Ethnic and new Canadians are more likely to deal with a company if it contributes to their community, according to a recent IPSOS study.

Over 60 per cent of all respondents want to deal with companies that get involved in their community, while only nine per cent do not, said an Ipsos-Reid study conducted on Multicultural Connection Panel. Chinese Canadians had the highest level at 66 per cent.

Companies can partake in a variety of events that highlight their commitment to the ethnic community. They are:

• Sponsoring cultural events (86 per cent);
• Helping the poor in ethnic communities (84 per cent);
• Helping new immigrants settle to life in Canada (83 per cent);
• Donating to construction of new community facilities (82 per cent); and
• Sponsoring local amateur sports in ethnic communities (75 per cent).

"Because there are still only a handful of companies that are reaching out to each ethnic community, a well thought out community initiative that resonates with the ethnic group can have immediate impact," says Jill Hong, vice-president at Ipsos Reid in Toronto. "It can generate immediate word of mouth and goodwill resulting in increased awareness, visit/purchase and usage of your brand or product. By sponsoring cultural events, companies are one with the community, celebrating with families to give a voice to immigrants’ cultures, especially important for groups who are both missing home and creating a new home in Canada."

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