In the wake of the Trump administration’s imposition of tariffs on a variety of goods, Canadian businesses have had to navigate a complex and ever-changing landscape in which economic uncertainty has—for many—become top of mind. With our sovereignty being challenged, Canadian consumers are eager to demonstrate their national pride, including through their purchasing decisions. In fact, based on latest data from Grocery Business, 81 per cent of Canadians are motivated to buy Canadian products, with 76 per cent aiming to avoid U.S. goods.
In response—amid rising patriotism—many Canadian companies have pivoted their strategies and supply chains to focus on the domestic market, appealing to consumers’ sense of national pride, while insulating their businesses from risk. To safeguard against potential market share decline, companies—even those not founded or headquartered in Canada—are bolstering their Canada-centric communications by emphasizing their Canadian origin stories and values; highlighting the Canadian heritage of their products; emphasizing local facets of their supply chains; local job creation; or promoting the ethical and environmental standards often associated with Canadian goods.
Through these approaches, companies are seeking to differentiate Canadian products from international competition, while tapping into a growing consumer preference for locally produced and sustainably sourced items. The recent surge in patriotism, particularly evident during events like the federal election, has heightened consumers’ awareness of how their buying habits impact national sovereignty and the local economy.
As brands seize this moment to prominently feature the iconic maple leaf on their packaging or to lead with slogans that underscore their commitment to Canadian quality and values, one principle will continue to hold true: Authenticity is paramount.
Successful brands will differentiate themselves by genuinely committing to support the Canadian economy, rather than merely treating it as a revenue-generating opportunity. By sharing authentic and meaningful narratives about their contributions to Canada—whether by supporting the economy, enriching the cultural fabric of the country, or advancing Canadian industry—brands will gain a competitive advantage.
Each day at NATIONAL Public Relations, we support brands and companies eager to share authentic stories about their support for Canadian industry. Here are some key considerations when it comes to telling your Canadian story:
Maple-washing
Companies cannot simply place a maple leaf on their packaging and claim to be Canadian, lest they be accused of “maple-washing”—misleading consumers by overstating their products’ ties to Canada. Given the international nature of supply chains, it is rare for a product to be truly 100 per cent Canadian. However, companies can effectively share their stories by emphasizing their genuine commitment to supporting the Canadian market. By leaning into facts and data, they can highlight the specific ways they contribute to and engage with Canadian industry.
If a company or brand exaggerates or misrepresents its support for Canada, it could undermine the trust of consumers who genuinely want to support Canadian businesses. Companies must instead tell authentic stories of how their activities are fuelling the Canadian economy and job market—whether through sourcing local materials, collaborating with Canadian partners, manufacturing locally, or investing in community initiatives—even if not every component of their product is of Canadian origin.
For example, some U.S. companies or brands source and produce their products in Canada, leading to significant job creation and substantial support for the Canadian industry. These companies can genuinely claim to contribute to the Canadian economy, even if their ownership is not Canadian.
Consider legal implications
Businesses making claims about Canadian origins must adhere to strict legal guidelines to ensure those claims are accurate and not misleading. These regulations help maintain consumer trust and ensure fair competition in the marketplace.
The use of terms like “Product of Canada” and “Made in Canada” must comply with specific legal criteria. The “Product of Canada” label can only be affixed to goods if at least 98 per cent of the production or manufacturing expenses are incurred within Canada, whereas the “Made in Canada” label can be used for products where a minimum of 51 per cent of the production or manufacturing costs are incurred domestically.
By adhering to these guidelines, businesses can ensure their claims about Canadian origins are truthful, transparent, and compliant. This not only helps maintain consumer trust but also supports fair competition in the marketplace.
In sum, the Buy Canadian movement offers a unique opportunity for companies—whether they are founded and based in Canada or not—to thoughtfully craft and share their Canadian narratives. By thoroughly examining their operations, supply chains, and talent pool, businesses can identify their strengths in supporting Canadian industry and pinpoint areas for improving their Canadian footprint. Once a company develops a clear understanding of its authentic story, it can effectively communicate to Canadian consumers how it proudly supports the local market. This approach helps position the company as a preferred choice for consumers, especially as Canadians become increasingly vigilant about supporting domestic industry.
If your organization seeks advice or support in navigating the current political landscape in Canada, our expert advisors from NATIONAL’s Consumer Good & Services and Corporate Communications teams are here to help.
