Over the past few years, brands have more often ventured into the realm of social justice and politics, whether it’s Starbucks giving their entire retail network a day off to learn about racial equity, Dick’s Sporting Goods taking automatic guns and ammunition off their shelves, or beauty brands making a pledge to stop Photoshopping models, […]
Social Justice and Brand Building Read More »
From fitness and nutrition to sleep and mindfulness, wellness means something different to everyone, and COVID-19 has led a lot of people to place a renewed emphasis on living happier and healthier lives. This trend is not going away, even post-pandemic, and as such, consumers are looking for holistic and inclusive offerings from the health
Exploring the Future of Wellness Brand Experiences Read More »
This blog is not taking a pro-Israel or pro-Palestine perspective – we are exploring the Ben & Jerry’s boycott from a brand strategy perspective. On July 19, 2021, Ben & Jerry’s announced they would stop selling their products in the West Bank and East Jerusalem, areas occupied by Jewish settlements that are largely seen as
The Ben & Jerry’s Boycott – On Brand or a Major Misstep? Read More »
In North America, demographic changes are creating a more diverse customer base. This means brand strategy and marketing needs to become more inclusive quickly. But some marketers are nervous about making mistakes trying to speak to audiences with different experiences. Today our guest is Puja Prakash, a graduate student at OCAD, completing her Master’s in
Why Authenticity and Inclusivity Must Go Hand-in-Hand Read More »
If video games weren’t hot already, the pandemic sent gaming through the roof as more kids and even adults searched for something fun to do during lockdowns. Even as economies open up and the bump eases, video games are, now and forever, a deeply entrenched part of young people’s lives. Retail brands hoping to engage
Retail and Video Games – Exploring What’s Possible Read More »
Inclusive brand marketing has become a hot topic, and for good reason. By 2036, the number of Canadians who are foreign-born will about 1 in 3, with around 35 percent belonging to one or more visible minority groups. Today, nearly 4 in 10 Americans identify their race or ethnicity as something other than white, with
Inclusive Brand Marketing 101 Read More »
The future is unfolding in real-time, all the time, but most retail brands are in a state of constant catch-up – just being at par before another innovation appears. This is partly a result of fast-moving times, but it’s also the result of an industry that’s been somewhat lackadaisical about innovation. To really become a
Business Leaders, Bold Thinkers, and the Brand of the Future Read More »
Innovation and design thinking are new hot topics in board rooms these days, but anyone who has tried to make a company more innovative through strategic design knows that it’s really challenging. Newer companies that are starting off with innovation as a foundational principle have a big advantage over older organizations with legacy systems, ingrained
The Importance of Innovation and Design Thinking for Brands Read More »
Virtual and augmented reality are two of the most exciting technological developments of the last 20 years. Already widely used as a training tool in the military, healthcare, and professional sports, VR has many potential uses in a consumer-facing industry such as retail. Augmented reality is already starting up with fun extras, like augmented packaging,
Exploring the Possibilities of Augmented and Virtual Reality Read More »
As we hit the halfway point of 2021, one trend that we have been particularly interested in at SLD is the continued rise of fake news and misinformation. While our recent DeepReal research elevated the conversation around real versus fake, the publishing of Facebook’s State of Influence Operations 2017-2020 Threat Report has helped validate our own findings and further
What Facebook’s Threat Report Means for Brands Read More »
Many of the attitudes and behaviours that have driven decision making for retail brands have been called into question by the pandemic, but there are other forces disrupting the consumer-brand relationship. At SLD, one that we think is critical is the rise of fake news and misinformation, especially on social platforms. We wanted to determine
DeepReal: Strategies for Retailers in the Age of Misinformation Read More »
The rising concern about misinformation and fake news is a top concern of people around the world, whether we’re talking about Russian interference with foreign elections or an organic seal on a carton of milk. Skepticism is high and consumers expect it to become even harder to figure out what’s true in the future. Today,
Discussing SLD’s DeepReal Study With Jean-Pierre Lacroix Read More »
In a world where distribution channels are becoming more and more tailored to specific locations, consumers and products, technology is enabling innovation that would have been impossible only a few years ago. Today we’re speaking to Corey Yantha, CEO of Dispension Inc. about a very unique way to sell a specific kind of product and
The Future of Distributing Regulated Products is Already Here Read More »
Here is a little trivia for you: what is the oldest and longest-surviving company in North America? Think the fur trade, striped, colourful blankets, and a coat of arms that features one fox, two elk and four beavers. Give up? It’s Hudson’s Bay, of course! Founded in 1670 with their first department store opening in
Lessons in How to Modernize Your Legacy Brand Read More »
From Fake News to Deepfakes, it is no surprise that consumers have become wary of the information they receive – whether it comes from the news, social media, or a brand. To help understand how current market trends are impacting a consumers ability to make confident decisions, and what they expect from brands in an age
The inability to tell fact from fiction is being driven by a number of factors and is challenging the way that consumers perceive and engage with brands. To help gain a better understanding of how consumers discern information and make their purchase decisions, SLD conducted a study among 2000 respondents in January, 2021. As part
DeepReal Part 2: The Blurring Line Between Fact and Fiction Read More »
The inability to tell fact from fiction is being driven by a number of factors and is challenging the way that consumers perceive and engage with brands. To help gain a better understanding of how consumers discern information and make their purchase decisions, SLD conducted a study among 2000 respondents in January, 2021. As part
DeepReal Part 1: Gaining Trust in a Post-Truth World Read More »
So, you have a great brand, exciting product, and are eager to share it with the world. You run advertisements and in-store campaigns, partner with influencers, and make sure that your product is available to be purchased online. However, without one crucial component, finding success may prove to be a challenge. Whether online or in-store,
The Art and Science Behind Good Packaging Design Read More »
At SLD, part of what we do is trends analysis. And since clients are always asking for our perspective on various emerging innovations and ideas, we thought we would make this part of what we share with you on the podcast. Today I’m joined by podcast producer and Digital Marketing Strategist, Sebastian Maynard – you may recognize his
Trends in Online Social Engagement Read More »
The wellness industry is booming. From yoga-mats and home gyms to the ever-growing organic aisle of the supermarket, consumers are seeking out products that encourage and nurture their wellbeing. As the industry grows, so does the need for a cohesive brand image that promotes wellness values. As always, product packaging speaks volumes- and for brands
The Importance of Sustainability for CPG Brands Read More »
