In this 4th Edition of The HumanKind™ Study, we go beyond conventional insights to explore the deeper issues that are keeping Canadians up at night in 2025. This year, we have focused on younger Canadians, aged 16–45, and have taken a closer look at newcomers, to uncover the emotional undercurrents shaping the next generation.
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The Weight of Winning
For younger Canadians, life feels like a constant competition where no matter how hard they try, they’re always one step behind. This pressure to always be achieving more means their life feels like a zero-sum game, but as a result, they’re rewriting the rules of the traditional life path.
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Social Stage Fright
While they may be together in-person more often, Gen Z still doesn’t feel seen or valued. Fear of social scrutiny is leading to emotional walls, making it harder to build meaningful connections. As a result, they’re keeping their social circles small, focusing on quality over quantity relationships.
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Hustle to Nowhere
Loyalty in the workplace is fading, with nearly one in three Canadians experiencing layoffs in their household. So, young workers are challenging the “rise and grind” mentality, choosing to set boundaries and prioritize their mental well-being.
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Alexa, What is Critical Thinking?
Young Canadians (particularly students) are the biggest users of generative AI, yet they recognize its drawbacks. While AI offers short-term wins, it risks weakening long-term critical thinking skills, which raises an unsettling question—what happens when we don’t need to think for ourselves?
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Welcome to/Bienvenue au Canada
The struggles of young Canadians are even more intense for newcomers, who face added pressures to prove themselves. Many are finding that Canada is colder than expected (in more ways than one), but their resilience keeps them pushing forward.
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— Leo Burnett
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At Leo, 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 believe.
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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