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The Pursuit of Wellbeing: Understanding the rise of consumer-led wellbeing

The Pursuit of Wellbeing: Understanding the rise of consumer-led wellbeing

Sara Nettesheim

Earlier this year, Kantar MONITOR identified that consumer wellbeing is at an inflection point: A growing consumer focus and urgency around wellbeing is colliding with a system that feels increasingly difficult to rely on. Trust in traditional institutions has weakened, costs continue to climb and the systems designed to support health often feel fragmented, hard to navigate or misaligned with personal needs.

That tension is visible in the widening gap between what people believe is important for their wellbeing and what they feel able to do consistently. Consumers largely know what supports their health—from financial security and sleep to stress management and preventive care—but many are struggling to translate those intentions into sustained action. These say-do gaps reveal more than a health behavior challenge: They point to a deeper strain around affordability, trust, time, technology and control.

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Faced with rising costs, growing uncertainty and diminishing trust in traditional institutions, Americans are increasingly taking wellbeing into their own hands. What’s emerging is not simply a shift in health behavior, but a broader transformation in how consumers think about responsibility, agency and support. Understanding this shift toward an era of consumer-led wellbeing is at the heart of Kantar MONITOR’s Pursuit of Wellbeing study.


With rent, groceries, and basic expenses already stretching most budgets, wellbeing isn’t something people can approach ideally—it’s something they’re constantly negotiating.

– LA Streetscaper

Our research reveals that the search for control is reshaping how people seek guidance, navigate care, evaluate information and make tradeoffs in pursuit of feeling well. Affordability is a major part of that equation. As health and finances become increasingly intertwined, wellbeing is shaped by what consumers can afford. Financial pressure is not pushing people away from wellbeing, but it is making them more selective, self-directed and open to alternatives. Consumers are reassessing which products, services and sources of support truly deliver value, while becoming more willing to delay, substitute or work around traditional pathways when those options feel inaccessible or out of reach.

As consumers search for ways to close the gap between intentions and action, another shift is taking place in how they make wellbeing decisions. Rather than relying on a single trusted authority, many are navigating a fragmented landscape of information, advice and expertise. Healthcare professionals remain important, but their value now exists alongside that of digital tools, social media, online communities, wellness influencers and personal experience. In fact, 58% of Americans have taken at least one alternative wellbeing action in the past six months, signaling a growing willingness to look outside the system for input and guidance. Consumers aren’t abandoning expertise but are triangulating between multiple sources before deciding what to trust.

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In Atlanta, trust around wellbeing information has become more fragmented and personal, with people blending institutional advice with community and digital sources … people tend to cross-reference rather than rely on a single source.

– Atlanta Streetscaper

AI vs doctors

That same dynamic is creating space for new tools to play a role in the pursuit of wellbeing. As people seek more personalized, immediate and accessible forms of support, artificial intelligence is becoming a popular tool for gathering and deciphering information, exploring options and weighing advice. In just six months, trust in AI as a wellbeing advisor has increased across nearly every generation, underscoring its growing role in the wellbeing ecosystem.

Yet consumers are not looking to AI to make decisions for them. The most common approach is to treat AI as a starting point that informs further research and evaluation, reflecting a broader shift toward more active and self-directed decision-making. In a wellbeing landscape where consumers are already piecing together advice from multiple sources, AI is emerging as another input in the process—helping people make sense of information, reduce uncertainty and move closer to action.

AI use cases

As wellbeing becomes broader, more personalized and increasingly consumer-led, understanding how consumers pursue wellbeing on their own terms is becoming critical for organizations seeking to remain relevant. Wellbeing is no longer a category, but a cultural lens through which consumers evaluate products, services, experiences and brands. In this environment, helping people feel capable, supported and in control may matter as much as the outcome itself.

For brands, the implications extend far beyond healthcare. Whether operating in financial services, food and beverage, technology, beauty, retail, hospitality or consumer goods, organizations increasingly play a role in consumers’ broader pursuit of wellbeing. The brands best positioned to succeed will be those that reduce friction, simplify decision-making and help consumers make progress toward wellbeing in ways that feel realistic, accessible and sustainable.

Explore the Full Pursuit of Wellbeing Report

These shifts and more are explored in depth throughout Kantar MONITOR’s Pursuit of Wellbeing report, which examines seven interconnected themes shaping the future of consumer wellbeing:

  • Wellbeing Landscape — How rising expectations and growing pressure are shaping consumers’ wellbeing today
  • Trust Dynamics — The evolving sources of influence, expertise and credibility in wellbeing decision-making
  • Finances x Health — How affordability and financial pressures affect consumers’ wellbeing choices
  • Care Ecosystem — How consumers are navigating beyond the traditional doctor-first model of care
  • Connected Wellbeing — The growing role of technology and digital tools in everyday wellbeing
  • AI Evolution — The opportunities and challenges created by artificial intelligence in the wellbeing space
  • Wellbeing Off Script — How consumers adapt their wellbeing practices when life inevitably gets in the way

You can purchase the full report to access deeper consumer insights, strategic implications, quantitative findings and cultural commentary on the future of consumer-led wellbeing.

Learn more about Pursuit of Wellbeing

Contact Heather Mosser

consumertrends2026

Caught by the tides: the 2026 Consumer Trends and the desire to opt out

Caught by the tides: the 2026 Consumer Trends and the desire to opt out

Hannah Sokolov

In a world defined by algorithmic curation and institutional consolidation, it’s easy for consumers to feel like they’re getting swept up in something bigger than themselves. Like the big choices have already been made for them, and they’re just passengers in their own lives. But it doesn’t have to be that way: of the ten new trends we’re releasing in 2026, we’d like to highlight six that speak to consumers’ growing desire to push back on the inevitable and decide the shape of their own lives.

It can start with something as simple as a desire to be a more active participant in one’s leisure time, to reject tastemaking algorithms and passive consumption. Through our new Into the Action and No Shortcuts trends, consumers are taking pride in active immersion and meaningful friction, shaping their lives with deliberate effort and choice. When contemporary entertainment options seem to encourage consumers to lie back and let the world come to them, diving into the unexpected can feel like a powerful act of rebellion.

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That desire for a more active stake in one’s life isn’t limited to recreation: as seen in our Low Profile and Full Disclosure trends, consumers are pushing for accountability and transparency at a mass scale. They’re zeroing in on tactics ranging from invasive data collection to opaque pricing policies and demanding something better from the brands in their lives. It’s a striking rejection of the idea that institutions make all the decisions in closed rooms while everyday consumers are left to live with the consequences.

It gets even larger-scale than that, as we observe in our Renegade Health and Keeping the Culture trends. Even when an institution is as immense and intractable as a national health system, consumers are finding better, more human, more self-directed ways to operate. Even when all of global culture feels like it’s homogenizing before their eyes, consumers are protecting and celebrating the idiosyncrasies of their small-scale worlds. Even if something seems like an immutable fact of modern life, consumers will stake out their own way.

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Of course, none of this means throwing modernity out with the bathwater. As seen in our Instant Expert trend, consumers readily embrace the near-infinite guidance and knowledge that generative AI platforms can provide. But there’s a difference between flooding consumers’ social media feeds with headlines about the inevitability of AI and letting them experience its power on their own terms, on their own timetable, in their own unique ways. One feels like helping consumers make their own discoveries, the other risks feeling like a top-down command.

Across categories and systems, across brands and institutions, consumers hunger for these kinds of self-directed, self-expressive journeys. And as our array of new MONITOR Consumer Trends show us, it’s the brands that leave consumers feeling empowered rather than commanded, captains of their own destinies rather than driftwood carried by a tide, that will be the ones to define the coming years of cultural and technological innovation.

Register for the 2026 MONITOR Consumer Trends Webinar
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Holistic wellbeing among Asian Americans

Holistic wellbeing among Asian Americans

Casey Ferrell

As the Emmy award-winning series Beef aptly notes, “Western therapy doesn’t work on Eastern minds.” And in the widely acclaimed dear elia: Letters from the Asian American Abyss, author Mimi Khúc’s reframes Asian American mental health as a product of cultural history and family dynamics, highlighting why traditional Western mental health models often fall short—and why culturally grounded, community-based approaches are essential. So then what is working for Asian Americans in their mental health journey?

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Their differentiated health mindset shows up in how Asian Americans balance and prioritize across the physical, social, and mental dimensions of wellbeing. In recent years, they’ve become increasingly engaged in activities that keep them active, connected, and grounded at a time when participation in these same areas has remained flat or declined among non-Asian Americans.

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Leaning into peace of mind and relaxation also seems to be paying dividends for Asian Americans, who report slightly stronger improvement in their mental health compared to their non-Asian peers.

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For brands, Asian Americans (and Asian cultural practices writ large) represent leading indicators of where health and wellbeing are headed. They offer emerging insight into the preventive and collectivist approaches that more and more Americans are adopting to define what it means to be well. To explore these trends and shifts in greater depth, the Spotlight on Asian Americans from U.S. MONITOR offers key insights into how this community is experiencing belonging, identity, and wellbeing, helping brands engage in more meaningful, culturally fluent ways.

Learn more about MONITOR's Inclusion Insights
FoodAffordability

3 reasons why food affordability leaves such a bad taste in our mouths

3 reasons why food affordability leaves such a bad taste in our mouths

Casey Ferrell

While inflation has touched nearly every part of the economy, rising food costs are gnawing at consumer wellbeing in ways that cost them a lot more than just money. Here are the three key reasons why this is such a bitter pill for consumers to swallow.

Everyone’s gotta eat

Food costs make affordability feel more tangible because we’re confronted with it every day. The average American spends almost an hour and a half eating or drinking every day and makes food or beverage purchases almost daily. Because of that frequency and salience, rising prices are felt more acutely than other costs. Each grocery trip, restaurant visit, coffee break, or snack attack carries just a little more financial stress, heightening our sense of personal vulnerability—an anxiety we can see in the sharply rising concern about having enough to simply put food on the table.

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Food is love

Food affordability cuts so deeply into the consumer psyche because it strikes at the heart of consumers’ core motivations. If food is how we stay healthy, food austerity makes us less well. If food is self-care, food austerity is akin to emotional neglect. If food is how we care for one another, food austerity is letting down your loved ones. If food is how we socialize, food austerity might equate to loneliness. If food is our identity, food austerity might dent one’s self-image. If food is how we adventure, food austerity might feel like stagnation. If food is how we treat ourselves, food austerity feels like punishment. Food inflation hurts because it takes so many key pieces of the good life off the table.

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Aspirational appetites

Adding insult to injury, prices are rising faster for the things people want the most. Today, as consumers are trying eat healthier, prices for fresh vegetables are outpacing general food inflation. As GLP-1s and other health trends create more demand for protein, the cost of beef and fish are outpacing inflation. As alcohol moderation continues to gain traction, non-alcoholic beverage prices are going up. And while people try to keep up with the frenetic pace of life, coffee costs are soaring. In short, prices for what people want more of on their plates and in their cups are going up faster than those for the stuff they care less about, making food inflation feel even worse.

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Looking ahead

Both food at home and food away from home are projected to see price increases that exceed overall inflation throughout 2026, signaling little relief for consumers in the near future. As food affordability becomes an everyday practical and emotional hazard, it touches all aspects of consumer life, in and out of the food and beverage category. To explore these dynamics in greater depth, the U.S. MONITOR Spotlight on Food Affordability examines how rising food costs are reshaping everyday decisions, emotional wellbeing, and perceptions of value; unpacking where consumers are cutting back, what they’re protecting, and how brands can show up meaningfully when affordability becomes personal. Click below for more information.

Learn more about Kantar MONITOR
affordabilityblog

Is anyone immune to the affordability crisis?

Is anyone immune to the affordability crisis?

Casey Ferrell

With economic anxiety reaching a 15-year high, affordability is a clear and present danger for brands and consumers alike.

But in a K-shaped economy, the top 10% of earners in the U.S. are generally thought to be doing just fine as they keep the overall economy afloat with their ever-greater share of consumer spending. Meanwhile, the rest of the country lives in a different economy altogether and struggles to make ends meet.

We wanted to test that assumption by looking at how Americans across income levels have responded to the economic ups and downs of the last 10 or so years. And it turns out that the K-shaped economic narrative has some truth to it: Americans with incomes of $200k+ (who represent ~8% of the total U.S. MONITOR sample, so not quite the top income decile but close enough for our purposes) do indeed look different than everyone else, even including so-called mass affluent or upper-middle class consumers making seemingly comfortable incomes.

In every income bracket, the trend of value-seeking shopping behavior accelerated through the pandemic and the 2022 inflationary spike. In those most volatile of times, wealthier consumers did engage in trading down. They did look for deals and they did alter their shopping behavior—for a time. But after inflationary pressures peaked, there was a return largely back to the baseline.

Meanwhile, for everyone else, these behaviors went up and stayed up even as inflationary pressures eased.

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The story is distilled pretty effectively in the Economic Anxiety data (the red line in the chart). It has remined elevated for almost everyone, including folks with household incomes above $100k (and especially so for people making between $150k and $200k). Except, of course, for that wealthiest consumer segment, whose Economic Anxiety quickly spiked and just as quickly returned to the baseline.

One key takeaway for brands is that the conventional wisdom around affluence needs to be reconsidered as income brackets once thought of as upmarket look like they increasingly have more in common attitudinally and behaviorally with the mass market than they do with the upper crust.

Learn more about Kantar MONITOR
Gen-AI

Gen AI: a bridge to the good life

Gen AI: a bridge to the good life

Casey Ferrell

A bridge to the good life

In our latest U.S. MONITOR Download on Generative AI, we unpack a critical insight that every brand and marketer needs to internalize: people really don’t think about AI as a “technology.”

To the consumer, it’s a personal secretary. It’s a talking encyclopedia. It’s a personal shopper. A money manager and time saver. A force multiplier. A personal bodyguard. A fixer and a maker, a coach and a confidant.

When we asked Americans to wave a magic wand and describe the AI they most wanted, they didn’t ask for faster processing or better LLMs. They asked for an expert doer and a trusted advisor. They asked for a tool that predicts and prevents problems, lowers stress, handles life’s “adminutaie,” and negotiates on their behalf for better personal outcomes. In other words, consumers see AI primarily as a lifestyle enabler.

As we move into the early majority phase of the diffusion curve, we can look to the early adopter to help us understand what to expect the future mainstream to look like. And the early adopter tells us that usage can be truly transformative both attitudinally and behaviorally. Our data shows that:

  • Trust is earned through utility
    While the U.S. remains tied for dead last in global excitement for AI, largely due to a pervasive climate of institutional mistrust, AI assistants leapfrog all other sources to become the #1 most trusted source of information for frequent users of gen AI.
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  • Behavioral shifts are permanent
    Search engines are still the default choice for most people, but once a consumer begins using gen AI, the behavioral paradigm quickly flips with frequent users prefer AI apps over traditional search engines as their starting point for both general queries and product research.
 
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Going forward, people will continue fulfill a diversity of needs with AI, each of which comes with its own headwinds and tailwinds that will shape the eventual contours of AI in the consumer marketplace. These are some of the future-facing questions we’re talking about with clients:

  • If frequent AI usage drives higher trust in AI sources, what happens when AI becomes the most trusted voice in a society defined by mistrust?
  • AI adoption may be creating a new cultural and lifestyle fault line between users and non-users—how will your brand need to design for this fragmented marketplace?
  • Given consumers’ concerns about becoming less capable, where is the line between assistance and dependence when it comes to AI usage in your brand’s category?
  • When does agentic commerce reach critical mass and tip the scales in favor of agent-brokered and brand-disintermediated shopping and buying?
  • What is the future of authenticity when gen AI fully erases the line between what’s real and what’s not? How will brands need to show up in culture to be perceived as authentic?
Learn more about Kantar MONITOR
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Diverse consumers are training your AI. Most marketers haven’t noticed yet.

Diverse consumers are training your AI. Most marketers haven’t noticed yet.

Adrienne Pulido
The feedback loop shaping AI brand recommendations.

Diverse consumers aren’t just early adopters of AI; they’re actively shaping what AI recommends to everyone, and most marketers haven’t connected the two facts. 

The data tells a striking story. Diverse consumers dominate the platforms where AI systems learn. They’re overrepresented on YouTube, Instagram, and Reddit, and critically, they’re more active in the exact spaces that power LLM training. They’re not passive scrollers – they’re writing reviews, commenting on discussions, and using AI to discover new products at significantly higher rates than non-diverse consumers.

Think about the compounding effect. Diverse consumers participate more actively in the digital spaces where AI systems are learning. Those patterns get encoded into LLMs. AI recommendations then reflect those signals back to mainstream audiences. Cultural influence that once took years to scale now happens at the speed of algorithms.

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Why does this matter? Because that’s exactly where AI learns.

Large Language Models don’t train themselves in a vacuum. They learn from the reviews people write, the comments they leave, and the discussions they start. When Reddit powers brand visibility in the LLM era and YouTube becomes the go-to citation source for AI search, the voices dominating those spaces become the voices shaping AI recommendations for all consumers.

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Here’s the proof: 59% of diverse consumers say they can shape and control their algorithms (vs. 49% of Non-Diverse), and they’re right. They’re not just confident, they’re actually doing it through their outsized participation in the conversations AI is trained on.

This changes everything about marketing strategy.

Brand visibility is no longer just about search optimization or media spend. It’s about showing up authentically in the spaces where these influential consumers are having conversations. It’s about earning mentions in reviews, sparking discussions in comment threads, and becoming part of cultural dialogues. This is not through forced insertion, but through genuine relevance.

The opportunity is massive, but it requires a fundamental shift in thinking. Instead of treating diverse audiences as a separate segment to “reach,” smart marketers will recognize them as the influencers who are literally training the AI that determines what everyone sees.

The brands that understand this dynamic – that diverse consumer engagement today shapes mainstream AI recommendations tomorrow – will have a significant competitive advantage. Those that don’t risk falling behind in an AI-mediated marketplace.

Learn more about MONITOR's Inclusion Insights
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Stability first: the new global formula for happiness

Stability first: the new global formula for happiness

Sara Nettesheim

Insights from the Global MONITOR Spotlight on Happiness point to a meaningful redefinition of what drives happiness today. When examining the forces shaping people’s happiness over the past eight years, clear shifts have emerged in response to prolonged economic uncertainty and geopolitical instability. People are now more likely to prioritize the immediate, practical need for financial security, while longer‑term ideals—such as optimal health—are less likely to sit at the top of the list. In a volatile world, happiness is increasingly about making life feel manageable. Extended periods of scarcity have sharpened the desire to get ahead financially, reframing what people see as essential to wellbeing.

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Money matters because it is the difference between coping and spiraling. For many, especially the middle classes, more income is not about upgrading life; it is about avoiding downgrade: absorbing shocks, staying autonomous and not sliding into precarity.

– Streetscaper, France

Across the world, money is viewed less as a marker of luxury and more as a foundation for stability. In different contexts, it represents the ability to withstand pressure, maintain independence and keep life on track amid rising costs and uncertainty. As traditional milestones feel harder to reach, financial resources are valued for the reassurance they provide—allowing people to plan, make choices and feel anchored rather than exposed. When supported by institutions that feel trustworthy and accessible, money takes on a broader meaning: not just what someone earns, but the confidence, resilience and sense of future‑readiness it helps create.

As a result, happiness today is anchored first in financial stability, often pushing physical health into a secondary role when basic security feels uncertain. This shift is reinforced by the reality of rising healthcare costs in many markets: before people can prioritize their health, they need the financial means to access quality care. As such, health is increasingly treated as something to manage rather than aspire to holistically. This shift signals a clear opportunity for brands: to deliver health benefits or moments of meaning that integrate seamlessly into everyday life, without adding financial burden or complexity. By lowering cost and access barriers, brands can support wellbeing and purpose in ways that feel realistic, attainable and aligned with people’s primary need for stability.


Happiness today is much more anchored to material stability and the promise of future improvement than to dimensions of self-realization, which are relegated until basic conditions are once again secure.

– Streetscaper, Argentina

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At the same time, a belief that tomorrow can be better than today has become a vital emotional anchor. When daily life feels strained or uncertain, happiness is less about present satisfaction and more about the conviction that progress is still possible. Holding onto a sense of forward movement helps people endure hardship, making sacrifices feel worthwhile as they stay invested in long‑term goals and evolving forms of aspiration.

To explore these shifts in greater depth, the Global MONITOR Spotlight on Happiness offers a global exploration of what’s driving consumer happiness today—unpacking generational and local‑market perspectives, and highlighting where and how brands can meaningfully participate.

Learn more about Global MONITOR
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International Women’s Day: progress versus preservation

International Women’s Day: progress versus preservation

Jennifer James

In recognition of International Women’s Day on March 8, 2026, the Global MONITOR team has published a comprehensive global report on women. Our analysis shows that women today are navigating a landscape defined by striking contradictions and growing complexity. Among the most notable trends and countertrends we identified is a powerful dual desire — a push for meaningful progress paired with a renewed interest in preservation.

Across the globe, women continue to reach historic gains in education, corporate leadership and financial power. This momentum is being fueled in large part by younger generations: since 1998, the share of women aged 25–34 with tertiary education has more than doubled and has outpaced men. At the same time, success-driven values such as ambition and wealth have risen in importance. Of the 46 personal values tracked in Global MONITOR, wealth has shown the largest increase over the past six years. Heightened by COVID-19, inflation and ongoing economic uncertainty, a growing sense of scarcity is reshaping priorities, driving women to pursue what now feels even harder to achieve.

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At the same time, a parallel shift is underway: growing proportions of women are gravitating toward more traditional values and norms. Since 2019, personal values rooted in tradition, faith, cultural purity and obedience have gained traction across many markets. Notably, this resurgence is being fueled by younger women. Further underscoring this shift, data from the Reykjavik Index shows that younger people—including women—are the least likely to view women as equally suitable as men for leadership roles. This perception has declined steadily since 2018, with the sharpest drop occurring among the youngest cohort.

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This rising sentiment is also visible in mainstream culture, particularly through the ascent of the “tradwife” movement. For some women, traditional ways of life offer a sense of structure and clearer expectations around roles and responsibilities. For others, the pressure to “have it all” has become untenable. Many younger women are expressing frustration with workplaces that continue to demand full devotion, even as family responsibilities remain largely unchanged and disproportionately shouldered by women.

For brands, this presents a nuanced challenge: how to remain relevant to women striving for advancement while also resonating with those who are reclaiming more traditional roles. The first step is clarity. Brands must understand what their core customers value most, ensuring they do not inadvertently alienate their base by overcorrecting in one direction.

Second, brands can legitimize both perspectives by anchoring their messaging in shared underlying motivations rather than surface-level identity signals. Whether a woman prioritizes career ambition or family-centered roles, the common threads are often respect, stability and self-determination. By celebrating choice rather than prescribing a single definition of empowerment, brands can validate multiple pathways.

Learn more about Global MONITOR
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Canada in contrast: what truly sets the Great White North apart from the U.S.

Canada in contrast: what truly sets the Great White North apart from the U.S.

Hannah Sokolov

According to two-thirds of Canadian Gen Zers, Canadian culture is simultaneously quite similar to and better than American culture. It’s a bit of a riddle, especially compared to older generations and their much more straightforward view of Canadian culture’s uniqueness and superiority. So what gives, for the younger set? In a word, globalization.

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Globalization is nothing new, of course. For decades, Canada has operated in the cultural and economic shadow of its much more populous and influential neighbor. The relationship has given rise to plenty of playful jokes and stereotypes at each other’s expense, but more importantly to an intimate and enduring relationship as neighbours, allies, and trading partners. It’s left the two cultures both deeply—if symmetrically—entwined.

What’s changed, in the wake of ongoing economic uncertainty and rising diplomatic tensions, is the faith that globalization is a good thing.

Throughout the 2020’s, Canadians and Americans alike have become more skeptical of the benefits of cultural exchange and economic integration. For Canadians, that skepticism has manifested in part through a surge in Canadian pride and 2025’s Elbows Up movement, though as we discussed in our 2025 State of the Canadian Consumer webinar, enthusiasm for Canadiana had already begun to fade by the summer.

 
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For brands, the more durable consequence of this cultural reckoning is the need for a deeper appreciation of what sets the Canadian consumer apart from Americans. It’s recognizing how Canadians are more cautious in both their personal finances and their national outlook, it’s understanding how their approach to brands and shopping eschews U.S. consumers’ love of discovery in favor of the power of loyalty, it’s noting how Canadians’ longstanding skepticism of emerging technologies is being complicated by their recent surge of excitement over generative AI.

SIENNA, Streetscaper:

If I could give any advice for these brands, firstly, I would recommend investing in research to understand how Canada is a distinct market, not a scaled-down version of the United States.

Canadians are staking out what makes them unique, every single day—just not always in ways that capture headlines. As our Cultural Streetscapers identified when we spoke to them on the nuances of Canada and the U.S. earlier this year, it’s not a set of distinctions that can be fully understood from the outside looking in. It requires teasing out deep human insight from a robust set of Canadian data, Canadian perspectives, and Canadian voices.

That’s the unique advantage that Canada MONITOR offers for brands seeking cultural fluency in the Canadian market. Click below to learn more about our offer, our people and our latest and greatest content on the nuances of the Canadian consumer landscape.

Learn more about Canada MONITOR

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