{"id":6306,"date":"2021-09-16T15:07:32","date_gmt":"2021-09-16T19:07:32","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=6306"},"modified":"2021-09-16T15:11:26","modified_gmt":"2021-09-16T19:11:26","slug":"inward-onward-what-the-canadian-audience-needs-right-now","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/inward-onward-what-the-canadian-audience-needs-right-now\/","title":{"rendered":"Inward, Onward: What the Canadian audience needs right now"},"content":{"rendered":"

\"\"As the world navigates yet another new phase of partial reopenings and potential lockdowns, we\u2019re at a crossroads. It\u2019s natural that marketers are trying to meet the next moment. But here\u2019s what our latest research says: if your marketing message focuses only on the changes in front of us, you\u2019re missing an important part of the picture.<\/p>\n

During the pandemic\u2013as people stayed inside\u2013they 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.<\/p>\n

Last year millions of new users in Canada turned to Pinterest to navigate their \u201cnew normal\u201d and to stay engaged and inspired during the lockdowns. These are the five different personas that emerged during the pandemic:<\/p>\n

The Routine Ritualist<\/h2>\n

For them, routines were a stabilizing force this last year. Their rituals helped them feel healthier and more grounded, both physically and mentally. They don\u2019t want to jeopardize the progress they\u2019ve made when the world reopens. With growing search terms like \u201cWorkout routine at home<\/a>\u201d and \u201cdaily routine schedules for adults<\/a>\u201d, they\u2019re looking for tips to keep their new habits going, even as \u201creal life\u201d picks up again.<\/p>\n

What can your brand do for them?<\/p>\n

Celebrate their positive changes and help people incorporate their new rituals into busier and more public routines.<\/p>\n

The Prioritized Parent<\/h2>\n

One of the most moving themes from our research was how deeply people re-connected with their immediate family members this past year. Prioritized Parents are keeping these relationships top of mind. With growing search terms like \u201cmovie night at home with the kids<\/a>\u201d and \u201ckids bento box lunch ideas<\/a>\u201d, they\u2019re looking for ways to keep their bonds strong\u2014especially when the pace of life picks back up and kids head back to school in-person.<\/p>\n

What can your brand do for them?<\/p>\n

Give parents ideas to make the daily routine more fun, more convenient and put bonding at the core of the message.<\/p>\n

The New Nomads<\/h2>\n

Many people on Pinterest reconnected with the great outdoors this past year. Some New Nomads upgraded their home garden, while others got into camping and road tripping for the first time. With a spike in Canadians creating new boards related to \u2018outdoor projects\u2019 and \u2018road trip\u2019 on Pinterest, turns out, nature really is healing.<\/p>\n

What can your brand do for them?<\/p>\n

Consider how you can position your products as the gateway to outdoor adventures.<\/p>\n

The Eco Evangelist<\/h2>\n

All that time at home this past year gave many people a better understanding of their consumption habits. In fact, 80% of Canadian Pinners took on new sustainability behaviors during the pandemic, and they\u2019re planning to prioritize sustainability moving forward, too. With growing search terms like \u201csustainable lifestyle<\/a>\u201d and \u201cbeginner vegan recipes<\/a>\u201d, our Eco Evangelists are looking for tips to weave sustainable practices into their everyday lives.<\/p>\n

What can your brand do for them?<\/p>\n

Be authentic about your values. Make sure that customers know what you stand for.<\/p>\n

The Emerging Entrepreneur<\/h2>\n

A year of lockdowns caused people to take a beat and reevaluate their lives\u2014work included. Emerging Entrepreneurs realized that their careers were out of alignment with their values. With an increase in search terms like \u201csmall business plan<\/a>\u201d and \u201centrepreneur motivation<\/a>\u201d, the Emerging Entrepreneurs are using Pinterest to plan for their small business.<\/p>\n

What can your brand do for them?<\/p>\n

Help people feel covered on the essentials so they can set themselves up for success in their creative pursuits.<\/p>\n

Marketing to this moment means helping your audience safeguard the positive habits they cultivated during this past year. As you figure out what\u2019s next for your brand, don\u2019t just go back to your pre-COVID playbook.<\/p>\n

Instead of focusing on the change that\u2019s coming on the outside as marketers, let\u2019s start supporting the changes they\u2019ve made on the inside.<\/p>\n

That\u2019s how we\u2019ll move forward: together.<\/p>\n

 <\/p>\n

\n

 <\/p>\n

Yen Conrod Tran<\/a><\/strong><\/p>\n

Yen is an award-winning marketer with over a decade of experience in the Canadian advertising industry. She joined Pinterest in 2021 as the first business marketing lead for Canada to build awareness of Pinterest\u2019s value as an ads and shopping platform.<\/p>\n","protected":false},"excerpt":{"rendered":"

As the world navigates yet another new phase of partial reopenings and potential lockdowns, we\u2019re at a crossroads. It\u2019s natural that marketers are trying to meet the next moment. But here\u2019s what our latest research says: if your marketing message focuses only on the changes in front of us, you\u2019re missing an important part of the picture.<\/p>\n

During the pandemic\u2013as people stayed inside\u2013they 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. <\/p>\n

Last year millions of new users in Canada turned to Pinterest to navigate their \u201cnew normal\u201d and to stay engaged and inspired during the lockdowns. These are the five different personas that emerged during the pandemic:<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97,128],"tags":[914,915,913],"acf":[],"yoast_head":"\nInward, Onward: What the Canadian audience needs right now | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"Last year millions of Canadians turned to Pinterest to stay engaged and inspired during lockdowns. 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