Canadian cities are increasingly ethnically diverse. New immigrants with permanent resident status account for more than 20% of the country’s population, and Canada’s annual immigration rate is one of the highest in the world, relative to population. In the coming years, it is estimated that 500,000 new immigrants per year will make Canada their home (source: Government of Canada). Diversity is valued by the vast majority of Canadians. According to the 2020 General Social Survey, 92.0% of the population agreed that ethnic or cultural diversity is a Canadian value.
For companies and organizations, it is imperative to implement a multilingual communication strategy. LAT Multilingual, a trusted partner for multilingual marketing and translation services, emphasizes that advertising ONLY in English is no longer sufficient to reach today’s multicultural consumers of North America.
Communicating with consumers in their preferred language allows brands to build brand allegiance and trust with audiences.
“In 2024, we saw a growing demand from clients to adapt their marketing campaigns to reach Canada’s multicultural consumers,” says Lise Alain, President at LAT Multilingual. “We highly recommend businesses to go beyond translation and adapt their advertising content into the language and cultural preferences of their customers.”
Shifting Trends of Marketing
Research has shown that 76% of consumers are more likely to purchase from a brand that provides content in their native language. Modern marketing trends are shifting towards personalized, culturally relevant advertising to stay competitive.
LAT Multilingual has been at the forefront of this shift for 25 years, helping businesses adapt their English campaigns to French, Mandarin, Spanish, Arabic, Punjabi, and other widely spoken languages. From multilingual digital ad campaigns to culturally-attuned social media content, LAT has supported companies in engaging diverse demographics.
2025 Marketing Strategies: Branding for New Canadians
As Canada’s immigrant population continues to grow, brands have a unique opportunity to support newcomers as they build their lives here. Many begin researching major decisions—like housing, schools, data plans or vehicles—before arriving, making early visibility critical for brands. For other sectors, like telecommunications, financial services, and consumer goods, the journey typically starts after settling in Canada.
New Canadians often prioritize quality over price. Considering the spending power many have, this is a consumer segment that your company can no longer ignore. However, many newcomers are still learning English. So creating multilingual campaigns and using visuals that clearly highlight your product’s value can make it easier for these consumers to connect with your brand.
Founded in 1999, LAT Multilingual is a B Corp Certified, women-owned company and a trusted leader in translation, cultural adaptation and marketing, helping businesses connect with diverse audiences in Canada and the US. With expertise in a wide variety of industries, we can help you reach millions of new customers with well crafted marketing content and culturally relevant strategies.
