by Tara Ford | Jun 10, 2025 | Advertising, Business Success, Marketing
Many gamers across the land celebrated last week when the Nintendo Switch 2 launched on June 5th. This marked an exciting milestone in the gaming world. From a marketing perspective, it’s important to understand the demographic of these gamers and the potential of advertising in their universe.
If you’re still picturing gamers as teenagers holed up in their parents’ basements, it’s time for a hard reset. These days, gamers are everywhere, and they’re not just playing, they’re paying attention. This has led popular gaming platforms like Sony’s PlayStation, Microsoft’s Xbox and Nintendo’s Switch 2 to showcasing fully immersive worlds where brands can play too. For example, big brands such as Nike, Ford and Monster Energy appear prominently in popular video games.
Microsoft is also levelling up by actively exploring a more non-intrusive advertising style by integrating in-game branded billboards and items that naturally blend into game environments. Additionally, they are testing ad-supported cloud gaming where players watch short ads to gain free access. Sony prefers to limit advertising to the PlayStation Store and dashboard, avoiding in-game ads. Nintendo however, maintains the nostalgic ad-free experience, rarely allowing product placement or traditional advertising.
Together, these platforms house around 350 million active users globally, contributing to a worldwide gaming audience of over 3 billion players. And guess who’s driving this growth? Millennials and Gen Z, those elusive, ad-resistant audiences who also happen to be aged 11 to 42.
So, should gaming be on your media plan? The answer is heck yes, and here’s why:
- Epic-Scale Engagement
Gamers spend hours immersed in digital worlds, making gaming one of the most engaging entertainment mediums today. This deep engagement results in stronger brand recall and emotional connections compared to more passive media like television.
- Total Recall Mode: Brand Edition
Product placements and branded content positioned strategically into gameplay can increase brand recall by up to 25%. This is especially true when brands become part of the game’s environment.
- Glitch the System: Get Where Others Can’t
Gaming reaches a sought-after demographic of younger, tech-savvy consumers – especially Gen Z and Millennials. This is a key venue as this demographic is often resistant to traditional ads. That said, the gaming audience is broadening: 25-30% of gamers are now aged 50 and older, reflecting its expanding appeal.
- Power-Up Your Creativity
Games offer interactive storytelling, allowing brands to become part of the narrative. This creates memorable, positive brand experiences that far surpass the more traditional static advertisement.
- Multiplayer Mode: All Systems Go
Gaming today is deeply connected with streaming platforms like Twitch, YouTube, social media and highly popular e-sports. A single branded activation can amplify across multiple channels, dramatically increasing reach without extra costs.
- Precision Mode: Target Locked
Platforms like PlayStation Network, Steam and other mobile platforms, give marketers smart data to target the right players and track whats working in real time.
✅ Game On
Gaming checks all the boxes traditional marketing often misses. It’s interactive, immersive, and hits your audience where they’re most engaged with controllers in hand and attention fully locked in. If you’re looking for a fresh way to connect with Millennials, Gen Z, and beyond, gaming isn’t just a new approach it’s a great way for brands to level up.
by Miriam Hara | Mar 28, 2025 | Business Success, Marketing
Canada Local, buying into it is trending, imagine that! That’s one silver lining in all this chaos and craziness with our southern neighbour. Canadians are finally waking up to the power of buying Canadian. We’ve always had the resources, the talent, and the ingenuity to thrive. But for too long, “buying Canadian” has been more of an afterthought than a movement. That changes now. Because when global forces shake us, we don’t crumble, we double down.
Buy Canada Local: Understanding the various Maple Leaf Labels
In the frenzy of supporting the Canadian economy and Canadian businesses, let’s get clear on what’s actually made in Canada. Those tiny labels on the packaging? They matter. Here’s what they really mean:
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“Product of Canada”: Think more than Maple Syrup Ontario or BC Wines. Any home grown local business falls into this category, artisans, entrepreneurs and that are regionally, provincially or nationally minded, in both in packaged goods and business to business. You can’t get more Canadian than this. This means 98% or more of the product’s total direct costs, including ingredients and processing, originate from Canada. If you want to truly support Canadian farmers, manufacturers, and suppliers, this is the label to look for.
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“Made in Canada”: A little looser. The product was manufactured or processed here, but the ingredients? They could be from anywhere. However, at least 51% of the total direct costs must be Canadian. A step in the right direction, but not quite homegrown.
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“Prepared in Canada”: The most flexible of the claims. The product was assembled or cooked in Canada, but most of its components were sourced globally, including the USA. But it also means that being prepared here… provides and optimizes Canadian jobs.
Bottom line? If you want your dollars to matter and fuel Canadian businesses, “Product of Canada” is your best bet.
The Brain Power Behind the Maple Leaf
Canada can take a page of the hundreds of individual self help and validation books! As a country we really don’t value what we are all about, looking always for validation externally. Our humble-nous has been so ingrained we’ve lost the ability to recognize our true strength and value.
The real problem? We haven’t fully embraced ourselves yet. And that’s where the real identity crisis begins.
We are the first to acknowledge our worth in terms of raw materials and of course, natural beauty. But Canada is a powerhouse of innovation, creativity, and entrepreneurial grit.
Think Shopify, a homegrown e-commerce titan that’s revolutionizing online retail. Or DeepMind, the AI powerhouse with Canadian researchers driving global advancements. Even Cirque du Soleil, an international entertainment phenomenon, was born out of Canadian creativity.
It goes without saying our sense of humour is second to none, having provided millions of people with the best laughs with the most awesome comedians.
From AI and biotech to sustainable manufacturing and entertainment, we have been at the forefront of some of the most groundbreaking industries in the world. But unlike other nations that shout about their accomplishments, Canada tends to shrug it off and blush.
It’s time to change that.
When Buy Canada Local… Really isn’t
Think about it. Some of our most iconic brands we’ve all grew up with, aren’t actually Canadian-owned anymore.
Hudson’s Bay Company: A Historical Past owned by the USA
Founded in 1670, Hudson’s Bay Company (HBC) is North America’s oldest company. It practically wrote the book on Canadian commerce. But in 2006, American businessman Jerry Zucker acquired HBC for $1.1 billion. Two years later, NRDC Equity Partners, another American firm, took over. It may still feels Canadian. But its ownership says otherwise.
Tim Hortons: More American Than You Think
Tim Hortons—the brand that fuels our hockey rinks and morning commutes hasn’t been fully Canadian for years. In 2014, it merged with Burger King under Restaurant Brands International (RBI), a Canadian-American multinational. Yes, RBI is headquartered in Toronto, but its corporate roots run deep into American soil.
So, next time you grab that double-double, know that while the nostalgia is ours, the ownership isn’t.
Buy Canada Local Your Purchase Statement
Every dollar spent on Canadian products is a direct investment in our economy. It creates jobs. It sustains industries. It ensures that the families who grow, manufacture, and innovate here continue to thrive. And in a time when economic uncertainty looms large, that kind of impact matters.
This isn’t about waving flags or blind patriotism. It’s about making choices that keep our economy strong, our communities thriving, and our identity intact.
The Silver Lining
Trump’s tariffs may have set off alarm bells, but they also sparked something else: realization. We don’t need to rely so heavily on imports. We don’t need to play by the rules of an unpredictable trade partner.
What we do need? To recognize that Canada has its own rhythm, its own strength, its own identity. We’re not just an add-on in the global economy. We’re a force.
So, Elbows Up. Choose Canadian. We all have a part in making this time a turning point in Canada’s history.
by Miriam Hara | Jan 14, 2025 | Branding, Marketing
Millennials: All Grown Up.
While Millennials (ages 27–43) may have less wealth than previous generations (Baby boomers and Gex X), their purchasing power is strategic, values-driven, and intentional. There’s much ado about Gen Z , and in fact that generation may be grabbing the lion’s share of recent headlines, however, Millennials continue to hold the real and relevant power.
Authenticity Wins. Every Time.
Winning over Millennials isn’t about flashy campaigns or surface-level appeals. For brands to earn their following (pun intended) it’s about showing up with purpose, building trust, and proving that your brand isn’t just selling something—it’s standing for something.
For Millennials, every purchase is a statement. Every brand choice is a reflection of who they are.
The Financial Reality: Value Over Volume
Millennials have entered adulthood burdened by student loans, housing crises, and rising inflation. Despite these many hurdles, they continue to be discerning consumers. They don’t just spend—they invest. Whether it’s a well-made appliance, a sustainable brand, or a memory-laden experience, Millennials seek purchases that promise long-term value.
Private-label brands have earned their loyalty not just by being affordable, but by being good. But that doesn’t mean that Millennials won’t spend on premium products— they will, as long as they can justify the cost.
Health and Wellbeing: A Lifestyle, Not a Luxury
It started with Gen X, but Millennials took health and wellbeing to the next level. Physical fitness, mental well-being, and emotional balance are non-negotiables. In fact, it’s part of their lifestyle. Mental health takes centre stage, as can be seen by the adoption of therapy apps and mindfulness tools available. Brands and business that offer genuine, holistic health solutions stand to win.
Ethics Over Everything: The Loyalty Factor
Millennials don’t just buy products; they buy into brands. Transparency, fair labor practices, and sustainability aren’t perks—they’re the price of entry for any brand that wants to have an impact with this generation.
Representation matters. We’ve seen the shift for ourselves. Advertising needs to reflect the world Millennials live in—diverse, inclusive, and real. Campaigns that merely tick boxes fail to make an impact, with no true follow up won’t cut it. Only brands that are rooted genuine storytelling build loyalty that lasts.
Technology: The Trust Currency
For Millennials, technology is oxygen. They embrace tools that streamline their lives. But convenience alone won’t win them over—trust is the true currency. A glitchy app, a complex return policy, or a slow customer service response aren’t tolerated. Any one of these, and the technology is toast.
Experiential: Redefining Luxury
Not big on designer bags or shiny watches; what’s really in is an experience. A sunset dinner, a perfectly planned vacation, or a once-in-a-lifetime adventure—these are the new status symbols. However, Millennials are still practical. Convenience, seamless booking systems, and stress-free planning tools turn travel into something worth splurging on.
The Real Question
Millennials have always been the butt of jokes about avocado toast and digital dependency. But they are so much more. You’ll find this generation quietly rewriting the rules of value, loyalty, and influence. Millennials aren’t just consumers—they’re cultural architects.
The question isn’t whether Millennials are still relevant. The question is: Are brands paying attention?
by Miriam Hara | Oct 15, 2024 | Branding, Business Success, Marketing
Is brand potential an elusive goal?
How do you know, as a marketer, if the brand you’ve been entrusted with has truly achieved its full potential? It goes beyond just success or meeting KPIs like market share, sales growth, or market penetration.
It’s natural that we are up close and personal with the brand
If you’re a solid brand manager, you likely know your brand inside and out. It almost becomes an extension of who you are! On the flip side, maybe you’re too close to see the bigger picture. The goals and objectives you’ve set may not actually be at the pinnacle of what’s possible. In other words, maybe your brand has yet to achieve its true potential, and there’s still more to reach.
As marketers, we celebrate milestones—like incremental increases in market share (yes!) or stronger market penetration, because they translate into healthy, profitable outcomes. But what if, instead of celebrating, we should be reflecting on what the brand hasn’t achieved?
Is your brand leaving its true brand potential on the table. This is really the true definition of missed opportunity.
Pushing the envelope
Even though you’ve experienced successful outcomes from your brand initiatives, maybe there’s still more on the table. Maybe your brand hasn’t fully reached what it could, even if what you’ve accomplished is already impressive.
So how do you know when your brand has truly reached its full potential? What measures can you put in place to ensure you’re pushing the limits and maximizing every opportunity? Here are a few takeaways to keep in mind when your brand initiatives seem successful:
- Don’t rely on the past. The market is present. Every day brings change. Past accomplishments are best viewed in a rear view mirror. Look to the future and always reassess.
- Stay uncomfortable. If you’re comfortable with your brand’s growth, it’s time to disrupt that. Challenge what you believe is possible. Unlocking a brand’s potential means never coasting.
- Playing it safe is risky. Dare to create strategies that shake up the norm. Be unpredictable. Just because something hasn’t been done before, doesn’t mean it’s wrong. And if it has been done, maybe now is the right time to make it right! Make sure your initiatives grab attention, make noise and stand out.
- Be ambitious for your brand. Reach and strive to attain the outer limits of what’s considered an acceptable objective. No ambitious goals…means you are being complacent. And that is never good for a brand or for business.
- Use the 3-year-old conversation approach: Always ask questions. Continually assess. If campaigns or initiatives were successful, ask why?
Remember, success doesn’t always mean you’ve reached maximum achievement or full brand potential. Striving for more is how you unlock a greater brand potential!
by Miriam Hara | Feb 7, 2024 | Agency, Branding, Marketing, Social Media
Generation Alpha: Are you Ready?
It’s hard to believe that 2024 is upon us. And guess what? We’re on the cusp of something new – the rise of Generation Alpha. This generation defined by those born as of 2010 to 2025 are gearing up to become the biggest generation ever, even bigger than Gen Z. So, what should we as marketers and businesses get ready for as they grow up?
Generation Alpha: Pleased to Meet You!
The birth of Generation Alpha was the year 2010 –the same year the iPad hit the scene, marking their deep connection to technology from day one. Unlike us, who had to catch up with technology as it evolved, Alphas have grown up with it as part of their everyday lives.
Cradle Techies
One sure thing that sets Generation Alpha apart is their natural knack for technology. Touchscreens, voice-activated gadgets, and lightning-fast internet have always been their companions. Growing up in the digital era has made them super tech-savvy and quick to adapt to the ever-changing tech landscape. Baby Boomers and Gen X passive babysitters was the TV. Then for Gen Z, the era of Google came to be. For Generation Alpha…it’s the iPad and now AI! Gen Alpha will be the first to experience a future intertwined with Artificial Intelligence at an early age. AI will assist them with everyday tasks, and asks, providing the information they are searching for tailored to their interests wants and needs.
Inclusivity and Diversity
Following the footsteps of Gen Z, Generation Alpha celebrates diversity and inclusivity to the next level. Their world is more connected and more inclusive, having grown up in an environment that values diversity in all its forms. This has made Alphas open-minded, accepting, and inclusive, and it’s a real call for businesses to change the way they operate and for brands to communicate.
Learning, Creating – Virtually
Generation Alpha has a world of information and educational resources at their fingertips, thanks to the internet and google and AI. AI will reshape the way Gen Alpha learns. By the same token, Generation Alpha is changing the social scene. They aren’t passive users of social media; they’re creators and learners. Platforms like TikTok have turned into their virtual classrooms. They soak up information through short videos, tutorials, and creative content. Businesses tapping into these platforms even more so than they currently are for marketing and education will have a real edge in engaging with this generation. Businesses should gear up for a workforce that values lifelong learning and seeks careers that make a difference.
Social media has become a way for Alphas to express themselves and get inspired. It’s not just to be passive and observers. They are interested in making their mark. They’re more likely to trust recommendations from social media influencers than traditional ads. Again, that isn’t new. As marketers we’ve already embraced social influences, however businesses and brands need to integrate and collaborate with influencers authentically… and transparently. This is a must to connect effectively with this generation.
Self Expression. Self Made.
The ease of which they converse and engage digitally via video on social has had them grow up in an age of startups and digital innovation. The Alphas are more likely to embrace entrepreneurship and think outside the box to solve problems than any other generation before them. Nurturing this entrepreneurial spirit, encouraging innovation and offering opportunities for self growth within organizations will be a necessity for business to attract talent.
A Call To Businesses
Businesses need to forge ahead, and that means adapting to a workforce that values flexibility, digital fluency, and diversity. Companies that invest in technology and prioritize diversity and inclusion will be magnets for the best and brightest from this generation.
And let’s not forget about the social and environmentally consciousness that is innate to Alphas. They not only expect but will demand companies not only to provide top-notch products and services but also to have a positive impact on the world. That goes for brands too. Businesses and brands with a commitment to sustainability and social responsibility will win big with the Alphas
A Brave New World
The rise of Generation Alpha will ignite change. This tech-savvy, diverse, and entrepreneurial generation is geared to reshape how we do business and socialize. By embracing their unique qualities and getting ready for their entry into the workforce, companies can thrive in the age of Generation Alpha.
As the biggest generation ever steps into adulthood, our future in business and social interactions will be shaped by their values, dreams, and expectations. So, get ready – we are – because the Alphas are coming, and they’re about to shake things up!
