FOR IMMEDIATE RELEASE
Following yesterday’s announcement from the Minister of Immigration, Refugees and Citizenship on 2026 Express Entry categories, Daniel Bernhard, CEO of the Institute for Canadian Citizenship made the following statement:
This announcement reveals a deeply confused talent policy that will cost the Canadian economy dearly.
On one hand, Ottawa is acknowledging that the Canadian economy has serious skills needs that aren’t being met domestically. On the other hand, it is reducing the number of available immigration spots substantially. Yesterday’s announcement amounts to splitting a shrinking pie into many more pieces. That is not a strategy. That is the appearance of action. A policy with so many stated priorities, it actually has none.
There should be no need for these boutique immigration categories. A well-functioning Express Entry System would already be elevating candidates with the most in-demand skills to the top of the pile. Existing boutique programs have not worked as intended. The #1 profession selected in the Skilled Trades stream is cooks, and these draws occur very infrequently.
The chronic issue of licensing discrimination will also hobble this policy. Ottawa can admit as many doctors, pilots and mechanics as they like, but how can they contribute to Canada if our regulatory bodies don’t let them work the jobs we brought them here to fill?
Besides, recent research has shown that skilled immigrants are giving up on Canada at record rates, with in-demand professionals most likely to leave. Immigrant professionals can’t contribute to Canada if they’re gone. Yesterday’s policy ignores this essential reality and offers nothing to boost retention.
Instead of adding even more complexity onto a slow, expensive, and poorly performing immigration system, the Immigration Minister would do well to sit down with a blank piece of paper to design a quick, scalable, and manageable system for attracting global talent to Canada and putting that talent to good use immediately.
The Minister’s announcement draws attention to a foundational weakness of Canada’s immigration policy – by making it worse.
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About the ICC
The Institute for Canadian Citizenship is a national charity that works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
The ICC’s Canoo app gives newcomers and their families free access to Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 950,000 newcomer members. All recent permanent residents and new citizens can join Canoo for free by downloading the app. For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contacts
ICC / Canoo: media@forcitizenship.ca
FOR IMMEDIATE RELEASE
TORONTO, ON — Canada is losing the very people we need the most. A new report from the Institute for Canadian Citizenship (ICC) and the Conference Board of Canada, The Leaky Bucket 2025: Retention Challenges in Highly Skilled Immigrants and In-Demand Occupations, finds that immigrants continue to leave Canada at near-record rates, with highly educated and highly skilled immigrants leaving Canada at twice the rate of those with less education and lower skills.
The study, the third in ICC’s Leaky Bucket series, uses 40 years of data to uncover that one in five immigrants leave Canada within 25 years, with the highest losses occurring just five years after arrival.
“Canada wins when talented people choose to play for our team,” said Daniel Bernhard, CEO of the Institute for Canadian Citizenship. “But this research shows that too many of the people we most need – engineers, healthcare professionals, scientists, and senior managers – are packing up and leaving. They can only contribute to Canada’s success if we can keep them and their talents in the country.”
Key Findings
- One in five immigrants leave Canada within 25 years of landing. Highly educated immigrants are leaving faster: those with doctorates are nearly twice as likely to leave as those with a bachelor’s degree.
- High-skilled immigrants leave at twice the rate of low-skilled workers within the first five years.
- The fastest-growing occupations which have the greatest labour needs face the weakest retention rates: business and finance managers, ICT professionals, engineers, and architecture managers show the highest departure rates.
- Earnings growth matters: immigrants with low income growth are far more likely to leave: among doctorate-holders, those with stagnant incomes are nearly three times more likely than those whose incomes grow while in Canada.
- Atlantic Canada faces the greatest retention challenge, with more immigrants leaving from the region than anywhere else in the country.
- Most immigrants leave Canada from the first province they landed in, without giving other provinces a try.
The report paints a troubling picture: Canada’s immigration system is doing a good job of attracting talent, but not keeping it. As immigration levels stabilize and the population ages, losing highly-skilled newcomers comes with real economic costs for all Canadians – slower growth, weaker innovation, and fewer workers in key sectors.
“Reducing immigration while retention declines means we’ll just keep pouring water into the same leaky bucket,” continued Bernhard. “This is a story of profound self-defeat. When the most talented immigrants leave, our needs don’t leave with them.”
The report calls for a national retention strategy to so the immigrants Canada works so hard to attract see fit to stay and contribute long term. It recommends:
- A clear national framework to track immigrant retention and set measurable goals. Reformed, modern settlement programs focused on integrating and retaining highly skilled immigrants: licensing reform, bridging improvements, and programs that build belonging and commitment to Canada.
- Targeted retention strategies in high-demand occupations such as healthcare, construction, and ICT.
- New tools for employers to create welcoming, growth-oriented workplaces that help newcomers succeed and stay.
Read the full report at https://forcitizenship.ca/the-leaky-bucket-2025-nov-17/
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About the ICC
The Institute for Canadian Citizenship is a national charity that works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
The ICC’s Canoo app gives newcomers and their families free access to Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 940,000 newcomer members. All recent permanent residents and new citizens can join Canoo for free by downloading the app. For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contacts
ICC / Canoo: media@forcitizenship.ca
FOR IMMEDIATE RELEASE
Exclusive discounts and how-to guides open the door to skiing at 50+ sites across Canada for newcomers.
Toronto – 16th October 2025: Winter just got a lot better for immigrants. The Canadian Ski Council and the Institute for Canadian Citizenship (ICC) are partnering to get newcomers skiing on Canada’s slopes and introduce them to the thrill of the Canadian winter.
The partnership will deliver exclusive discounts to members of the ICC’s Canoo app on ski lift passes for adults and kids at more than 50 ski areas across Canada. To make hitting the slopes easier, the partnership also includes exclusive how-to content: tips, tricks, and everything from choosing the right gear to making those first turns with confidence.
“If you’re going to fall in love with Canada, you’ve got to fall in love with winter,” said Daniel Bernhard, CEO of the ICC. “Skiing is an exceptional way for the whole family to experience Canada’s natural beauty up close, embrace winter, stay fit, and build warm relationships with other Canadians on the hill, and in the chalet,” he continued. “By extending such a generous welcome to newcomers via Canoo, the Canadian Ski Council isn’t just creating a new generations of powder hounds. They’re giving talented immigrants yet another reason to stay in Canada, become Canadian, and contribute all they’ve got to our shared success.”
The Canoo app connects newcomers with over 2,000 of the country’s top cultural, nature, educational, and sporting experiences, including exclusive deals from Canadian brands.
“Snow sports have the power to bring people together through meaningful social bonds,” said Paul Pinchbeck, President and CEO of the Canadian Ski Council. “We’re proud to connect new immigrants to skiing and snowboarding through the Canoo app. Skiing and snowboarding are among the most family-friendly winter sports, and Canada’s ski and snowboard industry believes every Canadian should have the opportunity to experience the physical and mental well-being that comes from enjoying the outdoors year-round.”
With newcomers representing Canada’s fastest-growing demographic, this partnership will welcome thousands of new ski and snowboard enthusiasts to the slopes, enhance their experience of Canadian winter, and generate added opportunities for operators across the industry.
With newcomers representing Canada’s fastest-growing demographic, this partnership will welcome thousands of new skiers to Canada’s slopes, enhance their experience of Canadian winter, and open additional opportunity for operators across the sector.
About the ICC
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 925,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
About the Canadian Ski Council
Founded in 1977, the Canadian Ski Council is a national, not-for-profit ski and snowboard organization whose mandate is to increase participation in recreational skiing, snowboarding, and cross-country skiing in Canada. Learn more about the Canadian Ski Industry by visiting www.skicanada.org. For more detailed information on how to start skiing, snowboarding or Nordic skiing, please visit www.goskiinggosnowboarding.ca.
Media Contact
Institute for Canadian Citizenship
Arash Safavi
(647) 607-2971
asafavi@forcitizenship.ca
Canadian Ski Council
Leslie Booth
(416) 427-1588
Leslie@skicanada.org
FOR IMMEDIATE RELEASE
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is proud to announce that York United FC and Halifax Tides FC have joined the Canoo app, giving newcomers another way to watch and enjoy soccer — the world’s most popular sport, with a growing global fanbase that outpaces all others. York United FC is offering Canoo members 20% off tickets, plus a 10% discount on merchandise for the 2025 campaign and similarly Halifax Tides FC is offering 25% off tickets for the current season.
“Canoo is the best way for newcomers to discover and experience Canada, and there’s no better way to integrate than joining dedicated fanbases that cheers and pulls together,” said Daniel Bernhard, CEO of the ICC. “We’re so pleased that York United FC and Halifax Tides FC have joined Canoo, adding more live sports experiences to the app in addition to the rich array of culture and nature experiences we offer.”
York United becomes the fourth Canadian Premier League (CPL) soccer club extending generous discounts to newcomers via Canoo, joining Pacific FC, Cavalry FC and Forge FC. This exciting partnership brings another top-tier soccer experience to newcomers across Canada, expanding access to live sports and strengthening community ties.
“York United FC is proud to partner with Canoo, joining together to celebrate soccer in Toronto. As part of the Canadian Premier League, York United FC represents the greater Toronto area and its vibrant diversity. This club is a home for everyone — a place to come together to celebrate culture, sport, and community.,” says Jonatan Morgenroth, VP of Partnerships at York United FC. “With Canoo’s support, York United FC looks forward to connecting with soccer fans from around the world who have made Toronto their home and providing a space to support local Canadian talent as they develop into the next generation of soccer superstars.”
ICC is proud to also introduce the Halifax Tides FC as the first official professional female sports team to join their Canoo partner roster. This is a timely addition to the program as women’s soccer continues to experience faster growth in participation than any other sport worldwide with viewership and gameday attendance for women’s leagues rising significantly.
“We’re thrilled to partner with The Institute for Canadian Citizenship (ICC),” said Val Malone, president of Halifax Tides FC. “Both ICC and Halifax Tides FC are about bringing people together and celebrating community. This partnership gives us a great opportunity to engage with our fans, showcase our players, and celebrate everything that makes our club special.”
These partnerships launched on the Canoo app this season, giving Canoo members the chance to experience the excitement of live professional soccer right in the heart of Toronto and Halifax. The addition of both clubs helps round out a truly national footprint as it gives Canoo members access to engage with this beautiful sport from coast to coast in cities such as Vancouver, Victoria, Calgary, Hamilton, Toronto and Halifax.
About the Institute for Canadian Citizenship
The Institute for Canadian Citizenship is a national charity that works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting. Via its award-winning Canoo app, the ICC has helped over 900,000 newcomers integrate into Canada with free and discounted culture, nature and sport experiences.
About York United FC
Rooted in the vibrant and diverse community of North York, York United FC is a proud member of the CPL and a rising force in Canadian professional soccer. Known for its strong local ties, inclusive fan culture, and commitment to developing homegrown talent, the club offers an authentic matchday experience at York Lions Stadium. With several CPL teams across Canada already participating in Canoo, the addition of York United further expands the program’s reach — bringing the excitement of live soccer to more newcomers and deepening community connections through sport.
About Halifax Tides FC
Halifax Tides FC is a professional soccer club based in Halifax, Nova Scotia, competing in the Northern Super League. The Tides are dedicated to growing the game of soccer in Atlantic Canada, promoting inclusivity, and inspiring the next generation of players and fans. As part of a women’s professional league, the team proudly champions gender equity in sport and serves as a powerful platform for elevating women in soccer — both on and off the field.
Media Contact
FOR IMMEDIATE RELEASE
TORONTO, ON — New research by the Institute for Canadian Citizenship (ICC), with support from the University of Toronto, finds two simple but powerful factors have the biggest influence on immigrants’ intention to stay in Canada: optimism about the future and a sense of identity and belonging.
With Canada facing declining birth rates, rising immigrant departures, and shrinking admission levels, it has never been more critical to retain the immigrants who are already here. Yet few studies have asked what makes newcomers want to stay.
The ICC’s new report, Here to Stay: Understanding Immigrant Retention in Canada, draws on a survey of nearly 5,000 verified adult immigrants who are part of ICC’s Canoo program – the largest newcomer integration service in Canada. It finds that while affordability and housing remain top concerns, newcomers are far more likely to remain in Canada when they feel connected and hopeful.
Key Findings
- Optimism about the future is the single strongest driver of immigrant retention: a 1% increase in optimism boosts the likelihood of staying by 28%.
- A 1% increase in sense of belonging boosts the likelihood to stay by 25%.
- Other important factors include safety & stability (+16%) and trust in Canadian institutions (+14%).
- Top reasons for moving to Canada in the first place: standard of living (66%), job opportunities (38%), and safety & security (35%).
The findings show that incremental increases in optimism about the future and a sense of belonging have a profound effect on an immigrant’s likelihood to stay in Canada permanently. “We know immigrants are leaving Canada, but until today, policymakers had very little evidence to guide investments in retention,” said Daniel Bernhard, CEO of the ICC.
“We now know where to target limited fiscal resources. Services that give credible hope of a better tomorrow and those that help immigrants feel a strong sense of Canadian identity are proven to drive retention – especially amongst the highest skilled immigrants that government has worked so hard to attract, but who are currently most likely to leave. Talented immigrants cannot build Canada’s economy if they leave. Now we know more about how to persuade them to stay.”
The bottom line: To retain immigrants, investment in belonging, future optimism, and connection to Canada will ensure they choose to build their futures with us.
Read the full report here: Here to Stay: Understanding Immigrant Retention in Canada
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About the ICC
The Institute for Canadian Citizenship is a national charity that works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
The ICC’s Canoo app gives newcomers and their families free access to Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 900,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contacts
ICC / Canoo: media@forcitizenship.ca
TORONTO, ON — Daniel Bernhard, CEO of the Institute for Canadian Citizenship made the following statement following the conclusion of the three-day Council of the Federation gathering in Huntsville:
The Premiers’ insistence on increasing immigration levels to meet local economic needs simply demonstrates how unhelpful it is to set arbitrary immigration caps for mostly political reasons that in many respects operate independently from economic reality. A better system would do a better job of quickly understanding real needs in the economy and setting targets to meet them. A better system would also do a better job of ensuring skilled immigrants find work addressing the needs they were selected to address, and reverse declining retention rates for skilled immigrants, so they stay to build our economy instead of a competitor’s.
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About ICC
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 890,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contact
ICC / Canoo: media@forcitizenship.ca
FOR IMMEDIATE RELEASE
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is proud to announce that Little Canada will be returning to the Canoo app effective May 12, 2025. The partnership is not just renewed, but also enhanced; whereas Little Canada previously welcomed newcomers via Canoo for just one year, Canoo members will now be able to enjoy exclusive programs at this exceptional Canadian attraction for multiple years.
“Canoo is the best way for newcomers to discover and experience Canada, and a trip to Little Canada allows them to cross the whole country without ever leaving Toronto,” said Daniel Bernhard, CEO of the ICC. “This immigrant-founded business is a love letter to Canada. We are immensely happy to welcome Little Canada back onto Canoo and to do whatever we can to ensure Canoo members enjoy this essential Canadian experience.”
Located in the heart of Toronto, Little Canada is a one-of-a-kind attraction that brings the stories, cities, and landscapes of our country to life—on a miniature scale. Conceived by Dutch-Canadian visionary Jean-Louis Brenninkmeijer, Little Canada invites visitors on a two-hour journey of wonder, discovery, and delight that captures the spirit of the nation. Little Canada was the Attractions Ontario Attraction of the Year in 2022, 2023, and 2024, and a Trip Advisor Travellers’ Choice Award winner in 2023 and 2024.
“We are proud to offer newcomers a warm Canadian welcome and invite them to connect with our stories, culture, and community,” says Brad Ford, President & CEO of Little Canada. “Just as our founder Jean-Louis experienced, when newcomers are welcomed and supported, they become passionate contributors to the rich fabric of Canadian society, and we believe the world needs more Canada.”
The renewed partnership will launch on the Canoo app in early May, offering Canoo members the chance to tour Canada in miniature all summer long.
About
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 830,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
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Media Contacts
ICC / Canoo: media@forcitizenship.ca
FOR IMMEDIATE RELEASE
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is pleased to announce the winners of its second annual Canoo Awards, which recognize institutions that open their doors to newcomers via the ICC’s award-winning Canoo app with exceptional effect.
The 2024 Canoo Award winners are: The Manitoba Children’s Museum (Kids’ Choice Award), the National Arts Centre (Breakthrough Award), Cisco Networking Academy (Innovation Award), Toronto Symphony Orchestra (Community Award), Parks Canada (Founders’ Award), and The Toronto Zoo (Partner of the Year Award).
“As Canada stares down an existential threat to our existence, it is even more important to retain talented newcomers, build their belief in Canada, and set them up to contribute their unique talents to our success over the long-term,” says Daniel Bernhard, CEO of the ICC. “Canoo is Canada’s largest immigrant integration service, but it is only possible because of our exceptional partners, whose contributions via Canoo make Canada so much stronger in this hour of need.”
This year’s Canoo Awards go to six exceptional organizations that have collectively welcomed over 107,641 newcomers with free admission and heavily discounted experiences in 2024 via Canoo. By offering one-of-a-kind experiences for newcomers, these organizations do a great service to all of Canada, supporting a strong and resilient society where people from around the world contribute to our shared future and success.
These second annual Canoo Awards are proudly presented to the following organizations in the following categories:
Kids’ Choice Award: Manitoba Children’s Museum, Winnipeg
The Kids’ Choice Award recognizes a Canoo partner attraction with the highest proportion of child admissions via Canoo over the last year. In 2024, the Manitoba Children’s Museum welcomed the largest proportion of children relative to overall admissions.
Breakthrough Award: National Arts Centre, Ottawa
The Breakthrough Award recognizes the most visited Canoo partner attraction that joined the program within the last year, quickly becoming a new favourite among newcomers. In 2024, the National Arts Centre welcomed 350 Canoo members to its performances in Ottawa.
Innovation Award: Cisco Networking Academy
The Innovation Award recognizes the Canoo partner which demonstrated exceptional creativity and innovation in designing programs, services, or initiatives that provide unique value to newcomers. In 2024, 965 Canoo members enrolled in 2,036 free upskilling classes through the Cisco Networking Academy, developing skills in economically critical subjects like AI and cybersecurity.
Community Award: Toronto Symphony Orchestra
The Community Award recognizes the Canoo partner which has shown extraordinary dedication to fostering connections and creating a sense of belonging for newcomers through active community engagement, on and beyond Canoo. In 2024, the Toronto Symphony Orchestra offered a standing 25% discount, welcoming 1,800 Canoo members to experience its Masterworks concert series.
Founders’ Award, presented by TELUS: Parks Canada
The Founders’ Award recognizes the Canoo partner that has demonstrated a long-standing commitment to advancing the ICC’s co-Founders’ vision of an inclusive Canada that embraces newcomers and all they contribute to our society. A Canoo partner since 2012, Parks Canada is dedicated to creating a welcoming and inclusive environment within its organization and across Canadian society by offering free admission for one year to Parks Canada administered places to eligible newcomers to Canada.
Canoo Partner of the Year Award, presented by CIBC: Toronto Zoo
The Partner of the Year Award recognizes the Canoo partner attraction that welcomed the most newcomers in 2024: the stand-out favourite among Canoo members. For the second year in a row, this Award goes to the Toronto Zoo, which welcomed 57,311 newcomers to its site via Canoo.
These awards will be presented at the ICC’s 2025 Canada’s Difference Makers Gala, which will be held at the Evergreen Brick Works in Toronto on April 29th.
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Quotes from our Canoo Award winners:
“The Manitoba Children’s Museum is thrilled to be selected as the 2024 Canoo Kids’ Choice Award winner by the Institute for Canadian Citizenship (ICC). This recognition spotlights the dedication to our vision of providing an educational experience filled with excitement, wonder, and curiosity that all children can access. The Manitoba Children’s Museum cares deeply about our community and is extremely pleased to offer this wonderful safe space in which to warmly welcome newcomers, so they can explore, create, connect, interact, and enjoy learning. It is an honour to be part of the newcomer journey and to play a role in helping them feel at home in Canada.”
- Sara Hancheruk, Executive Director, Manitoba Children’s Museum
“We are proud to be the winners of the 2024 Canoo Breakthrough Award and of our successful partnership with Canoo, which, in such a short time, has proved essential in helping us create a more inclusive and welcoming space for newcomers at their National Arts Centre. The NAC believes that the performing arts are vital to the human experience, and we work every day to ensure that we are an open and safe space where everyone knows they belong.”
- Kondwani Mwase, Executive Director of Audience Engagement at the National Arts Centre.
“Cisco Networking Academy is committed to providing educational opportunities that foster an inclusive future for all. We’re honoured to receive the 2024 Canoo Innovation Award from the Institute for Canadian Citizenship. This award underscores the importance of designing education programs that supports and empowers newcomers to Canada.”
- Raj Juneja, President of Cisco Canada
“At the Toronto Symphony Orchestra, we believe music is best experienced when it’s shared. Receiving this recognition from Canoo is truly meaningful for us, as it reflects the heart of what we strive for: a place where newcomers and all Torontonians feel at home. We’re honoured to be part of so many newcomer journeys and grateful for the opportunity to connect through music. Our partnership with Canoo has allowed us to welcome thousands of new Canadians, and we look forward to continuing to create moments of belonging and shared joy in our city.”
- Mark Williams, Toronto Symphony Orchestra Beck Family CEO
“At your Toronto Zoo, we believe that everyone should feel a deep sense of belonging—both in our community and in nature. As we move forward with our new Guardians of Wild Strategic Plan, we are committed to creating an inclusive and welcoming space where all guests, staff, volunteers and partners see themselves reflected and valued. By embracing diversity and strengthening connections, we ensure that your Toronto Zoo is a place where people of all backgrounds can come together to learn, explore, and be inspired to protect wildlife and wild spaces.”
- Dolf DeJong, CEO of Toronto Zoo
About the ICC
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting. Via its award-winning Canoo app, the ICC has helped over 800,000 newcomers integrate into Canada with free and discounted culture, nature and sport experiences.
Media Contact
FOR IMMEDIATE RELEASE
April 17, 2025
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is proud to launch a bold new public awareness campaign: “New Canadians Make All the Difference.” At a time when newcomers are too often blamed for our country’s self-inflicted challenges, this campaign reminds Canadians that immigrants have historically alleviated Canada’s biggest problems and seldom caused them.
For centuries, immigrants have helped Canada overcome its greatest challenges. Before casting blame, we’d do well to reflect on the history of how immigrants have helped this country thrive. That story continues today.
Whether building homes, powering our healthcare system, growing our economy, or improving Canada’s culinary range newcomers have always made — and continue to make — lasting contributions that make Canada a richer, stronger, and more interesting place to live.
This campaign invokes historical anti-immigrant tropes that seem absurd today. Viewers are challenged to interrogate whether contemporary anti-immigration rhetoric are equally absurd.
This campaign has launched coast to coast, with bold visual storytelling featured through very large wild postings in Ottawa, Toronto, and Calgary, and digital banners at 40 Cineplex locations across Manitoba, Alberta, Ontario, Nova Scotia, and British Columbia. It’s a national reminder that the contributions of newcomers aren’t just part of Canada’s past — they’re building our future every day.
Highlights of the campaign include a focus on:
- Irish immigrants, who faced fierce discrimination—even as British subjects— but persevered to build a better future. Today, Canadians of Irish descent include Prime Ministers St. Laurent, Mulroney, Martin, and Carney, and icons like Ryan Reynolds, Shania Twain, and Stompin’ Tom Connors.
- Ukrainian immigrants, once marginalized for their religious and cultural differences, who still transformed the Prairies into one of the world’s most productive breadbaskets. In 2024 alone, non-animal agriculture was a $48 billion industry, employing over 115,000 Canadians.
- Italian immigrants, many of whom arrived after 1945 and faced discrimination rooted in anti-Catholic bias, built the homes that millions of Canadians still live in today. By 1960, one in three Toronto construction workers was Italian. They also helped bring about one of Canada’s favourite pastimes: patio season.
- Newcomers in healthcare, now and in the future, are essential to solving our extreme labour shortages that will only get worse as Canada ages further. Contrary to popular belief, rising immigration is not straining our system. In fact, the number of ER patients hasn’t changed in two decades—it just takes longer to treat them. Immigrants with international credentials could help, if only Canada would let them.
This campaign is more than a history lesson—it’s a contemporary call to action.
“Immigration isn’t just about filling jobs or getting bigger. It’s about talented people dedicating their lives to making Canada ever more extraordinary.,” said Daniel Bernhard, CEO of the ICC. “Just as yesterday’s prejudices seem ridiculous today, our current rhetoric will strike future generations as absurd. Immigrants leave Canada stronger – yesterday, today, and tomorrow.”
For more about the ICC’s campaign, educational resources, and opportunities for Canadians to learn, share, and support the cause, visit www.thedifferencemakers.ca.
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About
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 830,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contacts
ICC / Canoo: media@forcitizenship.ca
Digital Posters Displayed at Cineplex
Wild Posting [Ottawa, Toronto, Calgary]
FOR IMMEDIATE RELEASE
April 8, 2025
TORONTO, ON — A new national poll of new Canadians by the Institute for Canadian Citizenship (ICC) shows that new Canadians’ votes are up for grabs this election, with double the national average undecided rate and a significant number open to changing their minds before polling day. Affordability, healthcare, and housing rank among the top issues driving voter priorities in the lead-up to the 2025 federal election, with Canada-US relations the eighth most important issue.
According to the survey of 2,397 Canoo members, 80% identified the cost of living as one of their top five concerns. Healthcare was next at 62%, followed by housing at 54%. Jobs, taxes, and economic growth also ranked highly, reflecting widespread concern over financial pressures and economic security. Unlike most polls of the general population, where Canada-US relations registers as a top priority, it was the eighth most important issue for new Canadians in this poll, with just 27% putting it in the top-five.
“This poll gives voice to the concerns of Canada’s newest citizens and shows a high level of democratic engagement among them, with 92% intending to cast a ballot”, said Daniel Bernhard, CEO of the ICC. “Immigrants are clearly focused on making ends meet and building a stable future. And unlike many Canadians who have become attached to a specific party as a matter of personal identity, new Canadians are much more open to persuasion.”
The survey of adult Canoo members was conducted online through the Qualtrics platform between April 1 and April 4, 2025. Online surveys do not have margins of error but a comparable survey with 2,397 respondents would have a margin of error of plus or minus 2.0%, 19 times out of 20.
When asked who they would vote for if the election were held today, 36% of decided respondents said the Liberal Party under Mark Carney, while 29% supported the Conservative Party led by Pierre Poilievre. Support for the NDP stood at 4%, with other parties polling at 1% or less. 17% of respondents were undecided – more than double the general population average.
Voter commitment has swung significantly, with one in three new Canadians having changed their voting preference in the past six months and 29% open to changing their minds before polling day.
Survey participants were highly educated, with more than 80% holding a university degree. Most (over 70%) are employed full-time, and household incomes vary widely, with the largest group earning between $75,000 and $100,000 per year.
“These data are a snapshot of a highly-engaged and talented voting bloc,” continued Bernhard. “Parties that want to connect with this growing demographic of committed Canadians need to speak credibly on affordability, access to healthcare, and housing if they plan to retain this talent in Canada long term.”
The full ICC 2025 Federal Election Survey results are available here.
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About
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 830,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
Media Contacts
ICC / Canoo: media@forcitizenship.ca
