United in Individuality: Opportunities for Canadian Brands

What unites Canadians? What divides us? Where are we coming from and where are we going?

Listen in as we share a truly Canadian lens on our landmark Ipsos Global Trends study. During this session, we discuss findings grounded in a decade of data and collected across 50 markets, comparing the global data to how we think, feel and behave here in Canada. Our 10^th edition of Global Trends is the largest public survey in Ipsos history, comprised of more than 50,000 interviews, resulting in over five million data points to help us understand the world around us as well as our fellow Canadians.

Each of the nine trends is important on its own, but there are also clear inter-relationships that emerge when the trends are examined together. Expect to hear more about:

Context and Cultures:

Demographic change and shifting social attitudes will shape what happens next in societies. We share our observations on what the findings tell us about Canada and the rest of the world, including a look at the implications for global and local brands.

Comparing and Contrasting:

All too often, Canada is painted with the same paintbrush as the U.S., and while similarities certainly exist there are significant differences in how the nine trends we’ve identified are playing out in Canada. We’ll dive into the data to share how we’re similar to our southern neighbours, how we’re different—and why it matters.

Communication Matters:

We’ll reflect on how the advertisers and communicators have been adapting to the changing context of our times and consider the principles that now need to be in place to drive strong, distinctive and empathetic advertising.

Speakers:

• Diane Ridgway-Cross - Associate Partner at Ipsos Strategy3
• Charles Leech - Senior Vice President, IUU Special Projects
• Mike Colledge - President ESG Lead, Canada