That Can Win With Both GenPop and Multicultural Consumers If you’re a VP Marketing in CPG or retail, you’ve probably felt this tension: You need growth and ROAS , but the market isn’t behaving like one market anymore. In Canada, 23% of the population are immigrants  (2021 Census). Projections indicate that by 2041, immigrants and their Canadian-born children could constitute over half the population . If you want the bigger picture on why “general-market plus a touch of ethni

If you’re searching “types of consumer research” , you’re probably not doing it for fun. You’re likely: Launching something and can’t afford a flop Watching growth stall and trying to find what’s actually driving it Debating a pricing move and feeling the risk Getting pressure internally to “just run a survey” Or realizing your “insights” aren’t translating into confident decisions Here’s my straight take: Most teams don’t fail because they don’t do research.They fail because

If you’re looking “best practices for multicultural marketing campaigns in Canada,”  you’re probably not doing it for fun. You’re likely: Staring at flat category growth Watching competitors win share in Toronto / Vancouver / Calgary / Montreal Hearing “newcomers” and “diverse consumers” come up in every growth conversation… …and realizing your current plan is basically: “Run something during cultural holidays and hope it lands.” Here’s my straight take: In Canada, inclusive