Why Gender Equality Can’t Count on the Young
Are Gen Z men more likely to believe in gender inequality than men of the Baby Boomer generation? Are these findings true generational differences, or are they products of life stage?
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The Natural Resource Sector and Canadian Values: A Caution for Industry
As Canadian consumers place greater importance on corporate responsibility, resource companies face growing expectations to demonstrate environmental stewardship through action, not promises.
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Acting Canadian: How Evolving Identity Is Reshaping the Future of Canadian Brands
Canadian identity is evolving under the influence of five key forces transforming the marketplace. Brands that respond with purpose, transparency, and consistency will earn lasting trust.
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When Budgets Tighten, Choices Narrow: How GTA Residents Are Adapting to Rising Costs
As costs climb across the GTA, residents are finding ways to cut back on everyday expenses, from discretionary spending to grocery habits. However, housing stands apart, a pressure point where many feel the impact yet have few options to meaningfully respond.
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Humble Brands, Strong Values, Real Loyalty
Barry Watson explores how rising Canada–U.S. tensions accelerated a shift already underway: Canadians are increasingly choosing local brands that feel genuine, responsible, and rooted in shared values.
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Canadian Brands: Built on Values | 2026 Report
This report explores how Conscious Individualism and rising Canadian Social Values are reshaping what trust, meaning, and relevance look like for Canadian brands in 2026.
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Gen X Segmentation Report
Generation X is reaching peak influence as leaders, caregivers, and decision-makers. This report uncovers six Social Values segments that explain how Gen X thinks, chooses, and engages today.
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Fêtes de jour: la fin des soirées pour la Gen Z?
La génération Z adopte de plus en plus les fêtes de jour, privilégiant des rassemblements intimes et une consommation plus responsable. Comme Derek Leebosh d’Environics Research explique, cette tendance post-pandémique reflète un désir de socialiser autrement, avec créativité et modération.
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2025 Canadian Travel & Tourism Outlook Report
Gain insights into the 2025 travel landscape and understand traveller intentions, behaviours, and values.
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2025 Social Media Trends in Canada
Discover the key 2025 social media trends in Canada, including platform usage, generational differences and audience insights. Learn how Canadians engage with Facebook, Instagram, TikTok, X, Reddit and more, and what these shifts mean for brands, institutions and communicators.
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The Age of the Labubu – Why is Gen Z so invested in collectibles?
Where did Labubus come from? Turns out they’re reflective of trends amongst Gen Z and potentially even a recession indicator… here’s how. (By one of our Gen Z marketers)
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The Butterfly Effect of Real Beauty
Explore how Dove’s Real Beauty campaign anticipated a cultural shift years in the making—through rising Social Values like authenticity, diversity, and empowerment. Learn how marketers can harness subtle signals to create campaigns that resonate deeply.
