Nationalism, identitarian closure and fear of the other: Shifting Mindsets in an Age of Uncertainty

MONTREAL, Nov. 3, 2016 /CNW Telbec/ - Havas Canada recently published a new Prosumer Report, "Pride and Prejudice: Shifting Mindsets in an Age of uncertainty", which seeks to understand how people are adapting to this new era of political uncertainty and how to position brands in this context.

"This report focusses on the feelings of insecurity observed in numerous other studies," explains Jean-Herman Guay, Professor of Political Science at the Université de Sherbrooke. "Globalization is generating many positive benefits that people have difficulty seeing, which makes them critical towards institutions and leads to identitarian closure."

General findings, around the world:

  • My history, my culture, my flag. A rise in neo-patriotism is being felt all over the world: when confronted with profound change, many find reassurance in traditional values.
  • Democracy, yes! But with a new formula, please. There's tension between the desire of some to have a more authoritarian system and those who want a more collaborative and inclusive leadership. We want a strong leader, but one who consults with us too.
  • Extreme measures? Nearly 50% of those surveyed believe that their country is headed in the wrong direction. An equal number are also in favour of implementing extreme measures to secure greater security on home soil.


In Canada:

  • My values distinguish me. What makes the majority of Canadians proud of their country? Values. According to the study, Canadian values are a bigger source of pride than our history, culture or our country's economic success.
  • Health is everything. 64% of Canadians believe that our government should continue to make health spending the priority. This places Canada in third place worldwide.
  • The objects I love. In this context of uncertainty, 75% of Canadian Millennials think of money and material possessions as a source of comfort.


Interested in an interview?

To schedule an interview with Stéphane Mailhiot, Vice President at Strategy at Havas, writer and contributor to Médium large, a radio program, please contact Marie-Geneviève Parent (, 514 284-8926).

About Havas
Present in Montreal since 1986, the Havas Group acquired TP1 in 2016. TP1's 10 years of experience in the digital sector adds to Havas Montréal's expertise. The international presence of the Havas Group combined with its Montreal heritage allows it to serve local, national, and international clients such as Couche-Tard, Brandsource Canada, Bel Cheese, L'Oréal, LasikMD, National Bank, New Balance, la Société de transport de Montréal, TVA, and Ski Bromont.


SOURCE Havas Canada

For further information: Marie-Geneviève Parent,, 514 284-8926

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