The Balancing Act of the Sandwich Generation
Canada’s population is aging, and the burden of care for seniors
increasingly falls on their adult children. This growing “sandwich
generation” has the challenge of trying to balance the care for
parents/in-laws with their own careers, their relationships, caring
for their own children, and their health and wellbeing. Many
report feeling worried and overwhelmed, and feel the negative
impact on their health, relationships, and finances.
Almost 3 vears after federal legalization in Canada, recreational cannabis consumers have low brand awareness across even the top-selling recreational cannabis brand. This suggests that brands have not made meaningful connections with consumers and that their position as market share leaders may be tenuous.
A year later, Canadians are enjoying many aspects of the COVID reality:
• Less commuting, time to re-prioritize what’s important, quality time with family
But they are also showing signs of pandemic fatigue:
• Growing tensions at home; missing co-workers, running errands and socializing with friends
43% of Canadians have gained weight during COVID. Canadians of all ages, gender, and provinces are equally likely to have gained weight since the pandemic began. But 1 in 5 Canadians have actually lost weight during COVID, with men, 18-34 year olds, and residents of Saskatchewan and Ontario in the lead
2020 Black Friday/Cyber Monday continues to reinforce the significance of digital transformation at retail with significantly lower in-store shopping. In light of the current COVID-19 situation, few consumers in both Canada and the US are planning on shopping in-store this year for Black Friday vs. a year ago.
Employers should focus on minimizing risk (perceived and real) around all common workplace areas. The return of Canadians to the workplace after working from home is expected to be slow and with varying degrees of discomfort across the journey.
Over a year later, more Canadians who consume both alcohol AND cannabis are stating that they do NOT expect to substitute alcohol for cannabis. This suggests that as the cannabis market continues to mature, consumers perceive cannabis and alcohol as fulfilling different needs.
Fewer Canadians overall have experimented with being a vegan or vegetarian during COVID-19 vs. meat consumption reduction. However, 18-34 year olds and women are more open to adopting this diet/lifestyle.
30% of Canadians had already reduced meat consumption prior to COVID-19, with women, Quebec and British Columbia residents leading the way.
Younger age groups and women are more likely to be vegan or vegetarian relative to their counterparts, with no significant differences by province.
We discovered 4 Work-from-home personality types using a marketing sciences segmentation analysis through a large scale quantitative study. Understanding your employee and colleagues WFH personality can help optimize productive work relationships during the quarantines.
Largest gap between the countries for public transit, taxis/ride shares and liquor stores.
Among Canadian recreational cannabis consumers aged 19+, preference is clearly for products with a higher percent of THC vs. CBD. However, 1 in 4 don’t even know what type they buy.
Recreational cannabis consumers appreciate the anxiety reducing benefits of CBD without the high.
Among Canadian adults 19+, the incidence of consuming both alcohol and cannabis at least occasionally is 2x higher vs. that of cannabis only consumption. 30% consume neither alcohol nor cannabis.
Manitoba/ Saskatchewan has the highest incidence of cannabis only consumption and Quebec, the lowest.
Almost 5 months since the purchase and consumption of cannabis was legalized in Canada on October 17, 2018, 19% of Canadians are consuming it at least occasionally for recreational or medicinal purposes.
Among those who consume cannabis for either recreational or medicinal purposes, half are recreational only consumers.
Savoury and hearty snacks anticipated to have the greatest share of Canadians’ plates for the big event. 32% plan to eat healthier during the event this year another one-third agree that the Super Bowl is as much about the ads as it is about the game.
The Super Bowl is more of a social occasion for Canadians compared for Americans, while more Americans are likely to agree that the Super Bowl is as much about the ads as it is about the game.