Zoomers -- Canada's most powerful audience -- are used to not seeing themselves reflected in today's advertising. Although they control 60% of consumer spending, they receive less than 10% of targeted ad spend. Where they are portrayed in the messaging, it's often with images that reflect the old ...

Watch an unusually candid round table discussion about why advertisers are still have problems connecting with the Zoomer population. The topic was featured recently on The Zoomer, so it got a national TV audience. Zoomer U's David Cravit was on the panel, joined by industry experts who included ...

In a lively debate on Steve Paikin's "The Agenda" on TVO, ZoomerU Vice President David Cravit defended Boomers from the negativity of the "OK, Boomer" meme. He argued that, in one sense, the catchphrase is just the latest manifestation of the age-old pattern of younger generations mocking the older ...

"OK, Boomer" has become a thing. A bittersweet, ironic eyeroll from the Millennials, intended to be a put-down of the Boomer generation. It created a flurry of social media comment, and the usual charges and countercharges. And (surprise, surprise) even an apology.  The AARP's  Editorial ...

The majority of media coverage on Canada’s legalization of adult use cannabis has been on the business side. First, years of speculation – and predictions – on if and when cannabis would be legalized, what the regulations would be, what it would mean from a business and financial ...

  In July, Canadian car manufacturers racked up their 17th consecutive month of... Declines. Total light vehicle sales (passenger cars plus light trucks) were down 1.0% from July, 2018, while year-to-date was down 4.8%. If you look only at passenger cars, sales were down 16.8% for ...

It's routine these days to see alarmist headlines in the trade media for marketing, advertising, and the food and beverage industries: Millennials are killing sales. They're not drinking / sampling / shopping / eating / fill-in-your-verb-of-choice at the same rate their parents did. So marketers ...

The evidence is overwhelming – Zoomers (age 45-plus) are Canada’s most powerful audience. Here's our second list of 15 categories where there are at least 2 million Zoomers you may not be reaching. The numbers are updated to reflect Vividata Spring 2019.  5,876,000 Zoomers personally ...