Marking the Moment - What you need to know about Canada Day this year
Canadian pride is more than a trend - it’s a growing force in consumer decision-making, and brands that show up authentically have a unique opportunity to earn lasting trust and loyalty.
66% of Canadians month over month actively sought out products marked “Made in Canada.” This isn’t casual patriotism or a short-term movement - it’s becoming sustained consumer behavior.
With Canada Day around the corner, and with all that has surrounded us in recent months, Canada Day 2025 is going to explode as the ultimate activation moment!
Momentum is building fast
Canada Day 2025 shows accelerated excitement with an 11% increase over 2024 levels.
👉 Access the full report for a full update on consumer sentiment, passions, actions and intentions.
Canada Day 2025 is the ‘IT’ moment
This could be a once in a lifetime chance to connect with the 40+ demographic. The 40+ population shows the highest excitement for supporting Canadian-made products. This demographic represents significant purchasing power and brand loyalty potential.
This cohort is generally more difficult to shift, but unlike younger consumers, this demographic is more attuned to country pride and will show it with their purchase decisions.
Our insights showcase that “country” messaging outperforms “community” messaging by significant margins, particularly among this demographic. While community-focused messaging achieves engagement, country-centric messaging almost doubles the outcome potential.
👉 Access the full report for a full update on consumer sentiment, passions, actions and intentions.
True patriotism grows with age, but we also know that the younger generation is generally up for a celebration, so regardless of who you’re targeting, there’s opportunity.
You don’t have to be a ‘Made in Canada’ to participate
Connecting with Canadian national pride in an authentic way can be challenging for brands. When the approach feels surface-level, it risks being seen as opportunistic rather than a true reflection of support for Canadian values and products.
Our insight shows that whether you are an International or Canadian brand, brands that embed themselves in the everyday lives of the communities are the ones that lead. It’s not where you’re from, it’s what you do consistently that builds real trust and lasting relevance.
This means investing in local programs, partnering with grassroots organizations, supporting diversity and inclusion initiatives, and telling real stories of impact through channels where communities are already engaged is essential, but it has to be authentic to your brand.
There’s still time to jump into the party
Don’t miss out on this opportunity to rally around what matters most to Canadians right now, whether you’re a Canadian or international brand. Here’s how to get started:
Quick wins for immediate activation:
- Highlight any Canadian connections in your supply chain or operations
- Create simple “Proud to Support Canada” messaging across your channels
- Partner with Canadian suppliers or charities for authentic community connection
- Feature Canadian employees, customers, or success stories
For deeper engagement:
- Launch limited-edition “Made in Canada” product lines or packaging
- Offer special promotions supporting Canadian causes or communities
- Create content celebrating Canadian achievements or values that align with your brand
- Sponsor local Canada Day events or celebrations
The bottom line
The insight is clear, the opportunity is massive, and there’s still time to participate authentically. Don’t let this moment pass by, rally around what matters most to Canadians right now.
Access the report for an update on consumer sentiment, passions, actions and intentions.