10 December
The increase in Provincial Nominee Program allocations accounts for a significant portion of the total target increase (PNP). The program invited 83,500 new permanent residents in 2022, with the Immigration Levels Plan for 2023-2025 predicting a large increase of up to 105,000 new permanent residents in 2023. PNP growth will be less aggressive in 2024 and 2025, with 110,000 and 117,500, respectively. This means that by 2025, a PNP will have accepted one-fifth of all new permanent residents.
The decision on whether a candidate can become a permanent resident ultimately rests with Immigration, Refugees and Citizenship Canada (IRCC), even though the provinces choose the immigrants they believe will make the greatest contributions to the local labor force.
While 82,880 new permanent residents will be accepted through Express Entry programs in 2023, that number will rise to 114,000 by 2025. This is a continuation of the ambitious goals set for 2022, the year that PNP targets surpassed Express Entry. PNP goals are divided into allotments for each province. Alberta received 6,500 provincial nomination certificates in 2022, while Ontario received 9,700. It has not yet been made public how much money will be given to each province over the next three years.
PNP allocations were decided on an annual basis before the Immigration Levels Plan 2022–2024, even though Canada sets its permanent residence targets over three years. The ministers also decided to set PNP allocation goals for the future on a three-year basis.
The New Rules for Marketing Your Brand
Consumer products marketing has experienced a profound change over the last 5 to 10 years, from a world dominated by large global brands and established TV and big-box retail models to a world that’s quickly much more complex, with a proliferation of brands, channels and marketing tools. Technology’s disrupted the industry in three ways. Firstly, it’s disrupted the way consumers engage with brands. In the UK and the US now, over 60% of consumers discover brands.
There are five areas that we encourage CMOs to look at. The first is, what are my future-back platforms that will lead growth for the next 5 to 10 years? Taking today’s profit pools and forecasting them present forward just won’t capture the level of disruption that’s impacting these industries.
“There are no secrets to success. It is the result of preparation, hard work, and learning failure.” – OLIVER SANDERO
Secondly, given those growth platforms, what is the brand portfolio, business portfolio that I’ll use to address them? Brand portfolio strategy is definitely rising in importance. And thirdly, when I’m clear on those platforms and those brands, how am I going to implement modern marketing to engage with the consumer? We’re seeing an extreme rise in profitable growth from the clients that we’re supporting to reset their marketing model. But that isn’t straightforward. So actually, areas four and five are enablers. Four, what’s the data and technology strategy and the roadmap to implement that? The leaders are owning their own data, refreshing it constantly and, more importantly, using it to inform the business decisions. And they’re making the technology that underpins that a priority.
