EP13 - Newcomers: Canada’s Key to Prosperity CMA Connect

In this episode of CMA Connect, Alison Simpson, the CEO of the CMA, sits down with Cynthia Pachovski, CEO of Ipsos Canada and Daniel Bernhard, CEO of the Institute for Canadian Citizenship. Together, they dive into their recent newcomer research, highlighting the myths and realities of racial diversity, the skills and talents newcomers bring, and their role in Canada's prosperity.
00:00:00:05 - 00:00:19:13
Speaker 1
Welcome to CMA Connect, Canada's marketing podcast, where industry experts discuss how marketers must manage the tectonic shifts that will change how brands and businesses are built for tomorrow, while also delivering on today's business needs. With your host, CMA CEO Alison Simpson.
00:00:24:18 - 00:00:53:08
Alison
Canada, long known for our cultural diversity, has been a real beacon of hope and new beginnings for many. But beyond the warm welcomes, newcomers play an absolutely pivotal role in our nation's economic strength, as well as our demographic framework. They're more than just new faces. They're central to Canada's character and also Canada's growth. Consider this. In the last five year period, a stunning 79.9% of Canada's population growth has been attributed to immigration.
00:00:54:01 - 00:01:13:19
Alison
And it's not just about numbers. It's about the fresh perspectives and skills that they bring with them. Over half of the immigrants who have made Canada their home were economic candidates who are well-poised to help grow and advance our country. The dynamic nature of Canada's economy is very closely linked to the fresh talent and entrepreneurship that's brought in by immigrants.
00:01:14:10 - 00:01:39:07
Alison
For our business community and marketers, it's clear. Embracing diversity and innovation of our newest Canadians is key to our country's prosperity. In this episode, I'm thrilled to be joined by Cynthia Pachovski, CEO of Ipsos and Daniel Bernhard, CEO for the Institute for Canadian Citizenship. Ipsos and the Institute for Canadian Citizenship have joined forces to conduct a very robust research study on newcomers to Canada.
00:01:40:01 - 00:02:01:13
Alison
In this discussion, we're going to explore the intriguing research findings that not only reveal the substantial contributions that newcomers bring to Canada's growth, but also some of the challenges that they face and the insights that can help revolutionize how we as marketers and citizens connect with and support this dynamic demographic. So welcome, Cynthia and Daniel.
00:02:01:23 - 00:02:02:16
Daniel
Thanks for having me.
00:02:03:05 - 00:02:03:20
Cynthia
Hello. Hi.
00:02:04:12 - 00:02:15:07
Alison
So I'd like to start by having you share how newcomers contribute to Canada's population and economic growth. It would also be great to hear what impact the recent policy changes may have on these contributions.
00:02:15:21 - 00:02:38:23
Daniel
Immigrants are, as you know, essential to Canada's future. But actually, I want to also talk before I do that about Canada's past. Canada's been an immigrant nation since that since the very beginning, before Europeans came here, there was lots of migration among Indigenous people from place to place, traveling and having to integrate into communities where they would arrive and abide by those laws. Afterwards were welcomed,
00:02:38:23 - 00:02:59:13
Daniel
Europeans were welcomed here by Indigenous people, and the idea of Canada perpetually has been that there's more than enough to go around. It's a bountiful land and that you can come here and not be a renter, so to speak, but an owner of our society, not just a resident but a citizen. It's one of the things that distinguishes Canada from a place like Dubai, for example, where there's a huge foreign-born population.
00:02:59:18 - 00:03:20:20
Daniel
They'll just never be owners of that society. You know, in Canada, you can be. And so immigrants continue to play an incredibly important role in Canadian life and the e