February 20, 2014
JWT Canada study measures Canadian perspective on 10 Trends
Canadians are on par with Americans and Brits when it comes to feeling anxious about their habits being tracked by companies (69 percent agree), and are also more likely to feel OK with the practice if it means more relevant offers (59 percent). These are among the findings of a recent study by JWT Canada that mirrors JWT’s U.S. and U.K. survey for our 10 Trends for 2014 and Beyond report.
Like their U.S. and U.K. counterparts, Canadians are coming to fear or resent technology (in line with our trend Raging Against the Machine), with 68 percent saying that technology is taking over their lives; Millennials feeling most strongly about technology’s encroaching role. Technology can get in the way of the moment, and more than a third of Canadians admit to missing out on experiences because they’re focused on taking a video or picture. Meanwhile, 65 percent of Canadians say pictures are more powerful than text (as pertains to our trend Do You Speak Visual?)—so brands need to evolve at the speed of consumers and speak that language. This is especially relevant in a country that’s among the most active online and on social media.
The trend toward creating Immersive Experiences is just emerging in Canada, with brands like Budweiser bringing global-scale events such as Sensation to the market. Some 7 out of 10 Canadians agree they would rather spend money on an experience than a material item, and three-quarters of respondents say they like it when brands attempt to capture their imagination, in line with the U.S. and the U.K. And in line with our trend Proudly Imperfect, 85 percent of Canadians agree that trying to be perfect is exhausting; as many as 89 percent wish society were more forgiving of people’s physical imperfections, a number that’s nearly halved in the U.K. (45 percent) and the U.S. (52 percent).
Finally, the trend Remixing Tradition can almost be stamped “Made in Canada,” a proudly multicultural society. The vast majority here agree that traditions hold society together and worry that aspects of our culture are getting lost as the world becomes more interconnected. As a result, 88 percent of Canadians strongly agree that it’s important to hold onto family traditions.
As these trends evolve globally, they’ll continue to impact markets on a national level and, subsequently, how brands within them communicate.