The Canadian Vote and Battle for Public Trust: Can Brands Stay Neutral?

As Canadians head to the polls, brands find themselves navigating not just a political crossroads, but a cultural one. In an era where every message, partnership, and bit of silence is scrutinised, the traditional playbook of neutrality is no longer a safe bet. For advertisers and marketers, the stakes are higher than ever: stay silent and risk seeming complicit; speak up and risk alienating audiences.

With trust in institutions wavering and public sentiment shifting fast, brands have a rare opportunity – and a profound responsibility – to show Canadians who they really are. Which is why LBB's April Summers  sat down with agency leaders from No Fixed Address, Tadiem and The Turn Up Lab to find out how they are navigating this tricky terrain.

Thomas Wilkins, VP strategy at No Fixed Address

The brands we steward are a steady presence in Canadians’ lives. They stay on the kitchen counter beside them through conflicts, pandemics, and political challenges. When advising clients during stressful times, we focus on how brands can contribute to unity and deliver what Canadians need to hear. Much like a parent deciding what to tell their kids when the world feels uncertain, our briefs should reflect what our audience needs to feel from us.

If a brand can be a source of comfort and continuity, it holds real power. I think about ‘Look for the Leaf’, the campaign our team at NFA created with Maple Leaf Foods. It reminded Canadians that the brands lining their cupboards and refrigerators (even competing ones) could come together, offering a meaningful signal: If the brands are up for this, maybe we can be too.

It is not about taking a stance for its own sake; it’s about using the distinct personalities of brands to engage responsibly, contribute to national resilience, and impact how Canadians see what the country is up against."

Sarah Spence, CEO at Tadiem​

Typically, brands avoid taking any political stance because it will inevitably alienate a portion of the customer base. However, today’s cultural climate blurs the line between politics and daily life, making neutrality increasingly difficult for brands. Politics has become increasingly polarising. Brands must now consider not only their messaging, but also who they associate with. For example, they need to consider the influencers they use and whether or not they have strong political views. I would only recommend taking a stance if it was right for their business, their audience, and their beliefs and values.

While it’s rare, some brands may engage when speaking directly to their customer base, or if their business is directly impacted by policy. Silence can seem complicit, yet engagement risks backlash. As we saw with the US election, most brands (especially big brands) will choose to remain silent on politics because it is so divisive.

As an agency leader, I will always advise caution about mixing politics and business: stay authentic, understand your audience, and act only when values or operations are truly at stake. Timing, tone, and consistency are critical in navigating political points of view. In Canada right now, I think the Stanley Cup playoffs provide some breathing room for brands to focus on another Canadian passion… hockey.

Howard Chang, co-founder at The Turn Lab​

In our experience, brands who stand for something stand out. But saying it is not enough; values must show up in how the company operates. For example, our client, Mattamy Homes, is quietly working towards a goal of being the greenest home builder in North America, but it has already created and is moving ahead on numerous net zero and net zero ready projects well ahead of any big public statement. Walk the walk before you talk, so to speak.

Silence in the face of behaviour that harms your community is a form of complicity. I love how Costco, Levi’s and a few others have spoken out to support their ongoing commitment to DEI despite pressure from Trump’s administration. How a brand does it requires skill and emotional intelligence, so as to engage without alienating. The key is transparency and staying away from editorialising. Let your actions speak the loudest.

We are a little different as we are a certified B Corp that operates on a triple bottom line of ‘People, Planet, Prosperity’. Our clients expect us to challenge them to be a force for good. No brand or business is perfect, but our approach is to help our clients use evidence to find the opportunity in a crisis. We did that through covid-19 (which resulted in a 50% growth of our company), and we are doing it now in this tariff way and charged political climate.