IACC Vancouver Event - Elbows Up: How is Brand Canada Faring?

Join our morning panel with Canada's top minds in research, brand strategy & consumer behaviour to explore the future of Brand Canada.
About this Event

Elbows Up: How is Brand Canada Faring?

Something profound has shifted in the Canadian psyche, and if you work in research or insights, you've probably felt it in your data before you could name it.

Join us for a morning panel bringing together some of Canada's sharpest minds in public opinion research, brand strategy, and consumer behaviour to unpack what's really happening to Brand Canada, and what it means for the work we do.

What We'll Explore

• Shifting Politics — Voting intentions and approval ratings at historic highs: what the numbers are telling us and why it matters
• National Pride — How a fundamental reimagining of Canadian identity came into being, and how fast it happened
• The Buy Canadian Phenomenon — How Trump single-handedly rewired Canadian consumer sentiment and behaviour — and whether the change is here to stay
• Tourism & Inbound Investment — What shifting sentiment means for travel, destination confidence, and investment in local economies

Who Should Attend?

This event is designed for market researchers, UX and insights professionals, brand strategists, and anyone who uses data to understand people and wants to better understand the Canadian moment we're all living through.

Whether you're tracking consumer behaviour, advising on brand positioning, or simply trying to make sense of a rapidly shifting landscape, this conversation will give you sharper context and a room full of people who speak your language.

Agenda

1. 8:30am Doors Open/Networking/Breakfast
2. 9:00am Panel Discussion
3. 10:00am Networking
4. 10:30am Doors Close (Want to keep the discussion going? May we suggest taking your new friends to FUNK Coffee Bar at Dunsmuir and Burrard)

Panelists

• Kyle Braid, Senior Vice President of Ipsos Public Affairs. Kyle is based in Vancouver and leads Ipsos's public affairs practice in Western Canada. He has worked in public affairs research for more than 30 years and has led hundreds of quantitative projects for public sector clients. He is the main media spokesperson for most Ipsos public affairs releases in Western Canada. His areas of specialty include issues management, communications, and reputation research.
• Sasha Bricel, Marketing Lead at Specsavers, former Marketing Director at Nature’s Path Foods. Sasha Bricel is the Marketing Lead at Specsavers Canada, responsible for driving brand growth through awareness, consideration, consumer insights, and strategic partnerships. Previously, she held senior marketing leadership roles at Nature's Path Foods and tentree, where she helped grow and position purpose-led consumer brands across the Canadian market. Sasha began her career in advertising, working on brands including Lexus, Air Canada, and Tim Hortons, and has been recognized with multiple industry awards, including Cannes Lions and D&AD pencils.
• Steve Mossop, Executive Vice President of Western Canada at LegerSteve is one of Canada's most sought-after speakers and media commentators on public opinion, consumer behaviour, politics, economic trends, and artificial intelligence. With more than 40 years of public speaking experience across North America throughout his career in market research, he is known for transforming complex data into engaging stories and practical insights. As Executive Vice President of Western Canada at Leger, the largest Canadian-owned market research and public opinion firm, Steve has released more than 1,000 public opinion polls and accurately predicted the outcomes of over 25 elections. He is a regular commentator in national and regional media and a trusted advisor to organizations seeking to understand rapidly changing Canadian attitudes.

Moderator

• Lauren Isaacson, Founder & Research Director of Curio Research and Vancouver Metro Chair of Inights Association’s Canadian Chapter. Lauren is the founder and Research Director of Curio Research, a Vancouver-based boutique market and UX research consultancy with over 20 years of experience serving Fortune 500 clients including Amazon, Microsoft, Google Cloud, Meta, and SAP. A past President of the Qualitative Research Consultants Association (QRCA), Lauren brings a rare combination of methodological rigour and strategic curiosity to every conversation.

Ticket prices are in USD.