Canada Wants to Live More And They Want Brands to Help Them Do It
New IMI GenPulse™ data shows what Canadians plan to start in 2026 and why intent doesn’t equal action. Learn how the Say/Do™ gap, friction points, and category barriers will shape consumer behaviour across Canada next year.
Canadians are ready to start something bigger in 2026. But wanting to start and actually starting are two very different things.
IMI GenPulse™ asked nearly 10,000 Canadians what they intend to start doing next year that they didn't do last year—across 1,200 tested activities. The results reveal a nation ready for movement: travel to Europe (33%), support charities (31%), vacation with friends (30%), start a new job (29%), buy the latest tech (29%), attend festivals (28%), volunteer (28%), and explore new recreation like boating (28%).
The pattern is clear across every category: Canadians want to reconnect, explore, upgrade, and move forward. But here's what 50+ years of consumer research has taught us - intent and action are not the same thing.
The Say/Do™ gap: Why readiness doesn't equal behaviour
Marketers love intent data. It's tangible, measurable, and easy to report to leadership. But our research across 50,000+ case studies reveals a consistent truth: stated intent rarely translates directly to behaviour without intervention.
We call this the Say/Do™ gap, and it exists across every category we measure. Consumers mentally support over 20 charitable causes, but commit to only a handful. They intend to upgrade their tech, reconnect with friends, start new jobs, and travel more but friction stops them cold.
The gap isn't about desire. It's about barriers. And the brands that eliminate those barriers first win disproportionate market share.
What actually drives behaviour: Removing barriers to action
Our research shows that behaviour only happens when friction is removed. Canadians want to live more in 2026, and brands that simplify cost, time, planning, and access will generate disproportionate commercial impact.
The strategic recommendation is straightforward: identify what's stopping your customers from converting their intent into action, then eliminate those barriers.
What this means for brands across categories
Travel and social experiences: With 33% intending to travel to Europe and 30% wanting to vacation with friends, the opportunity for Canada's tourism sector is clear. Rather than competing with international destinations, position domestic travel as delivering the same experiences with less cost and complexity. The 28% interested in festivals reinforces this: Canadians want culture and connection without the barriers.
Technology purchases: The 29% intending to buy new tech represents a narrow window. GenPulse™ insights suggest consumers will make one purchase, then stop shopping. The brand that makes buying easiest captures the sale.
Charitable giving and volunteering: Strong intent exists—31% want to support charities, 28% want to volunteer. But our research consistently shows this category faces the largest gap between intention and action. Charities must reduce the steps required to give and participate.
Career movement: With 29% ready to explore new jobs, employers who make their value proposition clear and their application process simple will attract talent. The competition is for attention and ease of engagement.
Recreation and exploration: The 28% interested in boating and 27% wanting to test drive cars signal curiosity. Brands should make trial experiences effortless—simple booking, low pressure, easy access.
Why 2026 is a single-opportunity year
Across all these categories, one principle dominates: consumers will act once, then stop looking.
They won't book multiple big trips. They won't buy several devices. They won't commit to numerous charities or apply to dozens of jobs. The brands and destinations that reduce friction first lock in the conversion—and lock out competitors.
This isn't speculation. It's based on tracking actual purchase behaviour against stated intent across thousands of studies. High intent creates market opportunity, but execution determines who captures it.
Measuring what matters: From intent to action
High intent is just the starting line. The real measurement question is: what's stopping your customers from acting?
Our Say/Do™ calibration methodology identifies the specific friction points preventing conversion in your category, then tests which interventions actually drive behaviour change. This isn't theoretical, it's based on tracking actual purchase behaviour against stated intent across thousands of studies.
We measure the gap, quantify the friction, and prove what removes it.
Want to understand the friction preventing your customers from acting? Contact IMI to learn how our proven methodology identifies the specific barriers in your category and how to remove them.