Introduction

The "Buy Canadian" movement is stirring diverse reactions among shoppers across the country, particularly in light of recent tariff threats from the U.S. and contentious political comments. A recent online poll, conducted by One23West and Innovative Research Group, highlights the varying levels of commitment to this patriotic shopping trend.

Consumer Groups

The survey categorizes consumers into six distinct groups based on their purchasing behaviors and attitudes toward Canadian products. Notably, it indicates that while many have embraced the cause, the sentiment is far from unanimous.

Leading the charge are the "Raging Canadians," a group constituting 13% of respondents. These shoppers feel a strong moral obligation to buy Canadian, often stating, “I will never buy anything from the U.S. ever again.” Predominantly Liberal, NDP, or Bloc voters, this group is primarily found in Quebec and Atlantic Canada, and includes many university graduates earning over $100,000 annually. Interestingly, they tend to be older Canadians, particularly those aged 55 and over.

On the other end of the spectrum are the "Pro-America Canadians," who represent 12% of respondents. This particular group expresses a preference for U.S. products, often claiming that "American products and their politics resonate better with me." This cohort skews younger, with many respondents aged between 25 and 34, and is more likely to belong to Conservative ideologies. They primarily hail from Alberta and the Prairie provinces, and many possess mid-to-high income levels.

Interestingly, many Canadians find themselves somewhere in between these two extremes. For instance, 21% identified as "Resentful Canadians," indicating that while they strive to support Canadian products, financial constraints prevent them from fully committing. This group often expresses their frustrations yet acknowledges practical shopping limitations, stating, “I can’t buy Canadian 100% of the time and I don’t want to cancel Netflix just yet.” The highest representation of this group is again found in British Columbia and Quebec, comprised predominantly of middle-aged or older individuals with higher education.

Additionally, the poll unveiled that 9% of Canadians identify as "Conflicted Patriots," who are aware of the socio-political climate yet feel unsure about how to react. Likewise, 23% categorize themselves as "Price Before Politics," indicating they will opt for Canadian products if priced comparably to American ones. Finally, another 23% identify as "Detached Canadians," expressing indifference toward the shopping movement and claiming financial constraints hinder their ability to purchase Canadian goods.

Emotional Impact of U.S.-Canada Relations

Beyond shopping habits, the survey also delved into the emotional impact of U.S.-Canada relations, revealing that over 90% of both "Raging" and "Resentful" Canadians feel angered by the current treatment from the American administration. Conversely, members of the "Detached" and "Pro-America" groups report lower levels of concern or betrayal.

Tariff Anxiety

Worrying trends are emerging as many Canadians face what has been termed 'tariff anxiety.' Chris Chiew, the vice-president of pharmacy and health care at London Drugs, reports a noticeable increase in individuals seeking assistance with anxiety linked to escalating tensions between the two nations. Chiew suggests that there are effective ways to address this anxiety that do not involve medication, including staying active, practicing mindfulness, and prioritizing sleep. He also encourages discussions with trusted individuals, whether they be family, healthcare professionals, or pharmacists, as they can offer valuable support.

Conclusion

In summary, the "Buy Canadian" sentiment is reshaping the landscape of consumer behavior in Canada, revealing a nation grappling with not only economic choices but also emotional responses to geopolitical dynamics. As shoppers navigate these turbulent waters, their collective actions may very well influence the future of Canadian businesses.