In the Prairies, the top brands reflect a mix of tradition, approachability, and cultural familiarity. SportChek leads the region with strong overall ratings, particularly in dimensions like adventurous and friendly—indicating that Prairie consumers resonate with brands that encourage activity and feel modern yet grounded. It’s followed by Purdy’s Chocolates, Red Rose Tea, and Cavendish Farms, all of which score highly in friendly, nice, and respectful—reinforcing the importance of brands that feel comforting, sincere, and tied to homegrown values. Cirque du Soleil also appears in the top five, highlighting appreciation for cultural excellence even in more rural markets.

The prominence of food-related brands (chocolates, tea, and frozen goods) in the top rankings reflects a strong sense of comfort, tradition, and everyday practicality in the Prairies. These are not flashy or disruptive brands, but ones that quietly deliver quality and reliability. The GCBI results suggest that Prairie consumers are less drawn to status or novelty and more likely to support brands that evoke trust, familiarity, and moral decency—with a dash of adventurousness when it aligns with purpose.