Beyond Tariffs: Why ‘Made in Canada’ Is the Competitive Edge Businesses Need Now
An opinion piece based on January 2025 consumer sentiment in Canada by IMI International
A Pivotal Moment for Canadian Brands.
In 2025, Canadian businesses face a defining challenge: the looming possibility of U.S. tariffs on Canadian goods, coupled with shifting consumer priorities. Now is the time to take bold action. “Made in Canada” must be more than a label—it should be a powerful, unified movement that compels consumers to choose Canadian products and services. This initiative is about empowering Canadian consumers to make informed choices, strengthening our economy, and reinforcing trust in domestic products—not restricting trade.
The Opportunity: A Unifying ‘Made in Canada’ Identity
Canadian businesses have a major opportunity to strengthen their position by rallying behind a standardized “Made in Canada” logo—one that instantly signals:
📢 Look at me, prefer me, buy me—I am a great value, excellent quality, and proudly Canadian.
A single, universally recognized mark across all Canadian goods and services—from food to e-commerce—will drive consumer demand and help offset potential market disruptions.
Why “Made in Canada” Matters Now More Than Ever
IMI International’s Pulse™—based on 200,000+ consumer interviews (2020–January 2025)—reveals that “Made in Canada” messaging is a major purchase driver across all demographics.
Consumers Actively Choose Canadian-Made Products
Residency: 57% of Canadian-born consumers prioritize buying local.
Income Levels: High-income households ($100k+) lead at 60%, followed by mid-income (58%) and lower-income groups (52%).
Generational Impact: Boomers (57%) and Gen X (57%) prioritize Canadian-made, while Millennials (59%) and Gen Z (49%) also show strong alignment.
‘Made in Canada’ Drives Sales—More Than Digital Ads
A clearly identifiable "Made in Canada" mark has twice the purchase impact of social media ads. Insights from January 2025 show that 200% more Canadians purchased a product/service in the past 12 months because it was made in Canada, compared to those influenced by digital advertising.
For context, the purchase impact of "Made in Canada" branding significantly outperforms social media advertising:
31% of consumers purchased in the past 12 months due to Facebook ads.
28% due to Instagram ads.
22% due to TikTok ads.
Meanwhile, "Made in Canada" branding alone drove twice the purchase intent, proving to be a far stronger motivator than paid social media ads—whether consumers shop in-store or online.
The Urgent Need for a ‘Made in Canada’ Initiative
The private sector and federal government can drive this movement efficiently, ensuring maximum impact and cost-effectiveness. The opportunity to act is now—to establish one unifying “Made in Canada” symbol that is:
✔ Simple
✔ Effective
✔ Instantly recognizable
A Canadian flag with ‘Made in Canada’ could be finalized in minutes, ensuring clarity and broad consumer recognition.
A $50M+ national advertising campaign should support this effort, leveraging top Canadian agencies to build consumer awareness and pride. This initiative should extend beyond retail goods to include clothing, packaged goods, hotels, digital services, and homegrown technology.
📢 IMI International will happily provide data-driven insights, consulting, and creative testing to federal and provincial governments at no cost in February 2025 to support the success of a unified ‘Made in Canada’ initiative.
The Path Forward: Strengthening the “Buy Canada” Movement
For this initiative to be effective, businesses and government must align on a clear strategy. This initiative recognizes and supports all businesses that invest in Canada, create jobs, and contribute to the economy—regardless of ownership. Any company manufacturing in Canada and employing Canadians plays a crucial role in strengthening our national industry and deserves to be part of this movement.
✅ Key Steps for Success:
Launch in February 2025—no delays, no overthinking.
Use ONE visual cue—a single, unifying mark for instant recognition.
Ensure clarity on ‘Made in Canada’ criteria—designating 51% Canadian content (vs. 98% for “Product of Canada”).
Government investment in a $50M+ national campaign—encouraging Canadians to actively seek out and purchase ‘Made in Canada’ goods and services.
Expand the designation—beyond consumer goods to services, retailers, and industries across Canada.
📢 Regardless of potential tariffs, supporting Canadian firms is simply smart business.
Positioning “Made in Canada” as the Gold Standard
Quality & Trust—Consumers associate Canadian products with superior craftsmanship.
Visibility & Impact—Ensure the mark is prominent across digital, physical, and packaging touch points.
Emotional Connection—Create a recognizable, unifying icon, much like the Dairy Farmers’ Blue Cow, which symbolizes Canadian excellence.
📩 Ready to Join the Movement?
📧 Contact dmayo@consultimi.com or vtoperczer@consultimi.com to learn how ‘Made in Canada’ can drive your business forward.