Even in the land of “green pasture”, some are more equal than others.
Immigrants are lagging far behind other Canadians when it comes to vehicle ownership. According to a new study from Publicis Media and Angus Reid, only 32% of newcomers own a vehicle compared to 84% of all Canadians.
54% of newcomers also found it extremely challenging to take trips to other provinces/ countries without a car.
Most newcomers hardly experience the famous Canadian sites because of the sheer size of the country, logistical travel challenges; expensive domestic airline travel; difficulty in getting a Canadian driving license and of course lack of personal car ownership.
Why some immigrants want to leave Canada
Newcomers are facing other bigger challenges in Canada, especially with housing and cost of living.
According to I Am Canada, the new research study from Publicis Media and Angus Reid, over 50% of newcomers report the overall cost of living is higher than anticipated and buying a home is much harder than expected.
“When it comes to adjusting to new surroundings, food, music, and community can give newcomers a sense of belonging, but our study identified some uniquely Canadian gaps where with awareness and action we can improve the experience for those coming to Canada,” said David Rusli, Chief Strategy and Data Officer for Publicis Media and architect of the study.
He added: “We still have a long way to go to improve representation for newcomers in movies, TV shows, and advertisements as 55% of respondents consider it is among the top two important things a brand can do to connect with them. People want to see and feel that they belong in Canada, and media representation is a critical component of their experience.”
Immigrating to Canada is tough, and it’s toughest for blacks
Many immigrants regard Canada as a land of opportunity, safe and filled with friendly people. 80% of newcomers report they were able to quickly settle into new employment after their arrival.
Newcomers with children are also impressed by the benefit of free education, access to publicly funded activities and other community supports, according to the study.
However, when it comes to finance and accessibility to healthcare, newcomers face a harsh reality. Many face obstacles in establishing themselves into the Canadian financial system.
Black newcomers to Canada are the worst hit. 84% of blacks are likely to face difficulty obtaining a credit card and other loans when compared with other Canadians.
Banks and brands need to connect better with immigrants
When newcomers arrive in Canada, they seek a balance between staying connected to their home culture and adjusting to their new surroundings, the study found.
“At Publicis Media, we have laid the groundwork to help brands become a conduit of truly inclusive communications. We recognize that brands live and evolve within communities,” Rusli said.
“Brands and industries such as banking have an opportunity to rethink how they communicate with our Canadian newcomers. In order to adapt to the changing face of Canada and reflect our cultural persona as the rich tapestry it is, brands need to connect to new Canadians where they live, work and play.”
Publicis Media represents global agency brands (Starcom, Zenith and Spark Foundry) across 100 markets. It also has over 23,500 brilliant specialists across 115 markets.
