Our Work Thought Leadership
The Great Canadian Spending Shift
One Country. Six Mindsets
When trade tensions with the U.S. sparked a surge in Canadian pride, we wanted to track the shift beneath the surface. So we partnered with INNOVATIVE Research to dig deeper. What we uncovered wasn’t a single trend, but six emotionally charged consumer segments.
The Great Canadian Spending Shift report explores how politics, price sensitivity, and personal identity are reshaping what “Buy Canadian” really means today.
