Brands in Uncertain Times:
The Citizen Consumer Project
Key Insights
Four things you should know
1
Authenticity wins; posturing loses trust
2
Maple-washing always fails; know when it’s OK to fly the flag
3
Gen Z is under strain; brands must show real empathy
4
Averages can mislead, hiding political and generational divides
Tariffs: Weighing on their minds
A majority of Americans and an even larger proportion of Canadians are closely following the tariffs issue.
The issue has them worried.
%
Americans worried about the impact of tariffs on the American economy
%
Canadians worried about the impact of tariffs on the Canadian economy
Cost of living
is concern #1 in the US and Canada
Also,
-> 9 in 10 are concerned about the rising cost of everyday items
-> 8 in 10 are concerned about major expenses
-> 7 in 10 are concerned about saving and investing
Split identities
The line separating politics and business is blurring.
Although Americans are split on whether they have the most power through the ballot box or their pocketbook, Canadians are more likely to think that their money talks.
Most power as a Citizen
Most power as a Consumer
The kids are not alright
Younger generations in both countries are more likely to express feelings that amount to being distressed and disengaged.
Brands must recognize this and meet them on their terms.
US 🇺🇸
CA 🇨🇦
75%
Gen Z
58%
Boomers
75%
Gen Z
44%
Boomers
Spending with pride
Likely a response to recent talk of tariffs, Canadians are more likely than Americans to say they will support their own country’s businesses.
But in an interconnected world, what makes a brand ‘Canadian’ anyway?
%
Buy American
%
Buy Canadian
Interested in learning more? Get the report here.
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Want to learn more? Get in touch!
Jennifer Birch
EVP and Managing Director, Public Affairs North America
jennifer.birch@angusreid.com
+1 (613) 668 – 5237
Chris Chhim
Research Director
chris.chhim@angusreid.com
+1 (437) 450 – 1311
About the report
The Angus Reid Group has conducted ongoing tracking of the evolving environment in Canada and the US since the first threat of tariffs.
Sample
In collaboration with FCB, we have completed a large-scale study exposing the emotional volatility reshaping people’s views as citizens and their behaviour as consumers.
