They are often referred to as the forgotten generation, yet Generation X is now the backbone of the global economy. Although they represent only about 18% of the total population, they account for nearly 24% of global purchasing power, more than any other generation. And this purchasing power is not expected to decline for several years to come.
Paradoxically, few brands consider or target them, thus missing out on a golden opportunity. Come and discover—or rediscover—this generation during an exclusive webinar that will reveal their values, attitudes, and consumption habits. All this will be highlighted through an exclusive study conducted by Pigeon and Callosum.
Presenter:Christine Melançon, Associate founder, Callosum & Maryse Sauvé, VP Brand and Communications Strategy, Pigeon Brands
Date: Wednesday, January 21, 2025
Time: 11:30 a.m. – 12:30 p.m. ET
Christine Melançon, Associate founder, Callosum
Over the past 37 years, Christine has established herself as one of Montreal’s best known and most respected marketing researchers. She began her career in 1988 at Cossette Communication-Marketing in the Impact Research division. In 1994, she took over as head of Impact’s Montreal office and led the division for 12 years. She then spent 6 years at Ipsos in Montreal as Vice-President. In 2012, she co-founded Callosum Marketing Inc. Over the course of her years in marketing consulting, Christine has moderated more than 2,500 focus groups and interviews and has developed strong expertise in communications research, segmentation, and consumer psychology.
She has spoken at industry conferences, served on the board of ARIM Montreal (now CRIC), taught at HEC Montréal, and published several articles in specialized industry publications. Over the years, she has advised clients on numerous major marketing issues, drawing on both qualitative and quantitative research tools.
Maryse Sauvé, VP Brand and Communications Strategy, Pigeon Brands
“You shouldn’t blend in when you were born to stand out.” That is a defining principle she adheres to – and approaches her work by. In her view, every person is singular and unique – just like every brand. As a Brand Strategist, she therefore sees it as her responsibility to identify, distil and express every brand’s uniqueness.
Beyond her quest for singularity, Maryse is best known for her rigorous and pragmatic approach to strategic planning. She does not believe in lofty propositions that cannot be easily translated into effective communication. Over the course of 16 years, she worked for award-winning agencies Cossette, BBDO and BleuBlancRouge. She then set out on her own worked as a freelance Strategist for 15 years..
Her work has consistently focused on unlocking the full potential of brand capital—whether defining distinctive positioning, shaping impactful marketing strategies, or launching new entities. She’s known for placing brand at the heart of every strategic decision, ensuring relevance, resonance, and long-term impact.
Recent work includes award-winning programs such as BMO’s ‘Gear Up’, recipient of nearly 30 international accolades, including a Bronze Lion, a Clio, and a WARC Award; the branding and campaigns for the Olympic Park, recognised multiple times over the years; ‘La fille derrière le bureau’ (BMO), celebrated as a sustained success; The Nordic Milk (Nutrinor), which also earned awards; ‘Continuez de jaser’ (Jeunesse sans drogue); and the O’Select rebrand and campaign, which garnered recognition at the Lions.
Maryse has an excellent background in the agri-food and consumer products industry, having worked for Dairy Farmers of Canada, Danone, Nutrinor, Ricardo Alimentation, Six Pints, Groupe Marcelle, and many others. She also has excellent knowledge of the retail sector, collaborating with brands such as Groupe Legault/Mondou, Home Depot, PJC/Brunet, as well as the corporate sector, working regularly for the Université de Montréal, the Olympic Park, BMO, and Air Canada.
In addition to her professional activities, Maryse recently served on the jury for the “Business Results and Strategy” category of the IDÉA creative competition. She is also a guest lecturer for HEC Montréal students and an expert consultant for journalists at La Presse.