From a business perspective, Quebec represents a unique opportunity to look at a community with strong ethnocultural representation and a shared language.
With the lowest brand penetration rate of member-owned communities of all the regions studied, Quebec communities are an untapped resource for brands.
of Quebec respondents would purchase from brands that participate and foster belonging in their community
say their work communities come together to do things or take action
of Quebec Gen Z and millennials feel a strong sense of belonging to their work communities
In Quebec, smaller brands can outcompete big brands on community. This represents a unique advantage for small brands.
Brands of all sizes can leverage the power of community by creating a sense of belonging while driving growth.