Insights

Don’t Miss the Mark on Multicultural Marketing

By 2031, visible minorities in Canada are expected to account for one-third of the country’s population. While the growing diversity speaks to notable opportunity, many Canadian consumer packaged goods companies are failing to adjust the way they market to this new demographic and might be...

How Are We Staying Entertained Through the Holiday Season?

Gone are the days of spending the holidays staring into the warm blaze of a crackling fireplace or gazing through the oven window to watch the sugar cookies rise. Today, we look elsewhere for our holiday entertainment. And as the year winds down, our consumption typically increases—whether it be...

The Top Three Black Friday Ads That Outshined the Rest

Black Friday and Cyber Monday are true American traditions. They give consumers the opportunity to head out to the stores after giving thanks and ring up a ton of more things to be thankful for. As the name Black Friday suggests, however, retailers face a very different situation—a high-stakes...

Consumer Insights Shine a Light on Holiday Shopping

Every year there’s someone difficult to shop for. As we head into the holiday season, everyone has that friend or relative who poses a tricky gift-giving conundrum. This year, consumer insights from Scarborough encourage shoppers to think about their gift recipients in terms of consumer groups...

Canada’s Ethnic Minorities Represent A Major Opportunity

Canada’s consumer makeup isn’t what it used to be, and this represents a major opportunity for marketers. Today, Canada is home to 6.8 million foreign-born residents, and that shift is worth noting for any marketer interested in ways to make products and services that cater to Canada’s...

’Tis the Season to Focus on Fresh

There’s no time like the holidays for lavish feasts and decadent treats, which means it’s time for consumers to start decking their fridges and pantries with food for year-end entertaining. So when December hits, shoppers up the ante when it comes to stocking their baskets with fresh foods,...