keep from putting the proverbial foot in the mouth. God forbid we mention anyone's religion, cultural heritage, sex or sexual preference, lest we be coloured prejudiced. It was assumed (if all went well) that society would become one huge happy homogeneous melting pot. Then something happened to muddy the picture's reality.
It has become impossible to ignore the fact that cultural background significantly affects our attitudes, not to mention our lifestyles and purchasing patterns.