{"id":59009,"date":"2025-10-07T07:30:00","date_gmt":"2025-10-07T10:30:00","guid":{"rendered":"https:\/\/thelaker.ca\/?p=59009"},"modified":"2025-10-07T07:30:00","modified_gmt":"2025-10-07T10:30:00","slug":"quoi-media-why-is-this-canadian-researcher-being-recognized-globally-while-still-flying-under-the-radar-at-home","status":"publish","type":"post","link":"https:\/\/staging-z.thelaker.ca\/?p=59009","title":{"rendered":"QUOI Media: Why is this Canadian researcher being recognized globally while still flying under the radar at home?"},"content":{"rendered":"\n
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VANCOUVER, B.C.:<\/strong> Demographics are dead. Or at least dying.  <\/p>\n\n\n\n

That\u2019s the argument at the heart of a global research project led by Canadian values researcher David Allison — and now the world is paying close attention.<\/p>\n\n\n\n

Last week in New York, Allison became the first Canadian ever to win a Silver Apple Award, a 40-year-old honour presented by the Marketing Club of New York to recognize outstanding contributions to the future of marketing. <\/p>\n\n\n\n

His win came in the rare and prestigious Innovation category, awarded only five times in the program\u2019s history.<\/p>\n\n\n\n

With previous Innovation honourees including Bonin Bough, Mayur Gupta and John Nardone, the Innovation Apple is a flag planted by the industry to mark transformation. <\/p>\n\n\n\n

This year, that flag pointed North.<\/p>\n\n\n\n

ADVERTISEMENT:<\/strong><\/p>\n\n\n\n

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Allison is being recognized for his work building the world\u2019s first global database of human values, gathered from over a million surveys in 152 languages, and used to introduce a new marketing and business metric: Valuegraphics.<\/p>\n\n\n\n

\u201cWe\u2019ve had demographics and psychographics,\u201d says Allison. \u201cNow we have Valuegraphics \u2014 a third lens to truly understand what motivates people, based on the values they share.\u201d<\/p>\n\n\n\n

It\u2019s an idea that\u2019s quickly gaining traction. <\/p>\n\n\n\n

The data is being used by brands like Google, PayPal, lululemon, and the United Nations Foundation to understand customers, citizens and employees in a post-demographic world. And it\u2019s already appearing in textbooks used in business schools around the globe, training the next generation of marketers and policymakers to put shared human values at the centre of strategy.<\/p>\n\n\n\n

This growing international interest just earned Allison another major invite: he was recently asked by Amazon to present his research to some of their largest global brand clients at the Cannes Lions International Festival of Creativity, where he spoke alongside Roger Federer.<\/p>\n\n\n\n

\u201cCanada has always exported ideas before we celebrate them,\u201d Allison says. \u201cBut this moment, with the award, the book deal and Cannes \u2014 it feels like something\u2019s shifting.\u201d<\/p>\n\n\n\n

ADVERTISEMENT:<\/strong><\/p>\n\n\n\n

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That book deal \u2014 his third \u2014 was just signed with publishing giant Wiley, further cementing his work as a core part of the conversation about the future of marketing, sales, employee engagement, leadership \u2014 issues that all boil down to influencing what people do. <\/p>\n\n\n\n

Whether this marks a long-overdue Canadian recognition for contributions on the world stage remains to be seen. <\/p>\n\n\n\n

But for now, a new name sits beside the likes of Bough and Gupta \u2014 and it belongs to a researcher from Vancouver who’s helping the world rethink what it means to truly understand people.<\/p>\n\n\n\n

Signup for The Laker News daily free email newsletter: The Laker News email newsletter<\/a> <\/em><\/strong><\/p>\n\n\n\n

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VANCOUVER, B.C.: Demographics are dead. Or at least dying.   That\u2019s the argument at the heart of a global research project led by Canadian values researcher David Allison — and now the world is paying close attention. Last week in New York, Allison became the first Canadian ever to win a Silver Apple Award, a 40-year-old honour presented by the Marketing […]<\/p>\n","protected":false},"author":2,"featured_media":59010,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[957],"tags":[1923,9373,9374,9375,1826,9376],"class_list":["post-59009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-canada","tag-canadian-researcher","tag-david-allison","tag-global-recognition","tag-quoi-media","tag-silver-apple-award"],"_links":{"self":[{"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/posts\/59009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=59009"}],"version-history":[{"count":0,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/posts\/59009\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=\/wp\/v2\/media\/59010"}],"wp:attachment":[{"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=59009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=59009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging-z.thelaker.ca\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=59009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}