This year Canada Day looks notably different from previous years. Standing in stark contrast to a nation reckoning with the scars of its past, in 2025, Canadians are exemplifying a newfound national pride.
Recent socioeconomic developments under the new US administration have evoked patriotism as Canadians define their national identity by what they’re not; distinguishing themselves from their southern counterparts.
This year, being Canadian is not only something to be proud of, it’s something to stand up for. Pride is a living, evolving value that brands and consumers are shaping through meaningful contribution and a growing desire to take collective action.
In this report, we break down how Canadians are defining and displaying their national pride and how this informs the way brands can meaningfully show up and participate in Canada’s progress.
Our recommendations for brands in 2025:
→ Honour Canadian roots and craftsmanship
→ Highlight how business practices support Canadian economy
→ Share how Canadians are benefiting from business
→ Partner with Canadian creators and brands to show community alignment
Reports
