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Barcelona inspires not only with its architecture, but also with its business culture.As a media buyer, I always look at...
03/11/2026

Barcelona inspires not only with its architecture, but also with its business culture.
As a media buyer, I always look at cities through the lens of advertising, storefronts, and marketing.
And the difference in how businesses operate in Europe versus Canada is noticeable right away.
Here are a few observations from my trip 🇪🇸

The first thing that stands out is how much business is visible and happening on the streets. Bright storefronts, open terraces, and small shops on almost every corner. People walk a lot, so businesses benefit from a huge amount of walk-in traffic — customers who simply stop by while passing.

In Canada, things work a bit differently. Especially in winter, you rarely see people walking outside. And if they are out, they’re usually getting around by car. Because of that, relying on random foot traffic is almost impossible.

That’s why for many businesses in Canada online marketing isn’t optional — it’s essential. Social media, ads, and Google are often the main ways customers even discover that a business exists.

It’s interesting to see how the urban environment directly shapes marketing and business strategies.

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