Yesterday, on June 1, 2025, Canada lost a symbol. Hudson’s Bay—widely regarded as the oldest continuously operating company in North America—closed the doors to its final brick-and-mortar location. It was a moment that carried more than economic significance. For many Canadians, the Bay was more than a place to buy towels and coats—it was woven into the cultural fabric of the country, a place where generations went for back-to-school shopping, wedding registries, and Boxing Day traditions. With its demise, Canada now finds itself without a true national department store chain, save for La Maison Simons. The question that emerges now is whether this is simply the end of a format—or a warning sign for retail at large.

For decades, political discontent in Alberta has fuelled conversations about Western alienation—some even advocating for secession or alignment with the United States. While most of these discussions remain in the political and cultural domain, there’s growing curiosity about whether this alienation also plays out economically, especially in how Albertans perceive national institutions and corporate brands. Using newly available data from the Great Canadian Brand Index (GCBI), we find early signs that the provincial divide may already be manifesting subtly but meaningfully in consumer brand evaluations.

Across Canada, a growing number of consumers are expressing fatigue and frustration with the proliferation of tipping requests in everyday transactions. From takeout counters to bubble tea shops, tipping prompts have become ubiquitous—even in situations where no traditional service is provided. This evolution in tipping culture, often referred to as "tip creep," has triggered public backlash and sparked a national conversation about fairness, coercion, and consumer choice. While media coverage and polling data—such as a 2023 Angus Reid Institute report showing 62% of Canadians believe tipping has gone too far—highlight consumer discomfort, the Great Canadian Brand Index (GCBI) provides a more nuanced and empirical understanding of how tipping culture is affecting brand perceptions, particularly around trust and honesty.