In early September, former Bank of Canada governor Stephen Poloz warned that both Canada and the United States are “sliding toward a recession.” The warning comes amid tariffs, geopolitical tensions, and mounting concerns around artificial intelligence reshaping the labor market.

The numbers speak for themselves. Canada’s unemployment rate surged to 7.1% in August 2025, the highest level since 2016 (outside the pandemic years). Youth unemployment has doubled the national average, climbing to 14.5%, raising serious questions about the future of work and the capacity of small businesses to withstand the storm.

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Québec’s Entrepreneurial Landscape: Fragile yet Vibrant

The 2023 Québec Entrepreneurship Report (GEM) painted a nuanced picture. On one hand, the province recorded a 9.2% entrepreneurial exit rate, a decade-high figure illustrating how many businesses had to shut down permanently.

[Graph – Figure 36: Entrepreneurial Exits]

On the other hand, Québec displayed undeniable vitality: 18% of the population was engaged in entrepreneurial activity at various stages, from nascent projects to established businesses.

[Graph – Figure 38: Total Phases of Entrepreneurial Activity]

This duality remains central to Québec’s economic reality in 2025: fragile foundations but a strong capacity to create, innovate, and adapt.

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One Way’s 360° Approach: A Local Commitment

In this context, local initiatives play a crucial role. At One Way, we recently launched a 360° contest to support a Québec-based SME with a full strategic and creative campaign. Beyond this contest, however, lies our broader mission: helping businesses amplify their voice through integrated expertise across video production, talent management, and paid media.

“We know that many businesses are facing difficult times. Our role is to bring tools usually reserved for big brands into the hands of local entrepreneurs,” explains Stevens Dorcelus, founder of One Way.

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The Power of Visual Storytelling: Video Production

At the heart of our work is high-quality video production, led by Polina (Creative Director), Josh (Photo Director), and Émile (Video Editor). Together, this team has shaped campaigns that merge cinematic quality with authentic storytelling.

From Porsche’s Cayenne Taste Drive campaign, which linked performance and lifestyle in an innovative experiential format, to Yves Saint Laurent’s collaboration with Frédérick Robichaud, a campaign that generated over 600,000 views across platforms, our production team has consistently delivered content that resonates.

[Photo of the Video/Photo Production Department]

Their approach combines technical excellence with a deep understanding of narrative, making each project not just a video, but a cultural statement.

Shaping Influence: Talent Management

Québec’s creative economy thrives on its influencers and content creators. Our Talent Management division works closely with a roster of diverse creators, including Alexane Pelletier, Pézie Beaudin, Citron Rose, Charlie-Ève, Inès, Robin Messier, and Stevens Dorcelus himself.

These creators have built engaged communities, and our role is to ensure that brand partnerships feel authentic, impactful, and mutually beneficial. Whether it’s Citron Rose collaborating with national brands like Doritos and Pepsi or Robin Messier connecting with local audiences through community-driven content, the goal is always to highlight Québec’s unique voice in the global digital landscape.

[Photo of the Talent Management Department]

Strategy Meets Scale: Paid Media

The final pillar of our 360° approach is Paid Media, a discipline led by Yohan, whose track record includes campaigns for Maxi, Kia, and Dentsu. Paid Media is what ensures that creative ideas don’t just stay beautiful stories but also reach the right audiences, at the right time, with measurable impact.

This expertise allows us to scale local initiatives into major conversations, bridging creativity with performance.

Building Resilience Through Creativity

While the economic signals may point to a slowdown, the resilience of Québec’s entrepreneurial ecosystem lies in its ability to adapt and innovate. Initiatives like One Way’s contest are only part of a broader movement: ensuring that local businesses have access to world-class creative, talent, and media strategies to weather uncertainty and grow stronger.

Because when times are uncertain, creativity isn’t just an asset, it’s survival.

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