Leo Burnett has published its third The HumanKind Study, which explores the top concerns and issues affecting Canadians’ lives, as well as the role that brands could play in them. The report includes polls conducted with 4,150 Gen Z (18 to 25), Millennials (26 to 41), Gen X (42 to 57), and Boomers (58+) from across Canada.
“The study provides a rich understanding of the problems Canadians are seeking solutions for. It helps advertisers see the world through their audience’s eyes and create campaigns that resonate on a deeply personal level,” says Leo Burnett Chief Strategy Officer Tahir Ahmad.
The survey data reveal that 57% of Canadians experience loneliness on a regular basis. Some 77% of Gen Z respondents say they feel lonely, compared to 72% of Millennials. Around 53% of Gen Z and Millennials say it is difficult to find and make friends today, and 34% of them say that living life primarily through screens has made them awkward in person.
Overall, Canadians believe brands can create communities, spaces and experiences, according to the report. They think companies should use their influence to bring people together through in-person events, online forums or the creation of subcultures based on common interests. They also say brands should develop products or services to combat loneliness, prioritize products that build social connection or reimagine physical spaces to bring people together.
The report also finds that citizens believe brands are either for or against them, and it is up to brands to find ways to sympathize and connect with them. Respondents prefer brands that are transparent in their pricing, help customers make confident purchasing decisions by subscription services or comparison tools, make personalized recommendations and offer discounts.
Climate change is a concern for respondents of all ages, according to the study. Some 68% believe that companies don’t care about climate change, and 67% say that businesses focus more on performative acts, such as replacing plastic straws, than on providing deeper solutions to help the environment. Gen Z and Millennials are more than twice as likely to feel guilty about environmentally unfriendly purchases than Boomers (41% vs. 19%).
Canadians agree that action is required, and perceive brands as an important part of the solution – they want them to do more, such as reduce waste and minimize packaging.
All the respondents are also concerned about the use of AI. Some 51% feel that AI would harm humanity more than it will help, while 64% fear that this tech will advance too quickly without taking into account its consequences. Approximately 60% believe that AI will eventually influence their thoughts and views of reality. Most perceive it as a tool that facilitates processes, but believe that only companies benefit from it.
Leo Burnett says that brands looking to adopt this tech should give consumers confidence that AI is working for, not against, their interests. “Companies that reveal when, how and why they’re using AI will build trust and acceptance,” according to the report.
Finally, the study reveals that all generations are concerned about the excessive use of social networks, with two-thirds of Canadians saying it is harmful to people’s well-being. Nearly 67% believe social networks are detrimental to today’s youth, and 53% say they spend more time on networks than they would want. Some 72% think social media has become a source of misinformation, while 69% say influencer culture, in which people are paid to promote products, has become so popular that it is difficult to know who to trust.
Most Canadians think brands can help clean up social media content. They want brands that are authentic and are drawn to those who use the platforms for more than just promotional purposes. They also believe that marketers may encourage a better connection with social media by developing tools, promoting detoxes or limiting promotions to specific times.
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