Eastward Media
As the adage goes: a problem well-stated is a problem half-solved. Effective media planners keep this top-of-mind when designing campaigns. When brands brief their agencies to target Chinese consumers in Canada and the United States, they often mean to target the culture and not the ethnicity. Understanding this distinction is key for successful campaign planning. […]
New Chinese consumers are driving car sales in the United States and Canada. With an estimated buying power of $300 billion, Chinese-Americans and Chinese-Canadians are among the most powerful cultural markets in North America, over-indexing on new car purchases. Chinese consumers who have lived in North America for less than fifteen years are considered ‘Newcomers’ or […]
In 2020, close to six million people in the United States and Canada report being ethnically Chinese, making this group one of the largest and fastest growing cultural markets in North America by size and buying power. With population growth driven by immigration categories like skilled labor, university enrollment, and entrepreneurship, Chinese consumers arrive in […]
The Chinese consumer is an increasingly important target audience for marketers in Canada. But although they account for $61 billion in consumer spending, there has been little research into the mindset and behaviors of Chinese consumers who live, work, and learn in Canada. That is, until Vivintel’s new study titled ‘Insights into the Chinese Consumer.’ […]
A just released COVID-19 Barometer study by Kantar reveals key insights on consumer expectations and media habits during this coronavirus pandemic. The study covers 30 markets and presents actionable insights for brands planning their coronavirus response campaigns and the recovery. The Kantar study is a comprehensive study on consumer sentiments that surveyed 25,000 people in […]