As economic uncertainty continues to affect millions, advertising agencies and brands must adapt their strategies to better understand and connect with consumers. A new study by FCB Canada and Angus Reid Group has shed light on the changing needs of Canadians and Americans, revealing that one in two people is worried about job security, over 50% are struggling with tariffs, and nine out of ten are concerned about the cost of living.
FCB Canada’s chief strategy officer, Shelley Brown, and Angus Reid’s head of public affairs, Jennifer Birch, presented their findings at a live webinar, highlighting the importance of brands delivering value to consumers both rationally and emotionally. According to Brown, long-term protection for brands lies in building emotional connections with their target audience, rather than just focusing on price.
The study also found that Canadians are more likely to trust local brands over global ones, with 76% expressing anger towards foreign businesses and 48% desiring to buy domestic products regardless of the price. This presents an opportunity for Canadian brands to capitalize on this sentiment and build brand equity.
Birch emphasized the need for brands to understand their consumers’ perspectives as citizens, rather than just focusing on demographics. “Politics do matter in marketing,” she said, citing examples like Bud Light’s decision to include a Republican-leaning consumer in its campaigns. Brands must be aware of their target audience’s political affiliations and choose channels that effectively convey their message.
By adopting a more holistic approach to understanding consumers as both citizens and consumers, brands can move beyond short-term tactics and establish strong, decisive strategies that earn them real opportunities. The businesses that succeed will be those that prioritize empathy, adapt to changing consumer needs, and demonstrate a clear sense of purpose.
Source: https://lbbonline.com/news/FCB-and-Angus-Reid-Group-Reveal-Canadian-Consumer-Tensions-in-New-Study