The Endurance Economy at Mid-Year 2026
The Hub goes beyond economic indicators to examine how enduring pressures are influencing consumer spending, customer experience, brand loyalty, workforce attitudes, public sentiment, political behaviour, and trust in institutions. It connects developments that are often discussed separately into a single framework that helps explain how Canada is changing.
For leaders, the value is not simply access to data. It is access to interpretation. A stable economy does not necessarily mean consumers feel secure. Continued spending does not necessarily mean households are financially comfortable. Strong employment does not always translate into optimism about the future. The Hub helps uncover these gaps between headline indicators and lived reality.
Whether you lead a business, manage a brand, shape public policy, oversee customer experience, or develop long-term strategy, understanding these adaptations can provide an important advantage. Organizations that recognize changes in public attitudes and behaviour early are often better positioned to anticipate risks, identify opportunities, strengthen customer relationships, and make better strategic decisions.
The Endurance Economy Hub is for leaders who want to understand not only the conditions shaping Canada today, but the deeper forces that will influence growth, competitiveness, customer expectations, and public confidence in the years ahead.
Most economic commentary is designed to help leaders understand what is happening right now. The Endurance Economy Hub is designed to help leaders understand what comes next.
The Hub is built around a simple observation: many of the forces shaping Canada today: affordability pressures, housing challenges, productivity concerns, demographic change, geopolitical uncertainty, and declining confidence are increasingly being experienced as structural rather than temporary. Consumers, employees, voters, and institutions are not simply waiting for conditions to improve. They are adapting to a new reality.
Organizations that continue to plan for a traditional recovery may miss the more important story of how prolonged constraint is permanently reshaping expectations, behaviours, and decision-making. The Endurance Economy Hub explores those shifts and what they mean for business leaders, policymakers, and brands.
Why You Should Check Out the Ipsos Endurance Economy Hub
Podcasts, Blogs & Events
Economic uncertainty is reshaping Canadians' confidence in the future. Mike Colledge explores how Canada can adapt to slower growth while strengthening trust, fairness and social cohesion.
Mike Colledge: What would Laurier tell Canadians today?
Financial Services, Retail, Telecommunications, Public Sector
Industries
CEO, Chief Strategy Officer, Chief Marketing Officer, Public Affairs Executive
Who It's For
Endurance Economy, Affordability, Consumer Trends, Strategy, Economics, Canada, Resilience
Topics
This foundational paper introduces the Endurance Economy framework. It explains how prolonged affordability challenges are reshaping consumer expectations, business strategy, public policy, and social behaviour across Canada.
A Primer on The Endurance Economy
Financial Services, Government, Energy, International Trade
Industries
CEO, Public Affairs Executive, Government Relations Leader, Economist
Who It's For
Mark Carney, Public Opinion, Global Economy, Leadership, Canada, Policy, Geopolitics
Topics
This POV assesses whether Mark Carney's international economic vision aligns with Canadian public sentiment. Ipsos uses polling data to evaluate support for Canada's evolving role in global affairs and economic policy.
Mark Carney Mirrors Canadian Opinion at Davos
Government, Media, Public Policy, Consulting
Industries
Government Relations Executive, Public Affairs Leader, Communications Executive, CEO
Who It's For
Politics, Public Opinion, Leadership, Affordability, Policy, Narrative, Canada
Topics
This analysis compares Mark Carney's Endurance-focused agenda with Trudeau-era affordability relief messaging. Ipsos explores how differing political narratives resonate with Canadians facing long-term economic pressures.
A Tale of Two Messages
Financial Services, Retail, Telecommunications, Public Sector
Industries
CEO, Chief Economist, Strategy Leader, Chief Marketing Officer
Who It's For
Economic Reality, Consumer Behaviour, Adaptation, Resilience, Affordability, Strategy, Insights
Topics
Many households appear stable on the surface, but that stability often masks ongoing adaptation and sacrifice. Ipsos warns organizations not to interpret resilient spending or employment figures as evidence that affordability challenges have been solved.
Don’t Mistake Stability for Endurance
Government, Media, Education, Non-Profit
Industries
Public Affairs Executive, Government Leader, Communications Executive, Policy Director
Who It's For
Social Cohesion, Polarization, Generations, Affordability, Public Opinion, Unity, Society
Topics
The Endurance Economy is creating a paradox: Canadians can unite around shared affordability concerns while simultaneously becoming more divided across regions, generations, and socioeconomic groups. The paper explores these emerging tensions.
United in Division
Telecommunications, Technology, Media, Consumer Services
Industries
Telecom CEO, Chief Customer Officer, Chief Marketing Office, Revenue Leader
Who It's For
Telecom, Customer Trust, Value, Transparency, Retention, Affordability, Competition
Topics
Canadian telecom companies face customers who are demanding fairness, transparency, and predictable value. The paper examines how telcos can respond to heightened scrutiny as consumers become more price-sensitive and less tolerant of unexpected costs.
Canadian Telcos: Navigating Headwinds in the Endurance Economy
Retail, Consumer Packaged Goods, Financial Services, Telecommunications
Industries
Chief Marketing Officer, Brand Strategy Lead, CEO, Customer Insights Leader
Who It's For
Brand Strategy, Adaptation, Consumer Behaviour, Trust, Value, Brand Growth, Resilience
Topics
Ipsos argues that winning brands will not necessarily be the lowest-cost providers. Instead, success will come from helping consumers feel confident, capable, and adaptable as they navigate prolonged economic pressure.
The Future Looks Familiar
Public Sector, Infrastructure, Financial Services, Energy
Industries
Government Affairs Leader, CEO, Chief Economist, Strategy Executive
Who It's For
Public Policy, Investment, Affordability, Infrastructure, Economic Strategy, Government, Growth
Topics
This commentary examines whether major federal investment programs align with current household realities. The paper explores how affordability pressures may affect public receptiveness and whether long-term initiatives match the urgency Canadians feel today.
The Canada Strong Fund has a timing problem
Telecommunications, Banking, Retail, Healthcare
Industries
Chief Customer Officer, Chief Marketing Officer. COO, Service Experience Leader
Who It's For
Customer Experience, Trust, Value, Predictability, Loyalty, CX, Retention
Topics
The traditional CX model built on delight and differentiation is evolving. Consumers first want affordability, predictability, fairness, and trust before they consider premium experiences. Organizations must redesign customer journeys around certainty and value.
Retail, Financial Services, Consumer Goods, Hospitality
Industries
Chief Marketing Officer, Brand Director, Customer Experience Leader, Retail Executive
Who It's For
Brand Resilience, Consumer Insights, Value, Trust, Community, Affordability, Customer Loyalty
Topics
Using British Columbia as an early indicator of national trends, Ipsos explores how consumers adapt to sustained affordability pressure. Brands that succeed will balance realism with optimism, strengthen community connections, and deliver meaningful value beyond price.
Navigating the Endurance Economy: A BC Perspective on Brand Resilience
Energy, Infrastructure, Construction, Public Sector
Industries
CEO, Chief Investment Officer, Government Relations Executive, Infrastructure Leader
Who It's For
Infrastructure, Energy, Productivity, Investment, Housing, Economic Growth, Build Canada
Topics
This POV argues that Canada's affordability challenges are structural and require transformative national investment. Ipsos suggests Canadians increasingly support large-scale infrastructure, energy, housing, and productivity projects that could create a "Golden Swan" event capable of breaking the endurance cycle.
From Canada Goose to Golden Swan: Why Canada is Ready to Build
Healthcare, Government, Financial Services, Media
Industries
CEO, Chief Human Resources Officer, Chief Communications Officer, Public Affairs Leader
Who It's For
Mental Wellbeing, Consumer Sentiment, Confidence, Stress, Affordability, Endurance Economy, Future Outlook
Topics
Ipsos compares Canadian sentiment in 2026 to the early months of COVID and finds Canadians are often more emotionally exhausted today. The paper argues that chronic structural pressures have created a sense of ongoing strain, making confidence and optimism as important as economic recovery.
Canada: A Stressed Nation Needs to Take the Summer Off
Financial Services, Retail, Telecommunications. Public Sector
Industries
CEO, Chief Strategy Officer, Chief Marketing Officer, Chief Economist
Who It's For
Endurance Economy, Affordability, Adaptation, Consumer Behaviour, Economic Outlook, Strategy, Resilience
Topics
Canada is not experiencing a normal economic recovery. Ipsos argues that affordability pressures, weaker confidence, and structural challenges (housing, productivity, demographics, healthcare) are driving a prolonged period of adaptation rather than a return to pre-pandemic norms. Organizations must plan for endurance, not recovery.
POVs
Revisit our on-demand webinar presenting the framework and its implications, followed by a roundtable with our Customer Experience, Marketing Strategy, and Public Affairs experts on what this means for customers, brands, and public policy.
[WEBINAR] What You Need to Know About Canada’s Endurance Economy
Listen in to hear more about the Liberal majority, floor crossers, what Canadians want from their government, how Mark Carney is doing at dealing with Trump, our country’s position as an energy supplier, simmering separatists in Alberta, demographics divisions in Canada, how polling is conducted, and more!
The Magical Majority Moment - What’s Next? with Darrell Bricker
Revisit our on-demand executive briefing on where the energy sector is now in the public’s mind, and what the data how is needed successfully execute major capital projects in the current socio-political landscape.
[WEBINAR] Is Canada Ready to Build? Navigating Public Sentiment
The endurance economy cannot ignore the engine that powers Canada’s federal government's policy response: the public service. In this guest column for Sage, Gregory Jack and Mike Colledge explore how the endurance economy presents an opportunity for the public service to serve as an antidote to the endurance challenges Canadians will continue to face. But first it must re-wire itself to respond to a chronic, low-growth and high-strain Canadian economy. As Canadians increasingly think short-term, the public service must think long term and be honest with Canadians about what it can and cannot do, in order to make itself relevant again.
Rewiring the Machinery
How "Build" became the most politically successful single word in Canadian public life, and the saturation point that risks its failure.
Build vs. Endure: The Credibility Problem of a Big, Optimistic Word
Endurance in the face of radical uncertainty is the new normal in Canadian life.
Mike Colledge: The new front lines of the Canadian economy
It is shaping up to be a year Canadians expect to muddle through.
Mike Colledge: Welcome to 2026 - the year of endurance
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Financial Services, Retail, Telecommunications, Public Sector, Real Estate & Housing, Consumer Goods, Insurance, Healthcare
Industries
CEO, Chief Strategy Officer, Chief Marketing Officer, Chief Economist, Chief Customer Officer, Chief Experience Officer, Public Policy Leaders, Government Executives
Who It's For
Endurance Economy, Economic Confidence, Affordability, Financial Health, Consumer Behaviour, Economic Mobility, Housing Affordability, Value Seeking, Financial Resilience, Segmentation, Strategy, Adaptation
Topics
Canada's Endurance Economy is becoming increasingly uneven. While some Canadians are gaining financial confidence, many still face affordability pressures, housing costs, debt, and limited economic mobility. Traditional indicators like GDP growth, lower inflation, and interest rate cuts no longer reflect many households' lived experiences. Organizations must adapt to serve Canadians whose economic realities now range from confidence to endurance.
The Uneven Road to Economic Confidence
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Experts
Podcasts, Blogs & Events
POVs
Customer Experience in an Endurance Economy
Sanyam Sethi is a Vice President in Ipsos Canada's Public Affairs practice, based in Toronto. She leads Context Now, Ipsos Canada's flagship thought leadership program tracking the economic, social, and cultural forces shaping Canadians' lives and decisions. Drawing on more than 16 years of experience across North America, Asia, and the Middle East and North Africa, Sanyam helps organizations understand societal change, public trust, citizen expectations, and emerging trends so they can make more informed decisions. A frequent media commentator and speaker, her work has been recognized with national and international research industry awards for its impact on public policy and society. When she's not translating complex evidence into actionable insights, she's usually adding another book to a reading list that's already longer than she'd like to admit.
Donna Hui is a senior leader at Ipsos specializing in customer experience, growth strategy, and organizational change. She helps organizations align experience, operations, and go-to-market strategies into a continuous growth flywheel that drives measurable outcomes. She brings over 20 years of experience across healthcare, technology, and CPG.
Diane Ridgway-Cross is the Canada Country Lead for Ipsos Strategy3, Ipsos’ in-house strategic growth consultancy, helping organizations navigate a more complex business landscape where disruption is relentless, customer expectations are ever increasing, and competitive advantage is never guaranteed. Drawing on Strategy3’s integrated work across corporate, brand, and customer strategy—and anchored in deep trends and foresight expertise—she partners with organizations to turn macro change into clear strategic choices and future-ready growth agendas.
Cameron McFadyen Based in Vancouver, Cameron leads business development for Ipsos across Western Canada and in key national sectors. With over fifteen years of national brand leadership experience, he has held roles spanning marketing and GTM, retail account management, and C-Suite secondments. Drawing on his brand and agency experience, Cameron works with our research teams to design tailored programs that give clients the insights they need to drive growth.
Mario Caceres Despite his job title, Client Officer, and what his two children think, Mario is not a security officer. He partners with financial services clients to translate market signals into insights and stories they can act on. Born in Honduras and shaped by economies in Japan, Denmark, and the US before landing in Canada, he brings a lived understanding of what it means to adapt when the rules change.
Mike Colledge brings an evidence-led perspective to help clients navigate the Endurance Economy, where enduring pressures are transforming citizens’ and consumers’ attitudes, behaviours, and institutional expectations.
Gregory Jack leads Ipsos’ public affairs practice in Ottawa and in the Canadian National Capital Region (NCR). Contact him about the endurance economy and Canada-U.S. relations.
Experts
