Research

shallow-focus-photography-of-clothes-994517

Brand switching may be a threat to certain categories

A report finds that shoppers are favouring price over brands they trust in categories like clothing, electronics and even CPG.

scott-graham-research

Are brands being scrutinized more now than ever before?

New research suggests that more Canadians are boycotting brands that ignore COVID-19 needs and the fight against racial injustice.

mother-putting-a-face-mask-on-her-daughter-4261252

Moms more concerned about prices than safety in back-to-school shopping

A survey also finds ecomm habits developed during COVID are tough to break.

Women clothes in fashion store. Shopping mall. Women fashion shopping concept.

Canadian retail sales remain in free fall

The latest analysis by Ed Strapagiel shows that sales gains from food and drug is helping to pull the parachute ripcord.

Covid Response

How to weather the next storm? Build a resilient brand

From the C-Suite newsletter: Many marketers are dissatisfied with their response to the pandemic. Here’s how a few found their voice.

Screen Shot 2020-07-17 at 4.36.21 PM

Cultural trends marketers can tap into

Juniper Park\TBWA combed the consumer landscape in search of new behaviours that brands can embrace.

djurdjica-boskovic-home-office

When can employees expect to return to the office?

While many are temporarily working from home, research by the Conference Board heralds the return of pre-pandemic policies.

mall-imi

Intent to purchase at retail finally growing

IMI research finds glimmer of hope for bricks-and-mortar as online shopping wanes.

restaurant-dark-bar-architecture-34650

Canadians’ aversion to bars will outlast the pandemic

Virtual experiences may not offset alcohol brands’ lost bar business, but are more in line with consumer concerns.

woman-in-brown-coat-holding-a-bank-card-3784391

COVID-19 is accelerating digital and self-care trends

PwC compares attitudes and behaviours from before and during the pandemic, finding which ones are here to stay.

add-weed-h3PWUqxpP_0-unsplash

Weed brands still struggle to connect with consumers

A survey also shows brands that do have high awareness are not always the best at converting and satisfying customers.

PrideColours

Leaders overestimate how welcoming their firms are to LGBTQ+ employees

While there are signs of progress, Accenture finds many hurdles to inclusion remain.

two-women-walking-side-by-side-1426191

Multicultural consumers key to post-pandemic recovery

A survey shows South Asian and Chinese communities are more likely to buy big-ticket items and respond to in-language media.

woman-in-face-mask-shopping-in-supermarket-3987216

Shoppers unsure if retailers are putting their best effort into safety

An Ipsos survey also looks at how health precautions could impact long-term loyalty.

Black Lives Matter

What makes a purposeful brand?

New research by Zeno Group identifies what consumers want (and don’t want) in brands with purpose.