The population in general is becoming increasingly multicultural. One-fifth of Canada’s population was born outside of Canada (much higher in urban centres)-making it one of the fastest growing niche markets today. Second and third generation immigrants are highly influenced by parental values, beliefs and cultural nuances. With diversity comes opportunity, and potential for growth in sales, brand loyalty and profitability. By building trust and rapport through understanding, recognizing and respecting cultural differences, successful companies can capitalize and profit from this often untapped market.