Nuanced Nationalism: Buy Canadian By Generation

A recent Ipsos Canada study has revealed significant differences between the consumer preferences of older and younger Canadians, which adds further nuance to what seems to be a consensus “Buy Canadian” moment. According to Ipsos’ new syndicated tracking study “Trump, Tariffs and Turmoil,” nearly one-third of Gen Z Canadians are open to doing business with American banks and telecom companies, provided they offer similar services, fees, and interest rates. This openness to foreign brands stands in stark contrast to the firm loyalty that Baby Boomer Canadians demonstrate towards home-grown banking and telecom institutions.

The first wave of the research reveals that Gen Z Canadians are almost six times more likely to be willing to switch to an American bank or telecom service if it were to be available in Canada than Canadian Baby Boomers. We see evidence across the world, including in the U.S., of differences between Gen Z and Baby Boomers. Those differences are compounded in Canada, as Gen Z here faces rising housing prices and affordability issues, and now tariffs. It’s no wonder they are more open to options that may improve affordability. In fact, the study found that Gen Z Canadians are less certain about the impact of the ongoing Canada-U.S. tariff dispute on their personal finances. Gen Z Canadians are three times more likely than Canadian Baby Boomers to believe that the current trade and economic disputes will divide, rather than unite Canadians.

Click here to read more findings from our study.