A groundbreaking study commissioned by AV Communications (AVC) and Ipsos has unveiled a transformative shift in how Canadians define their identity, emphasizing cultural diversity and fluidity as core elements of what it means to be Canadian today. The findings challenge long-standing narratives of dominant ethnicities and monocultural perspectives, painting a picture of a nation where cultural connections run deep and multigenerational influences are reshaping societal norms.
According to the study, 83 per cent of Canadians feel their Canadian identity coexists seamlessly with their cultural identity, signaling a departure from the idea of having to choose one over the other. Instead, Canadians are embracing a layered sense of self that reflects their unique personal histories while remaining deeply tied to the broader national identity.
“Today’s multicultural Canada is about so much more than ethnicity or ‘newcomer’ narratives – it is about a population that is comfortable moving between layers of cultural norms and identities while remaining steadfastly Canadian,” said Joycelyn David, Owner and CEO of AV Communications. “Success in today’s market requires navigating these layered perspectives and fostering a multicultural mindset.”
The study highlights significant demographic changes, with younger generations and first-generation Canadians leading the way. Fifty-four per cent of Gen Z (18–27-year-olds) and 67 per cent of first-generation Canadians identify as predominantly non-White, compared to 78 per cent of Boomers and 83 per cent of third-generation Canadians. This demographic evolution reflects a broader shift in the cultural landscape, where the past dominance of specific ethnic groups no longer dictates societal narratives.
Cultural diversity has emerged as a cornerstone of Canadian identity, with 77 per cent of Canadians viewing it as fundamental to the nation’s essence. The study also reveals distinct patterns of cultural engagement, showcasing the fluidity with which Canadians navigate their identities. For instance, 83 per cent report feeling comfortable expressing their cultural identity while still identifying as fully Canadian.
Second-generation Canadians have been identified as pivotal connectors, with 46 per cent reporting cross-cultural relationships. This unique position allows them to serve as bridges between cultural communities, fostering greater understanding and collaboration across diverse groups.
Language plays a crucial role in this evolving identity. While 97 per cent of third-generation or older Canadians speak exclusively English or French at home, 51 per cent of first-generation Canadians and 35 per cent of Gen Z maintain multilingual households. This linguistic flexibility highlights a growing ease in moving between cultural norms and worldviews.
The study also points to a new era of cultural consumption. A striking 86 per cent of Gen Z actively engage with international content, reflecting their openness to global perspectives and a burgeoning appreciation for cross-cultural experiences.
Grace Tong, Vice President at Ipsos Canada, remarked on the significance of these findings: “This groundbreaking study marks a significant departure from traditional siloed approaches to cultural research in Canada. Instead of studying ethnic groups in isolation, we’ve uncovered the complex web of cultural connections that span generations. The data reveals that viewing multicultural consumers as a niche market fundamentally misses how cultural diversity has become embedded in the mainstream Canadian experience.”
As Canada continues to evolve, the study underscores the need for communities, organizations, and policymakers to rethink how they engage with a population that embraces complexity, fluidity, and interconnectedness. It’s a call to recognize that being more than Canadian is, in itself, the essence of being Canadian.
