Sobering up:
Zero-proof is on the rise. Why? And with whom?

It’s easy to find evidence for a more sober lifestyle. Dry January is picking up steam. Alcohol-free bars are celebrating St. Patrick’s day. There’s even an alcohol-free mixology festival.
Zero-proof  is on the rise; research shows it clearly. The non-alcoholic beer market is predicted to grow at 8%+ in Canada – in contrast to the shrinking beer market.
But is this a fad? Or a trend that’s here
to stay? Will alcohol go the way of cigarettes? From cool to being
shunned in public spaces? Or will the non-alcoholic market go the way of meat replacements? Interesting product
trend … but missing the mark on what consumers actually want.
Inflation Research Cover

Fight, Flight, or Freeze
Primal reactions: Canadians and inflation

Every winter is difficult. But 2023 feels particularly gloomy. The pandemic has left a dark scar that isn’t near to healed. And now we’re faced with high inflation. Grocery bills have skyrocketed; interest rates are putting pressure on mortgages; investments are underperforming; news of mass job cuts is everywhere. We’re worried about our wallets.
But the factors influencing our response to inflation go beyond demographics. In times of challenge, humans revert to primal responses: fight, flight, freeze. Whether we feel shaky with our finances or steady, this primal factor is a great indicator of innate response to the consequences of high inflation.

Going to the Gym:
Post- pandemic Opportunities for Fitness Centres

The covid-19 pandemic turned the fitness industry upside down, leading many to turn to at-home gyms. Fitness and wellness have risen in value-but is that enough for the industry to survive?
Pinpointing the right audience is a daunting task. In today’s complex, segmented, competitive world, demographics often aren’t enough. Empathy, in collaboration with Vividata, builds deep audiences based on psychographic traits.

Cooking By The Numbers:
Niche opportunities for Meal Kit services

Pre-Covid, the struggling subscription-based meal kits sector relied on the young and time-starved upper-middle class.
Then, the pandemic changed everything. Going out overnight was not an option. When you’re stuck at home and have more time and money, an assisted supper becomes a much-appreciated “Something to Do.”
Now once again, the industry is under threat as the economy recovers and consumer confidence rises. What will it take to persuade Canadians of their importance? Find out in our second survey of the series “Opportunity in Crisis”

Breaking the CMO-CFO Language Barrier

Determining marketing budgets is one of the most critical tasks of the CMO. It brings them closer to the CFO than at any other time in the business cycle.
But there can be tension between marketing and finance.
To uncover how these roles work together, we’ve asked Canadian CMOs and CFOs about their budget-setting practices.
Find out the top 5 things to consider when setting, justifying, and approving marketing budgets this season.

Flying Blind: Have marketers lost their ability to future-proof their budgets?

The past two years have not been easy on marketers: The pandemic, supply chain disruptions, a talent crunch, and nuanced cultural conversations.
All this made the job of allocating resources nearly impossible.
Yet the biggest challenge is still ahead.
Today’s economic uncertainty might be
the highest hurdle to marketers in decades.
So we asked Canadian CMOs and CFOs about how they set budgets. Results remain positive. Finance and
marketing are still aligned on the big picture. Collaboration is high. But…


Opportunity in a Crisis: Canadians Upgrade their Education

COVID-19 has accelerated multiple years of change into a single year in the education sector. More than a year into the pandemic:
  • Online classes have become more available
  • Job satisfaction has dropped
  • Middle class disposable income has increased

    What does that mean for Canadian Universities and college? How should they adjust their marketing to speak to the Canadians who are storming to upskill and re-skill? Our latest research answers some of the most pressing questions on the topic.