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Canadian shoppers embrace retail therapy
Seventy-nine percent of Canadians are likely to purchase products that improve their mental health and encourage relaxation in the next 12 months, according to data from research firm Kantar.
Many Canadians are feeling the impact of inflation on their wallets, but the crisis is impacting their state of mind. According to Kantar's ‘2023 Canada Outlook: At the Crossroads of Inflation and Diversity’, 47% of Gen Z consumers in the country report feeling depressed most of the time.
For brands, the metaverse is about more than advertising
The role for brands in the metaverse could go beyond that of advertisers, providing spaces for like-minded people to share their passions, research for The Coca-Cola Company suggests.
Why it matters
The metaverse may not yet have lived up to its hype, but it isn’t going away. Brands need to be thinking now about how it will impact their physical products and how these can be transferred into new channels – to new services, new experiences and, ultimately, to new activations.
K-pop songs provide lessons for ‘time-based industries’
Marketers in “time-based industries” such as fashion, tech and entertainment could learn valuable lessons from K-pop, where research has found that songs have a very limited time window if they are to perform well in the charts.
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