When Canada’s diversity isn’t just a backdrop but the launchpad, what happens when brands stop doing ‘one-size-fits-all’ and start doing what works? 1. Introduction In an article for Forbes this year, Isaac Mizrahi asks the question: “Is multicultural advertising just advertising?” The simple answer, he writes, is both “yes ... and no.” On the surface, advertising looks straightforward. However, when you consider the layers of culture, identity, and heritage, especially in a

Inflation continues to reshape how Canadians shop in 2025, but the impact isn’t uniform across categories. On one side, private label is...

Too many CPG leaders are flying blind at the very first step the insight phase. This is supposed to uncover how consumers really think, shop, and live. But again and again, I see fundamental errors that quietly sabotage entire brand strategy from the outset: 1️⃣ Skewed samples. Insights that over-represent certain geographies, incomes, or demographics. The result: products and campaigns that resonate in one pocket of the market but collapse nationally. 2️⃣ English-only resear