How to actually connect to Canadians

Most younger Canadians don't trust that brands and private companies have their best interests at heart. And many don’t believe that brands understand the problems they’re facing.

I didn’t just generalize or make this up to ruin your Friday; keep reading for the data — and recommendations on what we can do.

This week, I attended The Case for Canada, which I thought was a compelling title for the event hosted by the Canadian Marketing Association.

Rather than just another marketing networking event, it felt like a deep dive into what it really means to connect with Canadians in 2025.

I especially appreciated the focus on younger audiences and newcomers.

The data shared by both Kantar and Leo Toronto painted a clear picture:

It’s time to retire assumptions, stop importing creative strategies, and start building brands that reflect life in Canada.

Before we dive deeper, here’s one of my favourite quotes from the presentations:

We’re not just “North Americans” with different weather

Advertising shows us that there’s a big difference. More than 1/3 of high-performing U.S. ads fail to resonate in Canada when tested here.

According to Kantar, what works south of the border often loses meaning — or even becomes off-putting — when dropped into our context.

Why’s this the case?

Because Canadian identity, humour, cultural touchpoints, and social cues are simply different. For example, ads that appeal to status, celebrity, or hyper-patriotism in the U.S. often don’t land in Canada. Meanwhile, ads that lean into subtle emotion, cultural humility, or community values perform significantly better here.

And a warning for those thinking about scaling back spend (though I thought it could be a bit biased coming from the ad industry) is this: Going dark for more than 6 months causes long-term declines in brand awareness, equity, and ultimately, sales, that you’ll pay for later.

Younger people are exhausted. And they don’t trust you (yet).

Leo Toronto’s HumanKind Study 2025 is worth a read, especially if you’re trying to reach people under 45.

Here are just a few stats that stood out to me:

• 73% of Gen Z and Millennials don’t believe brands understand the problems they’re facing

• 49% feel that if they slow down, they’ll fail

• 51% of newcomers say every spare minute needs to be productive or they’ll fall behind

• Only 13% trust that brands and private companies have their best interests at heart

Let that sink in (and take a breath).

Younger Canadians are navigating hustle culture, economic uncertainty, and social performance anxiety — all while rewriting the rules of what it means to “succeed.”

They’re not waiting for brands to save them. But they are looking to see who’s willing to stand beside them, not just sell to them.

What does all this mean for brands and nonprofits?

The opportunity is real, but so is the responsibility.

Here’s how organizations can step up:

1. Acknowledge pressure, don’t pile onto it

The majority of younger Canadians feel like they’re in a zero-sum game, and many are opting out. Instead of telling them to "do more," brands that validate their reality and champion rest, boundaries, and balance will build deeper trust.

2. Show, don’t posture

Authenticity isn’t just a buzzword. It’s a survival trait in this media climate. If you’re not walking the walk, younger audiences can sniff it out. Whether you’re a purpose-driven brand or a nonprofit, it’s about living your values, not just messaging them.

3. Localize and test the creative

Don’t assume content that’s used somewhere else will perform where you want it to. It might, but it’s often not worth the risk unless tested. Canadian consumers are tuned into local tone, context, and nuance more than ever.

4. Build belonging, not just awareness

People want to find their team, not just be “seen.” Create space for connection, co-creation, and community-building. Especially for New Canadians, your brand could be their first touchpoint in a new life. Make it meaningful.

5. Be human, even in AI

AI can help scale and streamline, but don’t let it strip the soul from your storytelling. Transparency and empathy matter more than ever. Tech should serve the relationship, not replace it.

Why this matters (especially in social impact)

If you’re a nonprofit or social impact organization in Canada, you’re not just fighting for attention — you’re fighting for relevance. The people you aim to serve, employ, or rally are living in a high-pressure, low-trust environment.

This doesn’t mean you need to completely overhaul your messaging overnight. But it does mean you should:

• Reassess your tone of voice and positioning for today’s reality

• Center the lived experiences of the people you’re trying to reach

• Build campaigns that empower rather than perform

• Make room for vulnerability, nuance, and cultural difference

In other words, meet people where they are — not where your board thinks they should be.

By the way, if you’re a nonprofit or charity, I’ll be diving into the findings from the new 2025 edition of The Giving Report with CanadaHelps live on June 18, before it’s fully released to the public. From shifting giving trends and a declining donor rate to the effects of the Canada Post strike and greater support for Indigenous charities, there’s a lot to consider. You can join me here.

The best creative — and the most trusted brands — will be those that understand and reflect our changing values, pressures, and hopes. This is the current “case for Canada.”

If your organization is trying to navigate this, let’s talk. I’m here to help founders, teams, and social purpose organizations to better tell their story and build their brand in a way that resonates, to make more impact.

Let me know what you’re thinking!

— Daniel

What’s coming up

Sharing a few upcoming events I’m involved with that you may be interested in — the first is online, the other 2 are in Toronto.

Thanks for getting to the end 🙂