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QUEBEC CULTURE AWAITS

While cultural products are an undeniable driver of the economy, they also hold a special place within society by reinforcing our sense of belonging and promoting unity.

The pandemic had a tsunami-like effect: 36% of Canadian companies in the entertainment, arts, and leisure sectors have seen their revenue drop by half or more in 2020—the worst result out of all economic sectors. And the aftereffects continue to be felt, with 41% of people working in performing arts considering a career change.

But the crisis also promoted innovation. Initiatives have proliferated, such as virtual visits to Quebec’s major museums, the live viewing of animals at Granby Zoo, and augmented reality and interactive quizzes from the Biodôme. Online art projects have also exploded: 82% of organizations in this sector have explored digital opportunities. It’s likely that in the future, entertainment will come in a hybrid form, shifting between physical and virtual attractions.

ENCOURAGE LOCAL ARTISTS, AND THEY’LL RETURN THE FAVOUR

The government has rushed to the aid of the cultural sector, with $214M allocated by 2026 to help its relaunch. But money won’t solve every problem: 35%of Quebecers are not attending any events, specifically due to lack of interest. How unfortunate that they’re depriving themselves, especially given that the cultural scene helps improve physical and mental health! So no more excuses! Mark your calendars: Summer is here and already proving to be festive with the return of Quebec’s most iconic events!

ALL INDICATORS GO GREEN

The summits of the Himalayas visible from major Indian cities, dolphins swimming in the Cagliari cruise port in Venice . . . Against expectations, the pandemic came like a breath of fresh air all around the world.

In Quebec, successive lockdowns have given a lot of people time to think. Marketers be warned: a new type of Quebecer is emerging from the pandemic, one who is interested in consumption that is sensible and engaged with social issues. Many environmentally focused purchase behaviours have increased in the province, including the purchase of seasonal products (41% of Quebecers), local and organic products (41%), bulk items (18%), etc.

This renewed intellectual attitude should now be something to consider for your brands, which must reflect this evolution in order to resonate with consumers.

NOT SO FAST!

Now that things are getting back to normal, there’s a general desire to take advantage of life’s little pleasures, make up for lost time . . . and consume! Thus, as socializing venues reopen their doors, over 50% of Canadians intend to refresh their wardrobe and 25% of 18- to 34-year-olds intend to exclusively wear new clothes. Many are comparing the post-pandemic era to a return, 100 years later, to the roaring twenties!

The roaring twenties with an ecological bend? To be continued!

HEADING TOWARDS ECO-FRIENDLY COMMUNICATION

The advertising industry is increasingly serving eco-friendly brands, but what about its own carbon footprint?

Reducing our environmental footprint is an absolute necessity. By 2030, Quebec plans to have reduced its emissions by 38% of the 1990 levels in order to achieve carbon neutrality by 2050. To reach these objectives, all industries need to do their part. While the advertising and media sector isn’t the biggest polluter, this doesn’t mean it has no responsibility towards limiting its environmental impact.

Initial reflections have begun turning into concrete gestures that are only likely to snowball going forward. European media groups have integrated the idea of reducing their negative externalities into their processes. These initiatives, put end to end, are likely to lead to a complete overhaul. Everything goes, from reducing waste when producing ads, tracking energy consumption for digital campaigns and the compensation mechanism, and recycling display posters, as well as the selection of local sites for filming instead of travelling to the other end of the world.

In Quebec, the audio-visual sector reopened in the spring of 2021 with the launch of the On tourne vert initiative. Supported by Quebecor, the project aims to support a green transition on a number of sound stages.

MAGAZINES ARE BUCKING THE TREND

While screen time is exploding and web users are collapsing under the sheer weight of all the free content available, subscription print magazines are not just defying the trend, they are even seeing a rise in new publications.

INDULGENCE THROUGH EXCELLENCE

Given the increasingly hectic nature of daily living, magazines have taken on a new dimension. More than ever before, setting aside time to read is a form of self-care. Studies show that reading material printed on paper, which is a slower and more deliberate activity, enables improved retention of the subject matter.

Plus, the experience of manipulating the paper helps establish connections between the content and more abstract ideas. This is an experience that is the antithesis of browsing online, where content is made for those with a short attention span.

THE RISE OF NICHE PUBLICATIONS

Publications offering more in-depth content, targeting fewer readers that are more loyal, are coming to the fore. Branded magazines that culture a sense of belonging and community are also gaining in popularity. Even digital giants like Airbnb, Uber, and Netflix have launched print publications in recent years!

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