Research

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The ugly truth about mentorship in Canada

Alan Middleton on how marketing departments overlook the importance of mentoring and why that’s a mistake.

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Craft cannabis could ‘explode’ in Canada

A report finds consumers are willing to pay a premium, but determining fair value remains a big consumer pain point.

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Brands should align values instead of interests

Research from Sid Lee goes deep on what brands do right and wrong when they try to create connections with communities.

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Retail sales are normalizing and ecomm has reached its peak

Ed Strapagiel’s latest analysis reveals slumping grocery numbers, while automotive sales continue to climb.

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RCC pushes shoppers to start holiday shopping early

Amid supply chain pressure and more people shopping in-store, a new campaign aims to mitigate future frustration.

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Holiday spending could be in for a big rebound

After a tough 18 months, Deloitte predicts spending in most categories to meet or exceed pre-pandemic levels.

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Product sampling is one of the best ways to drive trust

The latest insights from IMI also suggest being on some social platforms hurts trust for many consumers.

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Mark’s, Old Navy lead fashion retailers in brand health

YouGov’s latest round of ratings also show both retailers had the most improved scores over the last year.

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Online discovery and sales are playing a bigger role in holiday shopping

A report from Google also finds concerns about sustainability and equity are influencing decisions about gift purchases.

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Pay gaps based on ethnicity and gender prominent in Canadian advertising

The World Federation of Advertisers’ global talent survey finds junior employees are more likely to face wage discrimination.

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Consumers are still cautious about holiday celebrations

A Numerator survey finds that while intent to purchase is down across categories, it may not correspond to a dip in spending.

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Price’s impact on trust is falling

Uber, Air Canada, RBC and Bell are among those at the top of BrandSpark’s annual ranking of the most trusted brands.

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How employers can improve post-pandemic workplaces

New PwC research shows big divides between how employees and their leaders see company culture.

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Gen Xers are keen on spending for Halloween

Insights from Caddle also reveal that almost half of Canadians will buy more candy after eating their first purchase.

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Vaccine passports may spur interest in indoor events

Research from IMI shows that those over 55 are particularly encouraged by mandatory requirements compared to those under 35.