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Using Formative Research to Understand Immigrant Settlement in Southern Alberta, Canada.

Debra Z Basil¹, Kathleen Boniol¹, Janelle Marietta¹

¹Marketing Area, Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada.

Social Marketing Quarterly

|August 27, 2025

Summary

Social marketing can improve immigrant settlement by addressing key barriers like employment and loneliness. This study in Southern Alberta highlights the need for community-based participatory research to develop effective support programs for newcomers.

Keywords:

Canada community-based participatory research formative research immigration settlement mid-sized cities social marketing

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Area of Science:

Sociology and Public Health
Social Marketing and Community Development

Background:

Global migration is increasing, presenting challenges for immigrants integrating into new communities.
Canada is experiencing record immigration, necessitating effective community support systems for newcomers.
Identifying settlement barriers and utilizing social marketing are crucial for improving the immigrant experience.

Purpose of the Study:

To identify key barriers faced by immigrants settling in Southern Alberta, Canada.
To explore how social marketing strategies can facilitate immigrant settlement and integration.
To inform the development of social marketing programs in partnership with non-profit organizations.

Main Methods:

Formative research including surveys with 77 new immigrants in Southern Alberta (conducted in English, Spanish, and Tagalog).
Interviews with representatives from an umbrella organization supporting immigrant settlement.
Insights from a community-based participatory research group.

Main Results:

Primary motivations for migration included joining family/friends and educational pursuits.
Key settlement challenges identified: employment, finances, social connections (friends/family), and transportation.
Low awareness and utilization of non-profit and civil society services were reported by participants.

Conclusions:

Social marketing programs, especially when developed through community-based participatory research (CBPR), can effectively address immigrant needs.
Engaging community members in program design ensures relevance and resource alignment for stakeholders.
Settlement service organizations should adopt social marketing to enhance communication and improve newcomer experiences.