More than half of consumers believe it’s important to express their identities to the world around them – yet only 28% say they prefer to stand out (while the other 78% prefer to blend in). Those conflicted findings illustrate the complexity of identity expression in Canada: consumers want to express themselves without standing out. Subtle, coded signaling is one way for brands to support that attitude, as well as identities that are part of a large in-group, so that expressing oneself actually helps a person blend in.
Today, identities are becoming more complex due to fragmentation and microtribes. The media market, in particular, has evolved into a wide range of smaller audiences rather than a few large audiences – and that trend is likely to continue.
The shift away from mass appeal and shared experiences makes it more difficult for brands to resonate with a large number of people’s identities. But at the same time, it creates more opportunities to support those unique identities. Consumers’ desire for authenticity means they want their identity to be expressed throughout their lives rather than simply be an outward-facing façade. That need for a holistic, authentic identity opens the door for brands to provide products and services that support that identity in every aspect of consumers’ daily lives.
This report looks at the following areas:
- How Canada’s diverse, fragmented market is making identities more unique and niche
- The importance of identity expression and preferences for blending in and standing out
- The elements that make up people’s identities and the traits they most want to express
- The ways in which consumers express their identities
- The challenges individuals face when expressing their true selves with family, friends and at work
- How companies are making identity branding the standard across all categories
Identities are inherently niche, and therefore inherently fragmented. Brand tactics must be highly targeted, using self-perceptions and demographics as a guide.
Scott Stewart, Associate Director, Lifestyles & Retail
Collapse All
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- Defining identity expression
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want & why
- Market predictions
- Opportunities
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THE MARKET
- Market context
- Canadian identities have become more racially diverse
- Graph 1: population by race, 2001 vs 2021
- Graph 2: proportion of racialized population, 2001 vs 2021
- LGBTQ+ identification is higher among younger Canadians
- Graph 3: percentage of population who identifies as 2SLGBTQ+, by age, 2021
- The majority of the LGBTQ+ population is cisgender
- Graph 4: gender identity of 2SLGBTQ+ population (as a % of 2SLGBTQ+ population), 2021
- The LGBTQ+ community is less multicultural than average
- Graph 5: share of population who is a visible minority or an immigrant, by 2SLGBTQ+ identity, 2021
- Religion is an important part of identity, but is declining
- Graph 6: religious affiliation (as % of population), 2001-21
- Market drivers
- Microtribes on the rise
- Media consumption has become highly fragmented
- Graph 7: activities engaged in regularly, 2024
- Content categories are further fragmented across multiple channels
- Graph 8: paid video streaming services used in the past three months, 2024
- Graph 9: free video streaming/hosting services used in the past three months, 2024
- Amazing Race Canada illustrates how audiences have shrunk
- Post-secondary education is becoming more common
- Graph 10: percentage of the population aged 25-64 with a bachelor’s degree or higher, 2006-21
- Political extremes can become a part of personal identities
- Graph 11: political beliefs, 2024
- Remote work trends can have an effect on identity expression
- Graph 12: adjusted predicted daily minutes in personal care and meals, by telework status, 2022
- The pandemic also loosened social norms about appropriate dress
- Companies should plan and strategize around both the internal and external factors contributing to identities
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Elements of personal identities
- Identities are shaped by what you’re good at and what you do
- Graph 13: elements that are part of one’s personal identity, 2024
- Young people are the most likely to consider their hobbies part of their identity
- Graph 14: elements that are part of one’s personal identity – my hobbies, 2024
- Parenting becomes a part of caregivers’ identities
- Culture and heritage have small, but meaningful differences
- Graph 15: elements that are part of one’s personal identity, established Canadians, 2024
- Graph 16: elements that are part of one’s personal identity, newer Canadians, 2024
- Race plays a role in these differences, too
- Graph 17: elements that are part of one’s personal identity, established Canadians by race/ethnicity, 2024
- Quebec prioritizes culture over heritage
- Graph 18: elements that are part of one’s personal identity, Quebec vs overall, 2024
- The difference between cultural values/traditions and ancestry/heritage
- Other elements of identity are highly relevant to specific groups
- Graph 19: elements that are part of one’s personal identity – my religion/spiritual beliefs, by race, time in Canada and language spoken at home, 2024
- Careers mean different things to different people
- Graph 20: elements that are part of one’s personal identity – my career, employed consumers by age, household income and highest level of education, 2024
- Media means more than just entertainment to some consumers
- Graph 21: elements that are part of one’s personal identity – my favourite media, by generation and LGBTQ+ identity, 2024
- Sports fandom’s skew to men highlights the importance of targeted identity strategies
- Graph 22: elements that are part of one’s personal identity – sports fandom, by age and gender, 2024
- Identity strategies need to be enacted on a group-by-group basis
- The importance of expression
- Canadians are split on the importance of expression
- Graph 23: importance of expressing yourself to the world around you, 2024
- Identity expression is important – especially to younger consumers
- The importance of self expression declines with age
- Graph 24: importance of expressing yourself to the world around you (NET – very/somewhat important), by generation, 2024
- Those age skews correlate with other demographic differences
- Graph 25: importance of expressing yourself to the world around you (NET – very/somewhat important), by parental, marital, employment and student status, 2024
- LGBTQ+ individuals put more stock in identity expression
- Graph 26: importance of expressing yourself to the world around you (NET – very/somewhat important), by LGBTQ+ identity, 2024
- There are different ways for brands to support LGBTQ+ expression
- Expression also varies across cultures
- Graph 27: importance of expressing yourself to the world around you (NET – very/somewhat important), by race/ethnicity and time in Canada, 2024
- Self-expression isn’t important to everyone, but it’s very important to some
- Standing out versus blending in
- Most consumers want to blend in
- Graph 28: prefer to stand out or blend in, 2024
- Even expressive Canadians are reluctant to stand out
- Two ways to expressively blend in
- A Christian clothing brand shows how to express oneself in an understated way
- If the group is big enough, identity expression can mean blending in
- Offering consumers degrees of expression
- Traits to express
- People want to be seen as authentic, smart and interesting
- People most want to be seen as authentic and smart
- Graph 29: I want to express that I am…, 2024
- Those who went to school want to express that they’re smart
- Graph 30: I want to express that I am…smart, by highest education completed, 2024
- Samsung’s The Frame turns a TV into classical art
- Questrade positions its users as smart investors who can teach others
- Jewelry can be used to signal a person’s knowledge and smarts
- Less common traits have higher relevance with specific groups
- Graph 31: I want to express that I am…successful, by age and gender, 2024
- Graph 32: I want to express that I am…strong, by age and gender, 2024
- Strength isn’t just about physical fitness
- Success is a more important trait for newer Canadians
- Graph 33: I want to express that I am…, established Canadians, 2024
- Graph 34: I want to express that I am…, newer Canadians, 2024
- Newer Canadians’ interest in success is a function of their experience coming to Canada
- People who want to stand out have specific traits they want to express
- Graph 35: I want to express that I am…, by preference to blend in or stand out, 2024
- Luxury watches are a way for successful people to show they’re unique
- Converse users can be creative and unique
- A closing note on authenticity
- There are multiple avenues to success – brands must pick one and strategize around it
- How identities are expressed
- Homes, apparel and fitness are important ways to express identities
- There are a number of ways to express one’s identity
- Graph 36: importance of products/categories to expressing identity, 2024
- Home is where the heart (and identity) is
- Graph 37: importance of products/categories to expressing identity – the home, 2024
- Consumers believe homes should reflect themselves
- 25-54s are the most engaged in using their homes to express themselves
- Graph 38: importance of products/categories to expressing identity – the interior of my home, by age, 2024
- Homeowners want the inside and outside of the home to reflect their identity
- Graph 39: importance of products/categories to expressing identity – the home, by homeownership status, 2024
- The importance of home interiors shows that identity expression is about more than just signaling to others
- Clothing is an important tool for expression
- Graph 40: importance of products/categories to expressing identity – apparel, 2024
- Clothing and footwear are more important to younger consumers
- Graph 41: importance of products/categories to expressing identity – apparel (NET – very/somewhat important), by generation, 2024
- Apparel is important to men’s identities
- Graph 42: importance of products/categories to expressing identity – apparel (NET – very/somewhat important), by gender, 2024
- Target men with clothing and footwear they want to show off
- Apparel isn’t the only way people express their identity
- Graph 43: importance of products/categories to expressing identity – self, 2024
- Younger men are the most likely to connect fitness to their identity
- Graph 44: importance of products/categories to expressing identity – my fitness level (NET – very/somewhat important), by age and gender, 2024
- Two different ways to connect fitness to identity
- Gender differences in the role of hair style to express identity start at age 35+
- Graph 45: importance of products/categories to expressing identity – hair style/colour (NET – very/somewhat important), by age and gender, 2024
- Makeup is an expressive tool for many women
- Graph 46: importance of products/categories to expressing identity – makeup (NET – very/somewhat important), by age and gender, 2024
- Young people and LGBTQ+ individuals put value in tattoos and piercings
- Graph 47: importance of products/categories to expressing identity – tattoos/piercings (NET – very/somewhat important), by age, LGBTQ+ identity, 2024
- There are many different ways to express oneself
- Graph 48: importance of products/categories to expressing identity – other, 2024
- Men are the most likely to connect their vehicle to their identity
- Graph 49: importance of products/categories to expressing identity – my vehicle (NET – very/somewhat important), by age and gender, 2024
- Newer Canadians invest more of their identities in their vehicles
- Graph 50: importance of products/categories to expressing identity – my vehicle (NET – very/somewhat important), by time in Canada, 2024
- Identities are complicated, marketers need to keep focused and strategic
- Indicators of success
- The classics are still leading the way
- Graph 51: indicators of success, 2024
- An education quickly loses its lustre
- Graph 52: indicators of success – career/education, by generation, 2024
- Home ownership is still an accomplishment, but the market has made renting a goal too
- Graph 53: indicators of success – home, by generation, 2024
- Newer Canadians and lower incomes see renting as a success
- Graph 54: indicators of success – independent renting, by time in Canada and household income, 2024
- Help renters feel proud about the homes they’ve worked hard for
- Find new ways to help newer Canadians express success
- Kids are seen as more of a sign of success than marriage
- Graph 55: indicators of success, 2024
- Parents are biased, which is to be expected
- Graph 56: indicators of success – marriage and family, by parental status and gender, 2024
- Husbands look at marriage in a different way than wives do
- Graph 57: indicators of success – marriage, by marital status and gender, 2024
- Manly Bands makes it fun and easy to show off as a husband
- Some indicators of success can be attained by writing a cheque
- Graph 58: indicators of success, 2024
- Travel stands out as an indicator of success among the highest earners
- Graph 59: indicators of success – expenditures, by household income, 2024
- Travel takes money, but also skill and effort
- Focus on the traditional indicators that continue to be the bedrock of success
- Challenges with identity expression
- It’s not always easy to express oneself authentically
- Half of consumers struggle to express themselves at work
- Graph 60: “It can be challenging to express my authentic self…” (% agree), 2024
- Younger generations feel the most challenged
- Graph 61: “It can be challenging to express my authentic self…” (% agree), by generation, 2024
- Reasons for Gen Z’s outsized challenges
- LGBTQ+ individuals are particularly challenged when expressing themselves with family and friends
- Graph 62: “It can be challenging to express my authentic self…” (% agree), by LGBTQ+ identity, 2024
- Other minority groups struggle with expression, too
- Graph 63: “It can be challenging to express my authentic self…” (% agree), by time in Canada, 2024
- Graph 64: “It can be challenging to express my authentic self…” (% agree), by race, 2024
- Groups who feel “othered” can feel like they can’t express themselves
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Free Rein turns coffee into an identity
- L.L. Bean builds authenticity into its new music-inspired clothing line
- Barriltos is a drink that can connect with culture and heritage
- Little Beasts uses sports to extend into identity expression
- Marketing and advertising
- Hydro Flask makes water bottles an expressive item
- Gatorade harnesses AI to make customization creative and fun
- McDonald’s is a burger chain, but wants to be part of its diners’ identities
- Opportunities
- Identity branding has become the norm across the entire market
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APPENDIX
- Consumer research methodology
- Consumer research questions
- Consumer research questions: crosstabs and curated questions
- Generations
- Abbreviations and terms
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