Commonwealth_ By 2041, one in every three Canadians will be an immigrant. That is 15.1 million people, larger than the combined populations of Quebec and British Columbia today. Even in the near term, by 2026, immigrants will be 10.7 million, four times the combined population of the Atlantic Provinces. These figures highlight the growing significance of newcomers, not only as residents and citizens but also as a vibrant and significant consumer market.
A landmark report, The Newcomer Perspective, conducted by Ipsos on behalf of the Institute for Canadian Citizenship (ICC), offers a detailed look at newcomers’ lives, issues, and daily experiences in Canada. The report documents opportunities and challenges in tandem with immigrants as they build new lives, pointing out areas where businesses, governments, and community organisations can make a difference in facilitating integration and participation.
Welcomed but struggling with affordability
The research reveals that a significant majority of immigrants perceive acceptance within Canadian society. Nine out of ten immigrants hold the belief that they receive the same treatment as other Canadians, allowing them to quickly develop a strong sense of belonging. The sense of being accepted extends to the civic engagement level too: nearly half of the immigrants provide to charities, and one in three give their time annually, demonstrating they are keen to contribute back to their communities.
However, beneath the surface of social acceptance lies a deep-seated problem. Immigrants are constantly struggling to pay for basic necessities, such as accommodations. Eight out of ten immigrants admit it is far harder than expected to obtain affordable housing in Canada. The affordability crisis reveals a significant imbalance between the social acceptance that immigrants receive and the economic challenges they encounter. Prying housing prices up and overall affordability concerns not only slow down settling but also threaten long-term retention.
Timely Settlement into the Labour Force, Ongoing Retention Challenges
The majority are between 18 and 55 years old and, as a result, are the optimal potential members of Canada’s working population. Those who come in under the Express Entry skilled worker programme integrate fastest, typically achieving incomes at the household level comparable to households of Canadian birth within two years. This indicates the economic potential and integration ability of newcomers, a major part of labour and consumer markets.
Yet, affordability and work issues remain. Although seven in ten immigrants intend to remain in Canada for the remainder of their days, many still consider leaving. The most important reasons they do are the cost of housing, money worries, and fear about the job market. To remedy these issues, immigrants require enhanced settlement services, including employment guidance, housing assistance, and money management. Addressing these needs will be priceless to retain immigrants in Canada and have them thrive.
A Hidden Consumer Market
The research has an urgent message to all organisations across all industries: newcomers are not a new market but a current and growing consumer market. Their total number, as a matter of fact, is already greater than the population of Quebec, making them a significant and diverse force in Canada’s market.
Despite this reality, external economic forces such as tariffs and inflation have influenced strategy. As a result, the needs and opportunities of the new entrants are overlooked. Those businesses which recognise the potential for this customer base—by hiring them, serving them, or building infrastructure in response to their demands—are building a competitive advantage. While other businesses dawdle in fantasy regarding economic adversity at large, vision-driven companies which bet on education and enabling new entrants are building sustainable growth and loyalty.
Revealing the Potential of New Canadians
Newcomer Perspective is the first-ever report providing businesses, governments, and non-profits with unvarnished information about immigrants’ lives. The research surveyed 20,000 newcomers in 2024, new permanent residents, and newly naturalised citizens. The panellists were members of the ICC’s Canoo Cultural Access Pass, the highest-quality and largest membership base of Canadian newcomers.
The research explores newcomers’ attitudes, practices, and interactions in a range of areas. Subsequent reports will focus on emerging trends, learning more about such variables as country of birth, immigration category, province of residence, years in Canada, age, and level of education. This current study will not only learn about problems but also about new pathways of increased integration, retention, and market access.
Immigrants have been vital to Canada’s economy for decades, and they are socially accepted. The question is no longer whether organisations can manage to make newcomers a priority; instead, it is whether they can afford not to.
