Tag: 2021

Inward, Onward: What the Canadian audience needs right now

September 16th, 2021 | Yen Conrod Tran, Business Marketing Lead, Canada, Pinterest

As the world navigates yet another new phase of partial reopenings and potential lockdowns, we’re at a crossroads. It’s natural that marketers are trying to meet the next moment. But here’s what our latest research says: if your marketing message focuses only on the changes in front of us, you’re missing an important part of the picture.

During the pandemic–as people stayed inside–they went inward. They adopted new routines and rituals. They redefined their values and reprioritized their time. In other words: people did the work. They really like who they became and they want to keep that up.

Last year millions of new users in Canada turned to Pinterest to navigate their “new normal” and to stay engaged and inspired during the lockdowns. These are the five different personas that emerged during the pandemic:

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