This research project explores the relationship between immigration and the insurance industry in British Columbia. It does so in the context of increasing ethnic diversity and challenges to industry. The project takes a cross-disciplinary approach, incorporating findings in cross-cultural studies, cultural anthropology, and cross cultural marketing. The results show that the influence of ethnicity and culture of origin transcends generations. It also suggests greater similarity in values between Asian and European source countries and highlights the significance of smaller cultural groups within an overall ethnic group. Based on these findings, industry is encouraged to proactively anticipate the needs of immigrant populations based on function, while recognizing the distinctiveness of subgroups based on generation and country of origin.
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