By 2030, visible minorities are expected to comprise one-third of Canada’s population. This demographic shift represents a major growth opportunity, which is why identifying and understanding ethnic consumers is becoming critical for Canadian companies.

Clement Chu, Head of Multicultural Marketing at TELUS Business, said community participation is key during a Level5 Strategy Multicultural Leaders Forum.

He details the lessons in engaging with newcomers by focusing efforts on building long-term trust and encouraging community participation and partnership.