Articles from:July 2025

• Camp comes with health benefits — but families are struggling to afford the summer staple

  Wednesday, July 16, 2025 | By Brock University

  EXPERT ADVISORY  – JULY 16, 2025 – R0081

  For many children, long sunny days are synonymous with summer camps.

  Whether they’re pitching tents for overnight stays or doing crafts for a few hours, experts agree that being active is good for kids’ health and well-being.

  Brock University Associate Professor of Recreation and Leisure Studies Erin Sharpe says these types of recreation programs can be “hugely beneficial” for families living on low incomes — though access can be limited.

  “In addition to the physical benefits of being active, children learn to work as a team, can explore a new interest and have a ‘thing they can do’ in their spare time, while their parents can connect with other parents to exchange information or expand their circle of support,” she says.

  But summer camps can cost hundreds of dollars per child per week, pushing them out of reach for many lower-income families or families with several children.

  On top of the program cost, it may be challenging for children to travel to camps and for parents to find information about affordable camps.

  Despite the benefits of summer camps, supports to make them accessible to low-income families are inconsistent across Ontario, says Sharpe.

  Many cities have policies intended to help low-income families access their programs. Sharpe says that even when offering discounted rates (such as 50 per cent off the registration cost), these programs are limited in their effect as the discounted cost is still too prohibitive for families who have limited financial means.

  “What works better are free options — like London, Ont.’s neighbourhood playground programs where they place recreational leaders in parks and kids can show up and participate,” she says. “Also effective are policies that grant families a certain dollar amount that they can put toward program registration, like an allowance.”

  In many areas, city and municipal governments contract subsidy support out to private charities or businesses, which can be problematic, Sharpe says.

  “There’s less accountability with that approach,” she says. “The city might not know how that money is being distributed or how much actually goes towards helping low-income children.”

  Sharpe calls for recreation and sport organizations to take more ownership over ensuring that their summer programs are accessible to families living on low incomes.

  “This involves building a financial plan to support families, setting participation targets and actively recruiting participants,” she says. “Removing procedural barriers, by simplifying application processes, for example, would also go a long way.”

  Parents and caregivers looking for options can visit the Ontario Camp Association website, which lists camps and organizations providing financial support for low-income families and children with special needs, says Professor of Recreation and Leisure Studies Tim O’Connell.

  “Parents should contact camps, outdoor education centres and municipal recreation organizations directly as each has its own policies around subsidies,” he says.

  In addition to camps, there are several other free or low-cost programs families can explore in places such as:

  • libraries, many of which have reading challenges and drop-in workshops
  • municipal recreation centres
  • Boys and Girls Clubs
  • YMCAs
  • faith-based organizations
  • parks and conservation areas, which provide nature-based activities, drop-in programs and self-guided activities such as scavenger hunts and arts and crafts activities
  • museums and galleries, which may offer free entry days throughout the summer and have drop-in programs for kids and families

  O’Connell says some libraries loan day-use passes for provincial and other parks that have entrance or parking fees and some library cards might include admission to museums, galleries and cultural attractions.

  Neighbourhood parks also have splashpads, wading pools, outdoor pools and facilities that can provide hours of fun, he says.

  “Parents can organize park playdates with other families or have ‘kid swaps’ to allow parents to rotate supervisory duties and have free time for work or other obligations,” says O’Connell.

  Associate Professor of Recreation and Leisure Studies Erin Sharpe and Professor of Recreation and Leisure Studies Tim O’Connell are available for media interviews on this topic.

   

  For more information or for assistance arranging interviews:

  *Sarah Ackles, Communications Specialist, Brock University [email protected] or 289-241-5483

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  Categories: Media releases

• Surge in Ontario wine sales linked to growing national identity

  Tuesday, July 15, 2025 | By Brock University

  EXPERT ADVISORY  – JULY 15, 2025 – R0080

  As sales of Ontario wines spike and support of the “Buy Canadian” movement grows, the pressure on wineries to highlight their patriotic ties is greater than ever, say Brock University experts.

  Sales of Ontario wines have increased by more than 60 per cent since the Liquor Control Board of Ontario (LCBO) pulled U.S. products from its shelves in March, amid the ongoing trade war.

  While providing fewer brand options to consumers has impacted this trend, there are also emotional factors at play, says Brock University Professor of Marketing and Consumer Psychology Antonia Mantonakis.

  Movements that emphasize identity — such as the “elbows up” campaign that promotes “Canada strong” and creates separation from the U.S. — influence consumer behaviour, says Mantonakis, who is a Fellow at Brock’s Cool Climate Oenology and Viticulture Institute (CCOVI).

  By bringing identity to the forefront, buyers are motivated to purchase products that relate to their identity, she says.

  “That means Canadian consumers are more likely to buy the option that signals it is Canadian, through indicators such as a Canadian winemaker’s signature on the bottle,” says the author of Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior.

  “Our research has also shown that people are less likely to buy the option that signals — through something on the label — that it’s not Canadian.”

  The growing emphasis on national identity may have a lasting impact on consumer choices, Mantonakis says, with Canadian wines still faring well even if U.S. products return to local shelves.

  “Consumers are going to be less likely to choose the California wine, for instance, as long as this identity component remains top of mind for Canadians,” she says.

  But how can Canadian wineries ensure that identity stays on consumers’ radars, even after the market once again expands to include U.S. products?

  They need to start putting in the work — and the sooner, the better, says Tek Thongpapanl.

  The Professor of Marketing and Product Innovation, who has extensively studied strategic brand storytelling, particularly in the wine industry, urges Canadian wineries to harness the patriotic momentum sparked by the trade dispute.

  Thongpapanl, also a Fellow at CCOVI, believes the current trade war will eventually end. That’s why, he says, wineries must seize this unique moment to prepare for the inevitable return of U.S. competitors.

  “This is the perfect window to lean into the power of patriotism — to tell your story, to showcase not just the quality of your product, but the Canadian pride and purpose behind it,” he says.

  “If you wait two or three years and haven’t used this opportunity to show people why you do what you do, and why it matters to them as Canadians, it might be too late.”

  Strategic storytelling, he notes, can take many forms — from creative social media campaigns to content marketing and traditional advertising — but at its heart, it’s about emotional connection.

  “In our marketing literature, we talk about moving beyond the transactional consumer, first turning them into loyal customers and ultimately into passionate advocates for your brand,” says Thongpapanl. “The goal is to build trust and emotional attachment so strong that consumers don’t just buy from you, they believe in you.”

  He emphasizes that the patriotic feelings ignited by the trade conflict are a powerful emotional lever, but only if wineries nurture them through authentic, consistent messaging.

  “You want them to see your brand as a reflection of their Canadian identity,” he says. “At the end of the day, it’s about turning casual buyers into believers — and believers into ambassadors.”

  Brock University Professor of Marketing and Consumer Psychology Antonia Mantonakis and Professor of Marketing and Product Innovation Tek Thongpapanl are available for media interviews on this topic.

   

  For more information or for assistance arranging interviews:

  *Sarah Ackles, Communications Specialist, Brock University [email protected] or 289-241-5483

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  Categories: Media releases