High-end outwear brand Canada Goose is shifting its marketing approach toward experiential digital storytelling, according to the company. The brand launched its new platform, “Natural Intelligence,” to address what senior vice president of global marketing Victoria Freeman described as a growing consumer disconnection from the outside world.
Consumer Nature Deficit and Brand Strategy
The “Natural Intelligence” platform is backed by a September 2025 report from the British Columbia tourism board, which found that 46% of people feel a nature deficit in the media and culture they consume, according to Canada Goose. The report surveyed 2,000 adults in the United States and noted that Gen Zers spend less time in nature than Gen Xers did at the same age, despite craving breaks from screens. According to Freeman, the new marketing campaign moves beyond the brand’s previous long-running platform, “Live in the Open,” to offer a deeper look at the concept of natural intelligence through digital channels on Instagram and TikTok.
Digital Storytelling and Field Experts
Running through the end of the year and into 2027, the digital campaign features diverse terrains and highlights lives of different field experts, including a mushroom biologist, a storm chaser, and a firefly researcher, according to Canada Goose. In a recent Instagram post by the company, storm chaser Paige Vincent stated, “If you really listen to the atmosphere, it will tell you exactly when change is coming.” The brand is also cataloging creators and field experts on social media platforms to conduct a grassroots, guerrilla-style marketing execution, Freeman stated.
Evolution into an All-Season Lifestyle Brand
The origins of the new platform trace back to the 2024 launch of the Snow Goose collection, which featured creative director Haider Ackermann’s trek through the mountainous landscapes of Iceland, an effort Freeman noted blew up on digital channels. Subsequent activations included a trip to Haida Gwaii, an archipelago off the northern coast of British Columbia, and a June activation celebrating Acqua di San Giovanni, an Italian summer-solstice ritual. These efforts follow the brand’s top-performing content for 2026, a spring campaign in Svalbard, Norway, celebrating the return of the sun after more than 100 days of darkness. According to Freeman, these initiatives reflect the brand’s evolution over the past five years from a cold, polar-image company into an all-season lifestyle brand.
Did You Know?
Canada Goose’s spring campaign in Svalbard, Norway, was the brand’s top-performing content in 2026 based on organic reach and engagement, according to company data.
Frequently Asked Questions
What is Canada Goose’s “Natural Intelligence” platform?
It is a global marketing platform launched by Canada Goose to reconnect consumers with the natural world through digital storytelling on Instagram and TikTok.
Why did Canada Goose launch this campaign?
The brand cited a September 2025 British Columbia tourism board report indicating that 46% of surveyed adults feel a nature deficit in the media and culture they consume.
Who is featured in the marketing campaign?
The campaign features global locations and field experts, such as a storm chaser, a mushroom biologist, and a firefly researcher, according to the company.
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