We're not just online.

What observing today’s consumers teaches us — that data doesn’t

Insights from the Market

We talk so much about trying to reach and convert people and target them online. But if you ever go for a walk in a market — in this case, Toronto's Kensington Market — it’s a completely different game.

Kensington is a unique setting in the city, really the only place like it. The architecture, the types of businesses, the free spirit. There are countless people walking around in groups, couples, families, friends. All ages represented.

And they’re buying. Vegetables, sweets to go, boxes of treats, beers, and matcha lattes.

Some are sitting on balconies.
Some are renting bikes.
Some are selling on the street.

It’s a real-world case study in consumer behaviour.

Reaching people where they are

When you think about who you’re trying to target, it makes you pause: how can we reach people where they are — right now? How do we get their attention in the moment, when they already have intent to purchase?

If you’re promoting a market, pop-up, or event, or even just trying to sell a product or ticket — how do you interrupt or fit into their flow? Into their lifestyle? Into their moment?

Because here’s the truth: these people are already walking around willing to spend money. And in social situations, they may even spend more — whether from peer pressure or simply the joy of going along with what everyone’s doing.

What brings people here?

It’s not easy to get people out of their homes or workplaces these days.

Some visitors are here for the routine — maybe grabbing a patty every Saturday. Others are here for a unique experience, like a churro once in the summer, or a seasonal thrift haul.

Others are here for community.

My wife and I once bought clothing from an independent founder who had a little makeshift store on the corner of Baldwin. It wasn’t planned, but we loved the message on his clothing and wanted to support.

For many, these outings are also about content creation.
Documenting the experience is part of the purchase itself.

From a marketing perspective, we have to ask: What brought them here? Curiosity? A craving? A need? Serendipity? A social post they saw?

Offline attention is still real

Everyone’s talking about AI and digital marketing optimization — SEO, AEO, targeting, automation. But consumers are still wandering around in the physical world.

They’re standing outside restaurants reading printed menus, not Googling. They’re following music on bikes. They’re holding prints they may have made in a class. They’re using Google Maps not to browse products, but to get oriented in real time.

These are opportunities too often overlooked. If you’re not thinking about offline experiences — you’re missing them.

Kensington vs. the Eaton Centre

The contrast between Kensington Market and the Toronto Eaton Centre couldn’t be clearer.

In Kensington, it’s buzzing with families, singles, groups of friends, people browsing, eating, shopping in the sun with live music everywhere. In the CF Toronto Eaton Centre, many stores are immaculate but empty, with sales staff wandering around without customers to serve.

Questions come up like:

• What does the economy say about this contrast?

• What happens when people feel less secure about the future, but more open to buying little treats now?

• How do consumer habits shift in tougher times — toward small, independent, or affordable experiences?

Understanding the consumer

This fall, I’m teaching Coming to Know the Consumer, an OCAD University course on understanding consumer behaviour within cultural and economic contexts.

Starting today, we’ll be exploring things like:

• Marketplaces and audience insights — who shows up where, and why.

• Ethical, inclusive, and decolonial design practices — especially relevant in diverse hubs like Kensington.

• The business of advertising — balancing creativity, commerce, and social impact.

• Community economic climates — and how they shape consumption.

Kensington is a perfect lens for all of this. Diverse businesses. Cultural variety. Different motivations for why people come here. And all of it playing out in real time.

Take a moment to observe

Whether you’re a founder, marketer, student or consumer yourself, think about when the last time you paused to observe.

How have your own buying habits shifted?
What do you notice about today’s consumer compared to five years ago?
And when’s the last time you simply went out, people-watched, and really noticed what drives purchases?

Let me know what you think.

As always, thanks for reading.

— Daniel