Patriotism, Price, and Polarisation: The Great Canadian Spending Shift

In this increasingly politicised landscape, it is hard to escape the endless thinkpieces and social media posts about Canadian patriotism and national buying habits in response to Trump, the new prime minister, and other recent developments right now. But few of these analyses are digging into the deeper, more nuanced segments shaping consumer behaviour. Advertising and design agency ONE23WEST set out to conduct a study that would explore widespread consumer sentiments towards American and Canadian brands, to better understand the current consumer mindset in Canada.

In its new nationwide study, conducted in partnership with Innovative Research Group, ONE23WEST uncovers six distinct consumer groups, offering a fresh, strategic alternative to the typical one-size-fits-all approach. This data provides brands with actionable insights to make smarter, more targeted decisions.

Keen to share these findings openly, the agency is helping Canadian companies better understand the impact of tariffs on consumer behaviour and purchasing patterns. The results offer surprising insights – and even carry political implications – that could reshape how brands connect with their audiences.

Joined by Jared Gill, strategy director at ONE23WEST, LBB’s April Summers dissects the high-level breakdown of the study’s six segments and the key distinctions between them.

LBB> This research has unearthed a significant divide in Canadian consumers’ reactions to tariffs and patriotism. How can brands effectively navigate these divides in their marketing strategies, especially when trying to connect with a diverse and polarised audience?

Jared> Brands need a deep understanding of their consumers – what truly matters to them and what drives their decisions. Not every brand needs to address tariffs directly, and in fact, too many are right now. Instead, focus on what resonates most with your core audience and what influences the behaviours you're trying to encourage. Authenticity is key, and forcing a stance where it doesn’t align with your brand or audience can be counterproductive.

Especially because in a landscape where everything we do is politicised, a ‘universal’ message won't land with everyone and that's okay. The data clearly shows that consumer behaviours are heavily influenced by a range of factors from income to political leaning. There's no one approach that works across the spectrum. Know which audiences matter to drive your business goals and prioritise their needs above all others.

LBB> Price often outweighs patriotism for many consumers, creating internal conflict. How can brands empathise with this tension while encouraging consumers to prioritise Canadian-made products without appearing too pushy or insincere?

Jared> For many Canadians, buying 100% Canadian-made products is a privilege not everyone can afford. The guilt some consumers feel about prioritising price over patriotism is real, and brands need to acknowledge and empathise with this reality. This research reveals that, depending on who your brand’s primary audience is, it may make more sense to highlight other compelling benefits, beyond patriotism, to position your brand as the right choice for them. The fact that it’s Canadian-made could be positioned as an added value rather than the sole selling point, helping consumers feel good about their choice without pressuring them.

LBB> Were there any unexpected findings that surprised you during the study?

Jared> Absolutely. A common assumption is that the most overtly patriotic Canadians would lean Conservative politically. However, our study found the opposite – those who align with the Liberal Party, NDP, or Bloc Québécois demonstrated the strongest patriotic responses and actions regarding tariffs.

Another surprising insight was the regional nuance – Quebecers, in particular, showed a higher level of patriotism compared to the rest of Canada. These findings challenge traditional perceptions and suggest that brands need a more nuanced approach when tapping into Canadian pride.

LBB> The generational divide in consumer behaviour is an interesting finding. How do you see this impacting the way brands tailor their messaging for different age groups? Do you think there’s a strategy that can bridge this gap without alienating either demographic?

Jared> This comes down to understanding and empathising with your audience. Younger Canadians, for example, are less likely to be able to afford 100% Canadian-made products, making price a significant barrier. Brands should lead with the core benefits of their product to justify the price point, with Canadian-made as an added advantage rather than the primary driver. Going all-in on nationalism without addressing price sensitivity could mean wasted marketing dollars if it’s not what ultimately sways your audience. The key is balance – tailoring messaging to resonate with different demographics.