Discover what’s driving Canadian consumer sentiment in 2026 - from shifting purchasing priorities to the growing demand for authentically Canadian brands that deliver real value.
Canadian Sentiment in a World of Turmoil
In a crowded and noisy media environment and world around us, Canadians are laser focused and are acting with intent. A year later, support for Canada continues to be strong.
Our latest February 2026 data shows that Canadian pride is not fading - it’s becoming embedded in everyday decision-making. The moments across the last year have evolved into sustained consumer behaviour.
Canadians are intentionally choosing products made in Canada or that support Canadians. They’re willing to spend extra time searching for Canadian options.
They’re responding to brands that demonstrate authentic ties to Canada - through ownership, operations, workforce, and community impact.
This is about a rally cry and a coming together to support what matters to Canadians, their economy and their people.
For brands, the opportunity is clear:
- Make your Canadian footprint visible
- Reduce friction in discovery, and
- Embed “Canada” into long-term strategy rather than short-term messaging.
From insight to action
IMI works with brands to turn cultural insight into practical direction: how to communicate it, how to activate it, and how to build it into long-term growth plans.
Download the full NextWave™ report and watch the recording to explore the data and what it means for your organization.
And if you want to understand what this should look like for your brand specifically, connect with our team - we’ll help you turn the insight into a clear strategy.
Access the report and recording below ⬇️
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