Culture is what humans use to make sense of and transform the world the around us. Stories are the tools that we use to do that, from creation myths to parables to fairy tales. As we have evolved the stories we have told to create our culture have diversified. Hence the creation of "ethnic cultures".
Until recently those involved in market research and Marketing really only needed to consider different ethnic cultures when engaging a global audience. It was assumed that in Canada we all heard the same story. But now a quarter of our population grew up in a different country and our population consists of a million ethnic cultures.
This presentation outlines how one common story can be heard so differently. That one person's hero is another one's villain. We use Environics' social values research and their recently published book, Migration Nation to unlock the impact of ethnic culture on how stories are heard. Using one common story we outline how different cultures are likely to hear it, with a focus on the three largest 'visible minority' ethnic cultures; Chinese South Asian and Filipino. And we apply that cultural perspective to market research and marketing issues.
Senior Vice President, Consumer Insights, Environics Research Group
Robin Brown, Environics' Senior Vice President of Consumer Insights and Cultural Markets has over twenty years of experience in research agencies based in the UK, Asia and Canada providing marketing research and consultancy to some of the world's leading companies. He moved to Canada in 2003 after spending ten years working in Asia, providing consumer insights to guide both local and multinational companies on marketing strategies. Although he is a native of the UK, throughout his life he has lived in five different countries and worked in many more. Along the way he has developed a unique "Third Culture" perspective. He is the co-author of the g book "Migration Nation: A Practical Guide to Doing Business in Globalized Canada"