[WEBINAR] What You Need to Know About Canada’s Endurance Economy

The affordability challenge isn’t new to your organization, but the Endurance Economy might be. Launched in January 2026 at Ipsos annual Canada Now and Next Symposium and built on more than a decade of national tracking, the Endurance Economy is Ipsos Canada’s evidence-based case for why household financial constraint will define Canadian consumer behaviour for years, not quarters.

Endurance Economy (n.) A period in which households, institutions, and brands operate under sustained pressure (high costs, uncertainty, and slower growth) not as a temporary disruption, but as the defining backdrop for the next decade. A mindset shift from optimism and expansion to coping and adaptation. Shaped by structural forces not an economic cycle, in the Endurance Economy, success is defined less by acceleration and disruption, and more by stability, trust, affordability, and the ability to help people “get through” rather than “get ahead.”

Listen in as we discuss the framework and its implications, featuring a roundtable with our Customer Experience, Marketing Strategy, and Public Affairs experts on what this means for customers, brands, and public policy.

Want more insights from our Endurance Economy series? Join us for our June 24 webinar.