Articles

Explore the latest articles from our industry experts

Enhancing Customer Experiences With Positive Friction

By John Crockett and Sara Plavsic | Article, Brand Health, Customer Experience, Technology and Commerce, Uncategorized

Positive Friction is any experience that disrupts customers’ expectations, but ultimately brings joy or delight. Our team explores this important dimension of frictionless commerce, and how brands can effectively deliver it.

Delivering Frictionless Commerce: Online Grocery Experiences That Meet Consumer Expectations

By John Crockett and Sara Plavsic | Article, Brand Health, Consumer Lifestyle, Customer Experience, Technology and Commerce

Our team has mapped a typical online grocery shopping customer journey through the lens of our six dimensions of frictionless commerce, illustrating the high bar of consumer expectations brands must meet.

Responsible Investing: Bridging The Gap Between Investors, Advisors And RI Providers

By Kait Moreau | Advisor Perception, Article, Investments and Planning

Our Investment and Planning research team discusses the recent progress of Responsible Investments among Canadian investors, advisors and potential opportunities for RI providers.

For Consumers In 2021 A Frictionless Commerce Experience Is Essential

By John Crockett | Article, Brand Health, Customer Experience, Technology and Commerce

Our team explores how brands can meet the ever-evolving needs and expectations of customers in the digital era using our new Frictionless Index toolkit.

COVID-19 Vaccines: Not As Divisive As You Might Think

By Vijay Wadhawan | Article, COVID-19, Health and Wellness, Public Sector

Our team has taken a closer look at the values of Canadians not yet fully committed to the COVID-19 vaccine, to help inform effective persuasion strategies.

What Flu Shot Behaviour Tells Us About Canadians’ Likely Response To A COVID-19 Vaccine

By Vijay Wadhawan | Article, COVID-19, Health and Wellness,

Our Health and Wellness team explored Canadian attitudes and behaviours toward the flu shot, and how that data can help with communications strategies around a COVID-19 vaccine.

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MILLENIALS
LONE WOLVES

Who are they?

Deeply skeptical of authority, and lacking strong social connections, Lone Wolves resemble the stereotypical Gen Xers of the 1990s. These Millennials are solitary, and favour keeping life simple and straightforward. They are seldom involved in community events, have little civic engagement and they don’t feel strongly connected to what’s going on in society at large. Still, whereas some people who feel disconnected from society feel angry or hostile to others, Lone Wolves are low-key: they are not xenophobic or sexist, for instance. If disaffected Gen Xers’ motto was “Whatever,” perhaps the Lone Wolves’ words to live by are “I’m not hurting anyone. Just let me be.”

Demographic Highlights

	Predominantly female
	Most likely Elders to live in the Atlantic provinces
	More likely to have lower levels of education (high school or less)