Canada-U.S Relations 360
Real-Time Insights on Trade & Business Impact
The Canada-U.S. Relations 360 is a syndicated study providing biweekly insights into perceptions of trade relations, tariffs, and economic shifts. With tracking over the next two months, this study delivers critical intelligence for businesses, policymakers, and analysts navigating uncertainty.
To find out where your stakeholders or customers are on these issues and many more, contact us.
Jennifer Birch
Executive Vice President and Managing Director, Public Affairs North America.
jennifer.birch@angusreid.com
Pride in Country
Canadians have taken the patriotism crown from the US.
Canadians are significantly prouder of their country than are Americans about theirs. Canadian businesses are especially proud.
Awareness
Not surprisingly, Canadians are clearly more tuned into the issues than are the Americans, although the issues are being followed in the US. Canadian business is particularly aware.
Very Closely
Reading a lot, discussing it with others
%
Canadians
%
Americans
%
Canadian Business
Support Tariff US
Americans generally do not support the tariffs, but there is a core one-third who do.
Support is higher among....
Men (38%) vs women (27%)
Boomers (40%) vs Gen Z (21%)
Lower education (42%) vs higher education (25%)
Midwest (36%) vs Northeast (26%)
More US Actions
Generally, americans do not support any of the further actions that we tested. And only a minority of Canadians see these actions as likely. However, a significant minority of Canadians do see some of these as likely most notably not allowing Canadians to buy property in the US and cutting diplomatic ties. One-in-ten Americans would support sending troops to Canada.
Personal Actions
Canadians have become more activated than Americans in their behaviours in response to the issues. But it is noteworthy that a majority of Americans said that they are buying more American.
"Buy Canadian" Brand Winners and Losers
From the 10+ brands we tested, Starbucks emerges as the biggest loser so far in the “Buy Canadian” movement. Canadian Tire is the biggest winner.
Impact of Tariffs on Your Business
Many Canadian businesses say that the tariffs have had a negative impact on them so far. But they expect significant negative impacts in the next month.
53%
So far none
65%
Expect in the next month a negative impact
Actions Business Have Taken
Pausing non-essential spending and changing supply chains to more Canadian emerge from among the 10 items tested as the top two things that business say they are already doing or plan to do to deal with these challenges.
%
Have already pause non-essential spend, and plan more
%
Have already change their supply chain to be Canadian
%
Have not change their supply chain but plan to
Retaliation
Canadians are more supportive than business of a series of potential actions that could be taken in retaliation. But a majority of Canadians and business support each action.
The full study includes many more topics and breaks for customers for a range of sectors and brands, to find out more contact us.
Jennifer Birch
Executive Vice President and Managing Director, Public Affairs North America.
jennifer.birch@angusreid.com
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About the report
Sample
The online survey was conducted among a proportionately representative sample of n=3,300 Canadians selected from the Angus Reid Forum. BC and Alberta were oversampled to n=500 each. We also conducted a survey among Americans (n=1,000) and Canadian Business (n=800).
Table of contents
1. Awareness and Emotions – Top issue Concerns, Following issues closely (tariffs, annexation), Emotions Being Felt
2. Impact – The perceived impact of the issues on the macro (economy etc.) and micro (Personal – personal finances, job security etc.)
3. Solutions – Support for dealing with interprovincial trade, increasing military, pipelines, etc and perceived progress being made
4. Canada’s Response – Support for various actions (retaliatory tariffs, cutting flow of critical minerals etc.)
5. Behaviours – What Canadians are doing (buy Canadian, delay travel etc.); what is “Canadian;” sources of information being used; change in purchase of specific brands (Canadian Tire, Walmart, etc.).
Field window
The Angus Reid Group completed the interviews between March 5-8, 2025. Among the Canadian general public, this tracks the benchmark conducted February 1-3 and first tracking conducted February 14-16.
The study
It goes without saying that the Trump tariffs and annexation claims are a serious threat to Canada.
Trumps tariffs and claims that Canada should become the 51st State presents unprecedented challenges for Canada. Understanding the public’s reactions is imperative for the future. Business, government and NGOs can learn from understanding what happened to improve their marketing and communications in the future.
