Identities and Interests offers an entirely new perspective on the role of racial and ethnic identities in Canadian elections. Using a series of experiments, as well as candidate and census data, Randy Besco demonstrates that self-identification matters far more than self-interest, ideology, or policy. The largest minority groups – Chinese and South Asian Canadians – tend to support candidates of their own ethnicity. Yet inter-minority affinity voting also reveals the potential for “rainbow coalitions” and how minorities themselves think in terms of a white/non-white divide. Besco’s innovative work has major implications for social movements, issue opinions, fundraising, and political leadership races.