New report says that activations and campaigns around Pride month are a good start, but marketers need to do more, even if they are uncertain about how to proceed.
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Canadians disillusioned by voice tech: Mindshare study
Despite being stuck at home the last year, Canadians have become less impressed with their voice assistants, according to new Mindshare research
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The business case for advocating for gender equality
Strong support of gender equality is not only the right thing to do, it can convert “no logo” consumers into “pro logo” consumers.
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How to grow with the ‘buy local’ phenomenon in Canada
With the pandemic likely to accelerate the “buy local” trend in Canada, brands need to be thinking about how to meet consumer expectations, says Crop’s Alain Giguere.
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Canadians spent an extra half day a month online in 2020: We Are Social report
Not only did we spend more time online during the pandemic, new research provides insights into how digital behaviours changed.
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How COVID will shape consumer behaviour in 2021
COVID isn’t changing consumer behaviour so much as accelerating underlying trends, says Crop president Alain Giguere. In this special column for The Message, he makes five consumer predictions for the year ahead.
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Christmas comes early for Pinterest users
Holiday searches started rising in April, with consumers seeking a sense of normalcy in a unique year.
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Drinking during the time of COVID: A preference for familiar brands, larger formats
Data from Corby Spirit and Wine shows that ‘power brands’ are the most popular.
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Consumer expectation for brand action rises in response to crises: Edelman
Consumers are more likely to prefer brands taking real action to to oppose racial injustice or help during the pandemic.
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New Vision7 data dashboard tracks Canadians’ feelings during pandemic
Data covers wide range of attitudes, from concerns over contracting COVID, to mask wearing, to feelings of happiness and anger.
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‘Tech angst’ opens the door to more human-led brand connections: study
New marketing models should empower humans, not target customers, says one of the study’s principals.
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Digital content consumption remains high, with some hard-hit categories rebounding: ComScore
Visits to real estate and automotive sites are up since late March, while retail is also seeing increased traffic.
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Accenture report details new consumer behaviours arising from the COVID crisis
Online grocery is on the rise, with one in five recent shoppers saying they are first-time online shoppers.
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Environics provides an early look at how Canadians are responding to ads during the pandemic
A&W and Subaru stood out as the most memorable ads, while luxury and big-ticket ads were not well received.
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Canadians could care less about beauty and grooming during COVID: Field Agent Canada
We’re shaving less and wearing fewer fragrances, although hand-washing is through the roof.
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Brands need to shift their focus to e-commerce during COVID crisis: Reprise
Customer demand hasn’t abated, just shifted to online, says Reprise’s VP of digital performance, Kevin Bishop.
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Advertising ‘recession’ likely, but V-shaped recovery expected: WARC
Consumers are increasingly purchasing online during the crisis, and it has the potential to become established behaviour.
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Canadians are less trusting, and hungry for fundamental change: Edelman study
The Trust Barometer shows people don’t trust institutions, and are looking to business to address fundamental concerns for the future.
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TikTok was a big deal in 2019, but just 9% of Canadians are using it
Digital 2020: Canada report from We Are Social and Hootsuite provides a detailed overview of digital behaviours in 2019.
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Canadians are spending nearly six hours online every day, 65% worry about privacy: report
New report from We Are Social and Hootsuite offers a sweeping overview of all things digital in 2020.
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