This month, strategy has partnered with Leo Canada as part of a series that will dissect the agency’s annual HumanKind research. For the next three weeks, Leo’s chief strategy officer Tahir Ahmad and senior strategist Dr. Sarah Carpentier will explore how younger Canadians, especially, are experiencing the world as we currently know it. Today’s column uses findings from the study to outline a personal and collective framework that prioritizes well-being over the perpetual hunt for validation.

In a culture that demands constant self-improvement, everyone is expected to put their best foot forward – not just occasionally, but all the time and without faltering. It can leave many Canadians, especially younger generations, grappling with social stage fright. These pressures, reflected both online and offline, have fostered a culture of anxiety and competition that leads to a strong sense of isolation. However, within this landscape, brands have a unique opportunity to play a pivotal role in alleviating these burdens while fostering genuine connections and supporting mental well-being.

This year, Leo Canada’s HumanKind Study focuses on Canadians between the ages of 16 and 45 and focuses more closely on newcomers to better understand the emotional undercurrents shaping the next generation.

Make awkward and failure the new normal

Insights from the HumanKind Study reveal an overwhelming truth: The pressure to constantly improve is suffocating. Whether at work, school, or social gatherings, the ceaseless ambition to achieve can feel like a zero-sum game.

With 53% of young people feeling that every spare moment should be goal-oriented and 52% pursuing an elusive quality of life, mental exhaustion isn’t just common – it’s rampant. We believe brands can tap into these insights and foster dialogue that prioritizes human well-being over perpetual comparisons between accomplishments and accolades.

Young Canadians’ social anxiety is exacerbated by the polished, curated lives they see on social media. While the number of connections may increase, the quality of these interactions often diminishes. Nearly three-quarters of the Gen Z demographic experience social anxiety and concern over how they are perceived.

Brands can make a significant difference by fostering authentic spaces for expression and, instead of perpetuating unattainable ideals, champion authenticity and vulnerability while reminding audiences that failure and awkwardness are a normal part of the human experience.

More actions, less promises

Despite brands often offering up support to young Canadians, the numbers suggest their messages aren’t landing. A significant 73% of young Canadians remain skeptical about whether brands are truly authentic and understanding of their concerns and needs. Brands may think they’re connecting, but the numbers show they’re missing the mark.

This skepticism should serve as a call for change. Less talk, more actions. Stop hearing, start listening.

To earn the trust of young Canadians, brands must go beyond merely adopting Gen Z trends and language to prioritize sincere action based on values. Young Canadians need to see tangible, substantial change before they put support behind a brand. It’s possible for brands to cultivate a deeper sense of belonging and loyalty among consumers by setting up and adhering to a set of core values and delivering on promises.

Balance, not burnout: Rethinking priorities

Brands can lead the charge in promoting a more balanced life. In a world where notifications never cease, they can advocate for mindful practices or tech-free moments to create a sense balance amid the digital noise.

Instead of focusing solely on transactions, brands can innovate with community-driven initiatives such as workshops, local events or online forums. Such spaces can allow genuine support to thrive and let individuals feel truly seen.

Breaking the cycle of anxiety requires a commitment to embrace authentic engagement. By aligning with the real needs of young Canadians, they can foster substantial relationships and contribute to a healthier societal mindset. We’re not here to dictate actions or give orders, but having spent months analyzing the insights of more than 2,500 Canadians with our partner Ipsos, we can confidently say that authenticity, transparency, and community engagement are the power tools for brands to transform the narrative and move from competition to connection. We only hope these insights and reflections will lead to positive change.

By Tahir Ahmad and Dr. Sarah Carpentier