Ipsos unveils twelfth annual Top 10 Most Influential Brands in Canada
Toronto, February 8, 2023 – Ipsos, in partnership with The Globe Media Group, Publicis and Canadian Marketing Association (CMA), today announced the Ipsos Most Influential Brands in Canada: a comprehensive, data-driven evaluation of the most influential brands across Canada’s corporate landscape.
Steve Levy of Ipsos Canada presented the findings at an exclusive reception hosted by The Globe and Mail and broadcasted virtually with almost 400 marketing and branding professionals in attendance.
Now in its twelfth year, The Most Influential Brands study analyzes more than 100 brands across 19 categories, from well-known industry players to newcomers, and evaluates how key dimensions shape their influence on Canadians of all ages.
Most Influential Brands in Canada 2022
- Google (-)
- Amazon (-)
- Apple (+1)
- YouTube (-1)
- Netflix (+2)
- Walmart (+4)
- Microsoft (-1)
- PC Optimum (+1)
- Visa (-1)
- Facebook (-5)
“Influence goes well beyond name recognition. Influential brands don’t just land in the popular consciousness — they outperform their competitors, weather harsher setbacks, and cut through the noise to connect with Canadians. In short, influential brands set the agenda,” Levy said.
For this year’s study, Ipsos study polled a representative sample of over 6,700 Canadians. Survey findings were analyzed by region, gender and generation, encompassing Boomers, Gen X, Millennials, and Gen Z.
Across these categories, a few key dimensions consistently determine brand influence: Trustworthiness, Engagement, Leading Edge, Corporate Citizenship and Presence. This year’s survey also uncovered two new dimensions — Empathy and Utility — which encompass integrity, affordability, and other factors that played a crucial role in connecting with consumers during uncertain times.
“The Ipsos Most Influential Brands study is a true testament to the power and importance of strong brand building in today's constantly evolving landscape. At The Globe and Mail, we recognize the value that influential brands bring to both consumers and businesses, and it is inspiring to see the brands that are truly listening to their customers and finding innovative ways to respond, ultimately earning their loyalty and trust” - Andrew Saunders, Chief Revenue Officer, The Globe and Mail
Study highlights
“2022 was such a fascinating year and I eagerly awaited the survey’s results. The emergence of new consumer behaviour from the pandemic and the impact of major changes to the economy such as inflation and product supply has resulted in yet another year of marketers having to take great pause and re-valuate their strategy and investment. Once again, how we influence the behaviour of Canadians is changing under our feet” - Brett McIntosh, President, Publicis Toronto
After two years of frothy valuations and strong stock market returns, 2022 brought a wave of interconnected challenges, reshaping our spending patterns and our understandings of influence. This uncertain climate affected all of us differently — and brands were no exception. From big tech to heavy industry, many Canadian businesses felt the sting of a contracting economy and rising interest rates.
Influential brands, however, showed remarkable resilience. Some extended their influence by expanding into fan-favorite content, while others doubled down on innovation, or used new strategies like influencer marketing to reach younger audiences. But across the board, successful brands made the most of a challenging situation, and managed to do more with less.
The top two slots in this year’s list are unchanged. With an expansive online ecosystem, a lucrative advertising business, and a search engine that many Canadians use daily, Google kept its position as Canada’s most influential brand in 2022. Amazon came in a close second, with a trustworthy and leading edge image powered by innovation.
Apple climbed to No. 3 on the strength of its updated product lines, heavy investment in content (both audio streaming and TV), and an influential ad tracking update. YouTube, on the other hand, fell to No. 4. Despite early challenges, Netflix climbed two spots to No. 5 in 2022, thanks to a series of viral hits and the successful launch of ad-funded subscriptions at a lower price point.
Walmart jumped all the way to No. 6 this year — an impressive four-point increase, signaling the budget retailer’s appeal in a recessionary climate. Despite the continued popularity of its productivity tools and an expanded presence in the gaming space, Microsoft fell one spot to No. 7. The loyalty program PC Optimum gained influence this year and landed at No. 8.
Beneath that, at No. 9, was Visa, which remains one of Canada’s most widely held and trusted financial services providers. This year’s ranking is rounded out by Facebook,
which fell five spots to No. 10 — reflecting rising concerns about the platform’s strategy and its diminishing influence on younger audiences.
Generational differences remained a significant variable in 2022. Consider an up-and-coming platform like TikTok: For both Millennials and Gen Xers, it’s reached the Top 40. When it comes to young Canadians, the app is wildly popular and enormously influential: Among Gen Z, it’s the seventh most influential brand. But when it comes to Boomers, the app comes in at #116.
But in 2022, inflation was a cross-generational issue — so brands like Walmart and PC Optimum that communicated empathy and value performed well. (PC Optimum ranks second among Boomers, but to fresh and engaging campaigns, the brand made it into the top 10 for three out of four generations.)
This year was also a turning point for influencers, with the term rapidly shifting from a buzzword to a viable promotional strategy for Canada’s top brands. This year’s study found that 29% of Canadians say they regularly follow social media influencers — a 6% increase from 2021.
“As Canadian’s behaviors and expectations evolve, the ways that brands influence has also changed. Now, empathy and utility are as important for brands in influencing Canadians as being trusted, engaging, good corporate citizens, and leading edge. It’s one proof point that the age of continual adaptation is upon us, and embracing change is even more important for marketers to thrive.” – Alison Simpson, President & CEO, Canadian Marketing Association
For a closer look at Canada’s Top 10 Most Influential Brands and the fundamental strategies behind their impact, view the comprehensive Ipsos POV.
We will unveil our 2023 list on February 7, 2024 - please join us.
About the Study
The Most Influential Brands study was conducted in October 2022. The online survey of 6,700 Canadians was conducted using the Ipsos iSay Panel. The results are based on a sample where weighting was employed to balance demographics and ensure that the sample’s composition reflects Canada’s adult population according to Census data and results approximated to the sample universe. The precision of Ipsos online polls is measured using a credibility interval, accurate within +/- 1.3 percentage points, had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including but not limited to coverage error and measurement error. Subscriptions to the study are available. Contact Steve Levy ([email protected]) for details.
About Ipsos
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry. Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
For more information, visuals, or to arrange an interview with an Ipsos spokesperson, please contact:
Steve Levy
Ipsos, Canada
+1 (416) 324-2107
[email protected]
About The Globe Media Group
The Globe Media Group is the advertising division of The Globe and Mail, Canada's premier news media company. We offer comprehensive advertising solutions through our various platforms, including Canada’s national newspaper of record, The Globe and Mail newspaper, Canada’s #1 business magazine Report on Business, The Globe Digital and Globe Alliance, a network of premium news, business and lifestyle sites, Globe Content Studio, delivering premium content marketing solutions for brands, and a state-of-the-art event and conference center. Our expertise in journalism, combined with our first-party data-driven insights and creative capabilities, enables us to deliver business results for brands across our vast ecosystem. We have an unparalleled presence in social, business, and political spheres, making The Globe a must-read for informed Canadians, and it’s also why, for smart advertisers, we’re an essential connection to more than 20 million influential Canadian consumers. Learn more about The Globe Media Group at globelink.ca.
For more information, please contact:
Marcin Zerek
Head of Trade Marketing, The Globe and Mail
437-518-6342
[email protected]
About Publicis Canada
Publicis Canada is one of the largest and leading communications groups in the country with over 625 employees. We harness the power of creativity and exist to create an unfair advantage for our clients by making brands relevant and meaningful to our people’s lives. Publicis Canada is part of Publicis Worldwide, one of the three worldwide advertising networks within the Publicis Groupe SA.
For more information, please contact:
Sophie Préfol
PR lead, Publicis Groupe Canada
[email protected]
About the Canadian Marketing Association (CMA)
The CMA’s purpose is to embolden Canadian marketers to make a powerful impact on business in Canada. We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada's major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations.
For more information, please contact:
Nathaniel Glassman
[email protected]
416-998-2258
