According to Statistics Canada, in 2006 South Asians were the largest visible minority group in Canada. They’re an attractive target market as they are younger, highly educated, and have more children than the national average. Winning with South Asians is a big opportunity to consider as part of your growth strategy. Here are four strategies to consider when marketing to South Asian newcomers, defined as being in Canada for less than two years.
Focus on meeting their functional needs
After arriving in Canada, many South Asians find themselves back at the bottom of Maslow’s Hierarchy, where obtaining food, drink and shelter on a tight budget are their top priorities. Functional needs dominate their lives while seeking stability and financial security.
Another change is women take on new tasks that they weren’t responsible for back in their home country, like cooking and housekeeping. They feel time starved and realize that they need convenient, time saving options.