A survey of Canadian workers shows that companies are failing to provide wellbeing support for employees and are facing a resignation crisis. Recognising the increasing centrality of wellbeing in people’s lives has become a prerequisite in attracting and retaining a motivated workforce.

Wary of performative gestures of solidarity and care, Canadian consumers have become less trusting of big brands during the pandemic. People are paying extra attention to company ethics, and they’re less forgiving when brands don’t stay true to their promises in the long-term.

As the pandemic pushed people to get comfortable with the virtual world, AthletaWell is capitalising on the digital boom to court interest online. The brand’s platform helps users to stay well in every way, whether that’s by offering fitness classes or mental health check-ins.

Propelled by social and environmental justice movements, there are rising expectations amongst consumers for emphasis on local-first mindsets and sustainable practices. As people’s perceptions on social responsibility evolve, they’re advocating for companies to find next-level altruism. Brands are responding with inventive and localised partnerships and initiatives designed to help build positive relationships with local communities.