After the shock and chaos have passed, the impact of the crisis will continue to be significant, and consumer behaviour and sentiment will remain diverse. Companies need to understand what defines and characterizes today’s consumers to make better business decisions.

A study entitled The Commercial Shift: The Recovery, conducted jointly with Léger and lg2, examines changes in the attitudes and behaviours of Canadian consumers one year into the COVID-19 pandemic, which are set to continue over the coming months.

This webinar presents the results of this study, covering the six new consumer segments that have emerged post-pandemic and how these current consumer segments will impact your business and marketing decisions.

Areas of significant impact covered include, but are not limited to:

  • expected value proposition
  • types of products and services sought
  • the evolution of buying local
  • purchase incentives
  • the role of digital in the purchasing journey
  • prioritized modes of transaction
  • consumers’ relationships with companies and the way they communicate
  • brand promise and tone
  • employer branding

Presenters: Keith Barry, Partner, Vice President, Strategy, LG2 and Christian Bourque, Executive Vice President, Leger
Date: Tuesday, August 24, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Presentation slides

Video recording

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Keith BarryKeith Barry, Partner, Vice-President, Strategy, Toronto

Keith has been responsible for uncovering insights and connecting people with brands for over 15 years in Canada, in the US, and across the globe. Regardless of whether his thinking results in a campaign, brand positioning, a documentary, or a seamless user experience, Keith has been able to deliver strategies that have moved the needle for a wide range of clients across many different verticals. Keith was thrilled to be made an equity partner at lg2 in 2020. He holds a Bachelor of Design, Industrial Design, from OCADU and currently sits on the Board of Humane Canada.

Keith has worked with the following clients: Audi, Bell, Beneva, Casper, Catelli, CBC, Desjardins, Diageo, Four Seasons, Heart and Stroke Foundation, Labatt/InBev, LCBO, Mark’s, Miele, Motorola, Nestlé Purina, Nike, Nokia, PepsiCo, Porsche, RBC Wealth Management, State Farm, Subaru, Under Armour, Volkswagen.


Christian BourqueChristian Bourque, Executive Vice-President, Leger
Christian has over 25 years of experience in public opinion and marketing research. He heads the Research team at Leger’s Montreal office. As the company’s spokesperson, he regularly comments on provincial and federal politics, and is a columnist on consumer trends at Radio-Canada.

Christian still teaches research methods at the Université de Montréal. He is also an expert witness recognized by the Court in the field of survey evidence. He has produced analyses and testified before a vast number of tribunals in both official languages.