What the “Crisis Election” Reveals About Canada Right Now
Last week, I hosted week 2 of our weekly webinar series; Countdown to Canada — a 20-minute live webinar where we unpack what’s really going on in this year’s Canadian federal election. What came out of the conversation was more than a recap of polling numbers or leader standings — it was a snapshot of a country facing a deeper reckoning.
This isn’t just another election. It’s a crisis election — and not just because of affordability, polarization, or voter fatigue (though all of those are part of the picture). It’s because so many Canadians are asking a much bigger question: What does it mean to be Canadian right now?
72% of Canadians Say This Election Is More Important Than Past Ones
We started with a striking stat: 72% of Canadians say this election feels more important than previous ones. That level of urgency isn’t normal. It’s coming from a collision of identity, economic pressure, and leadership trust. People aren’t just choosing a party — they’re trying to choose a direction.
In that context, even “small” issues become loaded. Pride, values, and the sense of national identity are shaping how people vote, what they buy, and how they engage with the country around them.
How the Trump Effect Is Reshaping Canadian Politics
One of the biggest external forces shaping this election? Donald Trump. His re-emergence in the U.S. spotlight is being felt north of the border. As Jennifer Birch pointed out, Canadians aren’t just watching the headlines — they’re reacting to them.
We’re seeing it in consumer behavior (more local buying, less enthusiasm for American brands), in business strategy (companies delaying investment decisions because of economic uncertainty), and in voter sentiment (people want a leader who can hold their own against a volatile U.S. presidency).
Strategic Voting Is Shifting the Landscape
Shachi Kurl walked us through how that urgency is playing out in real time. The Conservative lead has all but vanished. But she points out the Liberal’s are on shaky ground. Voters in the Liberal camp are non-committal, and this is far from a done deal. The NDP vote has collapsed. And we’re seeing classic Canadian strategic voting kick in — especially among progressives who are moving to the Liberals in an effort to block a Conservative win.
That’s not the only shift. There’s also less daylight between the parties than in past elections. The Conservatives are committing to continue dental and pharmacare. The Liberals are flirting with tax reform and accountability. Everyone’s borrowing from each other, which makes leadership competence the new battleground.
Mark Carney’s Impact on the Liberal Brand
When it comes to leadership, Mark Carney is changing the Liberal dynamic. His background, tone, and economic vision are helping the party reconnect with voters who had drifted. Shachi noted how Carney is drawing in voters who want a steady hand — not grand promises — in the face of external volatility.
What This Means for Business
For brands and business leaders, Jennifer Birch had a smart take: don’t overreact. Yes, there’s volatility. Yes, there’s a surge in national pride. But don’t rebuild your entire brand strategy around it — not yet. Treat this as a wave to ride, not a permanent shift. Be flexible, be responsive, and stay close to what your customers are feeling.
Final Thought: Crisis Doesn’t Mean Chaos
If there’s one takeaway from the conversation, it’s that crisis doesn’t have to mean chaos. But it does require clarity — from voters, from leaders, and from businesses. The pressure Canadians are feeling right now is real, but it’s also creating an opportunity to reset how we think about leadership, identity, and progress.
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