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The increasing Chinese population in Canada and lucrative business opportunities provided by these communities to Canadian business organizations is discussed.

The failure of Canada's tourism industry in promoting ethnic culture of region is discussed.

The need of adopting multiculturalism in Canadian companies amid increasing migrant labor percentage is discussed.

The process of marketing in multicultural societies is discussed.

Success of southasianlife.com, a website created by Raaj Brar to bring Canada's South Asian community together, and its popularity among advertisers, are discussed.

Multicultural reforms of Quebec society and its implications are discussed. It is also revealed that the Quebec ethnic communities were frozen out of Quebec Society for decades.

The article presents information about the multicultural marketing in Canada. Canada is going through tremendous demographic and social change because of immigration and the aging of the baby boomers. It is a welcome business opportunity, offering new markets for their products and services and a stepping-stone to market expansion of their brands and products into the countries of origin of many of Canada's new immigrants. Canada's leading financial institutions have been extremely successful in venturing into ethnic marketing.

The article presents the author's comments on consumer behavior and diversity marketing in Canada. It is argued that ad agencies are hampering the growth of their clients in multicultural Canada. The author has spent 20 years of his life studying the changing demographics of Canada and how mainstream advertising agencies and their clients are responding to that change. The author has identified the 10 largest ethnic groups that could be considered viable as markets from an advertiser's point of view. With the assistance of Research and Forecasts Inc. in New York, the author embarked on one of the most extensive and ambitions private research studies ever conducted in Canada.