In a polycrisis era, tradition becomes a retail strategy
So far, the 2020s have been defined by a “poly- crisis”—a series of interconnected shocks that have shaped the consumer landscape. From the COVID- 19 pandemic to geopolitical conflict, generationally high inflation, supply chain disruptions and the ever-present climate crisis, Canadians have faced a barrage of challenges. If all that wasn’t enough, the Toronto Blue Jays lost game seven of the World Series in 2025. Indeed, Canadians have been through a lot.
OK, good things have happened in the 2020s, too, but individuals could be forgiven for thinking the world is in a worse place than it used to be.
For brands, the challenges experienced can inform how they look to connect with consumers. This doesn’t mean leaning into doom and gloom, but rather being authentic and empathetic; it’s important to not be tone deaf to the realities people are facing and how they’re feeling.
In its 2026 Global Food and Drink Predictions, Mintel identified “Retro Rejuvenation” as something to watch. Retro Rejuvenation highlights how brands can foster connection by focusing on tradition. In a world where generative artificial intelligence is rapidly changing daily life—and the pace of innovation can feel overwhelming—many consumers are seeking a sense of control and balance in their lives.
READ: Generation Next Thinking: Canada's food industry has an appetite for innovation
This desire is manifesting in a renewed interest in “grandma hobbies” such as knitting, quilting, gardening and reading. These activities, along with baking and cooking, offer a return to simplicity and mindfulness, qualities that grocers and food manufacturers are well-positioned to support.
Even younger generations, including millennials—often considered the last non-digitally native cohort—are drawn to nostalgia and tradition. In fact, about two-thirds of Canadian millennials say they enjoy products that remind them of the past.
This nostalgia is a powerful lever for brands across categories, particularly in food. For example, Fishwife Tinned Seafood Co. uses bold flavours and vibrant, retro-inspired packaging to evoke another era, standing out on the shelf while tapping into consumers’ longing for authenticity.
READ: As Canada’s population diversifies, the definition of comfort food is evolving
Tradition can also serve as a springboard for innovation. Modern twists on classic products, such as canned pears in salted caramel syrup or cod with a Japanese miso glaze, demonstrate that provenance and authenticity need not come at the expense of convenience. There is also growing interest in ancestral food practices, including fermentation and natural preservation, which can inspire product launches and innovative offerings.
Hopefully, the second half of the 2020s will bring a period of relative calmness compared to the first half. Who knows?
In the meantime, consumers are seeking ways to alleviate vulnerability and regain a sense of personal control. For retailers and manufacturers, leaning into tradition can provide consumers with simplicity and stability.
This article was first published in Canadian Grocer’s December 2025/ January 2026 issue.
