Canada is averaging 1 immigrant arriving every 1 minute & 7 seconds, and as a result, its population is growing rapidly as waves of migrants have been relocating here en masse in recent years.

Nearly 1 in 4 people counted during the 2021 census were or had been a landed immigrant or permanent resident in Canada — the highest proportion since Confederation and the largest proportion among G7 countries. This share is expected to grow to approximately a third by 2041.

Canada is also set to have a record-breaking year in 2023 for immigration, with 1.2 million in population growth year-over-year, driven primarily by immigration. 30% of Canada’s population, as well as 3/5 newcomers, identify as persons of colour.

Already known for its inclusivity and multiculturalism, Canada will see shifts in consumer behavior due to this constantly changing population.

Using Horizon’s Finger on the Pulse methodology, we explore how moving to Canada has shaped perceptions of the Canadian market, advertising, and shopper experience, and advise advertisers on responding to these changes.

For the full report, click ‘Download PDF’ below.