Introducing Innovation Outlook 2025: The Canadian POV, IPG Mediabrands’ annual report exploring the key themes shaping the media landscape and influencing how brands connect with people today and in the years ahead. Featuring insights from leaders across IPG Mediabrands and UM, this year’s edition highlights four emerging trends: Tailored Media—a move toward more intentional content consumption; Re-Sorted Social—the rise of affinity-driven communities; The Impulse Economy—smaller, meaningful indulgences replacing big-ticket buys; and AI’s Deployment Phase—a shift toward using AI as an assistant, not an autopilot.
“The way people see brands is changing, both worldwide and here in Canada,” explains Kelvin Mak, VP, Innovation and Intelligence, UM. “Consumers want to connect with brands that enable deliberate, well-informed choices in a landscape that’s increasingly noisy and built for impulsive reactions. Brands that offer clarity and direction serve as a ‘port in the storm’ during difficult times and can ultimately build stronger, deeper relationships with their customers.”
Click here to read more.