How Canadian Consumer Behaviour is Shifting in a Politically Charged Climate

Consumer behaviour is influenced by many factors—price, quality, convenience, and social proof—but perhaps the most powerful driver is emotion. When people feel strongly about an issue, their purchasing decisions often reflect their values, rewarding or punishing brands in response to political and cultural events.

Right now, Canadian consumers are experiencing an emotional and politically charged moment, and it’s having a tangible impact on how and where they choose to spend their money.

A Rising Sentiment: The Push to “Buy Canadian”

According to Abacus Data, their research set out to understand how Canadians’ feelings about President Donald Trump and his policies translate into real-world actions—and the results are striking. They’re reported seeing a rapidly growing desire among Canadians to support local businesses and, in some cases, actively avoid American products.

This is more than just rhetoric:

✔ 42% of Canadians say they will “absolutely do everything” they can to avoid buying U.S.-made products or supporting American-owned companies.

✔ 84% of respondents said they’ve considered purchasing more Canadian-made products in just the past few days.

✔ 34% have cancelled trips to the U.S.

✔ 32% have either cancelled or seriously considered cancelling American-owned streaming services.

This trend isn’t entirely new—boycotts and “buy local” movements have long been part of consumer culture. But what makes this moment unique is the depth of personal conviction behind it. Canadians aren’t just making economic choices—they’re making emotional and political statements with their wallets.

Do Canadians Know What’s Truly Canadian?

One of the most interesting findings in abacus’ reported research is the gap between perception and reality when it comes to which brands are genuinely Canadian. Many household names are assumed to be homegrown, even when they’re not:

• 67% of Canadians think Tim Hortons is still Canadian-owned.

• 68% believe Molson remains a Canadian company.

• 41% think Boston Pizza is a Canadian brand.

• 57% believe Dollarama is homegrown.

These misconceptions highlight a huge opportunity for brands—both Canadian and foreign—to better educate consumers on their origins, supply chains, and contributions to the Canadian economy.

The confusion extends to food sourcing as well. Forty-two percent of Canadians believe most packaged food in grocery stores is made in Canada, while 40% believe it isn’t. This knowledge gap presents an opening for brands to engage more transparently with their audiences.

Marketing in a Politically Charged Landscape

For American brands operating in Canada, this shift in sentiment poses a challenge. Companies need to be mindful of how they communicate their connections to Canada. The key is transparency:

• Are you sourcing Canadian ingredients?

• Do you employ Canadians in a meaningful way?

• How are you contributing to local communities?

These details matter, and sharing them openly can help brands maintain trust with Canadian consumers who are increasingly scrutinizing corporate affiliations.

On the flip side, Canadian companies should capitalize on this moment. Now is the time to highlight local roots, emphasize Canadian partnerships, and reinforce the impact they have on the national economy.

A Call to Action for Canadian Small Businesses & Entrepreneurs

Now more than ever, Canadian small businesses and entrepreneurs need to step up and make sure consumers know where to find them.

Consumers are actively looking for Canadian products and services, but they can’t support what they don’t know exists. This is the time to invest in digital marketing, boost online visibility, and clearly communicate your Canadian identity.

What can you do?

Make your Canadian roots loud and clear – Update your website, social media, and packaging to emphasize your local ownership and production.

Invest in digital marketing – Consumers are searching online for Canadian alternatives. Make sure they can find you through SEO, paid ads, and social media campaigns.

Build a strong message around Canadian unity – This isn’t just about economics; it’s about values. Connect with your audience through messaging that reinforces why supporting Canadian businesses matters.

Leverage local partnerships – Work with other Canadian-owned businesses to cross-promote, collaborate, and build a stronger local economy together.

Educate your customers – Many Canadians want to buy local, but they’re unsure which brands are truly Canadian. Use storytelling, social media content, and marketing campaigns to show your contributions to the Canadian economy.

With economic uncertainty on the horizon, Canadian businesses must take control of their narrative and ensure they remain top-of-mind for consumers who are actively seeking to “buy local.”

Emotion-Driven Consumerism: What It Means for Brands

The emotional dimension of consumer choice is something marketers can’t afford to overlook. Traditional market research that focuses solely on product performance or customer satisfaction may not fully capture the deeper motivations driving today’s purchasing decisions.

Incorporating questions about political identity, cultural values, and real-time events into your market research. This approach helps brands gain a richer understanding of how emotions and morals shape consumer behaviour, leading to more resonant and empathetic marketing strategies.

The Bottom Line

Donald Trump’s presidency has inadvertently stirred a wave of Canadian nationalism and pride, influencing retail and consumer preferences in significant ways. Canadians are increasingly voting with their wallets, choosing to support businesses that align with their values and distancing themselves from those they see as too closely tied to the U.S.

For brands, the message is clear:

✔ Understand what drives your audience emotionally

✔ Communicate transparently

✔ Adapt your strategy to align with consumer sentiment

For Canadian small businesses and entrepreneurs, the opportunity is now. Claim your space, make your voice heard, and let consumers know that you are proudly Canadian.

If you’re a business owner looking to better connect with your audience, join us on February 26th from 1 PM to 2 PM for a marketing webinar focused on demographics, brand voice, and the best channels to reach your customers.

We’ll break down the essentials so you can refine your messaging and make sure you’re showing up in the right places. Whether you’re just starting out or looking to improve your current approach, this session will give you practical insights you can apply right away.

Sign up and let’s get to work.