Data from We Are Social’s “Digital 2023: Canada Report” provides a snapshot of digital consumer behaviours and marketing trends.
Read more
Humankind study finds a growing number of Canadians are ‘not at all content’ with life
The new research from Leo Burnett found most Canadians believe brands don’t understand their concerns, issues or problems.
Read more
Content, commerce and community present opportunities for marketers in 2023: Dentsu
“All of these become radically important in a year with a lot of economic uncertainty,” says the company’s Canadian CEO, Stephen Kiely.
Read more
WPP calls for marketers to go ‘beyond the rainbow’ to reach LGBTQ+
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.
Read more
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
Read more
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.
Read more
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.
Read more
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.
Read more
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.
Read more
Christmas comes early for Pinterest users
Holiday searches started rising in April, with consumers seeking a sense of normalcy in a unique year.
Read more
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.
Read more
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.
Read more
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.
Read more
‘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.
Read more
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.
Read more
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.
Read more
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.
Read more
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.
Read more
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.
Read more
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.
Read more