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.
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.
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.
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.
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.
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.
Gain insights into the 2025 travel landscape and understand traveller intentions, behaviours, and values.
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.
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)
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.
Across generations, consumers are rethinking their relationship with alcohol. Noa Friedman and Natalia Palacio examine how mindful drinking is reshaping the alcohol industry and creating new opportunities for brands.
Thais Saito explores how Social Values shape Canadians’ sense of the Canadian Dream, influencing their confidence, financial security, and aspirations, beyond financial status.
