August 2023 @COMMBCA Insights Report

Adrian J Cotterill, Editor-in-Chief

COMMB’s most recent Insights Report delves into the current focal points and significant subjects of the summer, casting light on their influence on audience dynamics and behaviours. We analyze the resurgence of resto-bars with additional focus on patio popularity and delivery demand, as well as Canadians’ steady preferences for in-person shopping at brick & mortar stores.

The Audience Spotlight segment is where they provide the latest information on key audiences receptive to out-of-home advertising. In this edition, they explore the perceptions and preferences of the 2SLGTBQIA+ community – who they are, what they value, and how marketers can avoid “rainbow-washing” in favour of effective allyship and inclusivity.

Insight Highlights:

  • In the first quarter of 2023, restaurant visits increased by 11% and spending rose by 18% compared to the same quarter the previous year.
  • Brick & mortar store vacancy rates are declining, with average vacancy rates steadily declining from 10.3% in Q1 2021 to 8.4% by Q2 2022.
  • 73% of Canadians enjoy shopping in-store and missed it during COVID-19 lockdowns.
  • 70% of Gen Z consumers are more likely to trust brands that show diversity in their ads.
  • Canadian LGBTQ2+ travellers spend $12 billion per year on travel, with an average trip expenditure that has increased by 54% in the past 10 years.

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