Navigating Canada-US relations
Tariffs, economic independence, and sovereignty: Where to next?
Angus Reid conducted a comprehensive study of what Canadians are thinking, doing and worrying about in response recent upheaval of Canada-US relations. Below is a selection of key findings of the much larger study. The study also includes oversamples of BC and Alberta as well as a range of sectors and brands.
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
Key Insights
Five things you should know
1
Overwhelming support for tough action
2
Strong support for bolstering Canada’s economic independence
3
Rising National pride is a double-edge sword
4
“Buy Canadian” is emerging but fragile
5
Generational divides could deepen
Awareness
The tariffs issue continues to catch the attention of almost all Canadians. But the annexation issue has entered the equation at equal levels, and, while a bit lower, the steel/aluminum tariffs are also being followed.
Highest concern
More Canadians see the threat of annexation as a concern than say the same about tariffs, although opinion is largely split.
%
Tariffs
%
Threat annexation
Canada moving forward
Canadians remain open to changing the status quo to ensure the country is better positioned to absorb future shocks.
Pride in Canada
We know that pride in the country had been deteriorating prior to the tariffs issue. However, the tariff issue has clearly reversed this trend. An increasing proportion of Canadians are very proud of the country, although it is notable that three-in-ten are only somewhat or not proud.
↑ up from 34% in Dec’ 24
44%
Very Proud of Canada
23%
Proud of Canada
18%
Somewhat proud of Canada
Personal actions
Canadians were already doing, or about to start, several behaviours in reaction to the tariffs. “Buy Canadian” continues to rank as the top action and represents a continuing opportunity moving forward — half of Canadians are hardcore “Buy Canadian.” Plans to delay or cancel travel to the US ranks second.
%
I am not nor do I plan to replace US products with Canadian ones
%
I am or plan to replace some US products with Canadian ones but this depends on price and quality, etc.
%
I am or plan to replace as many US products as I can with Canadian ones
Perceived impact micro | Personal
Even more than the macro, Canadians say that they have not yet seen the extent of negative impacts of the tariffs on them personally that they expected in our benchmark survey. The possible exception is on the cost of groceries.
Perceived impact micro | Job security
Fewer Canadians expect to lose their jobs as a result of the tariffs now than two weeks ago. This is based on the fact that almost no one says that they have experienced job loss so far and very few have been put on notice.
%
Have lost my job
%
Been put on notice
%
Not impacted so far
Hard core "Buy Canadian"
Women are more likely than men to be hard-core “Buy Canadian”. But by far the biggest difference is between younger and older Canadians.
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=3,310 Canadians selected from the Angus Reid Forum. BC and Alberta were oversampled to n=500 each
Table of contents
- Introduction and key insights
- Multi-faceted focus
Top Issue Concerns
Following tariffs, annexation closely
Most concern tariffs vs annexation
Emotions being felt - Change the status quo
Support changes (i.e., removing interprovincial barriers, more military, more pipelines)
Progress addressing these changes
Support for joining the US, repairing relationship - National pride
Pride in Canada
Impact tariffs on national unity
Impact tariffs on provincial relations - Buy Canadian
Personal actions taken (i.e., buy Canadian, change travel, etc.)
Strength of buy Canadian
Sectors more buy Canadian
Brand winners buy Canadian - Waiting for personal impact to hit
Perceived impact tariffs on macro (i.e., national, provincial economies, investment)
Perceived impact tariffs on micro (i.e., personal finances, job security, price groceries, price fuel) - Leader performance
Performance PM, Premiers, Business Groups, etc. in addressing the issues - Protective of Canadian banks
Attitudes Toward US banks in Canada
Trust US banks for personal business - No one size fits all
Differences by region, age, income, sex, Newcomers, etc.
*(Optional – Differences by customers of specific companies, i.e., banks, wireless providers, insurance, grocery/retail, home improvement)
Field window
The Angus Reid Group completed a large 24-hour turnaround national study (n=1,800) immediately after Trump’s formal announcement of tariffs (on Feb 1, 2025) and before they were delayed. We conducted the first of many planned tracking surveys between February 14-16, 2025 (n=3,310).
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.
