Marketers seek to understand their target audience to better cater to their needs. How can a brand relate to Quebec’s unique mindset? This is a question that has challenged marketers for over 50 years.
In 1978, a pioneer of marketing in Quebec by the name of Jacques Bouchard wrote a book entitled 36 cordes sensibles des québécois ». The 36 sensitive strings or heartstrings describe key cultural values, feelings and historical undertones that make up the collective identity and mindset. They are
🌱 Root 1 – The Landed (Rural) Root :
1. Common sense
2. Love of nature
3. Simplicity
4. Loyalty to heritage
5. Cunning / slyness (“finasserie”)
6. Manual skill
🌍 Root 2 – The Minority Root
7. Inferiority complex / hoarding (“money under the mattress”)
8. Envy
9. Tolerance
10. Narrow-mindedness
11. Matriarchy
12. Gossip
🇺🇸 Root 3 – The North American Root
13. Overconsumption
14. Pursuit of comfort
15. Bizarre taste
16. Continental solidarity
17. Advertising awareness
18. Nationalisms
⛪️ Root 4 – The Catholic Root
19. Anti-mercantilism
20. Mysticism
21. Herd mentality
22. Fatalism
23. Conservatism
24. Xenophobia
🎨 Root 5 – The Latin Root
25. Joy of living (joie de vivre)
26. Love of children
27. Desire to show off
28. Artistic talent
29. Sentimentality
30. Instinctiveness
🇫🇷 Root 6 – The French Root
31. Cartesian thinking (rationalism)
32. Individualism
33. Sensuality
34. Boasting
35. Procrastination / lack of practical sense
36. Chauvinism / national pride
In the original 1978 edition of Les 36 cordes sensibles des Québécois, Jacques Bouchard identified “joie de vivre” (joy of living) as one of the fundamental characteristics of Quebec’s identity, reflecting a festive spirit and an appreciation for life’s simple pleasures.
However, in the revised 2006 edition, titled Les Nouvelles Cordes sensibles des Québécois, Bouchard noted an evolution of this “joie de vivre” toward a culture of omnipresent humor. This shift suggests that humor has become a central element of modern Quebec identity, reflecting an adaptation to social and cultural changes while preserving the essence of conviviality and enjoyment of life.
Thus, the “joie de vivre” of Quebecers, originally focused on celebration and simple pleasures, has transformed to incorporate a more pronounced sense of humor, illustrating the ongoing evolution of Quebec culture.
Following in the steps of Bouchard are more marketing pioneers. Jean-Marc Léger is a prominent pollster and founder of the Léger marketing and polling firm. Jacques Nantel is a emeritus marketing professor and expert in consumer behavior.Pierre Duhamel is a seasoned journalist and political commentator with deep insight into Quebec society.
This trio published in 2016 yet another take on what makes quebecers special. This time, the findings are based on data. Their rigorous methodology combined quantitative surveys, qualitative interviews, and sociocultural analysis, drawing from over 1,000 respondents across the province to identify seven dominant values shaping the modern identity of Quebecers.
The seven values are:
1. Hedonism – Seeking pleasure, fun, and enjoyment in daily life.
2. Authenticity – Being true to oneself, valuing honesty and transparency.
3. Relationality – Prioritizing close, meaningful relationships with others.
4. Vitality – Embracing energy, spontaneity, and the present moment.
5. Pride – A strong sense of belonging and attachment to Quebec’s uniqueness.
6. Creativity – Valuing originality, artistic expression, and thinking outside the box.
7. Universalism – Embracing openness, tolerance, and global-mindedness.
Their data almosts speaks for itself. Ninety percent of Quebecers say they’re happy. Why? Because they focus on the here and now. Still in their book Le Code Québec, 74% of French-speaking Quebecers prefer living in the present moment over planning for the future, and only 38% would rather make more money compared to 62% who choose to have more time. As proof that Quebecers are known for their joie de vivre, they describe a people who consciously choose to invest their time and energy in enjoying life. Quebecers are bon vivants who put pleasure above all else. As Léger, Nantel, and Duhamel put it: “Our surveys show that joie de vivre is the number one value in Quebec…”
La joie de vivre might have started as a recurring personality trait. It is now a defining feature of Quebec’s distinct cultural identity. English Canadians and even Americans rightly associate Quebec with celebration, humor, and all forms of hedonistic delight, from the dinner table to the bedroom. The pursuit of pleasure is considered in the light of a “You Only Live Once” approach.
This joy is deeply rooted in the rhythm of daily life. Quebecers are a people of the here and now, finding happiness in small, meaningful pleasures stolen from routine. As the authors emphasize, surveys consistently show that joie de vivre is a cultural compass that guides choices around time, relationships, and lifestyle.
Another marketing voice by the name of Yves Leveillé also pined la joie de vivre as a distinctive mindset of Quebecers. He wrote in his 2005 article: “When it comes to assessing the relevance of any communication, we should bear in mind that strong creative ideas (whether international or national) will stand a good chance of working in Quebec if they tap into the “joie de vivre” factor and appeal to the senses and emotions.”
There you have it. La joie de vivre as a means to explain and entice the hearts of Quebecers. In the 70s, la joie de vivre was one of 36 values. In 2016 they brought down to 7 values. And now let’s focus on la joie de vivre as the one.