“In the middle of difficulty lies opportunity.” – Albert Einstein
Businesses in Canada are at a very important crossroads right now, as the economy changes and trade talks around the world take centre stage in the news. With Canada’s counter-tariffs and trade talks with the US still going on, a lot of companies may feel the pressure at first. But within these challenges lies a major opportunity: tapping into the growing “buy local” movement to build a stronger, more loyal customer base.
Since the COVID-19 pandemic, Canadian consumers have become more conscious of where their products come from. Supply chain disruptions, economic uncertainty, and a renewed focus on community have all made people want locally made goods and services more and more. Now is the time for Canadian businesses to lean into this shift—by investing in brand positioning, marketing, and community engagement strategies that connect with this changing consumer behaviour driven by trade agreements and economic shifts.
The Rise of Buy-Local: A Cultural Shift
The pandemic revealed the cracks in global supply chains, prompting many Canadians to rethink their purchasing habits. Government initiatives like the Canadian Digital Adoption Program, Digital Main Street, and Shop Local campaigns have reinforced this trend, encouraging consumers to seek out Canadian brands over international alternatives. In fact, a 2022 survey found that 86% of Canadians believe supporting small businesses is crucial, and 66% are actively choosing them over the big-box retailers.
This movement is about more than just money—it’s about values. Canadians want to support businesses that share their values, whether those values are environmental friendliness, fair pay, or just making the economy stronger as a whole. As a business owner, you have the perfect opportunity to show you care by weaving these values into your storytelling, branding, and customer connections.
Keep Up with Ketchup: Strengthening Domestic Business
Canadian companies can get a bigger share of the market by positioning and promoting themselves as high-quality, made-in-Canada alternatives. Take French’s Ketchup for example:
When Heinz shut down its ketchup plant in Leamington, Ontario, in 2014, it left a sour taste in the mouths of many Canadians. French’s, a brand historically known for its mustard, stepped in with a brilliant marketing play in 2014 when Heinz shut down. They launched French’s Ketchup, positioning it as a 100% Canadian-made alternative—made with Ontario-grown tomatoes, processed in Canada, and supporting local farmers. By 2018, French’s was outselling Heinz in some major Canadian grocery stores, proving that a well-timed, emotionally resonant marketing campaign can shift consumer habits—especially when it taps into local pride.
Image credit: Clubhouse For Chefs
Building a Brand Around Local Loyalty
Local businesses have a powerful advantage over international competitors: community connection.
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Feelings: Buying a product or service made in Canada is more than just a transaction; it is a way of life. People invest in their neighbourhoods, the economy that supports them, and their communities when they buy local.
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Authenticity & Traceability: Unlike faceless multinational corporations, small businesses can tell interesting, true stories about where they came from, what they stand for, and how they have changed the lives of their customers.
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Customer Advocacy: People are proud to support brands that share their values. If a local business is in the right place, customers can become vocal supporters who spread the word through social media and word of mouth.
A Sweet Story Goes a Long Way: For example, Peace by Chocolate is a chocolate company in Nova Scotia that was started by Syrian refugees. Because of their story of perseverance, community support, and Canadian business spirit, they are now known across the country, and their products can be found in major stores from coast to coast. This success shows how important stories are for getting people to buy locally.
Actionable Steps for Canadian Businesses
1. Invest in Branding & Marketing
Now’s the time to make sure your branding proudly reflects your Canadian roots. Think pro-level photography, videos that grab attention, and digital campaigns that shout ‘local pride!’ Want to tell your story right? That’s where we come in. Giant Shoe Creative Agency is here to help you showcase your unique value in the most authentic, creative way possible.
2. Leverage Government Resources
With federal and provincial funding programs available, businesses should explore grants and incentives that support local production, digital transformation, and workforce development. Looking for recommendations? Give us a shout.
3. Enhance Digital Presence
A big part of consumer research is done online. Canadian businesses should ensure their websites, social media, and e-commerce platforms emphasize their local roots and engage consumers with compelling content.
4. Strengthen Community Engagement
You can build community and brand loyalty by putting on events, working with local influencers, and teaming up with other Canadian brands. Businesses should try to make strategic partnerships that help them stand out in their community.
5. Educate Consumers
Not all consumers fully understand the impact of buying local. Educational marketing campaigns can highlight the economic and environmental benefits of supporting Canadian businesses.
Turning Challenge into Opportunity
Tariffs, trade policies, and all the uncertainties out there can feel daunting. But here’s the truth—these shifts can be the perfect opportunity for companies to rethink their place in the market. Now’s the time to act.
The businesses that take charge, invest in their brand, and build strong local connections won’t just survive—they’ll thrive.
At Giant Shoe Creative Agency, we’re ready to help you grab that opportunity. Whether it’s through eye-catching visuals, strategic campaigns, or powerful brand storytelling, we’re here to position you as a leader in the buy-local movement.
It all starts with a coffee or a video call.
