Petro-Canada, in partnership with The Harris Poll, has just completed the Live by the Leaf Index—a national study uncovering how Canadians’ purchasing decisions are changing in response to the current economic and political climate. The data reveals a major surge in Canadian patriotism, with eight in 10 Canadians rethinking their purchase decisions and a majority willing to pay more, wait longer, or even change their go-to brands to support Canadian businesses.
Some key findings:
- 80% of Canadians plan to try new brands to buy Canadian.
- 63% are willing to pay more, and 64% would travel further to support local brands.
- Recently, one in three Canadians have swapped a usual purchase for a Canadian-made product.
- 72% would delay their purchases to buy Canadian
Sara Cappe, Canadian President of The Harris Poll, said it’s a really interesting time in the consumer landscape in Canada.
“I think we’re seeing a degree of patriotism that’s surging. It’s been a long time that Canadians have felt this way. Canadians are not just exhibiting this in sentiment, but also in terms of their purchasing decisions. They’re really rallying to support their country, support Canadian businesses, and the strength we have as Canadian consumers to buy Canadian and support Canadian.”
Cappe said the data is indicating that Canadians are saying they’re willing to pay more, they’re willing to drive further, and they’re even willing to even wait longer for Canadian products.
“We’re seeing Canadians willing to make some hard sacrifices if needed. In the data, 76% of Canadians are willing to pay a premium for Canadian, and 64% are willing to travel a little bit further to support local brands. So, we’re seeing this rallying cry for supporting local that we haven’t really seen previously. It’s really shifting Canadians’ purchasing decisions fundamentally,” explained Cappe.
“I think it’s certainly something we’re going to be tracking and evaluating. We are seeing this shift, and it seems to be a little bit more permanent for Canadian consumers. Canadian companies are also hearing what Canadian consumers want and trying to help them buy Canadian and support Canadian. It’s going to have to be a two-way street in that way—a joint effort for Canadian companies to show Canadians the value of supporting local, and Canadians also reciprocating.”
What was really interesting in these results is that Canadians, by and large, are quite unified, and we usually don’t see such widespread agreement across the board, whether regionally or demographically. That’s where we start to see the potential for this sentiment to be more permanent or long-lasting.
“We’re seeing a widespread unification of the country,” added Cappe.
“It’s a really interesting time right now, and buying Canadian isn’t just something that Canadians are doing—they’re talking about it with friends and family. It’s certainly resonating in online and social conversations.”
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