THUNDER BAY – NATIONAL NEWS – As Canadians gear up for Canada Day, a new national survey reveals a powerful and lasting surge in “homegrown loyalty.” Conducted by Horizon Media Canada, the survey found that 83 per cent of Canadians say buying local evokes national pride, and 71 per cent feel more loyal to Canadian brands now than a year ago.
The “Finger on the Pulse” survey, conducted with over 1,000 Canadians in April 2025, shows that economic pressures—rising tariffs, a weakened dollar, and global trade instability—are influencing a sharp turn toward values-based purchasing.
“This is about more than waving the flag,” said Robert Jenkyn, President of Horizon Media Canada. “Canadians are making strategic decisions that prioritize trust, transparency, and national resilience. They’re putting their dollars where their identity is.”
From Thunder Bay to Toronto, Canadians Choose Local
Ontario residents are among the most committed to Canadian brands, with 74% expressing increased loyalty. Atlantic Canada (62%) and British Columbia (71%) also rank high in national brand preference.
Across all regions, the survey found that 85 per cent of Canadians plan to prioritize Canadian-made products, even if prices rise. Notably, 67 per cent have cancelled or adjusted U.S. travel plans, and 59 per cent say they’re buying fewer American products altogether—marking a clear shift in both economic and cultural behaviour.
Consumer Confidence in Canadian-Made Quality
Respondents cite economic independence, product quality, and national job support as leading reasons for their loyalty. Messaging that highlights Canadian craftsmanship, small business support, and environmental responsibility also resonates—especially in food, beverage, and home goods sectors.
“Marketing a product as ‘Canadian’ now carries weight,” said Richard Ivey, EVP of Business Solutions at Horizon. “It suggests integrity, relevance, and long-term responsibility. For brands, it’s no longer optional—it’s strategic.”
Media Matters: Where Consumers Tune In
While digital media dominates many spaces, in-store promotions (67%) and television ads (57%) remain the most trusted avenues for delivering national brand messages—especially in Ontario and Prairie provinces. This reflects a renewed trust in traditional media when it comes to values-based storytelling.
Digital and social media trail behind at 41%, underscoring the need for marketers to meet Canadians where they feel most confident in messaging around local identity.
Young Consumers Want More than Patriotism
Millennials and Gen Z are less swayed by patriotic appeals alone but are highly attuned to transparency, sustainability, and social impact. They represent a challenging but high-potential audience—more globally open, but willing to reward brands that demonstrate real purpose in Canada.
Economic Shift Becomes Cultural Signal
As Canada marks its 158th birthday, the study’s findings highlight a significant opportunity for businesses to embrace and amplify “Brand Canada.” The move toward Canadian-made goods isn’t just a trend—it’s a signal of deeper consumer values rooted in community, resilience, and national identity.
“Canada Day is more than fireworks,” Jenkyn added. “It’s about identity, and Canadians are making that visible in what they buy and who they support. Brands that understand that—and live it—will lead.”
About the Survey
The “Finger on the Pulse” survey was conducted by Horizon Media Canada from April 2 to 9, 2025, with a representative sample of 1,003 Canadian adults. It examined the impact of economic pressure, trade disruption, and consumer trust on brand loyalty across demographics and regions.
