The 3rd Edition of The HumanKind™ Study goes beyond conventional insights. It distills the complexities and tensions keeping Canadians up at night, tackling housing, healthcare, inflation, climate, technology, and more. Uncover meaningful insights and strategies to help your brand navigate the ever-evolving landscape and meet consumers where they are today.
Young and Lonely
Some call it the “loneliness epidemic”, with over 70% of Canadians ages 18-41 (Gen Z and Millennials) reporting loneliness at least some of the time. It’s easy to blame social media, but more important than placing blame is understanding what we can do about it. Download the study
of Canadians report feeling lonely at least sometimes.
Inflated Prices, Deflated People
To keep up with inflation, Canadians are starting to deflate their wants, needs, and expectations. Financial concerns that started out as not saving enough for retirement have shifted to not having enough for today. Download the study
1/3 of Canadians say they are barely surviving, not thriving
No Place Like No Home
The housing affordability crisis is leaving Canadians feeling anxious, frustrated, and vulnerable. This is especially true for younger Canadians (Gen Z and Millennials), who are five times more concerned than Boomers about the lack of stable housing and its effects. Download the study
Climate Has Changed
Last year Canada was on fire — the bad kind. As 185,000 sq km of forests went up in flames, Canadians realized that climate change is not a 10‑year‑away problem; it’s a now problem. Thankfully, it’s one of the few things the different generations agree on. Download the study
AI: Help or HAL?
The year of the public launch of ChatGPT has Canadians thinking about and interacting with AI like never before. With 51% of Canadians reporting that AI will hurt humanity more than it will help, are fears of AI mirroring fears of technological leaps in the past, or will this time be different? Let’s ask AI.
are concerned that AI will hurt humanity more than it will help
Status Update: It’s Complicated
Two-thirds of all Canadians are concerned that social media harms people’s well-being, and this concern is no longer generational, with 53% of Gen Z being concerned they spend too much time on social. From loneliness to unrealistic expectations and to disinformation, social media continues to prove to be complicated. Download the study
Patience-Centred Care
The past few years shone a light on the health care system like never before, and Canadians are not confident about the future of our once-celebrated universal system. Fear of a lack of health care access is rising and is now one of the biggest concerns for Canadians. Download the study
“
What helps people, helps business.”
— Leo Burnett
Get the entire 2024 study.
At Leo Burnett, HumanKind™ is our simple philosophy on how we get to the most creative and transformative work. HumanKind™ focuses on the ability of imagination to change the way people think, feel, and ultimately behave.
To get you one step closer to understanding your consumers, their needs, wants, and struggles and the ways brands can connect more deeply with them, download the full copy of this year’s The HumanKind™ Study here.
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