Recent research by Narrative Research reveals that Canadians are staunchly supporting local products despite trade tensions with the United States.
A study released on Oct. 21 by the research firm shows that the “buy Canadian” sentiment remains strong nationwide, even as tariff negotiations are at a standstill following criticism from President Donald Trump towards Ontario’s premier over anti-tariff advertisements aired in the U.S.
Margaret Brigley, CEO and Partner at Narrative Research, emphasized the enduring nature of the buy Canadian sentiment, stating, “It’s clearly enduring, trends fade with time, but what we’re seeing is that the buy Canadian sentiment is sticking.”
In a survey conducted from Oct. 7 to 9 with 1,230 respondents, the majority expressed a preference for Canadian products over American ones. When presented with the choice between $120 worth of groceries from Canada or $100 worth with some items from the U.S., the majority opted for the Canadian basket.
Approximately 76% of participants were willing to pay more for Canadian products, with consistent responses across different regions and income levels. Even when presented with a choice between $140 for Canadian groceries and $100 for groceries with American items, 70% still chose the Canadian option.
Meanwhile, Trump accused Canada of attempting to influence a U.S. Supreme Court decision on tariffs through misleading ads featuring Ronald Reagan. The former president’s foundation denounced the ads, stating they misrepresented his views on tariffs.
The Ontario government’s ads, costing around $75 million, featured Reagan’s remarks on tariffs from 1987 without permission. In response to the criticism, Ontario Premier Doug Ford’s office defended the use of the public domain footage.