MDC Partners (MDCA) and The Harris Poll Present The Covid Consumer Confidence Report, A Canadian vs. American Perspective
NEW YORK, June 15, 2021 /PRNewswire/ — MDC Partners agencies Veritas, Union, 6Degrees and Meat & Produce, in collaboration with The Stagwell Group’s The Harris Poll, today released the results of its Canadian consumer confidence report following a year of COVID-19.
Following Canada’s loosening of COVID-19 restrictions starting June 11, the new research provides brands and retailers with key consumer insights to drive business strategies serving a changed consumer base.
“Despite easing COVID-19 restrictions across North America, business leaders should not expect a complete return to pre-pandemic consumer behaviors and preferences. Companies must be prepared to use data, technology and creativity to reach an eager —but changed — consumer,” said Mark Penn, Chairman of the Harris Poll and Chairman and CEO of MDC Partners. “COVID-19 has transformed the way Canadians consume, influence and transact, and they now have evolved and heightened expectations for brands.”
Among the insights from the study:
- THE ROARING 21’S: Two-thirds of Canadians (67%) and Americans (66%) whose finances were not adversely impacted by the pandemic say they were able to save more money during the pandemic than they otherwise would have.
- CV-PTSD: 73% of consumers said “COVID will change the way we shop forever”
- THE BLENDERS: Post-COVID, consumers want a hybrid of digital + in-person, across every area of life – 66% of Canadians said they want a hybrid shopping experience going forward.
- TURBO-INJECTED INFLUENCERS: 43% of the general population is using a mix of new brands and brands they are familiar with, a change forced by pandemic shortages, and 66% of Canadians are relying on online reviews or social media for decision-making.
- REPUTATION REVIVED: Canadians see large companies as even more vital now – 59% say companies were more reliable than the government in keeping the country running during COVID.
“Consumers are recognizing and giving credit to those industries that pivoted quickly to support the public through various phases of lockdowns. Those brands that are able to pave a way to a post-pandemic era and support consumers in that journey will be successful in the coming year.” said Erica Parker, Managing Director of The Harris Poll.
The findings are based on a survey conducted online by The Harris Poll on behalf of MDC Partners between April 12-14, 2021, among 1,080 adults ages 18+ in Canada. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Bora Caglayan (caglayan@veritasinc.com).
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations and social sentiment since 1963. It is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas: building 21st century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. Learn more by visiting www.harrispoll.com and follow Harris Poll on Twitter and LinkedIn.
About MDC Partners
MDC Partners is one of the most influential marketing and communications networks in the world. As “The Place Where Great Talent Lives,” MDC Partners is celebrated for its innovative advertising, public relations, branding, digital, social and event marketing agency partners, which are responsible for some of the most memorable and effective campaigns for the world’s most respected brands. By leveraging technology, data analytics, insights and strategic consulting solutions, MDC Partners drives creative excellence, business growth and measurable return on marketing investment for over 1,700 clients worldwide. For more information about MDC Partners and its partner firms, visit our website at mdc-partners.com, sign up for investor-related updates and alerts, and follow us on LinkedIn.
CONTACT:
Bora Caglayan
Veritas Communications
caglayan@veritasinc.com
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SOURCE MDC Partners Inc.
