{"id":2532,"date":"2025-11-22T09:23:48","date_gmt":"2025-11-22T14:23:48","guid":{"rendered":"https:\/\/national-trends-multisite.local\/report-2026\/?page_id=2532"},"modified":"2026-04-22T11:04:34","modified_gmt":"2026-04-22T15:04:34","slug":"prove-it","status":"publish","type":"page","link":"https:\/\/trends.national.ca\/report-2026\/en\/prove-it\/","title":{"rendered":"Prove it"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Section – Inner Heading” module_id=”inner-heading” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”||58px||false|false” custom_margin_tablet=”||58px||false|false” custom_margin_phone=”||58px||false|false” custom_margin_last_edited=”on|phone” animation_style=”none” custom_css_free_form=”selector {|| z-index: inherit;||}” locked=”off” collapsed=”on” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ admin_label=”Row – Inner Heading” _builder_version=”4.23.1″ _module_preset=”73776f59-af04-4813-b2eb-98126abb8c94″ global_colors_info=”{}”][et_pb_column type=”1_2″ admin_label=”Section Card” _builder_version=”4.23.1″ _module_preset=”default” background_color=”#182846″ custom_padding=”6%|6%|6%|6%|false|false” custom_padding_tablet=”0%|6%|0%|6%|true|false” custom_padding_phone=”|6%||6%|true|false” custom_padding_last_edited=”on|phone” border_color_all=”#051228″ global_colors_info=”{}”][et_pb_text admin_label=”Text – Section #” _builder_version=”4.23.1″ _module_preset=”96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=”#FFFFFF” text_font_size=”16px” text_letter_spacing=”0.16px” height=”18px” custom_padding=”||14px||false|false” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}”]<\/p>\n1.0\n

[\/et_pb_text][et_pb_text admin_label=”Text – Section Blurb” _builder_version=”4.23.1″ _module_preset=”83ceac28-ff55-4850-adc8-ab37ef2f93dc” global_colors_info=”{}”]<\/p>\n

Prove it<\/h2>\n

Trust begins with evidence.\u00a0<\/strong><\/p>\n

In an era of scrutiny and skepticism, trust\u00a0can\u2019t\u00a0be claimed;\u00a0it must be\u00a0demonstrated. This section explores how organizations earn credibility by showing results, making clear commitments, and backing their messages with substance.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ admin_label=”Section Card” _builder_version=”4.23.1″ _module_preset=”abc33635-2366-4858-94a7-c9dec9cd66dd” custom_padding=”6%|6%|6%|6%|true|true” custom_padding_tablet=”6%|6%|6%|6%|true|true” custom_padding_phone=”|6%||6%|true|true” custom_padding_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_blurb title=”U.S. drug pricing and its consequences for healthcare in Canada” url=”#-1″ admin_label=”Table of contents item” _builder_version=”4.23.1″ _module_preset=”7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=”all” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}”]<\/p>\n

1.1<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=”From analysts to everyone: Rethinking investor communication for the self-directed era” url=”#-2″ admin_label=”Table of contents item” _builder_version=”4.23.1″ _module_preset=”7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=”all” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}”]<\/p>\n

1.2<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=”Proof in play: When events speak louder than words” url=”#-3″ admin_label=”Table of contents item” _builder_version=”4.23.1″ _module_preset=”7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=”all” global_colors_info=”{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}”]<\/p>\n

1.3<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Body copy” module_class=”inner-page-body coral” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”-210px||||false|false” custom_margin_tablet=”-210px||||false|false” custom_margin_phone=”-210px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”|60px|60px|60px|false|false” custom_padding_tablet=”0px|60px|0px|60px|false|false” custom_padding_phone=”0px|25px|0px|25px|false|false” animation_style=”none” locked=”off” collapsed=”off” global_colors_info=”{}”][et_pb_row admin_label=”Spacer” module_class=”spacer” _builder_version=”4.23.1″ _module_preset=”9b4469be-b743-4fae-a5ac-364b1bd3e89f” background_color=”#FFFFFF” custom_padding=”80px|176px|0px|176px|false|true” locked=”off” collapsed=”on” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”U.S. Drug pricing and its consequences for healthcare in Canada” module_id=”-1″ _builder_version=”4.23.1″ _module_preset=”9b4469be-b743-4fae-a5ac-364b1bd3e89f” background_color=”#FFFFFF” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_blurb title=”U.S. drug pricing and its consequences for healthcare in Canada” admin_label=”Article title” _builder_version=”4.23.1″ _module_preset=”d9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}” custom_css_blurb_content_last_edited=”on|desktop” custom_css_blurb_content_tablet=”margin-bottom:0.5em;” custom_css_blurb_content_phone=”margin-bottom:0.5em;”]<\/p>\n

1.1<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

In 2026, the United States is making major changes to how it sets prescription drug\u00a0prices. New rules\u00a0allowing\u00a0government negotiation\u00a0with pharmaceutical companies are expected to bring down the cost of some expensive medications. While this\u00a0benefits\u00a0many Americans, the impact on Canada is more complicated.\u00a0<\/p>\n

Both countries\u00a0share\u00a0much\u00a0of the pharmaceutical supply chain, which means changes in one country affect the other. If drug companies expect to make less money in the U.S., they may delay launching certain drugs in Canada or limit how much supply they send here. At the same time,\u00a0falling U.S. prices may drive more Americans to seek Canadian medications,\u00a0increasing\u00a0the risk of shortages\u00a0at home.\u00a0Ongoing uncertainty around a long-term trade deal, with tariffs still considered for select sectors, adds pressure.\u00a0<\/p>\n

From a marketing and communications perspective, this situation\u00a0demands clear, proactive messaging.\u00a0Organisations\u00a0will need to clearly explain\u00a0pricing, supply challenges, and policy impacts in a way that builds\u00a0trust with patients,\u00a0healthcare providers,\u00a0stakeholders\u00a0and policymakers.\u00a0Preparing simple, transparent messages,\u00a0monitoring\u00a0public concerns, and\u00a0responding\u00a0quickly\u00a0will be critical for\u00a0pharmaceutical companies\u2014and their many partners\u2014on both sides of the border\u00a0throughout 2026.<\/p>\n

[\/et_pb_text][et_pb_blurb title=”Jennifer McCormack” image=”https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2024\/12\/jennifer-mccormack.jpg” alt=”Craig MacPhail” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]Interim Managing Partner, Vice-President, Practice Lead, Healthcare[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Divider” _builder_version=”4.27.4″ _module_preset=”f950ae4e-9ccc-4465-92ab-a84879044010″ locked=”off” collapsed=”on” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”d0ba738b-9a0d-467e-b70a-82cf596f5218″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”From analysts to everyone: Rethinking investor communication for the self-directed era” module_id=”-2″ _builder_version=”4.23.1″ _module_preset=”9b4469be-b743-4fae-a5ac-364b1bd3e89f” background_color=”#FFFFFF” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_blurb title=”From analysts to everyone: Rethinking investor communication for the self-directed era” admin_label=”Article title” _builder_version=”4.23.1″ _module_preset=”d9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}” custom_css_blurb_content_last_edited=”on|desktop” custom_css_blurb_content_tablet=”margin-bottom:0.5em;” custom_css_blurb_content_phone=”margin-bottom:0.5em;”]<\/p>\n

1.2<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

A new wave of investors is reshaping capital markets. Empowered by zero-commission trading apps, fractional shares, and a stream of online content, individuals are taking control of their portfolios and their narratives. From Reddit threads to TikTok explainers, they share insights, challenge institutions, and move markets instantly.<\/p>\n

This shift is pushing wealth managers and the broader financial industry to rethink what \u201cvalue\u201d really means. Clients want more than stock picks; they seek guidance that fits their lives, goals, and what they care about. The focus is moving away from performance metrics and toward education, context, and genuine partnership.<\/p>\n

Public companies feel the pressure too. As retail ownership grows, corporate storytelling must reach beyond analysts and institutional investors. Nowadays, earnings updates, strategy notes, and executive messaging must be clearer, more relatable, and delivered on the platforms where people actually spend their time. The conversation around value creation is no longer confined to boardrooms; it\u2019s unfolding in comment threads, podcasts, and livestreams reaching millions.<\/p>\n

In 2026, successful investor communication will focus on clarity without condescension, explanation over promotion, and meeting self-directed investors on their terms. That means more transparency, more humanity, and a greater willingness to engage\u2014not just broadcast.<\/p>\n

[\/et_pb_text][et_pb_blurb title=”Craig MacPhail” image=”https:\/\/trends.national.ca\/wp-content\/uploads\/sites\/8\/2024\/12\/craig-macphail.jpg” alt=”Craig MacPhail” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]Vice-President, Corporate Communications and Capital Markets[\/et_pb_blurb][et_pb_blurb title=”Anna Speyer” image=”https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2023\/12\/anna-speyer.jpg” alt=”Craig MacPhail” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]Senior Director, Corporate Communications and Capital Markets [\/et_pb_blurb][et_pb_blurb title=”Larry Markowitz” image=”https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2024\/12\/larry-markowitz.jpg” alt=”Larry Markowitz” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]Senior Director, Corporate Communications and Capital Markets [\/et_pb_blurb][et_pb_blurb title=”Richard Chen” image=”https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2023\/12\/richard-chen.jpg” alt=”Craig MacPhail” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]Senior Consultant, Corporate Communications and Capital Markets [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Divider” _builder_version=”4.23.1″ _module_preset=”f950ae4e-9ccc-4465-92ab-a84879044010″ locked=”off” collapsed=”on” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”d0ba738b-9a0d-467e-b70a-82cf596f5218″ global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Sport and reputation: Montreal at the heart of the action in 2026″ module_id=”-3″ _builder_version=”4.23.1″ _module_preset=”9b4469be-b743-4fae-a5ac-364b1bd3e89f” background_color=”#FFFFFF” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_blurb title=”Proof in play: When events speak louder than words” admin_label=”Article title” _builder_version=”4.23.1″ _module_preset=”d9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}” custom_css_blurb_content_last_edited=”on|desktop” custom_css_blurb_content_tablet=”margin-bottom:0.5em;” custom_css_blurb_content_phone=”margin-bottom:0.5em;”]<\/p>\n

1.3<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]This year, Montreal is establishing itself as a city where sport is a driving force for reputation, attractiveness, and social cohesion. At NATIONAL, the mandates carried out in recent years with the Montreal Canadiens, the 2024 Presidents Cup, CF Montr\u00e9al, Tennis Canada and others reveal an undeniable reality: sport occupies a strategic place in the business community and public life of the city. <\/p>\n

In an anxious and fragmented global context, Montreal has an asset: its ability to bring people together through sport. Professional and amateur events create a space for positive emotions, collective pride and citizen engagement. Few cities can boast such a rich, inclusive sporting culture that is so deeply rooted in their identity. <\/p>\n

Since it remains unlikely that Montreal will welcome new major teams, it is crucial to consolidate existing organisations and attract new ones. The city must focus on a strategy of singular but high-profile events: international competitions, annual championships, specialised gatherings, winter or summer activities that showcase Montreal’s potential. <\/p>\n

Each event acts as a calling card that amplifies the city’s reach and influence. Increasing their number will not only boost the local economy but also generate the positive momentum that Montreal needs. [\/et_pb_text][et_pb_blurb title=”Paul Wilson” image=”https:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/12\/Paul-Wilson.png” alt=”Paul Wilson” admin_label=”Article author” _builder_version=”4.23.1″ _module_preset=”78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=”all” global_colors_info=”{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}”]<\/p>\n

Senior Vice-President<\/p>\n

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1.0Prove it Trust begins with evidence.\u00a0 In an era of scrutiny and skepticism, trust\u00a0can\u2019t\u00a0be claimed;\u00a0it must be\u00a0demonstrated. This section explores how organizations earn credibility by showing results, making clear commitments, and backing their messages with substance.1.11.21.31.1In 2026, the United States is making major changes to how it sets prescription drug\u00a0prices. New rules\u00a0allowing\u00a0government negotiation\u00a0with pharmaceutical companies are […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-2532","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nProve it - 2026 Trends Report<\/title>\n<meta name=\"description\" content=\"In an era of scrutiny and skepticism, trust\u00a0can\u2019t\u00a0be claimed;\u00a0it must be\u00a0demonstrated. 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