IMI International's latest research is shedding light on an exciting shift in how Canadians are choosing to shop. In these unpredictable times, there's a noticeable trend emerging—more and more Canadians are embracing products proudly made on home turf.
For brands aiming to create genuine connections with their audiences, this trend is a golden opportunity. Here are a few standout insights from IMI's research on “Made in Canada” messaging:
- 66% of Canadian consumers have chosen products specifically because they were “Made in Canada.”
- Over 40% are willing to pay full price just to support Canadian-made items, even when alternatives from abroad might be cheaper.
- A notable number of shoppers have even switched from their usual favorites to locally produced options when presented with the choice, showing an evident loyalty shift.
- Local and national pride is a consistent driving force—ensuring the “Buy Canadian” message resonates on a deep, emotional level.
These points show how emphasizing Canadian-made messaging can boost brand authenticity and spark purchasing decisions.
Looking at the data, it’s clear that the real challenge—and opportunity—is to step away from cookie-cutter messaging. Instead, brands should weave in authentic local stories across every channel and consistently reinforce what it means to be truly Canadian. Forget the short-lived buzz of trendy campaigns; lasting impact comes from building genuine relationships and trust with your audience.
If you are a brand or agency, I am curious how are you leveraging the “Made in Canada” advantage in your campaigns?
Full IMI report can be found here: https://www.consultimi.com/blog/accelerating-your-brand-in-turbulent-times
