Category Archives: Consumer

Live events: Predicting the post-COVID future

Since the middle of March, live entertainment organizations have put time into creatively keeping their brands alive in the minds of consumers by recreating aspects of their experience in the digital domain. Facebook Live events, living room concerts and...

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Attending events in the time of COVID

Among the hardest hit businesses during the COVID-19 pandemic are those that depend on public attendance and social interaction: performing arts organizations, events, sports and performance venues. COVID has brought their primary revenue-generating activities to a full stop. Event...

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Events and destinations: a post-COVID tonic to Social Isolation

The COVID pandemic has brought wholesale changes to the way we live and work. In the coming months, we’ll see a gradual lifting of safety restrictions. As businesses and public spaces begin to reopen, it’s difficult to predict how...

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Marketing to Generation Z

Generation Z brings a unique perspective to consumerism. Instead of a silver spoon in their mouths, Gen Z is the first generation to be born with a mobile phone in their hands. Businesses must rethink how they deliver value...

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Good salt, bad salt

Salt has a long-standing reputation as a food additive that should be avoided. It’s “white death”. It leads to high blood pressure (hypertension) and heart disease… or so we’ve been told. This thinking about salt was based primarily on...

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Young people on a smartphone

Who are Generation Z?

Millennials have been the center of attention for marketers in the past decade. They were (and are) the focus of extensive research, analysis and brand strategies. While Millennials may not have had the disposable income of their parents, marketers...

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Natural health products and the gender gap

Who is most likely to be attracted to natural products and why? The answers can help you to shape your marketing message. Field Day recently conducted a study of Ontario adults to better understand their attitudes and opinions about...

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Millennials: Healthy Eating vs Convenience

The past decade has seen an increasing consumer trend to move away from functional foods (food that is processed, modified, and/or contains additives) toward more basic, “whole foods”. But millennials, more than any other age group, prioritize convenience over...

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tiktok social hashtag

TikTok marketing tips. The new social phenomenon.

TikTok is a social media app for creating and sharing short videos. The app was launched in 2017 by ByteDance. While the app was originally mostly used to share music videos, it’s now a platform to showcase talent of...

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A Meat Alternative Backlash?

Veggie burgers have been on offer in both groceries and quick serve restaurants for years, but 2019 saw the meteoric rise of the “meat alternative” sub-category. Beyond Meat, Impossible Burger and Lightlife launched products that mimicked the texture, moisture...

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