Indulgence: An Ipsos Event

Indulgence – too much of a good thing …. Or not

Is there EVER too much of a good thing? Surely not. What kinds of things do we indulge in? How often and who do we indulge with? What benefits do we seek when we indulge and how do we feel after we have been indulgent – relaxed, guilty or euphoric? Steve Levy will answer these questions and more as Ipsos releases the highlights of a new Canadian study about Indulgence.

• Steve Levy – Chief Client Officer, Ipsos Canada

Permissible Pleasures

Eating and drinking is a basic need, but there is no doubt that indulgent choices play a key role when we really seek to treat ourselves beyond satisfying basic food and beverage needs. As we are increasingly informed about what we are ingesting, indulgent choices become more conscious and planned. As such, we look for ways to overcome ‘food guilt’ and move towards creating quality experiences that, while likely still indulgent, cause us to say "that was worth it” instead of experiencing the "I wish I hadn't" guilt that has historically been associated with indulgence. This session will focus on the concept of ‘indulging’ and how that has evolved, for better or worse.

• Cheryl Grishkewich, VP Control Brand Marketing Loblaw Companies Limited
• Leanne Gibson, Head of CPG and Automotive Facebook
• Asad Amin – Vice President, Ipsos Canada

A winning recipe for the age of All-You-Can-Eat Media

Canadians' media consumption has graduated from “Prix Fixe” to an “All-You-Can-Eat” Buffet, and Canadians indulge in media the way they indulge in food. Perhaps that’s the reason we use the term “weight” to describe the quantities of media messaging we serve to target groups. Matt Devlin of PHD Canada will explore the evolution of how Canadians consume media and the impact these changes have had on marketers, media planners and buyers, broadcasters and the public.

• Matt Devlin, Managing Director, Marketing Science, PHD Canada
• Ross Hugessen – Senior Vice President, Ipsos Canada

Canada’s New Indulgence?

As we approach the one year anniversary of legalized weed, it is becoming clear that Canadians are increasingly looking to cannabis for a euphoric escape in place of (or in addition to) alcohol. But the cannabis industry faces complicated headwinds as it evolves due to a complicated mix of regulatory challenges, shifting consumer need states, new product introductions, and competitive pressures from adjacent categories. Eric & Mike will share their perspectives and insights into how the industry has evolved to date, and what it might look like in the future as cannabis becomes an entrenched indulgence for many Canadians.

• Eric Klein, Head of Marketing Cronos Group
• Michael Rodenburgh – Executive Vice President, Ipsos Canada

Indulgence is a dirty word

In a world that increasingly encourages and celebrates restraint, and where many even define themselves by their denial of something, indulgence has become a dirty word associated with traits such as selfishness, unhealthiness, irresponsibility and excess. This has upended categories and changed the game for many brands. Sarah challenges this, with the belief that in this uncertain and sometimes punishing world, indulgence can be coveted, celebrated and perhaps even absolutely necessary.

• Sarah Henderson is EVP, Head of Planning, BBDO
• Karen Tilley – Senior Vice President, Ipsos Canada