The HumanKindTM
Study 2026
We’re thrilled to share that the 5th annual HumanKindTM
Study is here, and it’s more hopeful than you might
think. This year, we’re diving deeper into the actions
Canadians are taking to overcome the challenges they
face today.
Mining for Hope
This study may contain hope. In 2026, we’ve seen
a revival in hope that we’ve never seen in 5 years
of conducting this study. With more confidence,
kindness, and happiness, things are looking up for
young Canadians.
of young Canadians believe
hope and happiness are
something you practice, not
something you wait for.
Being a Villager
Community isn’t convenient. The loneliness
epidemic of the recent past is lending itself to an
understanding of the healing power of community,
with 74% of respondents reporting that it’s
important to show up for others.
Living Lighter
Canadians are hoping to find a better balance
and trying to bring their shoulders down a bit. Life
can be heavy, especially when they’ve been trying
to hold it all at once. They want lightness, humour,
and to feel good for just a minute.
of young Canadians
say they are going to
more parties or
events where they
can let loose, have
fun, or dance.
AI Slippery Slop
As AI usage goes up, so do concerns. Using AI
more doesn’t necessarily translate to feeling
better about it, and a lot of the concerns that
Canadians have had about AI for the past two
years have remained or worsened.
Nobody Puts
Canada
in a Corner
Everyone loves Canada. Canadians feel like the
world is paying attention. Younger Canadians
often talk about focusing their spend on smaller
local businesses where they feel their dollars
make a difference to culture, communities, and
everyday Canadians like them.
“What helps
people, helps
business.”
– Leo Burnett
Get the entire study
At Leo, HumanKindTM is our simple philosophy on how
we get to the most creative and transformative work.
HumanKindTM focuses on the ability of imagination to
change the way people think, feel, and ultimately behave.
To get you one step closer to understanding your
consumers, their needs, wants, and struggles and the
ways brands can connect more deeply with them,
download the full copy of this year’s The HumanKindTM
Study here.