When Consumption Embraces the Faith
The Marketing Implications of Halal in Canada During the 3rd Annual Conference of Multicultural Marketing organized by Rogers Marketing in Montreal last March, several interventions highlighted the potential of ethnic markets, and the need to approach visible minorities more efficiently, who, in their majority, have very specific needs. However, little has been said about the relationship between religion and ethnic marketing. Consumption's Faith Religious tenets strongly influence the choices of many consumers from religious communities such as Jews and Muslims. Regarding the latter, and contrary to popular belief, the religious influence is not limited to food, but transcends all aspects of daily life including financial services, apparel, entertainment and education. Demographic Facts The number of Muslims in Canada was 884,000 in 2006, is expected to reach 1.4 million by 2017…