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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What are clients in marketing research thinking about artificial intelligence?
Our CEO Barry Watson shares what clients are really thinking about AI, from cutting through the hype to using technology to unlock new insights while keeping human expertise at the centre of decision-making.
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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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Toronto 2026: World Cup Game Day, the Canadian Way
Toronto will be at the heart of the 2026 FIFA World Cup in Canada, welcoming fans from across the country and around the globe. Discover curated game-day itineraries for four different traveller types, helping every visitor experience World Cup excitement in Toronto their own way.
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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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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.
