AVC is at HubSpot UNBOUND 26 Boston · September 16–18 · come and say hello in your language Meet us there →

Which language should we reply in?

Pages are in English. Your choice rides along with your enquiry.

Let's Talk

Home / Newsworthy

The New Canadian Identity: More Than Just One Culture

AVCommunications

Being Canadian doesn’t mean what it used to—it’s much more than that now. A new study, commissioned by us at AV Communications in partnership with Ipsos, shows a major shift in how people define their identity. The old idea of a single dominant culture is fading, and for most Canadians (84%), their cultural heritage is just as important as their Canadian identity. It’s not either-or—it’s both.

What does this mean? It means that cultural diversity isn’t just about newcomers anymore. It runs deep, across generations, shaping how people connect, consume content, and move through the world.

Canada’s Cultural Landscape is Changing—Fast

Younger generations and first-generation Canadians are setting the cultural tone for the future. More than half (54%) of Gen Z and 67% of first-generation Canadians are from non-white backgrounds, compared to 22% of Boomers. That’s a dramatic shift that will only continue to reshape the way brands, businesses, and communities engage with people.

But this change isn’t just about numbers—it’s about mindset. Canadians are embracing multiple cultural influences in ways that go beyond ethnicity. Here are some key takeaways from the study:

  • Culture is Fluid: 83% of Canadians feel completely comfortable embracing both their cultural background and Canadian identity at the same time. It’s not about choosing one over the other.
  • Generations are Cultural Connectors: Second-generation Canadians (46%) have the highest rate of cross-cultural relationships, acting as bridges between different communities.
  • Language is a Layer, Not a Barrier: While most third-generation Canadians speak only English or French at home (97%), over half (51%) of first-generation Canadians and 35% of Gen Z live in multilingual households.
  • Global Influence is Huge: 86% of Gen Z engage with international content, proving that cultural identity isn’t just local—it’s connected to the world.

What This Means for Brands

For years, multicultural marketing has been treated as a niche—something separate from the “mainstream.” This study proves that way of thinking is outdated. Today, cultural diversity is the mainstream. If brands want to connect with Canadians, they need to recognize that audiences don’t fit into neat little boxes. They’re navigating multiple cultural layers at once.

At AV Communications, we’ve always believed that multicultural marketing isn’t just about translation—it’s about understanding. This data confirms what we’ve been seeing firsthand: to truly engage with today’s audiences, brands need to move beyond surface-level representation and embrace the deeper, more nuanced realities of cultural identity in Canada.

So, the question isn’t whether multicultural marketing is necessary—it’s whether brands are ready to catch up.

Interested in how your brand can authentically connect with this new Canada? Let’s talk.

← NewerOlder →

Let's Talk

Got a wild idea?

We love those! Reach out and let's see what we can create together.

  1. Tell us the idea.A line or two is plenty — no brief required.
  2. The right practice lead reads it.Matched by the audiences and services you pick, not a general inbox.
  3. You hear back within one business day.From a person, in whichever of our sixteen languages you wrote in.
Contact Ushello@avcomm.ca
Phone416-866-8882

Toronto · New York · Los Angeles

Sixteen languages on the team. Write to us in yours.

Tell us what you're working on.

One form, one business day, the right practice lead.

Please tell us your name.
That email doesn't look right.

Your details go to AVC only — no lists, no resale. Asking to be forgotten takes one email.

Let's Talk