A misunderstood segment with outsized growth potential Canada is changing fast. Over the past decade, population growth has been increasingly driven by immigration. Today, newcomers are not just contributing to Canada’s cultural fabric, they are actively reshaping its economic landscape, its cities, and its consumer behavior. And yet, many Canadian businesses are still approaching this audience the wrong way. They treat newcomers as a niche. They treat them as a translation

A practical field guide for CEOs, VPs Marketing, and Heads of Insights in retail, CPG, banking, and telecom If you run growth in Canada, you already feel the shift: The “general market” isn’t disappearing … it’s fragmenting. The cost of finding incremental buyers is rising. Loyalty is thinner than it looks in tracking. And the consumer mix is changing faster than most annual plans. This is why newcomer consumer research  has become a CEO-level growth issue. Not because it’s t

Thirty years of skiing has taught me something most sponsorship decks still miss: Every winter for 30+ years, I’ve made the drive up to the Collingwood / Blue Mountain area. I’ve watched the weather swing, the weekends spike, the parking lots overflow, and the Village evolve into a true four-season destination. And I’ve also watched the visitor profile change, quietly at first, then all at once. That shift is why one of my favourite sports-marketing projects was working with

How Bad Questionnaires Damage Trust, and Drive Bad Decisions A survey feels harmless. A link in an email. A handful of rating scales. Maybe a “tell us more” box at the end. But a customer feedback survey  is not a neutral research tool. It’s a brand touchpoint . It’s a moment where you either reinforce trust (“they’re listening”) or you break it (“they don’t understand me, or worse, they’re testing me”). This week, a spa guest experience survey in Winnipeg became a warning st