Reading: Social Factors

People Influencing People

Consumer behaviour is not shaped in isolation. Social factors—family, friends, groups, and broader society—play a major role in purchasing decisions. These influences guide what consumers buy, how they evaluate products, and even when and where purchases occur. In Canada, with its diversity, rapid technology adoption, and shifting values, understanding social influences is essential for marketers.

Family

Family remains one of the strongest and most enduring influences on consumer behaviour. Changing demographics are reshaping what “family” means in Canada.

• Multigenerational households are more common, especially in high-cost urban centres, influencing shared purchasing decisions for housing, groceries, and entertainment.

• Dual-income households and single-parent families drive demand for convenience items such as meal kits and ready-made foods.

• Children and youth often influence household purchases related to technology, fashion, and entertainment.

• Non-traditional families (e.g., LGBTQ2S+, blended households) also represent an important and growing consumer segment, requiring inclusive approaches.

Reference Groups

A reference group is any group that a person looks to for guidance in behaviour, values, or attitudes. In Canada’s highly connected and multicultural society, reference groups take many forms:

• Friend groups and peers: Especially important for teenagers and young adults in shaping tastes in fashion, food, and entertainment.

• Workplace and professional associations: Increasingly relevant as Canadians spend much of their time in hybrid work settings, where “Zoom-ready” attire and home office setups have become part of workplace norms.

• Digital communities and influencers: In 2025, social media platforms such as TikTok, Instagram, and YouTube remain powerful drivers of consumer behaviour. Micro-influencers with fewer but more engaged followers are particularly effective in Canada, where consumers tend to value authenticity and relatability over celebrity.

Marketers frequently leverage these reference groups by partnering with trusted community leaders, influencers, and cultural ambassadors. For example, Canadian brands often collaborate with Indigenous creators or bilingual (English/French) influencers to connect with diverse consumer groups.

Roles and Status

Every person occupies multiple roles—such as student, employee, parent, community volunteer, or retiree—and each role comes with expectations that influence buying behaviour. A person’s status within a group also affects purchasing decisions. For instance, a Canadian professional may buy a Tesla not only for its environmental benefits but also as a symbol of social status in an urban, eco-conscious community.

In Canada, identity and status are often intertwined with cultural values such as inclusivity, sustainability, and diversity. Products that signal commitment to these values—whether through eco-friendly packaging, Indigenous-owned business certifications, or bilingual branding—can enhance a consumer’s sense of social belonging and elevate perceived status.

Culture

Culture refers to the shared values, beliefs, norms, and practices that guide human behaviour within a society. In Canada, culture is influenced by both its Anglo-European roots and its strong French heritage, alongside vibrant Indigenous traditions and a rapidly diversifying immigrant population.

Canadian culture often emphasizes inclusivity, multiculturalism, fairness, environmental stewardship, and social responsibility. For example, marketing messages that highlight equity, sustainability, or collective well-being often find strong resonance with Canadian consumers. Bilingual communication (English and French) is a norm for national campaigns, while region-specific strategies are often needed to appeal to particular cultural contexts.

Subculture

While culture defines broad patterns, subcultures reflect the more specific identities that individuals align with. Subcultures form around shared geography, ethnicity, religion, nationality, or occupation—and each creates unique consumer preferences and expectations. In Canada’s mosaic, these subcultural dimensions are highly significant.

• Geography: Regional identity strongly shapes preferences.

  • Western Canadians often value resource-based industries, outdoor lifestyles, and more individualistic messaging.

  • Quebecois exhibit distinct linguistic, cultural, and political identity, requiring tailored campaigns often delivered in French, emphasizing heritage, creativity, and pride.

  • Atlantic Canadians may emphasize community, tradition, and resilience, with consumption patterns tied to fishing, local music, and regional pride.

  • Northern communities, including Inuit and First Nations populations, prioritize messages that acknowledge remoteness, traditional practices, and respect for land stewardship.

• Ethnicity: Canada’s immigrant population represents hundreds of ethnic origins, many of which maintain strong consumer traditions.

  • Colombian Canadians may bring strong coffee and culinary preferences.

  • Mongolian Canadians could seek out cultural foods, festivals, or niche products tied to heritage.

  • Ethiopian Canadians help sustain demand for injera, spice blends, and community-focused dining experiences.

• Religion: Faith traditions also create consumption patterns, especially around holidays, food restrictions, and lifestyle choices.

  • Catholics shape traditions around Christmas, Easter, and community gatherings.

  • Jews may seek kosher-certified products.

  • Muslims value halal foods, and Ramadan drives seasonal consumption patterns.

  • Mormons, Baptists, and other Protestant groups influence choices in alcohol, family activities, and lifestyle products.

• Occupation: Work identity often intersects with consumer identity.

  • • Military families may emphasize mobility, resilience, and financial security.

    • Technology workers drive demand for smart devices, co-working spaces, and sustainable urban living.

    • Government employees often value stability and public-service-oriented messaging.

    • Clergy may shape community-driven purchasing choices.

    • Educators influence trends in children’s learning products, reading materials, and professional development services.

For marketers, understanding these subcultures is critical. Effective strategies often require micro-segmentation—customizing messages not just to “Canadian consumers” in general, but to Western Canadians, Muslims, or technology workers, each of whom may interpret the same product in very different ways.

The following video shows how a shopping mall managed to save itself by catering and marketing to the Latino subculture.

You can view the transcript for the video “Demise of the Mall and Reinvention”. (opens in new window)

Customs

Customs are the established patterns of behaviour expected within a culture or subculture. They are often ritualistic, repeated actions that signal membership in a group and reflect shared values. In Canada, customs range from everyday practices to seasonal and holiday traditions, many of which influence consumer spending.

• Everyday customs: Morning coffee runs to Tim Hortons or Starbucks, tipping in restaurants, and buying hockey equipment for children in youth leagues are ingrained in Canadian consumer routines.

• Seasonal customs: Canada Day, Thanksgiving, and Victoria Day often drive seasonal promotions, as do cultural holidays like Lunar New Year and Diwali, reflecting Canada’s diversity.

• Family and social customs: Holiday shopping at Christmas or Boxing Day, back-to-school spending in September, and Black Friday/Cyber Monday events now strongly shape the retail calendar.

• Digital customs: In 2025, digital-first shopping events such as “Singles’ Day” (imported from Asia) and TikTok-driven product fads are emerging as new consumer rituals.

Marketers who tap into these customs—while showing respect and cultural sensitivity—can embed their brands into the fabric of everyday Canadian

life.

Social Class

In Canada, social class is often defined more by education, occupation, and lifestyle than by aristocratic lineage. However, income disparities continue to shape purchasing decisions.

• Upper-income consumers may emphasize luxury, global travel, and premium experiences.

• Middle-class consumers often focus on home ownership, family needs, and value-driven purchasing.

• Working-class consumers may prioritize affordability and practicality.

The increasing affordability of technology has blurred some class distinctions, but marketers must remain mindful of affordability concerns, particularly in a context of high housing costs and inflation in 2025.

Implications for Marketers

For marketers in Canada, social factors represent both opportunities and challenges:

• Campaign design must reflect diversity and inclusivity, ensuring representation across languages, ethnicities, and lifestyles.

• Community connections are critical—brands that engage authentically with Indigenous groups, immigrant communities, or youth movements gain credibility and loyalty.

• Digital word-of-mouth through micro-influencers and peer networks can make or break product launches.

• Family-centric marketing should acknowledge non-traditional households, multigenerational dynamics, and the influence of children in decision-making.

By understanding and respecting these social influences, Canadian marketers can build stronger relationships and create products that resonate across a diverse and evolving society.

Creation note: This content was updated with the assistance of ChatGPT, a language model developed by OpenAI, and was subsequently reviewed and edited by the author for clarity and accuracy.