When Buying Collides with Real Life: What Brands Need to Know
Despite frequent talk of supporting Canadian products, our new research highlights a contradiction in Canadians’ consumer behaviour. While many Canadians claim buying Canadian is important, just over a third consistently report acting on this principle. This disconnect reveals a nation as yet unwilling or unable to put patriotic intentions into practice when faced with the realities of shopping.
These results are from an online poll of 1,178 Canadians, sponsored and conducted by INNOVATIVE Research Group Inc., between March 12th and March 16th, 2025. The survey was developed jointly with ONE23WEST, one of Canada’s leading design, strategy, digital and advertising teams, who helped us anchor this project on practical issues on the minds of marketers today. The results are weighted to 1,000 by age, gender, region, education, and self-reported past federal vote to ensure the overall sample reflects the population according to Census data.
The latest research identifies six distinct consumer segments based on Canadians’ emotional reactions to the U.S., attitudes toward Canadian-made products, and purchasing behaviours. The results show a sharp divide between a small but committed group of economic nationalists and a broader set of price-sensitive, disengaged, or even pro-American consumers.
After reading our post, click on the report link below to see this critical information presented with powerful visuals and graphic design—courtesy of ONE23WEST.
Meet the Segments
Raging Canadians (13%)
Raging Canadians are the most emotionally charged consumers in the country, and they’re turning that emotion into action. This group is older, well-educated, and leans Liberal, NDP, and Bloc. They are most likely to report feeling betrayed or angry about how the U.S. treats Canada — and they are the most likely to switch from U.S. to Canadian products every time they can. In fact, 8 in 10 say they switched from a U.S. product in the past week.
More than any other group, they view Canadian origin as a defining factor in what they choose to buy. Nearly 40% say it’s the single most important factor when shopping, and another half say it’s one of the most important.
For companies aiming to appeal to patriotic sentiment, this is part of your core audience.
Resentful Canadians (21%)
Resentful Canadians share many of the same frustrations as Raging Canadians but show more flexibility in their shopping habits. They are more likely to be women, more middle-income, and also lean Liberal and NDP.
Nearly two-thirds say they switched away from a U.S. product in the past week, but fewer say Canadian origin is the top factor when they shop. While 17% say it’s the most important factor, more than half say it’s one of several they consider.
Together with Raging Canadians, this segment comprises the core third of consumers interested in “voting with their dollars” now.
Conflicted Patriots (9%)
Like for Resentful Canadians price is concern, but Conflicted Patriots are strongly committed o get best product for their need, and most likely to think the U.S. makes the best products. This cohort is pulled in two directions, affronted by what the U.S. is doing, but also focused on getting right products for their need. Only 4% say they switched from U.S. products last week, and only a small share say Canadian origin is their top priority. But despite this, many still report feelings of anger, fear, and even hope — making them the most emotionally conflicted group.
This group is more male, younger, and includes both Liberal and Conservative voters.
This cohort might be the hardest to predict, but they’re also highly emotionally engaged. The right messaging might tip them either way.
Price Before Politics (23%)
This segment makes one thing clear: it’s not about where a product is from, it’s about how much it costs. This group includes a mix of Liberal and Conservative voters, many of whom are lower-income and live in Ontario or the Prairies.
While most feel some resentment toward the U.S., price comes first. Just 11% switched from a U.S. product in the past week, and only 6% say Canadian origin is the most important factor when shopping. But that doesn’t mean they don’t care — nearly one-quarter say it’s one of several factors they consider.
Brands should not write these consumers off as immune to nationalist appeal, but value is their top priority.
Detached Canadians (23%)
The most disengaged segment, Detached Canadians aren’t tracking trade developments and don’t report strong emotional reactions to the U.S. They skew younger, have lower education levels, and many live in Ontario or Alberta.
This group is evenly split by gender and politically mixed. Just 38% say they’ve switched away from U.S. products in the past week, and most say they consider Canadian origin only occasionally or not at all.
This group isn’t looking for Canadian made products, so brands will need more than a flag on a label, they’ll need to highlight accessibility and affordability.
Pro-America Canadians (12%)
Primarily Conservative, this segment rejects patriotic shopping entirely, focusing strictly on product quality and suitability. 62% strongly agree they buy products based on their needs, regardless of origin, and 17% strongly agree American products are superior. Their stance represents a conscious rejection of nationalism in purchasing.
This group also reports the lowest levels of anger or betrayal toward the U.S., and more than 40% say they still feel hopeful about the U.S.-Canada relationship.
This group is unlikely to be moved by pro-Canada messaging—and serve as a reminder that Canadian consumers are not a monolith.
Bottom Line for Brands Operating in Canada
Most Canadians aren’t boycotting American goods — but they aren’t ignoring trade tensions either.
For Canadian brands and marketers, the real opportunity lies in understanding these consumer divides. It’s not enough to assume patriotism will drive sales by itself. Successful campaigns will bridge the gap between sentiment and action — by speaking to the specific motivations, barriers, and values of each segment.
Want to understand your audience better? Let’s talk. INNOVATIVE can help you uncover the stories behind the data.
