The Commercial Shift: The Recovery. - Retail Council of Canada
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The Commercial Shift: The Recovery.

September 14, 2021

Leger and lg2 are proud to reveal the COVID-19 personas as part of the 4th phase of their study, The Commercial Shift: The Recovery.

Part of a series of analyses on changes in Canadian consumers’ habits and behaviours following the COVID-19 crisis, conducted in 4 phases from April 3, 2020 to April 25, 2021, this 4th edition answers the questions, “Who are the new segments that have emerged during the economic and social recovery, and how has the COVID-19 crisis impacted their consumption?



The COVID-19 crisis has certainly impacted today and tomorrow’s consumption patterns. While some new behaviours have already stopped, others are still evolving, as consumers themselves have evolved. Now more than ever, businesses need to understand what defines the current consumer to address the new opportunities presented by the economic and social recovery.

For some, recovery represents renewal: more than half (53%) of Canadians say they have changed for the better during the crisis and want to maintain their new habits. They have a better life and do not want to go backwards. In addition, the health, safety and security-related behaviours they adopted during the pandemic have now become permanent behaviours in their lives. One-third of Canadians say they pay more attention to their well-being, comfort and health than before the pandemic (34%).

For others, however, the recovery represents hope for a return to their pre-pandemic lives. Moreover, the vision of a return to normal life is closely linked to each individual’s financial situation.