We know students.We have been around them for over 21 years, thanks to our Campus network.Not only is our Campus Network the largest in the country it is also the only one approved by COMB, the Canadian Out-of-Home Measurement Bureau. Find out more in this video.
Want to escape, need some rest, curious about other cultures..? These are all great reasons to go on a holiday; just ask the Young & Affluent (Y&A)! Indeed, a large proportion of them have travelled abroad in the past year (67% vs. 41% for total adults 18-49).
We tend to trust the people we click with—our friends and friends of friends, our social networks, both real and virtual. Social media has shrunk the world and, along with the sharing economy, radically changed the way we travel and how we share our experiences while we’re away from home.
An object of desire for some, a status symbol for others, a necessity for many, the automobile is omnipresent in the lives of young Canadian adults. Its uses go beyond simple transportation as automobiles also reflect the personality of their owner, are a source of unique experiences (just think road trips !), an accessory to happy times...
We are what we drive, or so we’re told (and sold). When we buy a car, we’re not just shopping for a way to get from point A to point B ; we’re acquiring an identity. No one can deny that, culturally speaking, we have a fetish for cars and an autoerotic fixation on the identities they provide. In hip hop culture, whole rhymes are built around the names of luxury cars.
In most countries, drinking alcohol is a well-established ritual. As the ritual continues to evolve, consumers are encouraged to try new products and new recipes. Trends are market-driven and demand is met with creativity and ingenuity while taking advantage of strong marketing levers to distinguish it from thousands of brands spread across dozens of product categories.
Alcoholic beverages are quite popular with Canadians. In fact, sales from this category have been rising steadily in Canada to reach $20.3 billion in 2011. This represents 29.7 million hectolitres in volume, which is the equivalent of 1,200 Olympic-size pools! That’s certainly enough alcohol to make all of the Homer Simpsons drool!