Ipsos Reveals Canada's Most Influential Brands of 2024

Ipsos, one of the world’s leading market research and public opinion polling companies, in partnership with the Canadian Marketing Association, Globe Media Group, and Publicis, has unveiled the 2024 Most Influential Brands in Canada report: a comprehensive, data-driven analysis of the brands that captured the hearts, minds, and wallets of Canadian consumers in 2024.

At an exclusive reception held at The Globe and Mail Centre in Toronto Ipsos Canada’s Steve Levy presented the findings to over 400 marketers, brand strategists, and insights professionals, with a simultaneous broadcast bringing these insights to a global audience.

“In 2024, influence wasn’t about being identifiable - it was about being indispensable," said Ipsos Canada’s Steve Levy. "These companies are not just selling products or services. They're shaping the very fabric of Canadian society, from how we spend our money to how we spend our time."

This event marks the fourteenth year that Ipsos has led the conversation on brand influence in Canada, delving into the attitudes and characteristics that make brands influential and determine their impact on consumer behaviour, cultural trends, and the world at large.

This year’s edition was derived from a survey distributed to a representative sample of 6,700 Canadians across regions, genders, and generations. Ipsos’ analysis offers an in-depth review of the aspects that contribute to brand influence - Trustworthiness, Engagement, Leading Edge, Corporate Citizenship, Presence, Empathy and Utility - and how they were leveraged by the nation's top brands.

Most Influential Brands in Canada 2024

1. Google (-)

2. Amazon (-)

3. YouTube (-)

4. Apple (-)

5. Facebook (-)

6. Walmart (-)

7. Netflix (+3)

8. Microsoft (-)

9. Visa (-)

10. Samsung (+2)

Study Highlights

The last 12 months brought us socioeconomic shakeups, cultural breakthroughs, a cost-of-living crisis, and an AI arms race. But when Canada is in flux, influential brands are in their element. They understand consumers’ preferences and perspectives; from the ways they spend their money to the ways they spend their time. And this enables them to deliver real value while living up to Canadians’ values.

Google held on to the #1 spot for the 13th consecutive year, a result that attests to its high degree of influence across search, productivity, and artificial intelligence. With an outsized impact on the Canadian economy, a strong commitment to digital literacy and cybersecurity education, and an unparalleled rate of innovation, Google remains the nation’s most influential brand.

Amazon’ expansion across sectors contributed to its #2 ranking. In 2024, Amazon continued to shape Canadians’ consumption patterns and discretionary spending, while continuing to extend its influence beyond ecommerce into cloud computing, AI, and entertainment.

Meanwhile, YouTube’s ability to adapt to shifts in the attention economy kept it at #3 - a ranking that reflects the platform’s strong connection with gen z and the growing importance of video content in Canadians' daily lives.

Apple’s continued commitment to innovation landed it at #4 in 2024. With the rollout of cutting-edge AI features, next-generation computing chips, and ground breaking products like the Vision Pro, Apple continues to exert a strong influence on tech-savvy Canadians and casual users alike.

Facebook rounded out the top five - a ranking that reflects Meta’s knack for innovating and reinventing itself in the face of changing user behaviours and regulatory shifts. A successful pivot towards AI-driven personalisation has contributed to the brand’s growth, but the brand’s ability to connect communities across Canada remains its strongest asset.

Walmart’s connection with cost-conscious Canadians contributed strongly to its #6 ranking. Amidst a changing retail landscape and a challenging economic environment, the brand succeeded in expanding its physical footprint and online presence without compromising on value.

Netflix climbed three spots to #7 in 2024, a shift that affirms its status position as a cultural powerhouse. The streaming platform’s ability to shape conversations and curate content that  resonates deeply with Canadian audiences has contributed strongly to its influence - and 300 million global users can’t be wrong.

Thanks to its market-leading AI solutions and cloud services, Microsoft landed at #8. The company has solidified its position as a leader in enterprise solutions while making steady inroads in consumer markets, thanks to a dizzyingly broad product ecosystem and a steadfast focus on innovation.

Visa remained at #9, a result that underscores the critical role of financial services in Canadians' lives. The brand’s investments in improvements to the customer experience and commitment to financial inclusion have contributed to a high degree of influence. And in 2024, Samsung climbed into the Top 10 for the first time in a while— an ascent that reflects the company’s ability to balance a sprawling product portfolio with innovative marketing campaigns and high-tech consumer electronics.