Community involvement attracts ethnic Canadians: Study

Sponsoring cultural events and helping immigrants settle in Canada among ways businesses can reach this population

Supporting ethnic communities can be good for business, according to a new poll.

The Ipsos Reid survey of 388 ethnic and new Canadians found 61 per cent prefer to do business with a company that is involved in their ethnic communities.

“Because there are still only a handful of companies that are reaching out to each ethnic community, a well thought-out community initiative that resonates with the ethnic group can have immediate impact,” said Jill Hong, vice-president at Ipsos Reid in Toronto.

“By sponsoring cultural events, companies are one with the community, celebrating with families to give a voice to immigrants’ cultures, especially important for groups who are both missing home and creating a new home in Canada.”

The survey found numerous community activities that respondents deemed worthwhile:

• Sponsoring cultural events (86 per cent).

• Helping the poor in ethnic communities (84 per cent).

• Helping new immigrants settle to life in Canada (83 per cent).

• Donating to the construction of new community facilities (82 per cent).

• Sponsoring local amateur sports in ethnic communities (75 per cent).

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