Category: News

Ever wonder how some of the best minds land in public relations? Two Citizen leaders recently pulled back the curtain in PR In Canada’s “Why I Love PR” series, sharing the intriguing turns that led them to the industry and why they love it. 

Senior Director, Jonathan Siemens, was convinced he’d become an architect. He shares, “It was a ‘falling backwards’ kind of moment – I wasn’t actively seeking PR, but it found me, and it felt like a perfect fit.” Read about his journey to the PR world – and his most unique job – here. 

What Amber Ciolfe, Director, loves about PR is making complex matters simple. She says, “It can sometimes be like a puzzle, mixed with a bit of instinct, understanding of human nature, and experience to make a change in the world, or spark a conversation.” Learn about her journey here.

Last week, the sixth PRWeek Purpose Awards took place, where Citizen Relations took home the ‘Best Fundraising’ award for their ‘Addy’s Crystal Ball’ campaign with SickKids Foundation. 

The PRWeek Purpose Awards recognize those campaigns that further authentic purpose and create meaningful impact through creative ideas. With submissions open to agencies, brands, public sector bodies, NGOs, and nonprofits, winning at this show is a great feat.

Citizen’s Addy’s Crystal Ball campaign helped raise a total of $7.7 million for SickKid’s Precision Child Health – a revolutionary approach to pediatric healthcare – 26% over the donation goal. The campaign was anchored in the story of 13-year-old Addison Hill, a real SickKids patient who was diagnosed with angiosarcoma, a rare, aggressive tumor. The campaign featured a 10 ft. crystal ball based on the one Addy gave her doctor when he couldn’t confidently answer the question “will I live or die?” The giant crystal ball, which has now found its permanent spot in Addy’s hometown, symbolizes the power of Precision Child Health: “When we see the future, we can heal the future”. 

The campaign has also been recognized at the ILEA Espirit Awards, Canadian Marketing Association awards and the 2024 Effie Canada Awards. 

Along with this campaign, Citizen was shortlisted in three other categories at the awards for:

• Best Diversity, Equity, or Inclusion – Vizzibility Booth (Molson)
• Best Use of Creativity – Vizzibility Booth (Molson)
• Best Advocacy – Gallery of Memories (Egale)

At the PRWeek Purpose Awards in 2023, Citizen’s ReclaimYourName.dic campaign for Elimin8Hate took home three awards, including the Best In Show award as The Most Purposeful campaign. 

The Gen Z Collective is Citizen’s ongoing series uncovering the nuanced motivations, evolving priorities, and untapped opportunities within this pivotal generation.  

In an era saturated with digital noise, the voice of the consumer has never been more powerful. But when it comes to Gen Z, that traditional advertising funnel is becoming obsolete. Gen Z’s trends, preferences, and buying choices are heavily swayed by voices they trust in the digital space – over 50% of Gen Z are more likely to buy something an influencer recommends. But this generation is also incredibly savvy and skeptical, hence them being dubbed the “de-influenced” generation. They’ve grown up with a constant barrage of information and ads, leading to a refined ability to detect insincerity. In fact, 46% of Gen Z won’t even buy from a brand if they can’t find independent information about it. This skepticism, combined with the sheer volume of content Gen Z consumes daily, makes it increasingly difficult – but not impossible – for brands to break through the clutter and forge genuine connections.   

Word-of-Mouth in the Digital Age 

While some say that word-of-mouth marketing is dead with Gen Z, that’s not really the case. In a digital age, word-of-mouth marketing has just taken on a whole new meaning. It’s no longer just about water cooler gossip; it’s a dynamic ecosystem of online reviews, social sharing, and buzzworthy experiences. Online reviews are a cornerstone in Gen Z’s decision making process, with volume and recency being the top considerations. Considering the impact Letterboxd – a movie review sharing app – has had on how Gen Z watches movies, it is evident the importance and trust Gen Z puts on fellow consumers. And while TikTok and Instagram remain the top platforms for this demographic, 75% of Gen Z find Reddit to be the third-most trusted online platform they use.  

In the same realm as online reviews, User-Generated Content (UGC) holds significant value with Gen Z for its perceived authenticity and unbiased nature. Marketers can effectively leverage UGC by:

• Encouraging Reviews and Testimonials: Actively solicit online reviews and testimonials from satisfied customers.
• Running UGC Campaigns: Create campaigns that encourage customers to share their experiences with the brand through photos, videos, and stories.
• Showcasing UGC: Feature user-generated content prominently on the brand’s website, social media channels, and in marketing materials.
• Fostering Community Interaction: Create online forums or social media groups where users can share their experiences and connect with each other.
• Recognizing and Rewarding Creators: Acknowledge and reward users who create compelling content about the brand.

Influencer Marketing, Done Right 

Gen Z has flipped traditional marketing influence on its head. Raised in a world of information overload, they are exceptionally skilled at tuning out noise and calling out anything that feels inauthentic. Decoding what influences them requires redefining the entire influencer playbook. Gen Z doesn’t respond to traditional advertising, in fact 92% of Gen Z respond to micro or nano influencers instead of celebrity endorsements. Instead, they seek out influencers and content creators they perceive as relatable and genuine users and fans of the brands they promote. Their skepticism of brand and advertising clutter gives rise to a desire for community and two-communication. And this is evident in the sharp rise in popularity of platforms like Discord, Substack and Patreon, that allow creators to build a community where their audience can feel seen and heard. And authenticity – a genuine desire to connect with people – is the driving force. 

What Really Influences Gen Z Today?

For Gen Z, influence isn’t about follower counts. It’s about cultural credibility. They look to people who share their values, interests, and identities – and who engage with the world in ways that feel human, nuanced, and real. That’s why creator marketing strategies need to go beyond aesthetics or vibe alignment. Brands must actively seek creators who:

• Build trust over time with their audience through consistency, not just virality
• Are grounded in a niche or community that aligns with the brand’s values
• Share content that feels like a two-way conversation rather than a broadcast

This shift has elevated micro and mid-tier creators to the top of strategic consideration, not just because they feel ‘authentic,’ but because their influence is more concentrated, community-based, and resilient.

Modern Influence Is Community-Led and Performance-Measured

What defines modern influence for Gen Z is a combination of cultural relevance and accountability. Community-led storytelling drives deeper engagement, but brands also need tools to ensure these stories translate into action. That’s why Citizen developed performance-driven frameworks like our proprietary Performfluence model – to ensure that influencer campaigns aren’t just trendy, but measurable and effective in driving real connections. It allows brands to:

• Use search-informed insights to guide creator selection and topic direction
• Combine organic and paid strategies for optimized reach and impact
• Integrate real-time performance tracking to adapt content while in market
• Align campaigns to full-funnel goals like traffic, sign-ups, or conversions

Rather than seeing influencer and performance marketing as separate efforts, effectively connecting with Gen Z demands a new model that merges both. 

How Brands Can Regain Influence in the Post-Trust Era

To win with Gen Z, brands must approach influencer marketing like a long-term relationship, not a short-term campaign. That means:

• Investing in Always-On Creator Strategies: The era of one-off influencer posts is over. Gen Z expects consistency and continuity from the brands they follow.
• Designing for Discovery: Influencer content needs to be search-optimized and aligned with intent. What is Gen Z typing into TikTok or Google? Your content should answer it.
• Giving Creators Creative Control: Gen Z responds to content that feels personal, unscripted, and real. The more control you give creators, the more believable the brand becomes.
• Building Feedback Loops: Measure what works and keep refining. Use insights to adjust content angles, formats, and distribution strategies.

Bottom line: Embrace the Conversational Power

Gen Z isn’t rejecting influence. They’re just demanding that it be smarter, more accountable, and deeply aligned with who they are. The landscape has shifted from a one-way broadcast to a multi-faceted conversation. Moving from ‘broadcast’ to conversation is not just a marketing tactic; it’s about building genuine relationships and earning the organic, measurable endorsements that truly resonate with the generation of consumers with growing importance. This is how we influence the de-influenced.

Earlier this week, global communications agency, Citizen Relations, won two awards at PRovoke Media’s North American SABRE Awards 2025 in New York City. No stranger to the show, this is the fifth consecutive year Citizen has taken home wins at this prestigious PR show. 

The award show has long celebrated the best in strategic planning and creativity, applauding those campaigns that cut through the clutter and deliver measurable impact. This year, four Citizen campaigns were shortlisted across four categories, with the agency’s Chill Train campaign for Molson Coors Beverage Company and Gallery of Memories campaign for Egale winning awards. 

The campaigns won for:

• Best Guerilla Marketing – Chill Train (Molson)
• Best Marketing to Seniors – Gallery of Memories (Egale)

Citizen was also shortlisted for: 

• Best Word-of-Mouth Marketing – Fix Tixflation (Molson)
• Best Marketing to Youth – Undone (TurboTax)

Earlier this year, Citizen kicked off the 2025 award season with three wins and a #3 Best In Show spot, for our Undone campaign, at PRovoke’s Innovation SABRE Awards, which recognize the innovative work coming out of the PR industry. In 2024, the agency took home 9 wins at the Innovation SABRE Awards, 2 wins at the North American SABRE Awards, along with the top spot for the Platinum SABRE Award, for their Asshole Activists campaign, and a second consecutive Creative Professional of the Year win for Chief Creative Office, Josh Budd. And in 2023, Citizen won Consumer PR Agency of the Year title, along with three campaign awards at the show. 

Most recently, Citizen’s Chill Train campaign has received hardware at the Canadian Event Awards and their Fix Tixflation campaign won a Bronze at the prestigious CLIO Awards. The agency has also been shortlisted for Campaign Canada’s inaugural Agency of the Year awards and announced new business wins with Jack Link’s Canada, Nature’s Path North America and Nespresso Canada. This comes off the back of a stellar 2024, where the agency won Campaign’s Global PR Agency of Year – Bronze & Strategy’s PR Agency of the Year – Silver.

Global marketing communications agency, Citizen Relations, celebrated major wins at the prestigious Canadian Event Awards last week in Toronto. The agency’s Experiential team, led by Kevin Wagman – who was named 2024’s “Top 25 Most Fascinating People in Events – proudly took home two awards, showcasing their exceptional creativity and execution in the experiential marketing space.

The Canadian Event Awards, presented by the Canadian Special Events magazine, shine a spotlight on the very best in events and hospitality. An annual winner, this year Citizen secured top honours for their groundbreaking Chill Train campaign for the Molson Coors Beverage Company.

The integrated campaign was awarded for:

• Best Public Experiential Marketing Event
• Outstanding Logistical Achievement

These wins underscore the innovative thinking and meticulous planning that brought the unforgettable Chill Train experience to life across Canada. The campaign, which saw the unexpected arrival of a “frozen” train delivering game day essentials and Coors Light merchandise at the Big Game that captured the nation’s attention and delivered impressive results for the client.

“Winning at the Canadian Event Awards is always an honour,” says Jenn Ramsay, SVP, Experiential at Citizen Relations. “It takes a collaborative team – and a lot of resourcefulness – but this campaign is a true embodiment of our commitment to architecting unique, impactful and culturally relevant experiences.” 

This year, the agency was shortlisted in 10 categories across four campaigns:

• Molson Coors – Chill Train x4
• Groupe Touchette – 2024 Innovation Summit x3
• Honda Dealers Association – Toronto Indy x2
• Shoppers Drug Mart – Top Picks Arcade x1

This year’s recognition adds to the recent momentum for the global agency, with shortlists for the Chill Train campaign at the Innovation Sabre Awards & North American Sabre Awards. Most recently, the agency was shortlisted for PR AOY at Campaign Canada’s inaugural Agency of the Year Awards and announced new business wins with Jack Link’s Canada, Nature’s Path North America and Nespresso Canada. This comes off the back of a stellar 2024, where the agency won Campaign’s Global PR Agency of Year – Bronze & Strategy’s PR Agency of the Year – Silver.

Jack Link’s, an iconic brand in the protein snack category, has selected Citizen Relations as its strategic partner to elevate brand engagement across Canada for 2025. With a fully integrated approach that leverages the agency’s strategic experiential, digital and PR leadership, Citizen is set to drive significant momentum for the brand, crafting immersive experiences that resonate with Canadian consumers from coast-to-coast.

“We were looking for a partner that understood what our brand needs and could deliver multi-faceted strategic marketing solutions,” said Sheila Solby, Marketing Director at Jack Link’s in Canada. “The Citizen team and their experts across experiential, digital and PR, came together as one and went beyond the ask – thinking of bold and disruptive ways to amplify our brand across channels and platforms.”  

With this partnership, the agency will use an integrated strategy to position Jack Link’s as the top choice of protein fuel for Canadians. The partnership’s experiential marketing activations will focus on product sampling and digital extensions to drive consumer action, bolstered by key influencer marketing support. The partnership has  kicked off with an exciting national consumer engagement campaign set for May, guerilla sampling for National Jerky Day in June and activations at Calgary Stampede in July. These programs are designed to help Canadians Feed their Wild Side, sparking adventure and bold flavour experiences across the country.

Jack Link’s is leveraging Citizen’s expertise in digital solutions to power the full consumer journey experience. Citizen Digital will lead the owned and operated strategy for Jack Link’s digital channels, including a 360 social media strategy and website support, with the primary objective of connecting brand awareness through performance. 

“Citizen Relations is thrilled to partner with Jack Link’s and ignite this iconic brand’s presence in the Canadian market,” said Jenn Ramsay, SVP, Experiential at Citizen Relations. “We believe in creating impactful experiences beyond the ordinary and we’ve already hit the ground running.”

Most recently, Citizen has been named the PR AOR for Nature’s Path North America and PR AOR for Nespresso Canada. The agency has also won several accolades in recent years, including Strategy’s PR Agency of the Year – Silver and Campaign’s Global PR Agency of Year – Bronze titles. 

Citizen’s introduces The Gen Z Collective, an ongoing series uncovering the nuanced motivations, evolving priorities, and untapped opportunities within this pivotal generation. 

The economic shockwaves of the 2025 trade war are profoundly impacting Gen Z, a generation whose commitment to social responsibility now intersects with urgent financial realities. For brand leaders, understanding this shifting dynamic is no longer optional – it’s business critical. This article offers a deep dive into the specific ways the trade war is influencing Gen Z’s purchasing behavior, revealing essential insights and actionable strategies for brands seeking to maintain relevance and build loyalty in this evolving landscape.

The Impact of the 2025 Trade War on Gen Z

The 2025 trade war – marked by widespread tariffs, a fluctuating stock market and general economic uncertainty – introduces a new layer of complexity to Gen Z’s relationship with brands. Potential price increases due to tariffs will very well lead to a heightened focus on value-driven shopping. While sustainability remains a concern, Gen Z will likely curb their willingness to pay extra for eco-friendly products. A collective shared anxiety will delay purchase decisions, with short-term thinking taking precedence over long-term planning. 

Key implications of the trade war for Gen Z’s choices:

• Conflict Between Ethics and Affordability: The economic pressures of the trade war are forcing Gen Z consumers to make difficult choices, prioritizing affordability over ethically sourced products if they come at a higher cost. In the USA, Gen Z consumers are preparing to shift their consumer habits, such as seeking thrifting options for apparel. 
• Rise of Nationalistic Sentiments: In countries like Canada, the trade war has fueled “Buy Canadian” movements across the country. And while Gen Z finds buying Canadian important, they face considerable barriers. With a quarter of those aged 25-34 facing food insecurity already, Gen Z are most likely to prioritize affordability over locally sourced products, despite a desire to support the movement. In the US, it’s likely such a movement will gain fervor in the near future – albeit being driven by price versus patriotism.
• Leveraging Digital Platforms for Value and Information: The trade war is pushing Gen Z to delay their purchasing decisions, giving them more time to weigh the costs and benefits. And their first course of action is to spend more time inquiring about brands – their practices and their pricing – online. In fact, 46% of Gen Z’s won’t purchase from a brand if they don’t find independent information about it. 

Appealing to Gen Z in the Context of the Trade War

To effectively engage with Gen Z during this period, businesses and marketers need to pivot from their typical ‘marketing in a recession’ playbook. They’re skeptical about branded content and messaging, especially on social media where three quarters of Gen Z agree that the presence of too many ads has ruined their experience. Combine that with their use of humor and “meme culture” to deal with most situations, breaking through the clutter to appeal to them isn’t an easy feat. 

Brands, instead, need to shift their approach, speaking to Gen Z on their level – bluntly, with full transparency, and a bit of humor. 

• Emphasize Value and Affordability: Gen Z wants to be heard, more than anything. Show them you understand where they’re coming from with empathy and clearly communicate the value proposition you’re offering without compromising on ethics.  Explore opportunities to offer competitive pricing on socially responsible products. 
• Show Authentic Commitment to Their Values: Back up your claims with tangible actions and be transparent about your sourcing, production, and social impact initiatives. Since affordability is on their minds, give them the “why” behind your pricing. 
• Connect Transparently Online:Utilize social platforms to take them behind the scenes of the brand bringing them into your world and engaging in open dialogue. This level of trust and authenticity is what they are craving.  
• Partner with Authentic Influencers: Influencer marketing is even more crucial today than it was before but who you partner with is the real key. Gen Z wants to hear from real people they can relate to, not big brand spokespeople. Partnering with micro and nano influencers that have a platform built on trust with their audience will prove to be more effective than partnering with household names.
• Foster Community Building: Create opportunities for Gen Z consumers to connect with each other and your brand around shared social and ethical concerns. With their increased desire for IRL spaces and to find community, find ways to bring Gen Z consumers into your space to build a connection with them. 
• Be Transparent About Potential Price Increases: If tariffs lead to price changes, communicate these changes openly and explain the reasons behind them. Highlight any efforts being made to mitigate the impact on consumers. It’s early to tell the long term impact, but some campaigns highlighting local artisans have reached great affinity in the early stages. 

At this stage, the 2025 trade war has brought in economic complexities that are impacting Gen Z’s wallet. The changes in their decision-making behavior are out of necessity. There is an expectation that they will return to value-driven decisions once the economy starts to stabilize – but it’s anybody’s guess when that will happen. Staying informed on Gen Z’s evolving values and concerns, especially as it pertains to the trade war, is a way to stay on top of the trends and keep strategies appropriately updated. It’s worth continuing to prioritize authenticity, transparency, and a genuine commitment to social and environmental responsibility to continue to build brand loyalty. However, companies must be mindful of economic realities and nationalistic sentiments and balance their approach to effectively connect with Gen Z in this evolving landscape.