Saturday, April 02, 2005

Lost in translation

Statistics Canada announced that in 2017, more than half of Torontonians and Vancouverites will likely be members of a visible minority. Most of these people were not born in Canada. They grew up in a different culture and often have a less-than-perfect grasp on English or French. More and more, these people have their own media and influence networks.

One PR/marketing implication: when you use clever wordplay or references to popular Canadian culture, half your audience is wondering what the heck you’re talking about.

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