Session

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Insights into Action: The household of the future

Wednesday, May 3, 2017
1:30 PM - 2:00 PM
Confederation 5

Roles and responsibilities within the Canadian household are evolving – and along with them, the implications for shopper behaviour change. In this session, Harbinger’s Jennifer Lomax will argue why brands – especially for marketers of household, grocery and children’s products – must take into account shifts in gender roles. Specifically, she will share the results of two recent gender roles studies that conclude marketers are falling behind in their portrayal of the modern North American home and that consumers are ready for a new marketing approach. Learn about the differences among Boomer, Gen X and millennial households and the realities marketers must embrace as they prepare for the future.