Canada has now the highest immigration rate of any country in the world. We are also trying to have a better understanding of who succeeds in the country and why. In ten years time, 22 percent of the population will be foreign-born. South Asians are still the fastest-growing group, and will soon catch up with the Chinese. By 2017, each group will number around 1.8 million and put together, they will make up half the country’s visible minorities.
I am reminded of the major developments cited by Terra Nova Market Strategies of Toronto:
From passive tolerance to active inclusion: Tolerance was often used to described Canada. But it suggested that we put up with people rather than embrace them. It has change a lot these days. Increased immigration and our reliance on it means that ethnicity is almost beside the point.
From nationalism to internationalism — Canadians showed more interest in world affairs. We want to understand Canada’s role on the world stage and we care what goes on in places few had heard of a decade ago. For example, more and more documentaries are being filmed in the Philippines in an effort to know more about the Filipinos and their country.
From overused idols to great Canadians everywhere — Hockey, pop stars, Keifer Sutherland, Celine Dion, Pamela Anderson and Shaina can take a rest. Multi-racial Canadians are everywhere winning prizes and world attention in the arts, literature, sports, science, music, technology, food and beverage, wine, animation, architecture, tourism and more.
From "old image" to God’s greatest experiment — Canada’s old images of snow, peaceful country and frozen mountains and giant trees are old fashioned. The new concepts associated with the country include, "A country of great progress", "Leading edge thinking" and "Canada: the best kept secret."