The paper provides the framework for embracing multiculturalism as a source of national identity, a political ‘profession de foi’, and an engine for a government to gain positive outcomes, leading to better immigrant integration and economic advantages for any country in the world. Noteworthy, Canadian federal policy of multiculturalism, since its official adoption in 1971, is witnessed to work stunningly and in contrast to developments elsewhere – in Canada, public support for multiculturalism is seeing unprecedented growth. Currently, the diversity of the Canadian populace is increasing faster than at any time in its history; Canada’s ethnic makeup has notably altered over the time due to changing immigration patterns. According to the latest poll findings, 84% of Canadians agree with the statement that ‘Canada’s multicultural makeup is one of the best things about this country’; 61% of Canadians believe multiculturalism ‘strengthens national identity’. Moreover, released data from Environics reveals that 27% of Canadians believe ‘multiculturalism is the one characteristic about Canada that most deserves to be celebrated on its upcoming 150thanniversary. Undeniably, people around the world tend to view Canada as “good”. Importantly, the election of Justin Trudeau is viewed as an excellent opportunity to invigorate brand Canada. Noteworthy, brand Justin Trudeau is currently composed of his belief in and promotion of the values of tolerance, equality and diversity. While recognizing the value for society of the human dignity inherent in each individual, Trudeau’s government aims to push beyond mere tolerance to mutual understanding and respect.
Keywords: Multiculturalism of Canada, immigration, digital diplomacy, brand, national identity, poll, ethnic groups
