THE BUSINESS PROBLEM
Staples is losing relevance as the go-to destination for working and learning.
In a category dominated by competitors like Amazon, convenience has been reduced to speed, making Staples’ value feel less distinct.
THE CHALLENGE
1. Technology promised to make life easier, but instead, it has made it more complex.
2. 56% of Canadians say technology has made life more complicated, not easier.
3. Staples must redefine what “easy” means today.
THE PROBLEM
Modern consumers, especially hybrid workers, feel constantly “always on.”
Their lives require constant switching between roles, creating mental overload and a lack of control.
The real need is not convenience.
THE INSIGHT
Easy doesn’t mean doing less.
It means feeling in control while doing it all.
It means feeling in control while doing it all.
THE STRATEGY
Reclaim “easy” by shifting from functional convenience to emotional clarity.
Instead of competing on speed, Staples positions itself as the brand that brings calm, control, and simplicity to everyday work and learning.
THE SINGLE-MINDED PROPOSITION
At Staples, we make it easy to work and learn, so you get more time to live.
"The Gift of Easy"
