In an era saturated with digital noise, the voice of the consumer has never been more powerful. But when it comes to Gen Z, that traditional advertising funnel is becoming obsolete. Gen Z’s trends, preferences, and buying choices are heavily swayed by voices they trust in the digital space – over 50% of Gen Z are more likely to buy something an influencer recommends. But this generation is also incredibly savvy and skeptical, hence them being dubbed the “de-influenced” generation. They’ve grown up with a constant barrage of information and ads, leading to a refined ability to detect insincerity. In fact, 46% of Gen Z won’t even buy from a brand if they can’t find independent information about it. This skepticism, combined with the sheer volume of content Gen Z consumes daily, makes it increasingly difficult – but not impossible – for brands to break through the clutter and forge genuine connections.   

Word-of-Mouth in the Digital Age 

While some say that word-of-mouth marketing is dead with Gen Z, that’s not really the case. In a digital age, word-of-mouth marketing has just taken on a whole new meaning. It’s no longer just about water cooler gossip; it’s a dynamic ecosystem of online reviews, social sharing, and buzzworthy experiences. Online reviews are a cornerstone in Gen Z’s decision making process, with volume and recency being the top considerations. Considering the impact Letterboxd – a movie review sharing app – has had on how Gen Z watches movies, it is evident the importance and trust Gen Z puts on fellow consumers. And while TikTok and Instagram remain the top platforms for this demographic, 75% of Gen Z find Reddit to be the third-most trusted online platform they use.  

In the same realm as online reviews, User-Generated Content (UGC) holds significant value with Gen Z for its perceived authenticity and unbiased nature. Marketers can effectively leverage UGC by:

• Encouraging Reviews and Testimonials: Actively solicit online reviews and testimonials from satisfied customers.
• Running UGC Campaigns: Create campaigns that encourage customers to share their experiences with the brand through photos, videos, and stories.
• Showcasing UGC: Feature user-generated content prominently on the brand’s website, social media channels, and in marketing materials.
• Fostering Community Interaction: Create online forums or social media groups where users can share their experiences and connect with each other.
• Recognizing and Rewarding Creators: Acknowledge and reward users who create compelling content about the brand.

Influencer Marketing, Done Right 

Gen Z has flipped traditional marketing influence on its head. Raised in a world of information overload, they are exceptionally skilled at tuning out noise and calling out anything that feels inauthentic. Decoding what influences them requires redefining the entire influencer playbook. Gen Z doesn’t respond to traditional advertising, in fact 92% of Gen Z respond to micro or nano influencers instead of celebrity endorsements. Instead, they seek out influencers and content creators they perceive as relatable and genuine users and fans of the brands they promote. Their skepticism of brand and advertising clutter gives rise to a desire for community and two-communication. And this is evident in the sharp rise in popularity of platforms like Discord, Substack and Patreon, that allow creators to build a community where their audience can feel seen and heard. And authenticity – a genuine desire to connect with people – is the driving force. 

What Really Influences Gen Z Today?

For Gen Z, influence isn’t about follower counts. It’s about cultural credibility. They look to people who share their values, interests, and identities – and who engage with the world in ways that feel human, nuanced, and real. That’s why creator marketing strategies need to go beyond aesthetics or vibe alignment. Brands must actively seek creators who:

• Build trust over time with their audience through consistency, not just virality
• Are grounded in a niche or community that aligns with the brand’s values
• Share content that feels like a two-way conversation rather than a broadcast

This shift has elevated micro and mid-tier creators to the top of strategic consideration, not just because they feel ‘authentic,’ but because their influence is more concentrated, community-based, and resilient.

Modern Influence Is Community-Led and Performance-Measured

What defines modern influence for Gen Z is a combination of cultural relevance and accountability. Community-led storytelling drives deeper engagement, but brands also need tools to ensure these stories translate into action. That’s why Citizen developed performance-driven frameworks like our proprietary Performfluence model – to ensure that influencer campaigns aren’t just trendy, but measurable and effective in driving real connections. It allows brands to:

• Use search-informed insights to guide creator selection and topic direction
• Combine organic and paid strategies for optimized reach and impact
• Integrate real-time performance tracking to adapt content while in market
• Align campaigns to full-funnel goals like traffic, sign-ups, or conversions

Rather than seeing influencer and performance marketing as separate efforts, effectively connecting with Gen Z demands a new model that merges both. 

How Brands Can Regain Influence in the Post-Trust Era

To win with Gen Z, brands must approach influencer marketing like a long-term relationship, not a short-term campaign. That means:

• Investing in Always-On Creator Strategies: The era of one-off influencer posts is over. Gen Z expects consistency and continuity from the brands they follow.
• Designing for Discovery: Influencer content needs to be search-optimized and aligned with intent. What is Gen Z typing into TikTok or Google? Your content should answer it.
• Giving Creators Creative Control: Gen Z responds to content that feels personal, unscripted, and real. The more control you give creators, the more believable the brand becomes.
• Building Feedback Loops: Measure what works and keep refining. Use insights to adjust content angles, formats, and distribution strategies.

Bottom line: Embrace the Conversational Power

Gen Z isn’t rejecting influence. They’re just demanding that it be smarter, more accountable, and deeply aligned with who they are. The landscape has shifted from a one-way broadcast to a multi-faceted conversation. Moving from ‘broadcast’ to conversation is not just a marketing tactic; it’s about building genuine relationships and earning the organic, measurable endorsements that truly resonate with the generation of consumers with growing importance. This is how we influence the de-influenced.

The post The Gen Z Collective: Influencing the “De-Influenced” Generation appeared first on Citizen Relations.

The award show has long celebrated the best in strategic planning and creativity, applauding those campaigns that cut through the clutter and deliver measurable impact. This year, four Citizen campaigns were shortlisted across four categories, with the agency’s Chill Train campaign for Molson Coors Beverage Company and Gallery of Memories campaign for Egale winning awards. 

The campaigns won for:

• Best Guerilla Marketing – Chill Train (Molson)
• Best Marketing to Seniors – Gallery of Memories (Egale)

Citizen was also shortlisted for: 

• Best Word-of-Mouth Marketing – Fix Tixflation (Molson)
• Best Marketing to Youth – Undone (TurboTax)

Earlier this year, Citizen kicked off the 2025 award season with three wins and a #3 Best In Show spot, for our Undone campaign, at PRovoke’s Innovation SABRE Awards, which recognize the innovative work coming out of the PR industry. In 2024, the agency took home 9 wins at the Innovation SABRE Awards, 2 wins at the North American SABRE Awards, along with the top spot for the Platinum SABRE Award, for their Asshole Activists campaign, and a second consecutive Creative Professional of the Year win for Chief Creative Office, Josh Budd. And in 2023, Citizen won Consumer PR Agency of the Year title, along with three campaign awards at the show. 

Most recently, Citizen’s Chill Train campaign has received hardware at the Canadian Event Awards and their Fix Tixflation campaign won a Bronze at the prestigious CLIO Awards. The agency has also been shortlisted for Campaign Canada’s inaugural Agency of the Year awards and announced new business wins with Jack Link’s Canada, Nature’s Path North America and Nespresso Canada. This comes off the back of a stellar 2024, where the agency won Campaign’s Global PR Agency of Year – Bronze & Strategy’s PR Agency of the Year – Silver.

The post Citizen Scores Two Awards At The North American SABRE Awards appeared first on Citizen Relations.

The Canadian Event Awards, presented by the Canadian Special Events magazine, shine a spotlight on the very best in events and hospitality. An annual winner, this year Citizen secured top honours for their groundbreaking Chill Train campaign for the Molson Coors Beverage Company.

The integrated campaign was awarded for:

• Best Public Experiential Marketing Event
• Outstanding Logistical Achievement

These wins underscore the innovative thinking and meticulous planning that brought the unforgettable Chill Train experience to life across Canada. The campaign, which saw the unexpected arrival of a “frozen” train delivering game day essentials and Coors Light merchandise at the Big Game that captured the nation’s attention and delivered impressive results for the client.

“Winning at the Canadian Event Awards is always an honour,” says Jenn Ramsay, SVP, Experiential at Citizen Relations. “It takes a collaborative team – and a lot of resourcefulness – but this campaign is a true embodiment of our commitment to architecting unique, impactful and culturally relevant experiences.” 

This year, the agency was shortlisted in 10 categories across four campaigns:

• Molson Coors – Chill Train x4
• Groupe Touchette – 2024 Innovation Summit x3
• Honda Dealers Association – Toronto Indy x2
• Shoppers Drug Mart – Top Picks Arcade x1

This year’s recognition adds to the recent momentum for the global agency, with shortlists for the Chill Train campaign at the Innovation Sabre Awards & North American Sabre Awards. Most recently, the agency was shortlisted for PR AOY at Campaign Canada’s inaugural Agency of the Year Awards and announced new business wins with Jack Link’s Canada, Nature’s Path North America and Nespresso Canada. This comes off the back of a stellar 2024, where the agency won Campaign’s Global PR Agency of Year – Bronze & Strategy’s PR Agency of the Year – Silver.

The post Citizen Takes Home Double Wins At The Canadian Event Awards appeared first on Citizen Relations.

“We were looking for a partner that understood what our brand needs and could deliver multi-faceted strategic marketing solutions,” said Sheila Solby, Marketing Director at Jack Link’s in Canada. “The Citizen team and their experts across experiential, digital and PR, came together as one and went beyond the ask – thinking of bold and disruptive ways to amplify our brand across channels and platforms.”  

With this partnership, the agency will use an integrated strategy to position Jack Link’s as the top choice of protein fuel for Canadians. The partnership’s experiential marketing activations will focus on product sampling and digital extensions to drive consumer action, bolstered by key influencer marketing support. The partnership has  kicked off with an exciting national consumer engagement campaign set for May, guerilla sampling for National Jerky Day in June and activations at Calgary Stampede in July. These programs are designed to help Canadians Feed their Wild Side, sparking adventure and bold flavour experiences across the country.

Jack Link’s is leveraging Citizen’s expertise in digital solutions to power the full consumer journey experience. Citizen Digital will lead the owned and operated strategy for Jack Link’s digital channels, including a 360 social media strategy and website support, with the primary objective of connecting brand awareness through performance. 

“Citizen Relations is thrilled to partner with Jack Link’s and ignite this iconic brand’s presence in the Canadian market,” said Jenn Ramsay, SVP, Experiential at Citizen Relations. “We believe in creating impactful experiences beyond the ordinary and we’ve already hit the ground running.”

Most recently, Citizen has been named the PR AOR for Nature’s Path North America and PR AOR for Nespresso Canada. The agency has also won several accolades in recent years, including Strategy’s PR Agency of the Year – Silver and Campaign’s Global PR Agency of Year – Bronze titles. 

The post Citizen Relations and Jack Link’s Forge Powerful New Partnership in Canada appeared first on Citizen Relations.

The economic shockwaves of the 2025 trade war are profoundly impacting Gen Z, a generation whose commitment to social responsibility now intersects with urgent financial realities. For brand leaders, understanding this shifting dynamic is no longer optional – it’s business critical. This article offers a deep dive into the specific ways the trade war is influencing Gen Z’s purchasing behavior, revealing essential insights and actionable strategies for brands seeking to maintain relevance and build loyalty in this evolving landscape.

The Impact of the 2025 Trade War on Gen Z

The 2025 trade war – marked by widespread tariffs, a fluctuating stock market and general economic uncertainty – introduces a new layer of complexity to Gen Z’s relationship with brands. Potential price increases due to tariffs will very well lead to a heightened focus on value-driven shopping. While sustainability remains a concern, Gen Z will likely curb their willingness to pay extra for eco-friendly products. A collective shared anxiety will delay purchase decisions, with short-term thinking taking precedence over long-term planning. 

Key implications of the trade war for Gen Z’s choices:

• Conflict Between Ethics and Affordability: The economic pressures of the trade war are forcing Gen Z consumers to make difficult choices, prioritizing affordability over ethically sourced products if they come at a higher cost. In the USA, Gen Z consumers are preparing to shift their consumer habits, such as seeking thrifting options for apparel. 
• Rise of Nationalistic Sentiments: In countries like Canada, the trade war has fueled “Buy Canadian” movements across the country. And while Gen Z finds buying Canadian important, they face considerable barriers. With a quarter of those aged 25-34 facing food insecurity already, Gen Z are most likely to prioritize affordability over locally sourced products, despite a desire to support the movement. In the US, it’s likely such a movement will gain fervor in the near future – albeit being driven by price versus patriotism.
• Leveraging Digital Platforms for Value and Information: The trade war is pushing Gen Z to delay their purchasing decisions, giving them more time to weigh the costs and benefits. And their first course of action is to spend more time inquiring about brands – their practices and their pricing – online. In fact, 46% of Gen Z’s won’t purchase from a brand if they don’t find independent information about it. 

Appealing to Gen Z in the Context of the Trade War

To effectively engage with Gen Z during this period, businesses and marketers need to pivot from their typical ‘marketing in a recession’ playbook. They’re skeptical about branded content and messaging, especially on social media where three quarters of Gen Z agree that the presence of too many ads has ruined their experience. Combine that with their use of humor and “meme culture” to deal with most situations, breaking through the clutter to appeal to them isn’t an easy feat. 

Brands, instead, need to shift their approach, speaking to Gen Z on their level – bluntly, with full transparency, and a bit of humor. 

• Emphasize Value and Affordability: Gen Z wants to be heard, more than anything. Show them you understand where they’re coming from with empathy and clearly communicate the value proposition you’re offering without compromising on ethics.  Explore opportunities to offer competitive pricing on socially responsible products. 
• Show Authentic Commitment to Their Values: Back up your claims with tangible actions and be transparent about your sourcing, production, and social impact initiatives. Since affordability is on their minds, give them the “why” behind your pricing. 
• Connect Transparently Online:Utilize social platforms to take them behind the scenes of the brand bringing them into your world and engaging in open dialogue. This level of trust and authenticity is what they are craving.  
• Partner with Authentic Influencers: Influencer marketing is even more crucial today than it was before but who you partner with is the real key. Gen Z wants to hear from real people they can relate to, not big brand spokespeople. Partnering with micro and nano influencers that have a platform built on trust with their audience will prove to be more effective than partnering with household names.
• Foster Community Building: Create opportunities for Gen Z consumers to connect with each other and your brand around shared social and ethical concerns. With their increased desire for IRL spaces and to find community, find ways to bring Gen Z consumers into your space to build a connection with them. 
• Be Transparent About Potential Price Increases: If tariffs lead to price changes, communicate these changes openly and explain the reasons behind them. Highlight any efforts being made to mitigate the impact on consumers. It’s early to tell the long term impact, but some campaigns highlighting local artisans have reached great affinity in the early stages. 

At this stage, the 2025 trade war has brought in economic complexities that are impacting Gen Z’s wallet. The changes in their decision-making behavior are out of necessity. There is an expectation that they will return to value-driven decisions once the economy starts to stabilize – but it’s anybody’s guess when that will happen. Staying informed on Gen Z’s evolving values and concerns, especially as it pertains to the trade war, is a way to stay on top of the trends and keep strategies appropriately updated. It’s worth continuing to prioritize authenticity, transparency, and a genuine commitment to social and environmental responsibility to continue to build brand loyalty. However, companies must be mindful of economic realities and nationalistic sentiments and balance their approach to effectively connect with Gen Z in this evolving landscape.

The post The Gen Z Collective: How the Trade War is Rewiring Purchasing Priorities appeared first on Citizen Relations.

This partnership brings together Nature’s Path’s purpose-driven brand with Citizen’s integrated communications expertise, including PR, Experiential and Creative & Strategy specialties. Citizen is ready to ignite brand awareness across North America, bringing to life the brand’s compelling message: “Nature makes it good, Nature’s Path makes it taste great.”

“This is a great example of testing a potential relationship with a project,” said Josh Budd, Citizen’s Chief Creative Officer. “Our 2024 work on the Canadian Summer Bummer campaign for Que Pasa built the bridge for where we are today as AOR across a delicious product portfolio. We’re ready to take that momentum and unleash the full potential of these amazing brands across North America.”

As the largest breakfast and snack food company in North America, Nature’s Path has led the organic foods industry for the past 40 years, with a commitment to “leaving the earth better than we found it”. In addition to Nature’s Path cereals and granolas, their brands include Que Pasa, Love Crunch, Anita’s Organic Mill, EnviroKidz and Love Child. 

Citizen will spearhead Nature’s Path’s masterbrand relaunch in the US, along with an activation event in May and always-on PR. This will include media relations, creative brand strategy, experiential marketing and influencer collaborations.

“We’ve experienced first hand the impact Citizen enabled through their fully integrated approach,” said Nature’s Path Director of Marketing Services, Sasha Bricel. “Our values and goals are aligned – to create something truly meaningful – and we’re excited to see how this partnership will grow and reach new heights.”

Most recently, Citizen was named the PR AOR for Nespresso Canada and won Global PR Agency of the Year – Bronze at Campaign’s AOY Awards in 2024. The agency has seen success with award-winning campaigns at the 2023 Cannes Lions and PRovoke Media’s 2025 Innovation SABRE North America Awards.

The post Citizen Named PR Agency of Record For Nature’s Path North America appeared first on Citizen Relations.

The New Definition of Value

The numbers tell a compelling story. From 2022 to 2024, conversations about fast food’s emotional benefits have more than doubled, jumping from 15.1% to 35.4% of online discussions. This isn’t just a statistical blip – it represents a fundamental change in how consumers view quick-service dining. In an age where traditional fast food is increasingly seen as an “occasional luxury” due to rising prices, consumers are finding new reasons to justify their visits: emotional fulfillment.

The Rise of “Consumptive Self-Care”

What’s particularly intriguing is how this trend manifests in brand perception. McDonald’s has emerged as the leader in what might be termed “consumptive self-care,” with mentions of “McDonald’s therapy” showing remarkable growth. While competitors like Taco Bell have also seen increases in emotional comfort-related mentions, McDonald’s clear lead in this space suggests they’ve tapped into something profound in the consumer psyche.

However, there’s still significant room for growth in this space. Over a quarter (26.7%) of discussions about fast food as emotional comfort don’t mention specific brands – representing a substantial opportunity for QSR marketers to capture market share in this emerging category.

Generation Z: Leading the Emotional Consumption Revolution

The driving force behind this trend? Generation Z. Younger Consumers dominate both the volume and engagement in discussions about fast food as emotional support. This shouldn’t come as a surprise. In an environment marked by economic uncertainty and diminishing opportunities, younger Americans are seeking accessible forms of comfort and self-care. Fast food represents a small but meaningful escape – a moment of indulgence that remains within reach. Brands that recognize this profound connection between consumption and emotional fulfillment can rise above the “value wars” and engage the market in ways that go beyond cost or value-based value propositions.

The Deeper Impact

While surface-level associations between fast food and feeling “better” or “happier” are common, the data reveals a more complex picture. A significant portion of consumers now explicitly discuss using fast food to cope with stress, anxiety, and daily pressures. Though these conversations represent just 17.7% of the total discussion, they generate 30.2% of user engagement – suggesting this emotional connection resonates deeply with audiences.

A Missed Media Opportunity

Perhaps most striking is the disconnect between consumer sentiment and media coverage. While hundreds of thousands of social media posts discuss fast food’s emotional benefits, only 167 US articles in 2024 have addressed this trend. This gap represents both a challenge and an opportunity for QSR brands looking to differentiate themselves.

Strategic Implications for QSR Leaders

For leaders in the QSR space, these insights suggest several strategic opportunities:

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1. The traditional “value proposition” needs rethinking. While price remains important, emotional value is becoming equally crucial, especially for younger consumers.
2. Brand messaging can expand beyond functional benefits to embrace emotional comfort and self-care, particularly when targeting Gen Z audiences.
3. There’s significant untapped potential in explicitly positioning QSR offerings as accessible forms of emotional wellness and self-care.

Looking Ahead

As we move forward, successful QSR brands will be those that recognize they’re selling more than just food – they’re providing moments of emotional respite in an increasingly challenging world. This is particularly true for younger consumers who view fast food as an accessible form of self-care in a world where traditional luxuries feel increasingly out of reach.

The opportunity is clear: QSR brands that can authentically connect with this emotional need while maintaining their value proposition will find themselves well-positioned to capture market share in this evolving landscape. The key lies not in choosing between value and emotional benefits, but in artfully combining both to create compelling offerings that resonate with today’s consumers.

If you’re eager to explore how to tap into the emotional needs of your consumers and build a stronger, more meaningful connection with your audience, we’re here to help.

Get in touch

The post Beyond Value Meals: The Rising Phenomenon of Fast Food as Emotional Comfort appeared first on Citizen Relations.

From a marketing and PR perspective, this is a chance to rewrite the story, turning adversity into a powerful testament to Canadian excellence. I wanted to share some obvious and less obvious approaches on how to reinforce existing strengths and cultivate new avenues for growth at home and in other international markets.

Marketing & PR Strategies: A Multi-Pronged Approach

1. “Made in Canada” – A Badge of Honour, Not Just a Label

• The Obvious: Highlight the “Made in Canada” label as a symbol of superior quality, craftsmanship, and ethical sourcing. It’s also what ALL Canadians are seeking out and mobilizing around. In international markets (beyond US), the country brand still garners respect, you’ll need to emphasize the rigorous standards and commitment to excellence that distinguishes Canadian products.
• The Less Obvious: Craft compelling stories behind your products. Showcase the local artisans, craftspeople, and innovators who bring your offerings to life. Connect with consumers emotionally by emphasizing the passion, dedication, and communities that define your brand. There are a number of ways to amplify these stories with search-infused content for varying channels.

2. Value Beyond Price: Building Brand Affinity

• The Obvious: Focus on the unique features and benefits of your products that justify a premium price point (if you have one). Emphasize quality, durability, and long-term value.
• The Less Obvious: Tap into consumer values. Highlight sustainable practices, ethical sourcing, and social responsibility initiatives – and particularly the direct contribution to Canadian jobs and economy. Position your brand as a champion of positive change. Create content that educates consumers about the value proposition beyond just price. Consider cause-related marketing campaigns that resonate with your target audience and give your customers more reasons to buy your product besides being Canadian.

3. Diversification: Telling Your Global Story

• The Obvious: Communicate your expansion into other markets. Everyone loves a Canadian success story, so highlight successes and partnerships in regions beyond the US.
• The Less Obvious: Tailor your messaging to resonate with specific target audiences in international markets and relevant audiences at home. Showcase your adaptability and cultural understanding with multilingual approaches, and share stories of cross-cultural collaboration and success.

4. Surgical Storytelling: Shaping the Narrative

• The Obvious: You want your story in both Canadian and international publications. Highlight your company’s resilience and innovative strategies, particularly at home.
• The Less Obvious: Position your company leaders as thought leaders in your industry. Share your insights on trade, innovation, and the future of Canadian business. Engage in public discourse and contribute to the conversation about economic diversification. Partner with industry associations and advocacy groups to amplify your message. Be a part of the solution and understand this is a marathon, not a sprint.

5. Community Engagement: Building Local Loyalty

• The Obvious: Strengthen your presence in the Canadian market. Support local initiatives and community events.
• The Less Obvious: Develop products specifically tailored to the Canadian market. Partner with other Canadian businesses, influencers, and creators to create collaborative product (collabs) opportunities.  It would be ideal if you can collab with industries most affected by tariffs.

6. Transparency and Authenticity: Building Trust 

• The Obvious: Communicate openly and honestly about the challenges posed by the tariffs. Share your strategies for mitigating the impact on customers.
• The Less Obvious: Be transparent about your sourcing, manufacturing processes, and pricing policies. Build trust by demonstrating your commitment to ethical and sustainable practices. Engage with your customers in a genuine and authentic way.

This is not a time to be quiet. The brands that win will double down on values and act with conviction. This is a chance to demonstrate the true spirit of Canadian innovation, enterprise and ingenuity, turning tariff challenges into a springboard for future success.

The post Turning Tariffs into Triumph: A Marketing & PR Playbook for Canadian Businesses appeared first on Citizen Relations.

Social Club Sanctuary: The Rise of IRL Communities

Josh Parto (Coordinator, Digital Strategy)

Social media is a place to connect with people. But is it, really? In 2024, we saw the first drop in daily social media use, so it’s no surprise a new trend is emerging: real-life social clubs.

Younger Gen Z and Millennials, renowned for valuing experiences over material goods, are leading the charge. But we also know they tend to prefer staying in rather than going out on weekends, so how are they finding ways to build community?

The answer? They’re joining clubs!

Think book clubs, game clubs, run clubs and social clubs – all offering opportunities for face-to-face interaction and shared experiences on a local level. Even Tinder has recognized this shift with their “SoleMates” run club, acknowledging that their userbase in London craves physical, screenless connection.

This trend is about finding opportunities to socialize in real life, but it’s also about belonging. Movie clubs like Toronto’s Queer Cinema Club offer a rare space to connect over niche films. Run clubs provide motivation and camaraderie for workout enthusiasts. And brick-and-morter social clubs like Soho House (with its all-time high waitlist) offer a curated environment for like-minded individuals to connect.

Why should brands care?

This trend presents a huge opportunity for brands to connect with consumers on a deeper level. By tapping into the desire for in-person connection, brands can:

• Build community: Create spaces for their audience to connect with each other and the brand, fostering loyalty and advocacy.
• Enhance brand experience: Offer unique in-person experiences that complement digital offerings and create lasting positive associations.
• Stay relevant: Avoid being left behind as consumers increasingly seek real-world connections.

How can brands get involved?

The possibilities are endless. Brands can:

• Sponsor existing clubs: Partner with local social groups, like the run clubs on A Running List.
• Create their own clubs: Develop branded clubs that align with their values and target audience. (A gardening club for an organic food brand? A series of indie gallery openings for a camera company? There are opportunities everywhere!)
• Host in-person events: Brands have a place in ‘third spaces’. Organize meetups, workshops, or gatherings that foster connection and community, either on a one-off or recurring basis.

The takeaway: In a world that can feel full of mundane digital interactions, the desire for genuine human connection is stronger than ever. By leading their audience to social clubs, brands can extend their influence and create feel-good associations that last. Check out more on how to be in these ‘third places’ with the Citizen Connections Report.

The Social Search Surge: Optimizing Social For Discovery

Jerry Yang (Senior Analyst)

Forget Google, forget Bing – the next frontier of search is happening on social media.

That’s right. According to Forbes research, a whopping 24% of consumers now use social media platforms like TikTok and Instagram to search for information and answers. And for Gen Z, that number skyrockets to 46%. That’s almost half of the generation bypassing traditional search engines entirely!

While this user shift isn’t totally new, it is creating a seismic change in the SEO landscape. Platforms like AnswerThePublic as well as MeetGlimpse (subsidiary of Google) are already capitalizing on this trend, offering tools to analyze what consumers are searching for across social media.

Why should brands be excited?

This presents a massive opportunity for brands to connect with their audiences in new and innovative ways. By optimizing their social media presence for search, brands can:

• Increase visibility: Reach a wider audience actively seeking information on social platforms.
• Drive engagement: Provide valuable content that answers users’ questions and positions the brand as a trusted resource.
• Build brand awareness: Increase brand visibility and recognition among a highly engaged audience.
• Gain valuable insights: Understand what consumers are searching for on social media, providing valuable data for content strategy and product development.

What can brands do?

• Optimize social profiles: Ensure profiles are complete, accurate, and keyword-rich.
• Create searchable content: Develop high-quality content that answers common questions and uses relevant keywords and hashtags.
• Engage with users: Respond to comments and questions, participate in relevant conversations, and foster a sense of community.
• Utilize social listening tools: Monitor social media for mentions of your brand and industry to understand what people are searching for and saying.
• Experiment with new formats: Explore new content formats like short-form videos, live streams, and interactive polls to engage users and increase discoverability.

The takeaway: The lines between social media and search are blurring. Brands that embrace this trend and optimize their social presence for search will have a significant advantage in reaching and engaging their target audiences. It’s a new frontier, and the opportunities are endless!

The Splinternet: Navigating Niche Networks

Adrian Fearman (Digital Strategist)

Remember the early days of the internet, when it promised to connect us all in a global village? That vision is fading. In its place, a new reality is emerging: the Splinternet.

The Splinternet refers to the increasing fragmentation of the online world into smaller, specialized communities. The preference for a “town hall” model where users communicate openly with large diverse audiences is fading and the rise of niche networks, each catering to specific interests, beliefs, or demographics is on the rise.

This trend is driven by several factors:

• Mainstream platform fatigue: Users are tired of the noise, negativity, and algorithmic manipulation of major platforms. They’re seeking more authentic connections and meaningful interactions in smaller, more focused spaces.
• The quest for community: People crave a sense of belonging. Niche online communities offer a haven where they can connect with like-minded individuals who share their passions and values.
• Platform independence: Users are no longer loyal to a single platform. They’re comfortable switching between multiple platforms to find the communities and content that best suit their needs.

What does this mean for brands?

The Splinternet presents both challenges and opportunities for marketers.

Challenges:

• Reaching target audiences: It’s becoming more difficult to reach a mass audience on a single platform. Brands need to adopt a multi-platform strategy and tailor their messaging to specific communities.
• Building trust: Consumers are more discerning and skeptical of brands in niche communities. Building trust and authenticity is crucial.

Opportunities:

• Targeted engagement: The Splinternet allows brands to laser-focus their outreach and connect with highly engaged audiences who are genuinely interested in their products or services.
• Community building: Brands can foster deeper relationships with consumers by creating or supporting niche communities that align with their values.
• Richer insights: By understanding the nuances of different online communities, brands can gain valuable insights into consumer behavior and preferences.

How can brands adapt?

• Embrace niche platforms: Don’t just focus on the major platforms. Explore emerging platforms and communities that align with your target audience.
• Create authentic content: Develop content that resonates with the specific values and interests of each community.
• Foster genuine engagement: Participate in conversations, answer questions, and build relationships with community members.
• Support micro-influencers: Partner with influencers who have a strong connection to specific niche communities.

The takeaway: The Splinternet is here to stay. By understanding this trend and adapting their strategies, brands can effectively navigate this fragmented landscape and build stronger connections with their target audiences.

The Agentic Era: AI Agents and the Efficiency Revolution

Jurgen Castro (Strategic Consultant, Digital Strategy & Marketing)

Remember those sci-fi movies where AI assistants effortlessly managed our lives? That future is closer than you think. The age of AI agents is upon us, and it’s poised to transform the way we work and live.

While AI agents have been around for a while in platforms like Salesforce and Asana, they’re about to take center stage. Tech giants like Google and Salesforce are heavily investing in agent development, touting their ability to automate tasks and streamline workflows.

But what exactly can these agents do?

Imagine an AI agent that can:

• Book your travel: Flights, hotels, rental cars – all handled seamlessly without lifting a finger.
• Manage your projects: Track deadlines, assign tasks, and even generate progress reports.
• Summarize your emails: Condense lengthy email threads into concise summaries, saving you precious time.
• Schedule your meetings: Find the perfect time for everyone, send invites, and even manage your calendar.

And this is just the beginning. As AI technology advances, agents will become even more sophisticated and capable.

Why should we be excited?

The implications for the workplace are immense. By offloading tedious and repetitive tasks to AI agents, we can:

• Boost productivity: Free up valuable time and mental energy for creative thinking and problem-solving.
• Improve efficiency: Streamline workflows and eliminate bottlenecks.
• Reduce errors: Minimize human error and ensure tasks are completed accurately and consistently.
• Enhance collaboration: Facilitate smoother communication and coordination across teams.

What does this mean for the future of work?

We’re likely to see a shift away from constant communication and status updates towards a more focused, outcome-oriented approach. Imagine spending less time in meetings and more time on strategic initiatives that drive real impact.

The takeaway: The rise of AI agents is not just a technological advancement; it’s a cultural shift. By embracing these tools and adapting our workflows, we can unlock new levels of productivity, creativity, and innovation. The agentic era is here, and it’s time to embrace the possibilities.

The Data Renaissance: Building Personalization And Trust

Maggie Colledge (Manager, Intelligence & Insights) & Suran Ravi (VP, Intelligence & Insights)

Strategic Data Strategy:

Many organizations have promised their employees self-serve analytics – the ability for anyone to access and analyze data without needing technical expertise. But this dream has often been tied to unrealistic expectations of AI.

The reality is that AI can’t generate insights from thin air. It needs a strong foundation of well-organized and accessible data. That’s where a strategic data strategy comes in.

In 2025, we’ll see a renewed focus on building robust data strategies. This means investing in the infrastructure and processes to collect, store, and manage data effectively. Why? Because AI needs high-quality data to deliver meaningful insights and drive real business impact.

Zero-Party Data – The Key to Personalization and Trust:

In this era of data privacy and consumer empowerment, leveraging zero-party data as part of your overall data strategy will become increasingly crucial. This is data that customers willingly and proactively share with brands – their preferences, intentions, and feedback.

Why is it so valuable?

• Transparency and Trust: Customers are more willing to share data when they understand how it will be used and feel in control of their information.
• Hyper-Personalization: Zero-party data allows brands to create truly personalized experiences that resonate with individual customers.
• Enhanced Customer Relationships: By demonstrating respect for customer privacy and providing value in exchange for data, brands can build stronger, more loyal relationships.

The Bottom Line:

AI is a powerful tool, but it’s only as good as the data it’s fed. By investing in a strategic data strategy and prioritizing zero-party data, brands can unlock the true potential of AI, drive better business decisions, and build stronger customer relationships.

Key Steps to Building a Winning Data Strategy:

• Set Clear Goals: Define what you want to achieve with your data.
• Identify Key Sources: Determine where you will gather your data, including zero-party data.
• Ensure Data Quality: Maintain accuracy and reliability in your data.
• Follow Ethical Practices: Be transparent and responsible with how you use and protect your data.
• Invest in Infrastructure: Build systems to manage and process your data effectively. 
• Leverage Zero-Party Data: Use customer-provided data to create personalized experiences. 

Unlock the power of these digital trends for your brand. Contact [email protected] for a strategic consultation

The post 5 Trends Our Digital Team Is Watching – And You Should Too appeared first on Citizen Relations.

Seven Citizen campaigns across five clients were shortlisted in seven categories, winning awards across three client campaigns, along with a Platinum IN2 Sabre Best In Show spot. The award-winning campaigns include:

• Undone for TurboTax Canada
  • #3 of 5 “Best In Show” campaigns across all categories
  • Content Creation for Media Sites (Paid): Sponsored & Paid Media
• Peach Responsibly for Molson Coors Beverage Company
  • Social Video – Social Media & Community Management
• Gallery of Memories for Egale
  • Audio: Podcasts + Music – Tools & Tactics

Shortlisted campaigns included: 

• Chill Train – Molson Coors Beverage Company 
• Summer Bummer Insurance – Que Pasa
• Fix Tixflation – Molson Coors Beverage Company 
• Addy’s Crystal Ball – SickKids Foundation 

These wins highlight the impactful and innovative work Citizen is dedicated to producing. While a first for the Egale and Molson campaigns, Undone for TurboTax has previously won awards at The Drum Awards Festival and Applied Arts Advertising Awards. 

Recognition at the IN2 SABRE Awards, however, is not new for Citizen; last year the agency took home 9 wins at the show, including a Creative Professional of the Year win for Chief Creative Officer, Josh Budd. The agency also won the top spot in the Platinum SABRE Award for their Asshole Activists campaign for Tushy. 

Congratulations to all the winning teams and partners for a fantastic start to 2025! 

The post Citizen Wins at the ‘25 Innovation SABRE Awards, including “Best in Show” appeared first on Citizen Relations.