Canadians are no longer responding to economic pressure as a short-term disruption. After years of inflation, housing strain, affordability anxiety, and financial uncertainty, many are beginning to fundamentally recalibrate how they define value, make decisions, and prioritize their lives. In this keynote, Ipsos Strategy3’s Diane Ridgway-Cross explores the rise of the “Endurance Economy” — and why prolonged financial pressure may become the defining design brief for brands, experiences, and customer expectations over the next decade.
Building on the broader economic context shaping Canada today, Diane will examine how consumers are evolving in response: becoming more intentional, more emotionally selective, and more demanding at the same time. Canadians are not simply looking for cheaper options. They still want convenience, quality, experience, wellness, sustainability, and strong customer service — but increasingly expect brands to deliver these in ways that feel attainable, practical, and worth the trade-offs.
The session will explore how this shift is creating both risk and opportunity for organizations. Brands cannot “discount” their way through a prolonged affordability era, nor can they assume consumers will permanently lower their expectations. Instead, the Endurance Economy is creating pressure for new forms of innovation, customer value, and experience design. From changing definitions of indulgence and loyalty to new coping behaviours and spending rationalizations, attendees will leave with a clearer understanding of how sustained financial strain is reshaping consumer behaviour — and what organizations should be doing now to prepare for the years ahead.
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