Canada Day: A Cultural Temperature Check

Canada Day celebrates the country coming together in dominion more than 150 years ago.

But with events in recent years bringing to focus cracks in that union, brands must now pause before using language of celebration.

Our nation’s dialogue has been evolving in the past few years. Canada is facing large-scale change affecting how people feel about the country’s identity  – demographic shifts, political scepticism, evolving national symbols, and a profound reevaluation of Canada’s historical narrative, to name a few.

Amidst this uncertainty, Canada Day remains a time when people want to unite under shared values, seeking to foster a sense of community. This presents an opportunity for brands to engage meaningfully, demonstrating their understanding of and alignment with these evolving values.

In this document, we delve into ways brands can engage meaningfully to reshape what Canadians celebrate on July 1st.