60+ MILLION CHINESE WANT TO MAKE CANADA THEIR HOME IN THE NEXT 2 YEARS. WHAT NOW?

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To kick off this series we’ve chosen the topic of Recycling.

10 June 2021: Toronto, ON — More than 60 million Chinese adults are considering immigration to Canada in the next two years, according to an online research study done in China and Hong Kong by Hamazaki Wong, RIWI, and Vivintel (the custom research arm of Vividata). Most notably, these intended migrants are educated, affluent, and relatively fluent in English. “The magnitude of the numbers is staggering,” says Pat Pellegrini, CEO of Vividata. “Immigration is needed to grow the economy and these results show Canada as a desirable place to live and in tremendous standing with other countries. With the Canadian Government set to reopen the country to migrants beyond pre-COVID levels, this collaborative research project provides an unprecedented view into how Canada could potentially evolve over the next few years. Having conducted significant studies into the Chinese and South Asian communities already in Canada, we now have a more complete view, which only helps to better understand how these vibrant communities weave into the fabric of Canada both from a cultural and consumer perspective.”10 June 2021: Toronto, ON — More than 60 million Chinese adults are considering immigration to Canada in the next two years, according to an online research study done in China and Hong Kong by Hamazaki Wong, RIWI, and Vivintel (the custom research arm of Vividata). Most notably, these intended migrants are educated, affluent, and relatively fluent in English. “The magnitude of the numbers is staggering,” says Pat Pellegrini, CEO of Vividata. “Immigration is needed to grow the economy and these results show Canada as a desirable place to live and in tremendous standing with other countries. With the Canadian Government set to reopen the country to migrants beyond pre-COVID levels, this collaborative research project provides an unprecedented view into how Canada could potentially evolve over the next few years. Having conducted significant studies into the Chinese and South Asian communities already in Canada, we now have a more complete view, which only helps to better understand how these vibrant communities weave into the fabric of Canada both from a cultural and consumer perspective.”

Highlights of the study include:

Working-age population:
Chinese adults over the age of 35 are the most keen to move to Canada in the next couple of years. 51% of adults considering a move to Canada from Mainland China are aged 46-64; while 45% of those looking to move from Hong Kong are aged 36-55.

More affluent:
Among both Mainland and Hong Kong Chinese, the higher the income the greater the consideration to move. Of adults considering a move to Canada, 37% from Mainland China earn a monthly household income over RMB 16,000, and 43% from Hong Kong earn a monthly household income over HK 50,000.

Highly educated:
1 in 2 Chinese adults considering a move to Canada have completed a Master’s degree or higher, and nearly 3 in 4 have a Bachelor’s degree or higher.

Primary reasons to move vary between Mainland and Hong Kong Chinese:
Adults looking to move from Mainland China identify “best place to start a new life” (17%), “better climate” (17%) and “political stability” (16%) as their primary reasons for wanting to move to Canada. Whereas Hong Kong Chinese identify “public services” (28%), “safer there” (19%) and “political stability” (16%) as their primary reasons.

Professional reasons to move also vary between Mainland and Hong Kong Chinese:
To “retire” (36%), “start a business” (28%) and “pursue an education” (16%) are the top professional reasons to move to Canada as identified by Mainland Chinese. For Hong Kong Chinese, to “pursue an Education” (22%) is their top professional reason to move, followed by “retire” (21%) and “start a new career” (19%).

Fluency in English:
1 in 3 Chinese adults considering a move to Canada are fluent in English. Only 10% do not know any English at all.

Urban:
Overall, 67% of Chinese adults considering a move to Canada are City dwellers and 19% come from the suburbs.

Families:
Most Chinese adults considering a move to Canada live in households with 4+ people – 66% of those from Mainland China and 57% from Hong Kong.

“These numbers and demographics portend important implications for immigration and social policy,” says Sonny Wong, president & creative director, Hamazaki Wong Marketing Group. “There are major implications on housing, employment, education, and what we are seeing now more than ever — an increased rallying call for the security and well-being of minority groups. There are also tremendous opportunities for brands. Increased migration provides a base of new consumers in the brand discovery phase. This highly educated, skilled workforce, predominantly looking to settle in Canada with a family, will be looking to make a number of purchases to start a new life, and brands from every vertical need to start planning for that now.”

This Chinese migration study was conducted between March 26th to 29th, 2021, with a random sample of Internet users — a total of 1,500 respondents (aged 18 and over) in Mainland China and 1,500 respondents in Hong Kong. The sample does not filter out any Canadians residing in the regions. The study has a confidence level of 97.3%.

This research methodology, piloted with the Chinese migration study, allows for an even deeper engagement of respondents and more expansive insights. Given the success of this study and the unique perspective it provides, Hamazaki Wong, RIWI, and Vivintel are exploring the prospect of conducting similar studies into other cultures interested in calling Canada home.

A full copy of the research report is available upon request. A webinar will also be scheduled soon to review the research findings and their implications.

About Hamazaki Wong
Hamazaki Wong is a leading full-service allcultural agency that works with a diversity of national clients and brands. With dedicated research and insights practice, Hamazaki Wong’s award-winning and innovative ways have blazed a trail in the marketing arena and in community programs. Strategic, creative, insightful, Hamazaki Wong’s reputation for excellence, along with its thought-leadership, helps our clients stand out from the crowd. www.hamazakiwong.com

About Vivintel
Vivintel, the custom research arm of Vividata (Canada’s authoritative source for insights on multi-media and consumer behaviour), offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data. www.vividata.ca/vivintel

About RIWI
RIWI is a global trend-tracking and prediction technology firm. On a monthly or annual subscription basis, RIWI offers its clients tracking surveys, continuous risk monitoring, predictive analytics and ad effectiveness tests in all countries – without collecting any personally identifiable data. www.riwi.com

For more information, please contact:

Rahul Sethi, director of insights
Vivintel
(416) 961-3205;306
rahul@vividata.ca

Ivy Roth, manager of research & insights
Hamazaki Wong Marketing Group
(778) 238-9802
ivy@hamazakiwong.com

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