The Role of Extended Families in Ethnic Canadians’ Purchasing Decisions

Contributing Writer, Maple Diversity Communications, ethnic marketing agency.
Original article:

North American society, like most of Western Europe, is mostly composed of nuclear families. However, other parts of the world such as Asia, Africa, and Latin America include a much wider range of relatives in their concept of family. Since most newcomers to Canada come from places where extended families are the norm, what effect does this have on their purchasing decisions? How can marketers better understand how to reach those from an extended family background?

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