By Dr. Maurice Yeates and Dr. Tony Hernandez 

In this CSCA Research Insight we look at the historic trends relating to consumer services from the perspective of different generations of Canadian consumers. Generational analysis is rooted in the premise that aggregate behaviours associated with particular generations can, for a time, become dominant forces shaping the environment in which future generations live.  In 2020, as Canada has grappled with the global Covid-19 pandemic, such generational analysis provides insights into how forces of change have impacted and shaped consumer services for past-generations. We speculate on some of the consumer changes that have resulted from the pandemic thus far and will report further as these changes to consumer services materialize in a post-pandemic world.