Recently, the CEO of his namesake company, the Angus Reid Group, took centre stage at the Vancouver Web Summit with the Global CEO of FCB, Tyler Turnbull. On the docket? Insights from their groundbreaking joint Citizen Consumer Research Study. What started as a hypothesis has become grounded in hard data; the role of citizen consumer has converged. Political influence, it seems, can be wielded more effectively with purchasing power than the polls. While the notion of voting with your dollars is not new, the connections consumers are making between where they spend their money and the political leanings of the brands they support are tighter than ever. Underscoring that is what Angus describes as one of the more significant social transformations in recent history. It is what he describes as an “earthquake.” And Angus is not one for hyperbole. When he calls out a shift, it’s because the numbers say tectonic plates are moving.
It goes without saying you should watch the 20 minute, professionally recorded session here: Web Summit Vancouver; Brands in uncertain times. To spur your curiosity, the high points are outlined below.
The Mood Swing Nobody Ordered
Survey after survey shows record-low optimism. The same internet that once promised friction-free freedom now triggers anxiety about deepfakes and disappearing jobs. Governments? Barely one in five Canadians believe Ottawa can truly fix what’s broken. The vacuum of trust is real, and nature, as always, abhors a vacuum.
Enter the Wallet, Exit the Ballot
With faith in institutions fading, citizens have discovered a louder megaphone: their credit card. Roughly half of North Americans—and 60 % of Canadians—say they feel more powerful as purchasers than voters. Angus calls it “ballot-box consumerism,” and if you’re managing a brand, congratulations—you’re now part-political party, part-product line.
Why Every Brand Wakes Up Political
Once upon a time, Levi’s advertised to everybody. Today, Tesla, Bud Light, and Target prove a single misstep on cultural quicksand can vaporize market share overnight. Even media buys have turned tribal: “where” you ad is seen is as statement-laden as the spot itself. Political segmentation on brand funnels isn’t a “nice-to-have”—it’s your early-warning seismograph.
The Great Canadian Retail Rebellion
Feeling squeezed by cost of living, Canadians are nevertheless paying a 20-30 % premium to buy domestic—and not just out of patriotism. It’s a quiet anti-American protest wrapped in maple-leaf tissue paper. Ignore that sentiment and watch your cross-border imports gather dust.
Gen Z’s “Stuff-Averse, Experience-Obsessed” Future
Homeownership looks mythical, AI is eyeing white-collar gigs, and traditional politics feels like VHS in a TikTok world. Gen Z wants experiences, humour, and brands that radiate optimism instead of doomscroll vibes. Crack that code or plan for a generation of ghost customers.
Why You Need to Hit Play on the Video
Angus stitches together decades of trend data, explains why the cornerstones of society are cracking, and lays out the brand playbook for staying upright when the shaking starts.
If you care about how Canadians think—as citizens and consumers—grab a coffee, click the link, and let Angus guide you through the fault lines.
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