Crossing the 49th parallel doesn’t just mean entering a new market—it means entering a new culture. As American brands continue operating and expanding in Canada, success hinges not only on their products or services but on their ability to reflect Canadian values. The Great Canadian Brand Index (GCBI) offers a clear message: Canadian consumers reward brands that align with values like friendliness, honesty, respect, and sustainability. For American brands like Starbucks, Walmart, Costco, and Sephora already in the Canadian market, competing with homegrown favourites means doing more than exporting a business model—it requires embedding themselves in the Canadian identity.

Canada’s multicultural identity is often described in lofty terms—constitutional commitments, immigration rates, or census diversity figures. But in practice, multiculturalism plays out most meaningfully in the everyday: in where we shop, what we eat, and the brands we trust. The Great Canadian Brand Index (GCBI), based on ratings from over 5,000 Canadians, offers a unique lens into how brands reflect the cultural values and tensions of Canadian life. And few brands illustrate this dynamic better than Tim Hortons and Loblaws.

Canada Day is often a time to reflect on the country’s past—but increasingly, it’s also a moment to think about its future. In 2025, that future is being shaped by Gen Z: the generation born between the mid-1990s and early 2010s. As they graduate, vote, and enter the workforce, Gen Z Canadians are quietly reshaping how the nation defines itself—not through politics or protest alone, but through the values they express in everyday decisions, including the brands they admire and trust.

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.

Canada Post stands at a crossroads. Amid looming labour strikes and evolving consumer expectations, this century-old institution must decide whether to preserve its legacy or reinvent itself for relevance in the 21st century. While public debate often centers on operational issues—delivery delays, rural access, or union disputes—our Great Canadian Brand Index (GCBI) offers a richer lens into how Canadians feel about Canada Post as a brand. The data reveals not only where Canada Post stands today, but also how it might chart a course forward.

When a brand as historic as Hudson’s Bay declares bankruptcy, it’s tempting to reach for obvious explanations: declining mall traffic, economic headwinds, or the relentless rise of ecommerce. And while those factors may be part of the picture, the Great Canadian Brand Index (GCBI) offers a deeper, more human diagnosis — one that helps explain why consumers stopped showing up in the first place.

When it comes to brand perception, Atlantic Canada stands apart from the rest of the country. The Great Canadian Brand Index (GCBI) reveals that while many national favourites perform well across the country, Atlantic Canadians consistently show stronger emotional connections to brands that feel local, familiar, and down-to-earth. In this region, brands are not just products—they’re part of the community story.

Sustainability is everywhere in branding today—on packaging, in mission statements, across social feeds, and splashed on billboards in leafy green fonts. But in the age of climate urgency and rising consumer skepticism, a tough question looms: do Canadians actually believe the sustainability claims brands make? Or has “sustainable” become just another buzzword—a box to check rather than a principle to live by?

Fast-Moving Consumer Goods (FMCG) brands are woven into Canadians’ daily lives. Whether it’s ice cream in the freezer, toothpaste by the sink, or snacks in a child’s lunchbox, these brands are consistent, familiar, and often deeply nostalgic. That may explain why, in the Great Canadian Brand Index (GCBI), FMCG brands tend to score exceptionally well on the “Friendly” dimension. Consumers perceive these brands as approachable, comforting, and good-natured—the kind you can rely on without second-guessing.

In a world where consumers are more informed—and more skeptical—than ever, honesty has emerged as one of the most essential values a brand can embody. But what does “honest” really mean to Canadians? According to the Great Canadian Brand Index (GCBI), it’s not just about telling the truth. Honesty is about transparency, fairness, and showing up with integrity—consistently, not just when it’s convenient.