At a time when economic anxiety runs high and public trust runs low, consumer behaviour is evolving in ways that are deeply emotional, values-driven, and—increasingly—political.
In a recent presentation hosted by FCB, Shelly Brown (Chief Strategy Officer at FCB) and Jennifer Birch (EVP of Public Affairs at Angus Reid Group) unpacked the latest research from the Citizen Consumer Project—a powerful look at how citizen sentiment is colliding with consumer behaviour. The findings were timely, and for Canada’s digital advertising sector, incredibly relevant.
Key Findings at a Glance:
- 84% of Canadians are worried about the impact of tariffs on our economy.
- 76% of Canadians report feeling angry—and 51% are emotionally disengaged from public discourse.
- Cost of living remains the #1 concern, followed closely by job insecurity.
- While many are cutting discretionary spending, 30% of Canadians are cutting back on essentials, including groceries.
- 83% say they are trying to “buy Canadian”—but not just out of patriotism; 72% say it’s to send a message to the U.S. government.
Shelly Brown’s call to action was clear: brands must treat people as citizen-consumers, not just customers. That means recognizing that political identity, national pride, and economic pressure are all shaping media consumption and brand perception.
“Value is paramount,” Brown explained, “but emotional connection is your best long-term defense against price sensitivity. People still pay more for brands they believe in.”
Implications for Brands and Advertisers:
- Avoid ‘Maple-washing’: Canadians are savvy. Authentic Canadian sourcing and supply chains matter more than flags and national symbols.
- Choose media channels carefully: Where you show up says as much about your brand as what you say.
- Speak to Gen Z: 75% are classified as “distressed and disengaged.” They are financially constrained and emotionally overwhelmed—but still reachable through relevant, passion-driven content.
- Recognize political fault lines: Even consumer trust and purchasing behaviour are increasingly split along partisan lines.
For Canadian advertisers, this moment calls for clarity, empathy, and smarter targeting. It’s no longer about separating “issues” from marketing—those lines are blurred. As Shelley Brown reminded us, “Your brand is political—whether you like it or not.”
We thank FCB and Angus Reid for bringing this important data to light. The full study offers a valuable lens into how brands must adapt—grounded not just in performance metrics, but in human realities.