US Brands Face Uphill Battle In Canada Amid Growing Buy Canadian Sentiment

(MENAFN- PRovoke) NEW YORK - With anti-Trump sentiment running high in Canada, US brands are facing mounting challenges as they try to maintain their foothold in a market increasingly dominated by the growing“Buy Canadian” movement.

“Canadians of all Political leanings seem united in their desire to push back and punish US brands with their wallets, but it's still too early to say whether these words will translate into long-term action,” said Josh Cobden, executive VP at Toronto-based Proof Strategies.“Our advice to US-based brands is to be sensitive to the mood in Canada.”

That mood isn't hard to read.

Canadians have made their frustration clear, reacting sharply to the Trump administration's recent moves-including tariffs and even talk of annexation -with a wave of anger. Activists have even embraced the hockey term“Elbows Up” - a signal that they're ready to fight back against US policies.

The backlash has fueled a surge in nationalism , not only powering the“Buy Canadian” push but also prompting boycotts of US goods and travel.

A recent survey by Petro-Canada, conducted in partnership with The Harris Poll Canada, found that 94% of Canadians say buying Canadian and supporting local companies is important-75% calling it extremely or very important. The sentiment spans demographics, from coast to coast, across all ages, genders, and income levels

The data also found a majority are willing to pay more (76%), wait longer (72%), drive further (64%) or even change their go-to brands to support Canadian businesses. More than half (53%) of the respondents (1,529 Canadians aged 18+) said they had discussed buying Canadian with friends or family in the week leading up to the February survey.

For US companies, the landscape is becoming increasingly treacherous. Navigating Canadian sentiment without alienating domestic consumers back home has become a delicate balancing act.

While US brands should, for instance, clearly communicate their contributions to the Canadian economy, particularly regarding job creation and local operations, they also run the risk of "maple washing," or overstating Canadian connections. In addition, many Canadians equate American-owned companies with the US political climate, leading to guilt by association.

“The challenge faced by US brands is that actions that may play well with constituents south of the border can have the opposite effect north of the border,” Cobden said.“EDI is still accepted and supported in Canada, at least more than the animosity in the USA, and the tech bros that have cozied up to Trump are being noticed.

“For business leaders, the unpredictable Trump White House combined with different opinions on either side of the border is like walking on a razor-thin tightrope in the dark-missteps are easy to make and can have long-lasting effects,” he said.

Julie Georgas, the Toronto-based president of Zeno Canada, highlighted the challenges consumers face as they grapple with the economic, political, and governmental fallout of a once-close partnership with the US unraveling into a trade war.

“Every day Canadian consumers are trying to navigate what this means, and media has joined in the effort to make it easier for Canadians to identify and purchase Canadian products, but it is not simple,” Georgas said.

Despite tensions, US and Canadian consumer markets remain deeply intertwined. Many American brands have major operations in Canada, employing thousands of workers and maintaining significant manufacturing footprints.

“For our American-owned clients, it's critical to tell the Canadian side of their story-the impact they have here at home, especially in terms of Canadian jobs,” Georgas added.

Montreal-based Martin Daraiche, president of National Public Relations, echoed these sentiments, emphasizing that US brands must demonstrate tangible benefits to Canada.

“Showing what they are doing for Canadians makes all the difference,” Daraiche said.“Canadian consumers are increasingly choosing homegrown products, but they also value foreign companies that demonstrate a real commitment to Canadian communities.”

This has put American brands under pressure to adapt. Georgas described Zeno Canada's work supporting American-owned brands or US-produced products as "difficult, nuanced, and constantly evolving." Corporate and reputation teams are embedded within consumer teams, ensuring messaging can shift in real time as external sentiment changes.

“Approaches vary depending on the brand,” she said.“Some clients lean into promoting their Canadian-made products, while others proactively highlight their Canadian roots, operations, and commitment to local employees. But for US brands without any direct ties to Canada, it's a much tougher sell.”

“Canadians have, and always will, care most about the Canadian part of any story,” Georgas said.“At a time when 'Canadianness' is imperative to success, a brand's ties to Canada are the most important part of the narrative.”

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