For decades, Canada has marketed itself as a multicultural success story, yet a new survey indicates that this promise is not being realized by all newcomers. A significant number of immigrants report that discrimination is not an exception, but rather a common experience. The survey, titled “Canada’s New Voices,” conducted by WPP Canada, highlights these pressing issues faced by individuals arriving in the country after 2021.
According to the findings, nearly nine in ten newcomers have experienced some form of discrimination. The survey was based on over 150 in-depth interviews and aimed to shed light on the experiences of Canada’s growing population. Key triggers for discrimination included factors such as race and language, with particular emphasis on accents and the dismissal of work experience or education. Specifically, language and accents were cited in 31 percent of reported cases, while they served as underlying triggers in up to 80 percent of incidents.
The report also uncovers a growing struggle with identity among newcomers. Many individuals feel that being Canadian transcends history and symbols; instead, it is fundamentally about values like kindness, fairness, and inclusion. WPP President Kevin Johnson emphasized that there remains significant work to be done in promoting these values and recognizing the experiences of newcomers. The qualitative and quantitative data presented in the survey reveal deep-seated feelings that warrant attention.
Interestingly, 16 percent of respondents believe that true belonging in Canada is only possible for those born in the country, leading to what researchers describe as a “birthright barrier.” Some respondents expressed feelings of exclusion, particularly when faced with advertisements or media that they felt were targeted at those who were born in Canada and understood the nuances of local humor. Aleksei Rogatinskii, Vice President of Strategy at WPP, noted that this exclusion has left some newcomers feeling alienated.
The sense of not belonging has resulted in a divide among newcomers. Researchers discovered that approximately a quarter of newcomers tend to withdraw and primarily engage with their own communities, potentially stifling their opportunities and connections. Conversely, nearly one-third of respondents indicated that they are striving to integrate into Canadian society, often at the expense of losing aspects of their own identities. Only 46 percent of newcomers reported achieving a healthy balance between their cultural heritage and the desire to fit in.
Kevin Johnson hopes that the awareness raised by this survey will foster conversations among Canadians about inclusivity and support for newcomers. He encourages discussions at dinner tables and during commutes, emphasizing the need for society to collectively navigate this challenging landscape. The growing sense of exclusion appears to be causing some newcomers to reconsider their plans to stay in Canada. Alarmingly, less than one-third, or 29 percent, of the respondents expressed intentions to settle in the country permanently.
The survey findings paint a concerning picture of the challenges facing newcomers in Canada. While the country prides itself on being multicultural, the barriers to belonging and the experiences of discrimination highlight the need for systemic changes to truly embrace and support all citizens. The shared values of kindness, fairness, and inclusion must be translated into actions that allow newcomers to feel genuinely welcomed and integrated into Canadian society.
