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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Managing the Middle: Gen X and the Healthcare Squeeze
Often overlooked between Boomers and Millennials, Gen X is navigating healthcare from multiple angles at once as patients, caregivers, and care coordinators. Drawing on new generational and values-based segmentation data, this analysis explores how complexity, system strain, and limited bandwidth are reshaping how Gen X engages with healthcare, and what organizations can do to make action easier to start and sustain.
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Forgotten Generation: Unlocking Gen X’s Untapped Potential
Often overlooked in generational conversations, Generation X is a powerful yet underestimated force shaping decisions at home, at work, and as consumers. With peak earning power, dual caregiving responsibilities, and experience bridging the analog and digital worlds, Gen X offers significant strategic value for organizations willing to move beyond outdated stereotypes.
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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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How the Niagara region can attract more Canadian travellers
With the launch of the Destination Niagara strategy, this is how the region can leverage Social Values to attract more Canadian travellers.
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How to Improve Ad Recall and Build Stronger Brand Awareness
Our latest report reveals a major brand awareness gap, with only one-third of Canadians recalling any domestic travel ad. Destinations like Newfoundland and Labrador lead in ad recall through authentic, values-driven storytelling, proving that emotional resonance and audience alignment are key to boosting top-of-mind awareness in an oversaturated travel market.
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What drives us to be die-hard fans of our Toronto Blue Jays?
As the Toronto Blue Jays head to the World Series for the first time since 1993, one question lingers beyond the stats and scores. What makes us such devoted fans? Using Environics Research’s Social Values, Felicia Wirahardja explores the deeper reasons behind our loyalty and pride for the Jays.
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2025 Toronto Blue Jays World Series Game Day Guide
Plan your ultimate fan experience in Toronto during the 2025 World Series. This curated travel guide for Baseball fans highlights where to watch the game, local eats, and insider tips tailored to every fan.
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Canadian Travel Trends: Optimism and Values Driving 2025 Journeys
Our latest tourism research reveals Canadian travellers remain optimistic and values-driven, shaping domestic tourism and destination marketing in 2025.
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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)
