Use Hot Topics to understand the things that matter most to people and create opportunities for brand campaigns to create meaningful connections through people’s passions—especially now, as Canadians celebrate their favourite teams and upcoming holidays and mourn the loss of local and global heroes.
Let the games begin
After a memorable World Series win following a 108-year drought, younger men celebrated the Chicago Cubs as the Major League Baseball’s latest reigning champions. Men and women of all ages also cheered on the Calgary Stampeders and Ottawa Redblacks as the teams faced each other in the Canadian Football League’s Grey Cup. Younger men rooted for the Montreal Impact soccer team as they took on the Toronto FC in the Major League Soccer’s Eastern Conference Finals.
Politics and pundits
As the US presidential campaigns came to a close on November 8, Americans elected Donald Trump as the country’s next president. Canadian men of all ages were heavily interested in the election on Facebook, expressing their thoughts on the lead up to and outcome of the election. On Instagram, younger men shared their thoughts on President-Elect Trump and men of all ages discussed former US Secretary of State Hillary Clinton.
Canadian men and women of all ages mourned the loss of national artist Leonard Cohen on Facebook. Cohen was a Canadian singer, songwriter, musican, novelist and painter most recognized for his song “Hallelujah.” Older men on Facebook also commemorated the life of Fidel Castro, the revolutionary Cuban leader who passed away on November 25. Younger men joined in to mourn the tragic loss of the plane crash that took 71 lives, including members of Brazil’s Chapecoense football (soccer) team.
Younger Canadian women shared in the excitement of binge-watching the Netflix return of the “Gilmore Girls” series, which allowed old and new fans alike to uncover what’s happened in the last 10 years of the characters’ lives and go on new adventures with the cast.