Author: citizen

In an era where inflation dominates headlines and value menus undergo constant scrutiny, a fascinating transformation is reshaping the quick-service restaurant industry. While 2024 saw endless discussions about affordability, a more profound shift is taking place: fast food is evolving from mere sustenance into a form of emotional self-care, particularly among younger consumers.

The New Definition of Value

The numbers tell a compelling story. From 2022 to 2024, conversations about fast food’s emotional benefits have more than doubled, jumping from 15.1% to 35.4% of online discussions. This isn’t just a statistical blip – it represents a fundamental change in how consumers view quick-service dining. In an age where traditional fast food is increasingly seen as an “occasional luxury” due to rising prices, consumers are finding new reasons to justify their visits: emotional fulfillment.

The Rise of “Consumptive Self-Care”

What’s particularly intriguing is how this trend manifests in brand perception. McDonald’s has emerged as the leader in what might be termed “consumptive self-care,” with mentions of “McDonald’s therapy” showing remarkable growth. While competitors like Taco Bell have also seen increases in emotional comfort-related mentions, McDonald’s clear lead in this space suggests they’ve tapped into something profound in the consumer psyche.

However, there’s still significant room for growth in this space. Over a quarter (26.7%) of discussions about fast food as emotional comfort don’t mention specific brands – representing a substantial opportunity for QSR marketers to capture market share in this emerging category.

Generation Z: Leading the Emotional Consumption Revolution

The driving force behind this trend? Generation Z. Younger Consumers dominate both the volume and engagement in discussions about fast food as emotional support. This shouldn’t come as a surprise. In an environment marked by economic uncertainty and diminishing opportunities, younger Americans are seeking accessible forms of comfort and self-care. Fast food represents a small but meaningful escape – a moment of indulgence that remains within reach. Brands that recognize this profound connection between consumption and emotional fulfillment can rise above the “value wars” and engage the market in ways that go beyond cost or value-based value propositions.

The Deeper Impact

While surface-level associations between fast food and feeling “better” or “happier” are common, the data reveals a more complex picture. A significant portion of consumers now explicitly discuss using fast food to cope with stress, anxiety, and daily pressures. Though these conversations represent just 17.7% of the total discussion, they generate 30.2% of user engagement – suggesting this emotional connection resonates deeply with audiences.

A Missed Media Opportunity

Perhaps most striking is the disconnect between consumer sentiment and media coverage. While hundreds of thousands of social media posts discuss fast food’s emotional benefits, only 167 US articles in 2024 have addressed this trend. This gap represents both a challenge and an opportunity for QSR brands looking to differentiate themselves.

Strategic Implications for QSR Leaders

For leaders in the QSR space, these insights suggest several strategic opportunities:

Like what you’re reading?

Drop your email for more content like this straight to your inbox.

EMAIL ADDRESS

Please leave this field empty.

1. The traditional “value proposition” needs rethinking. While price remains important, emotional value is becoming equally crucial, especially for younger consumers.
2. Brand messaging can expand beyond functional benefits to embrace emotional comfort and self-care, particularly when targeting Gen Z audiences.
3. There’s significant untapped potential in explicitly positioning QSR offerings as accessible forms of emotional wellness and self-care.

Looking Ahead

As we move forward, successful QSR brands will be those that recognize they’re selling more than just food – they’re providing moments of emotional respite in an increasingly challenging world. This is particularly true for younger consumers who view fast food as an accessible form of self-care in a world where traditional luxuries feel increasingly out of reach.

The opportunity is clear: QSR brands that can authentically connect with this emotional need while maintaining their value proposition will find themselves well-positioned to capture market share in this evolving landscape. The key lies not in choosing between value and emotional benefits, but in artfully combining both to create compelling offerings that resonate with today’s consumers.

If you’re eager to explore how to tap into the emotional needs of your consumers and build a stronger, more meaningful connection with your audience, we’re here to help.

Get in touch

The ongoing tariff/trade battle between the US and Canada, as it continues to be a moving target, presents a formidable challenge but also a potent opportunity for Canadian businesses to showcase their resilience, innovation, and unwavering commitment to quality. It’s no secret that there’s a fast-growing surge in patriotism that the country hasn’t experienced before, providing Canadian brands with a unique opportunity at home. 

From a marketing and PR perspective, this is a chance to rewrite the story, turning adversity into a powerful testament to Canadian excellence. I wanted to share some obvious and less obvious approaches on how to reinforce existing strengths and cultivate new avenues for growth at home and in other international markets.

Marketing & PR Strategies: A Multi-Pronged Approach

1. “Made in Canada” – A Badge of Honour, Not Just a Label

• The Obvious: Highlight the “Made in Canada” label as a symbol of superior quality, craftsmanship, and ethical sourcing. It’s also what ALL Canadians are seeking out and mobilizing around. In international markets (beyond US), the country brand still garners respect, you’ll need to emphasize the rigorous standards and commitment to excellence that distinguishes Canadian products.
• The Less Obvious: Craft compelling stories behind your products. Showcase the local artisans, craftspeople, and innovators who bring your offerings to life. Connect with consumers emotionally by emphasizing the passion, dedication, and communities that define your brand. There are a number of ways to amplify these stories with search-infused content for varying channels.

2. Value Beyond Price: Building Brand Affinity

• The Obvious: Focus on the unique features and benefits of your products that justify a premium price point (if you have one). Emphasize quality, durability, and long-term value.
• The Less Obvious: Tap into consumer values. Highlight sustainable practices, ethical sourcing, and social responsibility initiatives – and particularly the direct contribution to Canadian jobs and economy. Position your brand as a champion of positive change. Create content that educates consumers about the value proposition beyond just price. Consider cause-related marketing campaigns that resonate with your target audience and give your customers more reasons to buy your product besides being Canadian.

3. Diversification: Telling Your Global Story

• The Obvious: Communicate your expansion into other markets. Everyone loves a Canadian success story, so highlight successes and partnerships in regions beyond the US.
• The Less Obvious: Tailor your messaging to resonate with specific target audiences in international markets and relevant audiences at home. Showcase your adaptability and cultural understanding with multilingual approaches, and share stories of cross-cultural collaboration and success.

4. Surgical Storytelling: Shaping the Narrative

• The Obvious: You want your story in both Canadian and international publications. Highlight your company’s resilience and innovative strategies, particularly at home.
• The Less Obvious: Position your company leaders as thought leaders in your industry. Share your insights on trade, innovation, and the future of Canadian business. Engage in public discourse and contribute to the conversation about economic diversification. Partner with industry associations and advocacy groups to amplify your message. Be a part of the solution and understand this is a marathon, not a sprint.

5. Community Engagement: Building Local Loyalty

• The Obvious: Strengthen your presence in the Canadian market. Support local initiatives and community events.
• The Less Obvious: Develop products specifically tailored to the Canadian market. Partner with other Canadian businesses, influencers, and creators to create collaborative product (collabs) opportunities.  It would be ideal if you can collab with industries most affected by tariffs.

6. Transparency and Authenticity: Building Trust 

• The Obvious: Communicate openly and honestly about the challenges posed by the tariffs. Share your strategies for mitigating the impact on customers.
• The Less Obvious: Be transparent about your sourcing, manufacturing processes, and pricing policies. Build trust by demonstrating your commitment to ethical and sustainable practices. Engage with your customers in a genuine and authentic way.

This is not a time to be quiet. The brands that win will double down on values and act with conviction. This is a chance to demonstrate the true spirit of Canadian innovation, enterprise and ingenuity, turning tariff challenges into a springboard for future success.

The digital world isn’t just changing; it’s being reshaped. Citizen’s Digital Team is tracking five essential trends that will impact brands and consumers – from the resurgence of real-life communities to the rise of AI agents and the increasing importance of strategic data. These trends aren’t just observations, they’re opportunities – are you ready? 

Social Club Sanctuary: The Rise of IRL Communities

Josh Parto (Coordinator, Digital Strategy)

Social media is a place to connect with people. But is it, really? In 2024, we saw the first drop in daily social media use, so it’s no surprise a new trend is emerging: real-life social clubs.

Younger Gen Z and Millennials, renowned for valuing experiences over material goods, are leading the charge. But we also know they tend to prefer staying in rather than going out on weekends, so how are they finding ways to build community?

The answer? They’re joining clubs!

Think book clubs, game clubs, run clubs and social clubs – all offering opportunities for face-to-face interaction and shared experiences on a local level. Even Tinder has recognized this shift with their “SoleMates” run club, acknowledging that their userbase in London craves physical, screenless connection.

This trend is about finding opportunities to socialize in real life, but it’s also about belonging. Movie clubs like Toronto’s Queer Cinema Club offer a rare space to connect over niche films. Run clubs provide motivation and camaraderie for workout enthusiasts. And brick-and-morter social clubs like Soho House (with its all-time high waitlist) offer a curated environment for like-minded individuals to connect.

Why should brands care?

This trend presents a huge opportunity for brands to connect with consumers on a deeper level. By tapping into the desire for in-person connection, brands can:

• Build community: Create spaces for their audience to connect with each other and the brand, fostering loyalty and advocacy.
• Enhance brand experience: Offer unique in-person experiences that complement digital offerings and create lasting positive associations.
• Stay relevant: Avoid being left behind as consumers increasingly seek real-world connections.

How can brands get involved?

The possibilities are endless. Brands can:

• Sponsor existing clubs: Partner with local social groups, like the run clubs on A Running List.
• Create their own clubs: Develop branded clubs that align with their values and target audience. (A gardening club for an organic food brand? A series of indie gallery openings for a camera company? There are opportunities everywhere!)
• Host in-person events: Brands have a place in ‘third spaces’. Organize meetups, workshops, or gatherings that foster connection and community, either on a one-off or recurring basis.

The takeaway: In a world that can feel full of mundane digital interactions, the desire for genuine human connection is stronger than ever. By leading their audience to social clubs, brands can extend their influence and create feel-good associations that last. Check out more on how to be in these ‘third places’ with the Citizen Connections Report.

The Social Search Surge: Optimizing Social For Discovery

Jerry Yang (Senior Analyst)

Forget Google, forget Bing – the next frontier of search is happening on social media.

That’s right. According to Forbes research, a whopping 24% of consumers now use social media platforms like TikTok and Instagram to search for information and answers. And for Gen Z, that number skyrockets to 46%. That’s almost half of the generation bypassing traditional search engines entirely!

While this user shift isn’t totally new, it is creating a seismic change in the SEO landscape. Platforms like AnswerThePublic as well as MeetGlimpse (subsidiary of Google) are already capitalizing on this trend, offering tools to analyze what consumers are searching for across social media.

Why should brands be excited?

This presents a massive opportunity for brands to connect with their audiences in new and innovative ways. By optimizing their social media presence for search, brands can:

• Increase visibility: Reach a wider audience actively seeking information on social platforms.
• Drive engagement: Provide valuable content that answers users’ questions and positions the brand as a trusted resource.
• Build brand awareness: Increase brand visibility and recognition among a highly engaged audience.
• Gain valuable insights: Understand what consumers are searching for on social media, providing valuable data for content strategy and product development.

What can brands do?

• Optimize social profiles: Ensure profiles are complete, accurate, and keyword-rich.
• Create searchable content: Develop high-quality content that answers common questions and uses relevant keywords and hashtags.
• Engage with users: Respond to comments and questions, participate in relevant conversations, and foster a sense of community.
• Utilize social listening tools: Monitor social media for mentions of your brand and industry to understand what people are searching for and saying.
• Experiment with new formats: Explore new content formats like short-form videos, live streams, and interactive polls to engage users and increase discoverability.

The takeaway: The lines between social media and search are blurring. Brands that embrace this trend and optimize their social presence for search will have a significant advantage in reaching and engaging their target audiences. It’s a new frontier, and the opportunities are endless!

The Splinternet: Navigating Niche Networks

Adrian Fearman (Digital Strategist)

Remember the early days of the internet, when it promised to connect us all in a global village? That vision is fading. In its place, a new reality is emerging: the Splinternet.

The Splinternet refers to the increasing fragmentation of the online world into smaller, specialized communities. The preference for a “town hall” model where users communicate openly with large diverse audiences is fading and the rise of niche networks, each catering to specific interests, beliefs, or demographics is on the rise.

This trend is driven by several factors:

• Mainstream platform fatigue: Users are tired of the noise, negativity, and algorithmic manipulation of major platforms. They’re seeking more authentic connections and meaningful interactions in smaller, more focused spaces.
• The quest for community: People crave a sense of belonging. Niche online communities offer a haven where they can connect with like-minded individuals who share their passions and values.
• Platform independence: Users are no longer loyal to a single platform. They’re comfortable switching between multiple platforms to find the communities and content that best suit their needs.

What does this mean for brands?

The Splinternet presents both challenges and opportunities for marketers.

Challenges:

• Reaching target audiences: It’s becoming more difficult to reach a mass audience on a single platform. Brands need to adopt a multi-platform strategy and tailor their messaging to specific communities.
• Building trust: Consumers are more discerning and skeptical of brands in niche communities. Building trust and authenticity is crucial.

Opportunities:

• Targeted engagement: The Splinternet allows brands to laser-focus their outreach and connect with highly engaged audiences who are genuinely interested in their products or services.
• Community building: Brands can foster deeper relationships with consumers by creating or supporting niche communities that align with their values.
• Richer insights: By understanding the nuances of different online communities, brands can gain valuable insights into consumer behavior and preferences.

How can brands adapt?

• Embrace niche platforms: Don’t just focus on the major platforms. Explore emerging platforms and communities that align with your target audience.
• Create authentic content: Develop content that resonates with the specific values and interests of each community.
• Foster genuine engagement: Participate in conversations, answer questions, and build relationships with community members.
• Support micro-influencers: Partner with influencers who have a strong connection to specific niche communities.

The takeaway: The Splinternet is here to stay. By understanding this trend and adapting their strategies, brands can effectively navigate this fragmented landscape and build stronger connections with their target audiences.

The Agentic Era: AI Agents and the Efficiency Revolution

Jurgen Castro (Strategic Consultant, Digital Strategy & Marketing)

Remember those sci-fi movies where AI assistants effortlessly managed our lives? That future is closer than you think. The age of AI agents is upon us, and it’s poised to transform the way we work and live.

While AI agents have been around for a while in platforms like Salesforce and Asana, they’re about to take center stage. Tech giants like Google and Salesforce are heavily investing in agent development, touting their ability to automate tasks and streamline workflows.

But what exactly can these agents do?

Imagine an AI agent that can:

• Book your travel: Flights, hotels, rental cars – all handled seamlessly without lifting a finger.
• Manage your projects: Track deadlines, assign tasks, and even generate progress reports.
• Summarize your emails: Condense lengthy email threads into concise summaries, saving you precious time.
• Schedule your meetings: Find the perfect time for everyone, send invites, and even manage your calendar.

And this is just the beginning. As AI technology advances, agents will become even more sophisticated and capable.

Why should we be excited?

The implications for the workplace are immense. By offloading tedious and repetitive tasks to AI agents, we can:

• Boost productivity: Free up valuable time and mental energy for creative thinking and problem-solving.
• Improve efficiency: Streamline workflows and eliminate bottlenecks.
• Reduce errors: Minimize human error and ensure tasks are completed accurately and consistently.
• Enhance collaboration: Facilitate smoother communication and coordination across teams.

What does this mean for the future of work?

We’re likely to see a shift away from constant communication and status updates towards a more focused, outcome-oriented approach. Imagine spending less time in meetings and more time on strategic initiatives that drive real impact.

The takeaway: The rise of AI agents is not just a technological advancement; it’s a cultural shift. By embracing these tools and adapting our workflows, we can unlock new levels of productivity, creativity, and innovation. The agentic era is here, and it’s time to embrace the possibilities.

The Data Renaissance: Building Personalization And Trust

Maggie Colledge (Manager, Intelligence & Insights) & Suran Ravi (VP, Intelligence & Insights)

Strategic Data Strategy:

Many organizations have promised their employees self-serve analytics – the ability for anyone to access and analyze data without needing technical expertise. But this dream has often been tied to unrealistic expectations of AI.

The reality is that AI can’t generate insights from thin air. It needs a strong foundation of well-organized and accessible data. That’s where a strategic data strategy comes in.

In 2025, we’ll see a renewed focus on building robust data strategies. This means investing in the infrastructure and processes to collect, store, and manage data effectively. Why? Because AI needs high-quality data to deliver meaningful insights and drive real business impact.

Zero-Party Data – The Key to Personalization and Trust:

In this era of data privacy and consumer empowerment, leveraging zero-party data as part of your overall data strategy will become increasingly crucial. This is data that customers willingly and proactively share with brands – their preferences, intentions, and feedback.

Why is it so valuable?

• Transparency and Trust: Customers are more willing to share data when they understand how it will be used and feel in control of their information.
• Hyper-Personalization: Zero-party data allows brands to create truly personalized experiences that resonate with individual customers.
• Enhanced Customer Relationships: By demonstrating respect for customer privacy and providing value in exchange for data, brands can build stronger, more loyal relationships.

The Bottom Line:

AI is a powerful tool, but it’s only as good as the data it’s fed. By investing in a strategic data strategy and prioritizing zero-party data, brands can unlock the true potential of AI, drive better business decisions, and build stronger customer relationships.

Key Steps to Building a Winning Data Strategy:

• Set Clear Goals: Define what you want to achieve with your data.
• Identify Key Sources: Determine where you will gather your data, including zero-party data.
• Ensure Data Quality: Maintain accuracy and reliability in your data.
• Follow Ethical Practices: Be transparent and responsible with how you use and protect your data.
• Invest in Infrastructure: Build systems to manage and process your data effectively. 
• Leverage Zero-Party Data: Use customer-provided data to create personalized experiences. 

Unlock the power of these digital trends for your brand. Contact CitizenDigitalTeam@citizenrelations.com for a strategic consultation

Last week, PRovoke Media’s Innovation SABRE Awards kicked off the 2025 award season and global communication agency, Citizen Relations, has already collected some hardware! The agency took home three trophies and secured the #3 Best in Show spot at the prestigious award show. For the past decade, the IN2 SABRE Awards have been celebrating the expanding breadth of work and innovation coming out of the PR industry. 

Seven Citizen campaigns across five clients were shortlisted in seven categories, winning awards across three client campaigns, along with a Platinum IN2 Sabre Best In Show spot. The award-winning campaigns include:

• Undone for TurboTax Canada
  • #3 of 5 “Best In Show” campaigns across all categories
  • Content Creation for Media Sites (Paid): Sponsored & Paid Media
• Peach Responsibly for Molson Coors Beverage Company
  • Social Video – Social Media & Community Management
• Gallery of Memories for Egale
  • Audio: Podcasts + Music – Tools & Tactics

Shortlisted campaigns included: 

• Chill Train – Molson Coors Beverage Company 
• Summer Bummer Insurance – Que Pasa
• Fix Tixflation – Molson Coors Beverage Company 
• Addy’s Crystal Ball – SickKids Foundation 

These wins highlight the impactful and innovative work Citizen is dedicated to producing. While a first for the Egale and Molson campaigns, Undone for TurboTax has previously won awards at The Drum Awards Festival and Applied Arts Advertising Awards. 

Recognition at the IN2 SABRE Awards, however, is not new for Citizen; last year the agency took home 9 wins at the show, including a Creative Professional of the Year win for Chief Creative Officer, Josh Budd. The agency also won the top spot in the Platinum SABRE Award for their Asshole Activists campaign for Tushy. 

Congratulations to all the winning teams and partners for a fantastic start to 2025! 

At Citizen, we believe the stories we tell need to be backed by actions. Today marks a significant milestone in our journey as we launch our bold commitment to reducing our carbon emissions to net-zero. This is more than a goal—it’s a statement of intent, rooted in our core values and the responsibility we bear. We’re one of the first PR agencies to commit to net-zero, and we’re doing it because we believe in leading by example. To support our clients to create a more sustainable future we first have to walk the talk ourselves. Our goal is to walk alongside our clients on this journey to maximize impact through collaboration and shared learning.

As the world grapples with the escalating impacts of climate change, global carbon emissions are at an all-time high, driving rising temperatures, extreme weather events, and devastating consequences for ecosystems and communities. Scientists warn that we must halve emissions by 2030 to limit global warming – a goal critical not only for the planet’s health, but for the stability of the people and businesses that depend on it.

Despite recognition of the vital role PR plays in shaping public narratives, culture and corporate responsibility, progress as a whole has been slow and uneven. By committing to net-zero, we’re demonstrating that decisive action is both possible and essential.

Our Net-Zero Commitments

Launching our first-ever net-zero strategy is a big step toward significantly reducing our carbon footprint. This is more than just doing what’s right—it’s about driving meaningful change for our agency, our clients, and the world. Here’s how we’re making it happen:

• Transparency and accountability: we’re committed to sharing our progress openly, including both successes and challenges – starting today.
• Ambitious yet achievable goals: our targets push us to grow while remaining grounded in practicality.
• Maximizing our impact: by understanding our operations and influence, we’re focusing on actions that drive the greatest change.

To ensure our efforts align with global best practices, our goals are guided by the Science Based Targets initiative (SBTi). We’re aiming for a 42% reduction in emissions by 2030 and achieving a 90% reduction by 2040.

Agencies Must Lead the Charge

PR is about shaping culture and driving action. That’s why we believe agencies like ours have a unique role in pushing for change. By committing to net-zero, we’re setting a standard that shows others what’s possible. It’s about being a partner in progress and supporting the brands we work with do the same.

Like what you’re reading?

Drop your email for more content like this straight to your inbox.

EMAIL ADDRESS

Please leave this field empty.

The Road Ahead

We recognize the value of reliable data collection to build a solid foundation for long term success, so we’ll be implementing clear and effective policies to integrate sustainability into how we work. We’re also going to amplify Citizen’s already sustainability-minded culture, from encouraging greener personal choices to managing business travel better. It’s not just about us either; it’s about weaving this mindset into the work we do for our clients as well. These are the first steps, but they’re setting the stage for something much bigger.

Want to dive deeper into our vision and plans? Explore our full Net Zero Strategy to see how we’re turning commitments into action and leading the way to a more sustainable future.

Following a competitive review, award-winning global communications agency Citizen Relations has been appointed as Nespresso Canada’s new PR agency. This strategic partnership combines Citizen’s creative firepower with Nespresso’s premium legacy, launching a new era of innovative storytelling and brand building in the Canadian market. 

Under this new mandate, Citizen Relations will spearhead Nespresso’s consumer public relations, social media engagement, experiential events, and influencer collaborations across Canada.  

“This partnership with Citizen Relations opens up remarkable opportunities,” said Frédéric Pasquier, VP of Marketing at Nespresso Canada. “Their strategic expertise and deep understanding of the Canadian market will help us connect with more coffee lovers across the country while sharing our commitment to exceptional coffee experiences.” 

The agency will focus on amplifying Nespresso’s premium positioning and distinctive brand ethos through compelling activations and innovative campaigns. 

“Welcoming Nespresso to Citizen marks a significant milestone in our growth story,” says Jenn Duggan, President – Canada. “The early momentum we’ve seen from our teams working together signals the tremendous potential of this partnership to drive innovation and excellence in the market.” 

Most recently, Citizen was named  PR Agency of the Year – Silver award at Strategy Magazine’s prestigious 2024 AOY Awards, winning in the category two years in a row. With 10 office locations across the globe, the agency has seen success in the CPG space, with award-winning campaigns at the 2023 Cannes Lions and CLIO Awards. The agency’s Canadian campaigns have also received recognition across the industry, winning awards at the Effie Awards, the Drum Awards Festival and Applied Arts Advertising Awards.  

Last week, the One Club For Creativity revealed its 2024 Global Creative Rankings, where Citizen Relations ranked at #8 in Canada for the second year running – the only PR agency included on the Top 20 list in Canada. 

One Club’s Rankings are a reflection of the best of the best in the global creative industry, through a culmination of results from award competitions, including The One Show and ADC Annual Awards. In 2024, Citizen took home three wins at the 103rd ADC Awards, including the coveted Gold Cube. 

“You don’t expect a “PR” agency in the top 10, but here we are again,” said Josh Budd, Chief Creative Officer at Citizen. “It’s a great way to start the new year, motivation to continue our evolution, and a small but meaningful hat tip to all the Citizens who worked their butts off to succeed in a tough 2024.”

This accolade adds to the momentum Citizen has been building over the recent few years. Early last year, the agency ranked #8 in two prestigious Creative lists in Canada – ICA’s Creative Power List and Strategy Magazine’s Creative Report Card. More recently, Citizen took home the 2024 PR Agency of the Year – Silver award at Strategy’s AOY Awards, having won Gold in 2023. 

Congratulations to the entire team on the achievement! 

The post-holiday season often brings a dip in spirits, culminating in what’s known as “Blue Monday,” falling this year on January 20th. With significant global events and extreme weather impacting morale, the need for connection is more critical than ever. Brands are well placed to help consumers combat the winter blues by facilitating meaningful in-real-life (IRL) connections. Citizen’s 2024 Connections Report reveals key insights into how brands can effectively leverage “Third Places” to bridge social gaps and foster a sense of belonging.

The Power of Third Places

As defined by sociologist Ray Oldenburg, a “Third Place” is a space outside of home and work/school where people connect and relax. These can range from coffee shops and libraries to community centers or parks. According to Citizen’s report, over 80% of people already have at least one Third Place, highlighting their inherent importance in social well-being, yet 74% of those say their Third Place is missing something. The decrease in readily accessible social spaces, combined with the increase in remote work, has made finding these crucial spots all the more difficult.

How Brands Can Help

Brands can play a pivotal role in revitalizing Third Places and creating new opportunities for IRL connection, particularly during the winter months when people are more prone to feeling isolated. Here’s how:

1. Lead With Shared Interests: Don’t just create a space; curate experiences. Organize events and activities that encourage interaction based on shared interests. Consider combatting isolation with book clubs, workshops, fitness classes, or even casual meetups centered around mood-boosting activities. The Citizen Connections Report shows that Gen Z and Millennials, in particular, are drawn to Third Places to explore new interests (58%) and find community (48%). By focusing on shared passions, brands can facilitate genuine connections and build a sense of community.
2. Enhance Existing Spaces: The report reveals that a lack of convenient hours and readily available food/drink options are among the top reasons people find it difficult to find a “right” Third Place. Brands can partner with existing Third Places to enhance their offerings and make them more conducive to connection. During winter months, accessibility can be improved by providing comfortable, heated spaces, extending opening hours (especially during shorter daylight hours), and offering amenities like warm beverages and comfortable seating. A brand could sponsor a “winter warming station” in a park with heated benches and free hot chocolate, or partner with a local community center to offer free winter coat checks and indoor play areas for families.
3. Drive Value Through Experiences: Shifting the focus from sales to genuine community building and positive experiences creates a sense of belonging, which is crucial during winter when people tend to withdraw. A “phone-free” event focused on board games or conversation encourages face-to-face interaction and reduces reliance on technology, which can sometimes contribute to feelings of disconnect. Similarly, a travel luggage company could host a “winter travel planning” workshop, focusing on preparing for winter trips and connecting with other travelers, rather than simply pushing sales.
4. Cater to Nuanced Needs: Recognize that different demographics seek different things from Third Places. The winter blues affect everyone differently and the Citizen Connections Report found that women often use these spaces for relaxation and escape, while men may prioritize making new connections. A women’s-only wellness retreat at a spa offers a chance for relaxation and self-care, which can be particularly helpful during winter. A sponsored men’s mentorship program hosted at a local community center that offers support and connection, which can combat feelings of isolation.

The Long-Term Benefits

By investing in creating and enhancing Third Places, brands not only help consumers combat the winter blues but also cultivate brand loyalty and build stronger community connections. A deeper consideration for the path to togetherness (not just the path to purchase!) not only builds greater trust but ultimately leads to more meaningful engagement and brand affinity.

Gone are the days of running a single creator post and hoping it sticks. With consumers hopping across platforms at lightning speed, brands need more than surface-level strategies to break through the noise. Did you know that social platforms like TikTok and Instagram are becoming the preferred option for search, particularly among younger audiences? Among Gen Z, approximately 65% favour these platforms over Google for discovery and information. Social platforms are no longer just places to scroll—they’re the new search engines.

But in such a crowded space, a single approach isn’t enough. That’s where blending creator marketing and affiliate strategies come in. Creators are masters at sparking trust and building connections, while affiliate programs excel at driving measurable results. Together, they create a full-funnel strategy that takes brands from awareness all the way to action.

At Citizen, we’ve developed Performfluence, a proprietary framework that bridges these two strategies to drive both engagement and conversions.

But let’s be real: not every campaign needs a hybrid affiliate/creator approach. Sometimes, awareness is the goal, and creators should focus solely on building trust and reach. The key is knowing your objectives and aligning the strategy to your goals.

When and Why Affiliate/Creator Hybrid Strategies Work

A hybrid affiliate/creator strategy works best when your brand goals span the entire funnel—from sparking trust and awareness to driving measurable conversions. It bridges the authenticity of creators with the performance focus of affiliates.

For a hybrid strategy to succeed, you’ll need to align budgets across four key areas:

• Creator Compensation: Ensure creators are fairly paid for their storytelling and trust-building efforts.
• Affiliate Rewards: Structure commission payouts based on performance metrics like clicks and sales.
• Paid Media Support: Boost creator content with ad spend to amplify its reach.
• Strategic Planning: Allocate resources for developing a comprehensive hybrid strategy that delivers results across the funnel.

Here’s when to consider a hybrid strategy:

• You need full-funnel impact, from initial awareness to final conversion (e.g., during a major holiday or sales season, or as part of a high-impact launch).
• Your brand has gathered enough data to identify what works (e.g., high-performing creators, formats, and messages).
• You want to create measurable value without sacrificing trust and authenticity.
• You love the power of affiliates already, but have a niche audience segment or category and need to add authority and trust to your affiliate model.

The Evolution of Hybrid Campaigns

Brands often evolve toward a hybrid approach in stages:

1. Awareness-Only Campaigns: These campaigns focus on reach and storytelling, with no direct link to sales. The goal is to spark interest and build familiarity.
2. Data-Gathering Stage: As brands mature, they begin linking to websites and collecting insights on key messages, high-performing creators, and content formats.
3. Performance Play: Once equipped with enough data, brands tie creator content to affiliate links, tracking clicks, conversions, and ROI. This ensures the funnel flows smoothly from awareness to action.

By aligning strategic goals, budgets, and data insights, a hybrid affiliate/creator approach can help brands unlock measurable success across the entire consumer journey.

So, what is Performfluence?

Performfluence is Citizen’s answer to bridging the gap between creator and affiliate marketing. It’s a data-driven, hybrid framework designed to deliver measurable success across every stage of the funnel.

How Performfluence Works:

• Top of the Funnel: Creators generate buzz with authentic, engaging content.
• Middle of the Funnel: Affiliate tactics track engagement and nurture intent.
• Bottom of the Funnel: Data-driven strategies convert clicks into purchases.

Real-World Applications

Here’s how Performfluence brings affiliate/creator hybrid strategies to life:

1. Affiliate Links in Creator Content: Creators use private affiliate links, blending storytelling with performance metrics to track clicks and sales. This approach rewards creators for their authenticity while giving brands measurable insights.
2. Search-Optimized Social Posts: With majority of Gen Z preferring social media for product research, Performfluence ensures posts are optimized with trending keywords to boost visibility and engagement.
3. Sequential Advertising: Through tailored messaging, Performfluence guides users step-by-step, ensuring they move from discovery to decision-making seamlessly.
4. Test-and-Learn Campaigns: Every campaign gathers insights, allowing brands to refine their strategies and focus on what works best. Performfluence thrives on this cycle of constant optimization.

Tracking Success with Performfluence

Performfluence isn’t about guesswork—it’s about measurable impact:

• Integrated Analytics: Combines data from creators and affiliates for a unified view.
• Real-Time Monitoring: Tracks KPIs like clicks, engagement, and conversions.
• Attribution Models: Ensures every touchpoint is accounted for, providing a clear picture of ROI.

Marketing today demands more than just a single strategy—it requires a system that adapts to the consumer journey. Performfluence bridges the gap between creators and affiliates, creating a full-funnel strategy that combines trust-building authenticity with performance-based accountability.

Not every campaign needs a hybrid affiliate/creator approach, but for those that do, Performfluence delivers results that go beyond awareness. Ready to see how your brand can benefit? Let’s start the conversation!

There’s a lot of conflicting information about Gen Z, their desire for connection, and whether they’re willing to venture offscreen to forge the IRL connections they’re craving. Dubbed the “homebody generation”, on the surface there’s some conflicting information about young adults: sick of meeting people online yet unable to disconnect, social by nature but over bars and restaurants. Surprise, humans contain multitudes! Especially those forming their own identities in early adulthood. That said, many Gen Zs are threading this needle in a particularly interesting way: transforming their most intimate spaces into an optimal environment to build the meaningful connections they seek: who says the first place can’t become the third place? Come on over. 

The actual anti-social social club

The homebody generation label doesn’t mean a desire to be by themselves – according to the 2024 Citizen Connections Report, the majority of Gen Z consider themselves social or strong connectors (57%), meaning they feel their best when they’re with others, and seek out these experiences. While we see this generation spending more time at home, they still crave connection & prioritize a third place. However, when it comes to a space where they can best forge those connections, they are often reimagining where this happens, while other generations set out into the wider world to find it. Gen Z is creating “third place moments” at home, driving a hosting renaissance in a way that celebrates both their physical and online worlds. 

Staying home doesn’t mean what it used to.

The majority of Gen Zs do have a third place in the traditional sense, and of those, 9 in 10 say they’d give up major quality of life indicators to keep theirs. But, according to the 2024 Citizen Connections Report, they’re also most likely to say their third place is missing major features (food & drink, accessibility, low/ no costs) that make them ideal for building & fostering social connections. As a generation who’s experienced major milestones from home, and are in a lifestage where self discovery and expression is paramount, it makes sense that this home is becoming their bar, coffee shop, pilates studio, and more. According to the 4A’s, Gen Z will gravitate towards whatever feels most meaningful & memorable, and gravitates towards ways to explore shared interests vs traditional third places like bars & restaurants. Because this cohort is invested in making home the place where they feel most authentic, safe and fulfilled, it makes sense that they’re inviting the social occasions millennials tend to find outside the home, into theirs. Searches for Nancy Meyers core and dopamine decor are sky high, and themed dinner parties have seen a 6000% search increase through summer 2024 according to Pinterest.

But it’s not just about the physical: while hosting at home satisfies the intimate, authentic space for social connections that feel truly meaningful for Gen Z, they’re also able to seamlessly include their online universe in the experience, sharing unfiltered but highly curated moments from their home café drop-in, Book Club or coastal dinner party. Bringing social occasions home means they can make their best memories in a space that allows them to showcase who they are, both to those in the room and their broader friends and followers online.  

What’s keeping Gen Z home – brand considerations:

• Anxiety is REAL: for this generation, home is their happy place. To welcome this cohort out, traditional third places need to adapt and understand that many young adults are more comfortable at home and behind a screen, and work to bridge that gap in thoughtful ways with relevant and familiar cues (source).
• Money is tight: For many, income hasn’t kept up with the cost of going out / socializing at spots where you have to spend $$$ to spend time. Think about how your brand can lower the barrier to exit (their own front door) if you want to make broadening their horizons worthwhile (source).
• Self expression and shared interests is key: these folks want to spend time with friends and family that they’ll all cherish. They are all about romanticizing the mundane, & TikTok helps project this idealism as well as their own aesthetic touch (source). Consider themes that your audience connects to, and how to help them bring those worlds to life.