Consumer trends Archives -

RIP Gen Z, Millennial, Boomer: Is it time for marketing to ditch generational labels?

Leading think tank The Pew Research Center will stop using generational terms like ‘Gen Z’ to describe different cohorts, but should marketers follow?

Consumer trends, Research

Canadian social ad spend now 27% of all digital: report

Data from We Are Social’s “Digital 2023: Canada Report” provides a snapshot of digital consumer behaviours and marketing trends.

Consumer trends

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.

Agency, Consumer trends

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.

Agency, Consumer trends

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.

Consumer trends

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

Consumer trends, Equality

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.

Brands, Consumer trends

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.

Consumer trends

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.

Brands, Consumer trends

Christmas comes early for Pinterest users

Holiday searches started rising in April, with consumers seeking a sense of normalcy in a unique year.

Brands, Consumer trends

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.

Consumer trends

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.

Agency, Consumer trends

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.

Consumer trends

‘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.

Consumer trends, Media

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.

Consumer trends, COVID-19

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.

Consumer trends, COVID-19

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.

Consumer trends, COVID-19

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.

Brands, Consumer trends

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.