While the majority of Canadians are either unsure or don’t believe brands clearly understand the problems they face, according to a new study, companies still have a key role to play.

Leo Burnett’s 2024 HumanKind Study, the third national annual survey of more than 4,000 Canadians, reveals that 77% of respondents see a disconnect between their concerns and a brand’s ability to understand them. Canadians are plagued by such issues as financial worries, the state of the planet, AI and loneliness. However, in contrast to the previous two HumanKind studies, the results reveal “a key uptick in people’s readiness and desire for change amid their dissatisfaction,” according to Ben Tarr, president of Leo Burnett Group Canada.

One example is loneliness, something companies can play an active role in combating, Leo Burnett Canada chief strategy officer Tahir Ahmad says.

Loneliness is on the rise. Most Canadians report experiencing loneliness at least sometimes (57%), and one in four say they feel lonely frequently or always. This sentiment is highest among Gen Z and Millennials (77% and 72%).

“From retailers using their spaces to bring people together for in-person events to companies using their platform and influence to raise awareness of loneliness and take steps to combat it, brands have ways to make a difference,” Ahmad says.

Broadly speaking, the HumanKind 2024 study says that brands should show solidarity with Canadians, particularly in a challenging inflationary environment.

More than three-quarters (77%) of respondents believe even hard-working Canadians can’t afford rent or food, no matter how hard they try. Meanwhile, 42% of Canadians are choosing cheaper, less healthy food as a cost-saver, while an equal number of respondents find it impossible to save money for the future amid present-day financial concerns.

Nearly half of all Canadians (47%, and 60% of Gen Z), are spending so much on essential items that they have very little left to spend on experiences and things that bring them joy.

Price transparency is key. It’s okay to make money, but people want to feel that profits are reasonable, not greedy (the numbers reveal that 73% of respondents believe wealthy companies
and individuals are making excessive profits under the guise of inflation or cost pressures).

With consumers often overwhelmed, the Leo Burnett report says that brands help people be confident in their purchase decisions, such as creating best value packs, subscription services or comparison tools. The report also recommends win-win situations beyond simple classic rewards/loyalty programs, and ensuring consumers feel valued, providing, for example, personalized discounts.

Lastly, concerns about the planet are consistent and remain top of mind. Roughly two thirds of Canadians feel corporations prioritize profits over the environment and are more focused on performative “green” acts, such as replacing plastic straws, than long-lasting meaningful change.

Again, Leo Burnett says there are opportunities to engage. Canadians want to see brands do more, such as reducing waste, minimizing packaging or limiting pollution. They also want to make better-for-the-planet choices, but don’t want to feel priced out. Despite their antipathy toward corporations, Canadians see brands as “key players in the fight against climate change.”