Marketing Connected

Content on this page spans a wide range of topics, from the impact of the pandemic on the practice of marketing, the evolving nature of work, privacy obligations during the pandemic, the government's approach to deceptive marketing and fraud prevention at this time, government supports for employees and businesses, and the mental health and well-being of individuals working remotely.

We are continuously adding new material, so visit often. 

In addition, check out the following initiatives that we have launched to support the Canadian marketing community during this unprecedented time:

  • CMA Helps, listing measures available to our marketing colleagues who are facing difficult times during the pandemic.
  • Marketers Respond, showcasing innovative initiatives that marketers are leading through their organizations to support charities and address society's needs during the pandemic.
  • Marketing Connected LIVE, a free webinar series where CMA president and CEO, John Wiltshire, talks to leaders in Canada's marketing community, futurists and forecasters about how organizations can innovate and prepare for recovery.

You can find our complete range of events and experiences, including online learning and webinars, here.

Click on the most recent featured article links shown or click “Details +” to see more:

Marketing Thought Leadership


NEW: Consumer demand hasn’t gone away, it’s gone digital

Consumers are looking for businesses to meet them where they are —and that’s online. In this blog from Google, read about how digital transformation is influencing marketing, how marketers can help their companies meet the evolving consumer demand and become leaders in digital excellence.


NEW: Acceleration of e-commerce in Canada

This piece from Kantar delves into the barriers for consumers around e-commerce prior to 2020, the shift to online shopping in response to the pandemic and what retailers need to do going forward so this channel is a matter of preference not pandemic.


NEW: Three emerging trends in business for content marketers to build on

In a recent panel hosted by The Globe and Mail, experts discussed how to test, optimize and pivot your content strategy so that it’s consistently resonating with your audience. In place of forecasting next year’s emerging trends, many are looking back at patterns that emerged in the last six months to better understand what content is resonating with users during an otherwise unpredictable time. Read what emerging trends in marketing and technology stood out.


NEW: Holiday 2020 – Embracing change

iProspect's latest whitepaper summarizes the impact the pandemic has had on Canadians, brands and media, and how this will affect consumer demand during the upcoming holiday season. Read the insights.



NEW: Online Shopping Habits of Canadians During COVID-19

COVID-19 and the effects of social distancing changed the way many Canadians shop. Vividata insights show a jump in online shopping, but there are a few key differences in spending, product choices, and behaviours worth taking note of. See infographic.


NEW: State of CX in Canada in 2020

New whitepaper by Phase 5 and TMG International Inc. shows that despite COVID-19 challenges, customer experience is still a priority for business to succeed. Read more.


Phases of pandemic recovery: Insights from the CMA B2B Council

What does the next phase of the pandemic look like for B2B marketers? Members of the CMA B2B Council weigh in with their insights and plans for the months ahead. Read their insights.


Living your brand purpose during a pandemic

Harry Rosen started the journey to transform its business prior to the pandemic. Read about how Harry Rosen is investing in its brand and how it continues to evolve and pivot.


4 ways to unlock the power of your martech tools and connect with B2B customers

To prepare for the new economy and overcome the barrier that physical distancing creates for B2B marketers who traditionally rely on connections made at in-person events, CMA's B2B Council Co-Chair, Andrew Au, recommends leveraging marketing technology to deliver more personalized and relevant experiences. 


New normal tracker: Insights from Mindshare

Back in April, consumers believed it would take around 2-3 months for the world to return to normal. Today, consumers fear it will take a little longer than 2-3 months, with 1 in 4 thinking it will take more than a year to be back to normal. In the US, 10% of consumers think that it will never be the same again. Check out the insights from Mindshare's new normal tracker.


How attributes are transforming Google My Business

How can you quickly evaluate the unprecedented explosion of new ways to appeal to consumers in the tightest market in modern history, to figure out which ones will work best for you? Read about one of the latest innovations emerging from the AI world: “lookalike audiences”.


Innovation through look-alike sampling

How can you quickly evaluate the unprecedented explosion of new ways to appeal to consumers in the tightest market in modern history, to figure out which ones will work best for you? Read about one of the latest innovations emerging from the AI world: “lookalike audiences”.


Lessons learned on innovation and the path to recovery

Forging new paths to recovery requires focusing on technology, people and communities. Read more from Martech Council Co-Chair Luxy Thuraisingam. VP Growth Marketing, Cisco Canada.


Radio and Recovery: Insights from Radio Connects

As regions around Canada begin to emerge from COVID-19 pandemic restrictions, consumer sentiment is improving, and AM/FM Radio’s reach retention continues to grow. Radio listeners have a "Ready to Go" mindset and are key consumers for advertisers ready to sell. Learn more from Radio Connects.


Five new human truths that experiences need to address in the wake of the COVID-19 pandemic

Businesses in every sector will need to consider what has changed in the way people think, and how that will affect the way they design, communicate, build and market the experiences people want and need. The speed at which companies can – and increasingly must – respond will become a valuable source of competitive advantage.

Accenture outlines five human truths that organizations must address moving forward.


Five reasons why now is the time to invest in content: Insights from DAC Group

While many businesses are trying to keep their heads above water, others are challenged with how to effectively pivot from their usual activities towards a model of customer engagement that is better suited to our current reality. DAC Group shares why investing in content may be how your brand wins in the long-range customer experience battleground.


The digital advertiser’s guide to COVID-19: Microsoft e-Book

Microsoft’s latest e-Book looks at search trends in the time of COVID 19, drilling down on consumer shifts across Australia, Canada, the UK and the US. The e-Book is broken into three chapters: Consumer Shifts, Advertiser Sentiment and How to Market with Purpose. Download the e-Book.


The path forward: Canada’s creative fightback

In the latest episode of The Path Forward, Ipsos’ Steve Levy talks to panelists about dos and don’ts for advertisers during the pandemic and the return to ”normal”.


What’s ahead for marketers: A message from CMA’s new board chair

Given the current environment, it’s hard to think about the future. But marketing is, and will be, key to the recovery. Read Steve Mast's message.


TV advertising during COVID-19: Analysis from NLogic

We've all heard how important it is to focus on brand building during a pandemic. So which brands are listening to these experts and increasing their investment in advertising? NLogic’s latest blog highlights category shifts pre and post lockdown along with some specific brand details.


What kinds of ads are resonating during the COVID crisis – and what techniques should marketers avoid?

thinktv welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.

thinktv recently welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.

thinktv recently welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.


How do you reach consumers and donors during a pandemic?

Representatives of the CMA's Not-for-Profit and Brand Councils recently had a conversation about how brands and not-for-profits can adjust to the pandemic as we think about the rest of 2020. During the pandemic, brands and NFPs alike should be nimble, authentic and engaging in order to strike the right tone with their audiences. Read their insights.


8 Ways COVID will transform the economy and disrupt every business: Analysis from RBC

No matter how humbling this crisis has been, it also should remind us that even a massive jolt to the planet cannot change the trajectory of the Fourth Industrial Revolution. If anything, we’re emerging from this crisis with an even greater desire to harness smart technologies, new forms of intelligence and vast pools of data to transform pretty much everything we do. COVID did not crush the future. It merely brought it forward. Read more from RBC.


Planning the future of your brand: A Guide from Pinterest 

As people adjust to a new normal, they’re coming to Pinterest to stay inspired more than ever. Pinterest has surfaced meaningful trends and best practices to indicate where consumers are headed, and can help brands better predict what’s to come for their category.  Download PDF


Understanding the coronavirus crisis: Research from Ipsos 

This fifth edition of the Signals digest continues to bring together Ipsos’ latest research on coronavirus, including new POVs, country insights, and the latest from the public opinion tracker.


Curious times in media: Insights from the CMA Media Council

What’s next for TV production, major league sports and content? What will consumption habits look like as we move into recovery? The CMA Media Council considers these questions in their latest blog post.


Where should brands go next?

It's around the corner. Your future. Brands wake up. Brands rise. Brands find your next new. Read more from Mitch Joel and check out Marketing Connected LIVE.


Marketing during the pandemic: Insights from the CMA B2B Council 

While Covid-19 is having an impact on everyone, new global research [1] on how the pandemic is affecting marketing indicates that, compared to B2C marketers, their B2B counterparts:  Read more


Trial of brands by consumers during COVID-19: Insights from Kantar

Shortages and stock-outs caused by COVID-19 are forcing shoppers to trial new brands at unprecedented rates. Kantar explores this disruption in shopping habits and what long-term impact this is likely to have on brand preference?


COVID-19 - Canadians, Media and Culture

Watch the latest in Mindshare Canada's ongoing series providing insights into the constant change in Canadians emotions, future plans, evolving media habits, shopping behaviours and expectations of brands during the pandemic. They also have an on-demand recording archive.


Unpacking the impact of COVID-19: What’s next for marketers?

As the thought leaders of the Canadian marketing community, the CMA Councils have been sharing stories and insights about the impact of COVID-19 on their organizations, industries and the economy. The CMA’s VP of Public Affairs and Thought Leadership shares highlights from these conversations, along with some insights of her own.


Adapting your marketing in a time of crisis: Report from Dentsu Aegis Network

Brands that proactively pioneer during these times will have not only adapted to the changing consumer needs, but they would have also proactively shaped the perceived outcomes through innovation, media, experience and technology. This report outlines the challenges business executives are experiencing, the questions that they're solving for, and thinking on how to address them to secure their future.


Five tips for recreating the real world with AR: Tips from Snaphat

Snapchat shares their tips for marketers looking to make an impact through AR experiences, along with new stats and an associated AR campaign example connected to each tip. 


Impact of COVID-19 on radio listening and TV viewing: Insights from NLogic

Since mid-March the COVID-19 outbreak has radically changed where and how people work in Canada, as well as where and how they get news, entertainment and music. NLogic’s sharing highlights from their two latest dashboards on TV (updated to and including week of April 13, 2020) and radio data. Each blog post includes an interactive dashboard so you can dig further into the data by market and demo. 


Navigating regulatory rules during the pandemic

From CASL and privacy rules to your obligations around competitor collaborations and misleading advertising, here is what marketers need to know to navigate the rules during this unprecedented time.


Coronavirus Disruption -10 ways brands can succeed in eCommerce: Report from Reprise

New report from Reprise provides an in depth look at how this surge in eCommerce and changing consumer behaviour are likely to reshape the retail landscape forever, and the 10 actions brands can take today to ensure they succeed in this new world.


The Covid-19 crisis and policy preferences of Canadian technology scale-ups: Report from Methodify (Delvinia)

This report assesses the perspective of Canadian technology scale-ups, what is their top economic concern and explores what other measures the government should do to support scale-ups beyond what has already been proposed.


The digital landscape during the pandemic: Findings from Metrica

As Canadians continue to abide by physical-distancing guidelines and staying at home amid the COVID-19 pandemic, they have become increasingly dependent on food and grocery delivery services, along with shopping online. To highlight this dependence, the following findings from Metrica showcase the growth in adoption of UberEATS, Instacart, and Amazon over the past few months.

Download PDF


Digital skills resources from Google

In today’s environment, more marketing employees, educators and students are working remotely. To help, the CMA has noted a few free tools and resources offered by Google to stay connected and productive.
Manage a Project with Digital Tools
Resources to help your small business manage through uncertainty
Brainstorm Ideas in a Group
Event marketing considerations for pivoting from live to virtual gatherings


Engaging and motivating remote workers: Tips from Rogers for Business

Rogers for Business tips for keeping your team productive as social distancing moves more employees out of the office.


Navigating remote work: Courses from LinkedIn

LinkedIn is offering a free learning path with 16 online courses that can help employees and managers n how to navigate the challenges of working remotely and managing a remote workforce.


Where do we go from here? The growth imperative

Who you are and how you operate should permeate everything you do as a company. From corporate social responsibility, hiring and compensation to product design, development, manufacturing and marketing – all are impacted and shaped by a company’s purpose. Read more here.


What CPG marketers need to know about COVID-19: Insights from MiQ

Read insights from MiQ about the CPG market, focusing on online and offline shopping behaviours, purchasing patterns and how advertisers are adapting. You can also listen to their newly launched Insights Track podcast on Spotify or Soundcloud


A six step approach to get your brand back on track...when the dust settles

There is a lot of discussion right now about how businesses and brands can survive and thrive once lock down is relaxed and Canadians start to behave more like they did pre Covid-19. Read Tony Johnstone's 6 steps to get your brand back on track.


Covid-19 business impact: A time for market research? Insights from Phase 5

As a business leader, this is a challenging time through which to navigate and guide your team. Phase 5 articulates three good reasons to ensure customer insights and market research activities keep moving forward and key questions to guide decisions on whether to put research on extended pause.


Digital marketing costs & presence during COVID-19: Tips from KPI Digital

Read tips and considerations on how to approach your digital marketing presence in this climate from KPI Digital.


How the pandemic is changing consumer behaviour: Insights from DAC Group

DAC has published its latest blog exploring how consumer behaviours have changed in response to this pandemic.


Staying Connected in the midst of COVID-19: A guide for advertisers from Adobe

Download Adobe Advertising Cloud's COVID strategy guide here.


#TimeToGive initiative by Halmyre

Halmyre launched #TimeToGive to help the most vulnerable in communities. Read more about the initiative and how they are challenging their peers.


Top tips for remote media interviews from Kaiser Lachance

With the shift towards more remote work during COVID-19, members of the media are increasingly relying on virtual interviews through platforms such as Skype and Zoom, as well as live or pre-recorded phone interviews to replace the in-person experience.

Learn more here.


How is media impacted by COVID-19? Insights from the CMA Media Council

The CMA Media Council shares perspective from their virtual meeting this week on how the COVID-19 crisis is affecting various industries, particularly from a media consumption and advertising lends. What do consumers want? How should brands and agencies adapt?

Learn more here.


Responsible marketing in unpredictable times: Tips from KPI Digital

Read KPI Digital's 5 ways to practice smart and responsible marketing during this time.


How Snapchatters are adapting to the current environment: Findings from Snapchat

People are using Snapchat to stay close to their friends, family, coworkers, and community. Delve into the emerging trends.


Campaign adaptations during COVID-19: Insights and recommendations from Triangles

With new data out seemingly every hour, it's undoubtedly difficult for marketers and executives to devise campaign strategies that are adaptive, brand-safe and contextual to today's realities, yet also perform.

Here are the key findings to date, some insights and (digital) campaign recommendations from Triangles.


Customer centricity in the era of social distancing: Reflections from Data Insights Group

Data Insights Group reflects on customer centricity in the current environment and what it means for organizations. 


How ‘social contagion’ impacts brands during a crisis: Intel from Dentsu Aegis Network

Denstu Aegis Network intel reveals that now is the time to use 'social contagion’ to spread helpful messages. Read what your brand can do.


Marketing during a crisis: Articles from thinkTV

thinkTV has compiled a collection of articles with expert advice, read more here.


Brand suitability during COVID-19: Series from DoubleVerify

DoubleVerify published a four-part series on the issue of brand suitability to help advertisers, technology partners and publishers better understand suitability technology and best practices during the coronavirus crisis.

Read it here.


Radio – keeping canadians connected: Insights from Radio Connects

Radio Connects put together this deck with information to aid advertisers and agencies.


Walking our walk – communications in crisis situations: Advice from Kaiser Lachance

Read about how Kaiser Lachance is keeping their employees connected and their communications advice here.


Working smarter anywhere – working remotely: Tips from Cisco

Read these tips, trips and best practices for remote work from Cisco.


Pandemic information from A2C (French only)

For our French speaking members, you can access information, tools and resources, including recorded webinars, on a number of topics, such as emotional well-being, human resource management, and rights and responsibilities of employers here.

Marketers Respond

Marketers Respond showcases initiatives that marketers are leading through their organizations to help make a difference to the broader marketing community and for other communities impacted by the pandemic.


Canadians have a new way of donating to The Royal Canadian Legion through a smartly designed, fully contactless Poppy box

HSBC Bank Canada has partnered with The Royal Canadian Legion to make it safer, more secure and easier than ever to donate and wear a Poppy with touchless, tap-enabled Pay Tribute™ Poppy donation boxes.  Just place your tap enabled payment card or mobile payment – such as Apple Pay – on top of the Pay Tribute™ box to donate. “The new boxes are completely cashless – a significant advancement in response to a society that is carrying less pocket change and includes the added security of donations being deposited into the Legion’s bank account.” says Cindy Wong, HSBC’s Regional Head of Marketing, North America. Starting October 30, a total of 250 Pay Tribute™ poppy boxes will be available at HSBC branches across the country, various Legion branches in Ontario and at select retailer locations including LCBO, Walmart, and Shoppers Drug Mart. Find a Pay Tribute™ Poppy box near you.


NEW: Google sharing free resources in support of small business week

In support of BDC Small Business Week, Google will be sharing free resources for Canadian small businesses, and encouraging Canadians to show support to their favourite local businesses. For small business owners, Google is highlighting new tools like Local Opportunity Finder, which gives small businesses customized tips to stand out on Google in five minutes, and showing how small businesses can now list their products for free on the Google Shopping tab.


NEW: Canadian Tire Jumpstart Charities Launches $8 Million Sport Relief Fund to Preserve Play

Many community organizations have shut their doors due to the financial burden created by COVID-19, including lost revenue and increased program costs. The $8 million sport relief fund from Canadian Tire Jumpstart Charities (Jumpstart) will help sport and recreation organizations continue to deliver programming in 2020 and beyond.


Kruger Products Gives Back to Frontline Workers with Cashmere Collection, Rolling It Forward Initiatives

Kruger Products, maker of Cashmere®, Purex®, SpongeTowels® and Scotties® recently launched its #RollingItForward program to thank Canada’s frontline healthcare heroes, including donating much-needed household tissue products to hospital workers, promoting neighbourly acts of kindness with notable NHL players, and by committing a $200,000 donation to The Frontline Fund. Continuing the tradition of giving, Cashmere’s annual breast cancer fund- and awareness-raiser returned on October 5 with the 17th annual Cashmere Collection – this year’s Bathroom Tissue runway show unexpectedly paid homage to importance of masks with it’s Masquerade Ball theme, and thanked frontline workers with a supplemental donation to The Frontline Fund on behalf of the 2020 designers.


Tim Hortons pays tribute to Canadian heroes of the pandemic

Tim Hortons launched its limited-edition Hero Cups, which feature thousands of heroes from a diverse mix of workers. They include health-care professionals, first responders, retail staff, government workers, public transit drivers, social workers and many others who have made important contributions that helped keep the country running during these difficult times.  


AskingCanadians by Delvinia celebrates 15 years with backpack donation campaign for students in need in Canada

AskingCanadians by Delvinia has officially turned 15 and individuals can celebrate by supporting the MREF Backpack Challenge and they will match every backpack donated up to 500, for a total of 1,000 backpacks going to provide students in Canada with the tools they need to succeed in school - online or in the classroom. Each Kit for a Cause backpack costs only CDN $20 and is filled with essential school supplies.


Building unity to fight poverty during COVID-19: Insights from World Vision

Kim Fletcher, NFP Council member and Vice President of Philanthropy Marketing and Customer Experience with World Vision Canada, shares her insights as World Vision launched its first ever global awareness campaign to encourage and celebrate the heroic acts that ordinary citizens can take to fight poverty throughout the pandemic, while staying aligned to the UN’s Sustainable Development Goals (SDGs). Read more.


RBC provides financial boost to support future Olympians during pandemic

RBC announced an investment of $230,000 CAD to support the Next Generation programming needs of each National Sport Organization (NSO) involved in its nation-wide talent identification and athlete funding program, RBC Training Ground.


Spin Master delivers the joy of play

Spin Master Corp. is donating close to 90,000 toys, plush, games and activities at a retail value of approximately US $1 million to children in need in response to the COVID-19 pandemic. Read more.


Google Canada commits one million dollars to expand ShopHere nationally

To help Canadian small businesses with their economic recovery, Google Canada has committed one million dollars to expand Digital Main Street's ShopHERE program nationally, with a new pledge to help get 50,000 Canadian small businesses online this year. Interested businesses can apply for their free online store here


Canadian Tire Corporation launches $5 Million COVID-19 response fund

To help Canadians and communities respond to the COVID-19 pandemic, the Canadian Tire Corporation is donating $5 million to support healthcare and community workers at the frontline of relief and response efforts. The fund includes two donations of $1 million each to the Canadian Red Cross and United Way Centraide Canada, as well as up to $3 million in personal protective equipment and essential products from across family of companies. 


Walmart Canada COVID-19 initiatives

Walmart has launched several initiatives to support communities and customers during the pandemic, including partnering with eleven hospitals so far so all their staff can have groceries delivered right to the hospital and increasing their investment to charity partners.


U of T researcher and Toronto Public Library form partnership to make face shields with 3D printers

Thanks to a partnership between U of T and Toronto Public Library, Azad Mashari, an assistant professor in the Faculty of Medicine, will be making reusable face shields using 3D printers the public library system lent to Toronto General Hospital, part of the University Health Network.


Scotiabank and Tangerine Bank team up with MLSE, Rogers and Bell to prepare and deliver up to 10,000 meals per day

This large-scale meal program will support and thank Toronto's front line health workers and their families, and protect the city's most vulnerable. The goal of the community meal program, operating out of Scotiabank Arena, is to prepare and deliver as many as 10,000 meals a day to local hospital front line workers and community agencies.


3 initiatives launched by Labatt and their Brands to help communities fight the COVID-19 pandemic

Labatt Breweries of Canada has shifted its production from beer to hand sanitizer to fight spread of COVID-19.

Budweiser Canada redirecting a portion of its previously planned sports investments to support those on the front lines of COVID-19 through the Canadian Red Cross.

Stella Artois launched "Rally for Restaurants," a gift card program that provides local establishments with immediate financial relief.


Loblaw provides $5 million donation to get food and health essentials to Canada's most vulnerable

Loblaw Companies will provide $5 million in gift cards to certain food banks and community charities, including Food Banks Canada, Second Harvest, Community Food Centres Canada and others.


Corby Spirit and Wine supporting Canadian communities during COVID-19 outbreak

Corby Spirit and Wine has already undertaken several initiatives that support key groups and protect those who are on the front lines trying to control the spread. Initiatives include partnering with Diageo Canada to donate $100,000 to the Bartenders Benevolent Fund, Hiram Walker & Sons producing hand sanitizer, Absolut Vodka supporting LGBTQ2S artists, Foreign Affair Winery assisting in the distribution of locally produced disinfectant, WSET training to 1,500 bartenders, and J.P. Wiser's #CheersAcrossCanada.


Parkland offers truckers solace during COVID-19

While many Canadians are staying off the roads, truck drivers are out every day supplying our communities with food and essential supplies. To show our gratitude, Parkland’s Ultramar card lock locations are offering truck drivers clean, free showers and washrooms along their journey, as well as 25% off food, drinks, and snacks until May 31st. 


HSBC Bank Canada announces $500,000 donation

HSBC Bank Canada is assisting the most vulnerable members of our communities by making a $500,000 donation shared across three organizations: Food Banks Canada, Breakfast Club of Canada and United Way. The funding will go to support food security, community agencies and essential social services for those who need it most. This donation forms part of a global US$25 million commitment by HSBC to support the international medical response, protect vulnerable people and ensure food security around the world.


TELUS commits $10 million for COVID-19 response

TELUS Friendly Future Foundation has announced a $10 million commitment to help urgently support and enhance public healthcare capacity and community response across Canada. This new funding will go toward purchasing new medical technology and equipment, such as ventilators, as well as increased support for food security, outreach to isolated seniors, virtual education programs, and mental health initiatives. This follows considerable efforts already underway by the TELUS team in respect of providing telemedicine and virtual healthcare solutions for Canadians, including home health monitoring and access to one-on-one video consultations with a licensed doctor at no cost on their smartphone and from the comfort and safety of their own home.


Spin Master helps fill need for personal protection equipment for front line workers

Partnering with suppliers in Mexico, Spin Master prototyped and produced 5,000 face shields using their popular family guessing game, Hedbanz, along with PE inserts. The shields arrived in Canada the week of April 6, 2020, and were distributed to five hospitals in Ontario, including Mount Sinai and Michael Garron Hospital. They hope to produce more than 10,000 face shields a day and ship where they are needed most. The shields, while not hospital-grade, have been individually packed in a sanitary environment.


Sun Life donating an initial $1 million to support communities impacted by COVID-19 pandemic and rolling out other supports to clients

Over the coming weeks and months, Sun Life will provide financial aid to charities in the markets in which it operates. Support will be provided to organizations addressing urgent health concerns, with a focus on support for at-risk populations such as the elderly, and access to food through local food banks. Sun Life is also rolling out free access to virtual health care services for its Group Benefits Clients with an Extended Health Care (EHC) benefit.


Toronto Public Library works with Toronto food banks to extend access during COVID-19

Toronto Public Library (TPL) has partnered with the North York Harvest Food Bank, Daily Bread Food Bank and Second Harvest to set up food bank distribution from library branches across the city to provide alternate service locations for existing food banks that are now closed. Since the implementation of measures to slow the spread of COVID-19 transmission, there has been a dramatic decrease in access to food banks, with over a third closing in recent weeks. TPL’s efforts are in support of the City’s broader work on food security for Toronto’s vulnerable residents.


Mondelēz Canada is donating over $1M to community organizations and frontline health care workers

Mondelēz Canada today announced it is donating over $1 million worth of financial and in-kind support to frontline health care workers and community partners advancing emergency relief and critical food stability efforts in Canada during the COVID-19 pandemic. This includes support for Food Banks Canada, Moisson Montréal, Second Harvest, The Good Shepherd and Boys and Girls Clubs of Canada.


#TogetherLocal – Torstar creates online certificate program to support local businesses

To address some of the hardships many businesses in communities are facing, Torstar’s online program will offer savings of up to 50 per cent on gift certificates to local businesses.


Harry Rosen repurposing Signature dress shorts to produce non-clinical face marks

Collaborating with their partner, Shirt Fit, Canadian retailer Harry Rosen is repurposing the production of their Signature dress shirts to produce protective non-clinical face masks and donating them to hospitals in need, the first of which is Michael Garron Hospital in Toronto. Each mask is handmade in Canada using 100% cotton and is washable and reusable. The masks are suitable for hospital visitors, discharged patients, and broader community.


Aviva Canada offering extensive support package for Canadians during COVID-19

Along with a $500,000 donation to the Canadian Red Cross, Aviva Canada is also providing free roadside assistance to police, paramedics, firefighters and healthcare workers during the pandemic and offering impacted customers can access flexible premium payment options during this time. For 2020, Aviva Canada employees also expect to dedicate over 90,000 volunteer hours with organizations supporting the vulnerable and elderly in communities.


#RollingItForward – Kruger Products delivering and donating hygiene products

On top of making a financial and tissue donation to Food Banks Canada, Kruger Products is partnering with Mercedes-Benz Canada to deliver care packages to front line healthcare professionals across Vancouver, Montreal and Toronto.


Hudson’s Bay Foundation to donate $1M to Food Banks Canada and Kids Help Phone to support ongoing COVID-19 response

Hudson’s Bay Foundation announced it will donate $1M in response to the ongoing COVID-19 crisis. The Foundation has partnered with Food Banks Canada and Kids Help Phone, each of whom will receive $500,000. Both organizations have reported an increased need for services and resources across Canadian communities. The foundation will match donations and encourages Canadians to support the charities. 

Pandemic Data Insights


Understanding Canadians' behaviour in the age of COVID-19: Insights from Environics Analytics

Environics Analytics recently conducted an analysis of who was active away from their homes across Canada. Not surprisingly, across our diverse country, we see different rates of compliance. Truly understanding who these citizens are - their demographic profiles, socio-economic situations, behaviour patterns, attitudes and values - provides insights about the population that can be used to inform public outreach, proram development and communications. 


Disease prevention maps from Facebook

Facebook has released a series of maps that use aggregated information to help health researchers better understand how population dynamics influence the spread of COVID-19, in order to improve the effectiveness of health campaigns and epidemic response.


Community mobility reports from Google

Google’s new COVID-19 Community Mobility Reports provide insights into population movements during the pandemic. Developed to help inform the public health response, the reports use aggregated anonymized data to chart movement trends over time by geography, as well as by categories such as workplaces, retailers, groceries, and public transit.

See the report for your area here, and how Google is providing these insights in a privacy-compliant way here.


COVID-19 data modelling from the Government of Canada

Public Health Canada uses data to understand the trajectory of COVID-19 cases. The latest data tells us that the measures we are taking now - social distancing, self-isolation, quarantine, and travel restrictions —remain essential to controlling Canada’s COVID-19 epidemic.

Read the latest technical briefing.

Deceptive Marketing, Fraud Prevention and Anti-Competitive Conduct


Fraud and cybercrime prevention during COVID-19 and beyond

Unfortunately, Canadians are being subject to an increasing number of scams and cybercrime attempts during the pandemic. Our new blog provides and overview of what you should watch for, and steps you can take to protect yourself and your organization.


COVID-19 statement from the Competition Bureau 

Competition Bureau announced it will act against potentially harmful anti-competitive conduct by those who may seek to take advantage of consumers and businesses. This includes deceptive marketing practices (such as false claims about a product’s ability to cure the virus) and collusion by competing businesses.

Read the statement here


COVID-19 fraud bulletin from the Canadian Anti-Fraud Centre

As COVID-19 continues to spread globally, the Canadian Anti-Fraud Centre has issued a fraud bulletin as fraudsters want to profit from consumers' fears, uncertainties and misinformation. Fraudsters are exploiting the crisis to facilitate fraud and cyber crime.

Inform yourself and your consumers by sharing these types of alerts across your communication channels.

See the COVID-19 Fraud Bulletin.

Privacy and Security During the Pandemic

Be aware of your privacy rights and obligations during this time, and stay up to date with current cyber threats, scams and how to stay secure when working remotely.


The value of privacy during COVID-19: Five strategies for your business

As Canada prepares to lift many of the lockdown restrictions imposed amid the current pandemic, companies need to be ready to address a series of challenges including privacy and security risks, as well as concerns from customers, employees and regulators. Read five strategies from PwC you should consider. 


Tips for using videoconferencing from the OPC and Canadian Centre for Cybersecurity

As more of us turn to videoconferencing, it’s important to keep privacy and security in mind. Check out these tips from the Office of the Privacy Commissioner of Canada (OPC), and this information from the Canadian Centre for Cybersecurity to make sure you’re taking the right precautions.


Your privacy and security responsibilities during the pandemic 

Your organization may find itself handling more data than usual while shifting to new processes, such as remote work. At the same time, new threats are emerging from cyber criminals aiming to take advantage during the pandemic. Our new blog discusses your privacy and security obligations to your customers, and how they may change during a public health emergency.


Official guidance from the OPC on privacy during COVID-19

The Office of the Privacy Commissioner of Canada (OPC) issued guidance to help organizations understand their privacy-related obligations during the COVID-19 outbreak. During a public health crisis, privacy laws still apply, but they are not a barrier to appropriate information sharing.


Cyber hygiene for COVID-19

The Canadian Centre for Cybersecurity has sreleased some great information to help organiztions and individuals stay protected, including a COVID-19 cybersecurity guide for SMEs, tips to protect yourself from COVID-19 scams and more. 

Check out their resources and tips.


National Cyber Security Alliance (NCSA)

The NSCA has launched the COVID-19 Security Resource Library to provide organizations and individuals with relevant and helpful information to address security and privacy concerns during the global COVID-19 outbreak.

Check out their resoures and free webinars.

Government Supports and Resources

Federal Government

The federal government has implemented a comprehensive response to COVID-19. This includes a $82 billion support package (the COVID-19 Economic Response Plan) for individual workers and businesses. Click the individual links below for more.

Support for Individuals

Financial Support

Federal Tax Measures

Other Supports

For more details on the major programs, including information on eligibility and how to apply, see the CMA's chart on COVID-19 Federal Support Measures for Individuals. 

NEW Individual Support Tool: Try out the federal government's individual support tool. Answer a few questions to get personalized list of financial support available to you.

Support for Businesses

Wage Subsidies and Work Sharing

Commercial Rent Relief

Access to Capital

Federal Tax Measures

Other Supports

For more details on the major programs, including information on eligibility and how to apply, see the CMA's chart on COVID-19 Federal Support Measures for Businesses

NEW Business Support Tool: Try out the federal government's business support tool. Answer a few questions to get a personalized list of support available to your business.


Personal Protective Equipment (PPE) Supply Hub

The federal government’s PPE Supply Hub connects Canadian organizations with federal, provincial, territorial and other resources and information about PPE, including consumer guidance. Buyers will find PPE supplier lists, in addition to guidance to help plan their PPE purchases.


Make the POST Promise

Join the federal government’s People Outside Safety Together (POST) Promise initiative, which signifies a commitment to implement and practice five key steps to workplace safety, helping to prevent the spread of COVID-19. Communicating your participation informs your customers and employees that you’re taking part in a collective solution designed to help Canadians safely return to the workplace and public spaces.


COVID-19 resources for business

The federal government’s COVID-19 resources for businesses can be found here. It includes support for businesses, employees, business travel and events, and doing business internationally.

You can also download the Canada Business App which includes a new dedicated COVID-19 tile, providing links to government announcements and information for businesses all in one place.

Check out the App


Global travel advisory

Canadians should avoid non-essential travel outside of Canada until further notice, with some exemptions to support the economy. Read more about your obligations around business travel here.

For help on the definition of essential services across borders and to understand what documentation will be required at the Canada – US border, call Canada Border Services 24/7 toll-free number (1-800-461-9999 from within Canada, and 1-204-983-3500 or 1-506-636-5064 from outside Canada).

If you’re looking for market-specific insights and guidance to help you mitigate the impacts of COVID-19, as well as access to funding to help you in global markets, reach out to the Trade Commissioner Service, which has experts in 160 cities worldwide


Provincial Governments

Provincial governments across Canada, to varying degrees, are implementing measures for impacted businesses and workers, including financial support, halts on eviction orders, provincial tax deferrals and more.

Check out your provincial government’s official website to learn more.

For a helpful overview of provincial government support measures, see the Canadian Federation of Independent Business (CFIB) website.

Municipal Governments

Municipal governments across Canada, to varying degrees, are setting up task forces to implement measures for impacted businesses and workers. Measures may include small contingency funds, the lifting or relaxing of certain bylaws (such as parking or noise bylaws) and grace periods for tax and other municipal payments (such as property tax and utility payments).

 Check out your municipality’s official website to learn more. Here are some major sites to get you started.

Business Recovery


The Recovery Activation Program (RAP)

Overcome your business's digital barriers. The World Trade Centre Toronto’s Recovery Activation Program is a free immersive online workshop that connects businesses with industry experts for guidance, mentorship and practical advice about process modernization and end-to-end digital transformation.


Business Resilience Service – Free Financial Advice Hotline

Supported by the federal government, the Canadian Chamber of Commerce is offering a four-week hotline service to help entrepreneurs and small business (including not-for-profit and charity) owners in need of financial planning advice. Until June 22nd, small business owners with pressing financial needs can call 1-866-989-1080 (toll-free) seven days a week, from 8 a.m. to 8 p.m. (ET) to speak to a Chartered Professional Accountant (CPA). Advisors can answer questions about tax regulations and government support programs, and provide strategic financial planning for your road to recovery.

Mental Health and Well-Being for Marketing Professionals

If you are experiencing increased stress or anxiety during this time, or simply need someone to talk to, check out these resources.

Mental health for marketers: Resources from nabs Canada

nabs Canada provides free confidential and professional assistance to marketing and communications professionals.

Watch this video summarizing the range of available supports and check out LifeSpeak, a health and wellness online video library available 24/7.



CAMH has compiled evidence-based tips, tools and information to help individuals manage their mental health during the pandemic.

You can also access content through their mobile app (available on Android and IOS).



Wellness Together Canada – Mental Health Portal

Health Canada has launched a new portal dedicated to mental wellness. The portal connects Canadians to peer support workers, social workers, psychologists and other professionals for confidential chat sessions or phone calls, and makes it easier to find credible information to help address mental health issues.


Ontario Ministry of Health

During the pandemic, there are mental health and addictions services that you can access online or by phone. These services will support children, youth and adults.


Mental Health Commission of Canada

The Mental Health Commission of Canada is sharing credible information and resources about maintaining mental health during this time of crisis, and supporting people managing a mental illness in this new context.

Financial Institution Relief Measures


Relief measures from Canada’s financial institutions

Canada’s six biggest banks are taking action to help customers impacted by COVID-19 as described here. Many other financial institutions, incuding HSBC, BDC, and Canadian credit unions, are also taking action. Support is offered on a case-by-case basis, and may include payment deferrals for mortgages and the opportunity for relief on other credit products. If your financial institution is not on this list, be sure to find out if your institution has any measures in place to support you during this time.

International Resources


WHO guidance for employers and workers during

The World Health Organization (WHO) has put together guidance and resources for employers and workers during COVID 19, including tips on risk communication and community engagement.

See the guidance here.

If you are a CMA member with content to share, please contact us.

Most of all, please take all possible steps to remain healthy and follow the advice of public health officials. You can keep up-to-date on COVID-19 by checking the federal government’s website or by signing up for the Public Health Updates email list, or by downloading the Canada COVID-19 App

Last updated Dec 1, 2020.

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