From Insight to Action: Powering Growth in 2026
As the year winds down, we’re unwrapping the themes that will turn insight into action for 2026.
Throughout 2025, our research across Canada and the U.S. uncovered clear emotional, cultural, and behavioural signals pointing to what matters most for consumers as we move into 2026. From shifting expectations around trust and value to the rising demand for purpose, transparency, and meaningful connection, the landscape is evolving faster than ever.
Scroll to explore the first insights, and check back as we continue to reveal the themes shaping 2026 growth.
Future Insight #1: Emotional Connection Will Be Key In 2026.
🎁 Emotional Connection is Essential: Consumers are entering 2026 with strong emotional filters - buying from brands that make them feel something, whether that’s belonging, inspiration, motivation, comfort, or confidence. Rational benefits still matter, but emotional resonance is what drives the final decision.
🎁 Trust Will Continue to be Currency: In 2026, trust will continue to define why people buy more than price or convenience. It is critical to driving emotion and to not be dependent on price. If you don't have it build it. If you have it protect it!
🎁 Actions Matter Most: What you DO will carve the path for your future. How you message and connect with the consumer is important, but you have to live up to your promise. Do what you say you will do to maintain trust.
🎁 Local Will be a Deciding Factor: The country you sell in should be part of your arsenal. It can show up in many ways so leverage what is authentic to your brand, product or service and use it. Focus in on positive messaging - people move towards positivity vs negativity.
🎁 AI is Revamping How People Browse and Search But Don't Forget Your Fundamentals: AI is on a rocket-ship when it comes to search and browsing but don’t be reliant on “only digital” to capture consumer attention. Be where your consumer is to connect. This includes new channels but also tried-and-true tactics and strategies including in-store, promotion and experience.
Why This Matters for 2026
Heading into 2026, consumers are craving meaning and emotional connection. Brands that lead with trust, connection and real value will rise above the noise and drive profitable growth.
Future Insight #2: The Right People and Partnerships Will Increase Impact in Cause & Charity
🎁 Personal Connection Drives Action: People are far more likely to donate, volunteer, or support a cause when they have a personal connection, know someone impacted or have a direct experience with the cause. Brands that tap into genuine relevance with the right people unlock deeper engagement.
🎁 Transparency and Clarity Builds Trust: Clear missions, transparent reporting, and measurable outcomes aren’t optional anymore - they’re expected. When people understand exactly how their contribution helps, commitment increases.
🎁 Engagement Goes Beyond Donations: Giving today is multi-dimensional. North Americans are contributing through:
Volunteering
Community events
Advocacy and awareness
Purchasing cause-related products
Sharing and amplifying messages online
Brands that offer multiple pathways to participate create stronger emotional buy-in across generations - as all generations contribute differently.
🎁 Partnerships & Alliances Amplify Impact: Successful cause marketing in 2026 will be built on strong, well-structured partnerships between brands, charities, communities, and volunteer networks. As a charity, know who these partners will be by cross-referencing consumer alignment to your cause and the brands or categories they purchase.
Why This Matters for 2026
With the challenging environment surrounding us now and into 2026, this also translates into a challenging environment for cause and charity. Knowing exactly where to focus to help you drive forward will ensure that you are laser focused on what matters, reducing stress on essential resources while driving impact.
...as we always say "focus on the essential and cut the noise." Easier said than done, and that's where we can help, reach out!
Stay tuned for more 2026 insights, and sign up for our newsletter to get every new release delivered straight to your inbox. ⬇️
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Future Insight #3: Gen Z’s Values Are Redefining How Brands
Need to Communicate
🎁 1. Gen Z Lives in the Now Gen Z's life is centered around enjoyment and living to the max. 82% strive to enjoy life while 73% strive to 'live today to the max'. They are excited about it and it's contagious! Brands can show up in a variety of moments - so pick your lane and most importantly, make it light and engaging. If a brand feels too staged? Scroll. Swipe. Gone.
🎁 2. Gen Z Wants to Live Healthier...but it's Complicated We often hear that Gen Z only eats healthy but as most generations, Gen Z wants to eat healthier and they do...but not all the time. 54% say they eat only healthy but 75% eat candy, 73% eat fast food. The reality is that they live in a world where wellness is both 'take care' and 'treat myself'. There's a nice balance there for all types of businesses and brands to lean in....don't throw out that sugar completely just yet!
🎁 3. Their Digital Community is Curated...Carefully "Gen Z is chronically online" is a statement swirling out there and it's not surprising that they are more engaged online than the general population but it's not just 'online', it's where online. YouTube is #1 by a landslide at 84%, followed by Insta at 76%. Now, it's not just platforms but it's also people...including an excitement to connect with friends and family. They follow creators that they trust, stay close to friends and family and ignore platforms that don't feel personal.
🎁 4. It's not all Digital all the Time. Connection > Conversion Don't get rid of those bricks and mortar...79% of Gen Z's shop in-store. In-store is integral for conversion. While online is strong for browsing, in-store provides the interaction that is at the center for Gen Z. If you are a brand looking to connect, being online will help drive that awareness and initial connection but marrying it with essential interaction is where the magic happens. Just ensure you make it meaningful, memorable and playful!
🎁 5. Emotion = Connection and Conversion This generation doesn’t just want products. They want meaning, values, community, brands that feel human and make them feel good. There is a time for functional transaction, and it does need to be a part of your brand arsenal, especially as it relates to delivery and service but making the connection on an emotional level will build a strong trusted brand, help you connect and defend against price.
Why This Matters for 2026
Gen Z is becoming a dominant economic force and their expectations for authenticity, emotional relevance, and human connection is reshaping brand strategy across North America.
If brands want to earn their attention, rational benefits won’t be enough.
Get to know them, understand how you can best connect and activate it to drive growth in 2026...and if you need some outside inspiration, strategy or insight to carve the path forward we drive dividends for brands looking to deliver growth - give us a shout - we're here to help!
Future Insight #4: Local Will Continue to be Essential in 2026
🎁 1. Economic Uncertainty Is Driving Pragmatic Choices Uncertainty continues as Canadians, specifically, remain cautious of large purchases and job concern continues. Inflation, fluctuating costs, and trade turbulence have pushed consumers into a more cautious mindset. We’re seeing trends like:
Delaying major purchases
Shifting to essentials
Prioritizing reliability over experimentation
This doesn’t mean people aren’t spending - it means they’re spending smarter.
🎁 2. Cross-Border Perceptions Are Shaping Behavior In a year where cultural moments, political narratives, and global instability shape daily headlines, Canada–U.S. sentiment is having real impact on consumer choices.
People are increasingly aware of:
Where products come from
Whether brands share their values
Which companies support their national ecosystems
This trend is accelerating heading into 2026, especially as both markets brace for rapid social and economic change.
🎁 3. “Made in Country” is a Competitive Advantage Almost a year later, both Canadians and Americans intend to support their country. Although support for both is strong, Canadians focus on Canada has continued to accelerate. Canadians are displaying patriotism through and through and this is a competitive advantage for brands, products and services. If you can message or communicate your support for Canada, you should - it needs to be a tool in your arsenal and can show up in many ways.
We can help you find the right message or hierarchy for your brand, product or service if you're looking for insight driven guidance.
🎁 4. Stability, Integrity, and Transparency are Must-Haves Consumers are gravitating toward brands that feel steady and trustworthy. Brands that communicate openly, acknowledge challenges honestly, and demonstrate consistent values are earning stronger loyalty.
Trusted brands are essential. If you don't have trust - build it, if you have trust - keep it. This trust will be your ticket to combatting the need to discount and will protect your bottom line.
Why This Matters for 2026
People across Canada and the U.S. are navigating a mix of caution, pride, and shifting priorities. Brands that understand these emotional and economic undercurrents, and respond with clarity, transparency, and genuine alignment, will be the ones that grow, even in uncertain conditions.
Knowing where you stand with consumers is essential. If you don't know if you have a trusted brand vs your competitive set, give us a shout. We help brands understand their current health and determine what they should do to drive growth.