What happens when 85% of Canadians ditch US products? Brands take notice.
Canadians are feeling extra patriotic right now. Here’s why they’re swapping US products for homegrown goodness and what brands can do about it.
Should your brand jump on the made-in-Canada trend?
It’s been hard to ignore. After years of declining national pride, tariffs have reignited the Canadian spirit.
In December, just 34% of Canadians said they were "very proud" of their country.
By March, that number has surged to 53%. And beyond sentiment, they’re taking action - 85% plan to replace at least some US products with Canadian alternatives.
Brands have jumped into action with a wave of Canada-first messaging. Some have been bolder - Moosehead’s Presidential Pack, Black Diamond’s 0% American Cheesestrings, Pizza Pizza’s reverse 25% tariff - while others have taken a more subtle approach, emphasizing their local roots.
Maple Leaf has gone a step further and embodied Canadian unity with a campaign advertising other Canadian brands.
And why not?
The stats are clear: people want to buy Canadian. If you’re proudly Canadian, there’s never been a better time to make that known.
But before you wrap your brand in a red-and-white flag, there are some things to consider.
Key Watch-Outs for Brands
1. Certain Audiences Are More Invested in “Buy Canadian” Than Others
Not everyone is waving the flag equally.
The strongest support for “Buy Canadian” comes from older Canadians and women (59% of 55+ vs. 37% of 18-34). This tracks with data showing that over double the amount of over-55s are “very proud” of Canada (66%) compared to 18-34 year olds (29%).
Regionally, BC (49%) and Quebec (53%) show the most enthusiasm in “Buy Canadian”, while Alberta and Saskatchewan (42% and 41%) are less engaged.
If your core audience skews younger or is in regions where this trend is weaker, will a Canada-first approach deliver the ROI that you’re looking for?
2. “Made in Canada” Alone Won’t Differentiate Your Brand
Early adopters of this trend gained visibility in a press cycle eager to cover Canada’s renewed patriotism, providing a healthy boost to their mental availability. But as more brands pile in, it risks becoming wallpaper.
The strongest executions we’ve seen go beyond pure awareness plays to help reinforce an existing brand position - Pizza Pizza’s cheeky deals in response to economic setbacks always support their “pizza for the people” brand mantra, so the 25% reverse tariff campaign felt like a natural fit.
Will emphasizing your Canadian roots reinforce your broader brand positioning, or risk muddying the waters on real points of differentiation that set your brand apart?
3. The Intention-Behaviour Gap is Very Real
If the purpose-led marketing push taught us anything, it’s that there’s a big difference between what consumers say and what they do.
While 85% of Canadians say they’ll switch to Canadian brands, 37% of those switchers say price and quality still matter most.
The consumer economic outlook for Canada is the worst since records began as a result of these tariffs, and in a cost-of-living crisis, many shoppers will weigh their wallets over national pride (just ask American Apparel!). Once we start feeling the actual financial impact of these tariffs, pride will pay the price.
Granted, some Canadian products will now be the cheaper option due to the tariffs (and tariff labels on American products are likely to help them at the shelf).
However, if your product still costs more than other options in the category, a flag on the packaging may not be enough to justify the price gap.
In the long term, keeping a focus on quality and value messaging will be necessary for consumers that are braced for the worst.
4. Authenticity Is Key to Avoiding “Maple-Washing”
Consumers are savvier than ever, and their tolerance for corporate nonsense is at an all-time low.
They’re already getting frustrated by confusing Canadian labelling.
If your Canadian angle isn’t backed by meaningful actions - such as local sourcing, job creation, or community impact - it could feel opportunistic rather than authentic.
Before You Jump on the Canada Trend, Ask Yourself:
Is this genuinely part of our brand’s story, or are we chasing a moment?
Does this align with our target audience’s priorities?
Are we balancing Canadian messaging with value and quality?
Will this differentiate us in our category, or are we following the crowd?
If the trend fades, will this still make sense for our brand?
Final thought: Keep the long-term in mind
We all know that we’re always operating on one end of the pendulum swing. Right now, the pendulum is swinging towards Canada proud.
By the time you’re reading this, it could be already swinging back!
Latching onto the momentum of it is great for some quick headlines and wonderful for LinkedIn engagements (oh god, is that what we’re doing right now?).
Highlighting it as a feature of your brand further down the funnel will likely do no harm, but don’t let a trend muddle up your messaging or interfere with your brand positioning.
The key is keeping your target audience and their evergreen needs in mind - the needs that only your brand can satisfy.
Want to chat with us?
If you want to speak to brainstorm about winning in the era of tariffs and patriotism, have a question or want to discuss about the challenges your brand is facing, drop us a line.
Great article! And I love the questions you included. Every brand should ask themselves these questions before jumping on the bandwagon for any trend.