Leo Burnett Toronto Launches The HumanKind Study 2023

The second edition of Leo Burnett Toronto’s HumanKind Study is now available to download. The primary purpose of which is to deliver insights and meaningful solutions to grow brands in 2023. 

As the world emerges from the grip of the pandemic, many are wondering how the past two years have affected our lives, and what the future holds for us as individuals and as a nation.

The study delves into seven key themes related to economic, cultural, personal and environmental issues through the lenses of 4,600 Canadians. The findings of the report paint a sobering picture of how Canadians are coping in the aftermath of the pandemic. Despite the hope brought by vaccines and the easing of social restrictions, many Canadians are struggling with a range of issues, from health-care concerns to financial struggles. 

Perhaps the most striking finding is that Canadians are feeling less content with their lives than they were a year ago, despite the pandemic’s toll on public health and society at the time. Twenty-nine per cent of respondents reported feeling “somewhat to completely content” with their lives, a decrease from the previous year where 50 per cent of respondents said they were somewhat enjoying the life they want to live to some degree.

However, Canadians continue to be optimistic and hold out hope that a better year is ahead. In fact, 37 per cent of Canadians don’t want to just return to normal, they desire something better than before. And they have higher expectations of organizations and institutions to help ease some of the worries in their lives. 

For Leo Burnett Canada, this is an opportunity for brands to rise to the challenge and play a role in solving these problems. That is why, with each theme, the creative consultancy offers three concrete solutions to help brands actively respond to the concerns of Canadians and adapt their offerings accordingly.

One of Canadians’ major concerns is the state of the health-care system. Sixty-four per cent of respondents believe it is more vulnerable than ever before, with fewer doctors, therapists and open clinics with the capacity to handle another major health crisis. This has led many people to neglect their physical and mental health, either due to an inability to access proper care or a desire to avoid overwhelming a system that seems unable to handle any more stress.

The pandemic has also had a profound impact on parenting and family life, with social interactions, work and learning becoming increasingly digitalised. Fifty-one per cent of parents believe that parenting is harder in the era of social media and digital technology than ever before. Additionally, 45 per cent feel powerless when it comes to protecting their children from the various threats, such as the future of the planet or technology, that exist in the world today.

With persistent high inflation and the threat of a recession, many Canadians continue to struggle financially with nearly half of the survey’s respondents saying they are spending so much money on essential items, such as food, that they have little left to save or spend on things and experiences that bring them joy.

“The pandemic has highlighted the resilience of Canadians and their ability to adapt to difficult circumstances,” said Ben Tarr, president, Leo Burnett Canada. “However, it has also brought to light the various challenges and struggles that many have faced and continue to face. We believe the most successful brands in the future will be the ones who play a part in solving those problems.”

“Most Canadians believe brands cannot help them solve their problems simply because they don’t listen and understand them,” added Tahir Ahmad, chief strategy officer, Leo Burnett Canada. “This lack of understanding is evident in the gap between what people expect and how brands perform across all major industries. With the right data, commitment, and authenticity, brands can turn the tide and make a positive impact on the lives of Canadians as they navigate the post-covid era.”

To read the full study, visit here.