Insights

We are living in times that demand we reinstate the desire for discovery and cross-enrichment. Brands have a real advantage they’re not always leveraging. By adopting a nomad mindset (one that values observation over judgment and hybridisation over polarisation), brands can do more than just increase market share. They can become the new cultural brokers, endorsing a shift back to where we truly come from: a world connected not just by technology, but by understanding.

In the vast, sprawling landscape of North America, Québec stands as a fascinating paradox. It is a modern, innovative society that functions with the intimacy of a small town. According to Sonya Bacon, Senior Brand Strategist and Lecturer at Sherbrooke University, understanding this unique “village culture” is the only way to truly connect with the province. It is a place where the collective “we” triumphs over the individual “I”.

Insight Connect is a platform where we interview senior brand marketers, cultural and international experts. We explore the tangible value of cultural intelligence and well-informed internationalisation plans. In this episode, we explore the unique culture of Quebec and how it stands out within the broader Canadian context. From "I" to "we", from "tradition" to "modernity" and "local" to "global", Sonya shares her unique experience and perspective on a fascinating market a