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MSL Canada Launches New Practice Area, Its All About “Living Better”

MSL Canada announced its newest offering this week called Living Better, and is aimed at helping brands connect with consumers who are looking for a new approach to living well.

“Health and wellness are status symbols for Canadians and mean more than just physical and mental health,” says Paul Keable, Deputy Managing Director, MSL Canada. “But living well is more difficult today than ever before, and means managing an increasingly complex list of ingredients. Our research(1) has shown that Canadians wish they had a plan or recipe for living better and with the launch of Living Better, MSL Canada is well positioned to help companies make their products and brands the key ingredient in that recipe.”

MSL retained Ipsos Reid to conduct some early research about Canadian attitudes towards their attitudes towards living better. Some of the points from the research revealed:

  • 83% of Canadians believe that living better requires a plan, rather than seeing it as something that just happens
  •  Nearly seven in 10 (69%) Canadians agree that living better is more difficult today than ever before with two-thirds wishing they had a plan or recipe for living better
  • 68%) of Canadians say “having a lot of friends” describes what Living Better means to them personally, compared to about one-third (32%) who say “having a lot of money” describes what living better means to them

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