From Tim Hortons to Loblaws: How Everyday Brands Tell the Story of Canadian Multiculturalism

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.

Tim Hortons: A Familiar Symbol in a Changing Nation

Tim Hortons has long been seen as the heartbeat of Canadian identity. It remains a place where hockey teams meet after practice, where commuters grab their double-double, and where the idea of a shared Canadian culture is both brewed and consumed. The GCBI shows that Tim Hortons performs particularly well on friendliness (68.4) and respectfulness (67.0)—a testament to the emotional trust Canadians still place in the brand.

However, the data also reveals cracks in the coffee cup. Tim’s scores on sustainability (59.1) and honesty (61.2) lag behind, particularly among younger and more urban Canadians. These numbers hint at an important shift: symbolic patriotism alone no longer guarantees brand loyalty. Today’s consumers are more likely to ask whether a brand’s values match their own, including on climate, equity, and corporate responsibility. In this sense, Tim Hortons reflects a Canada negotiating between its nostalgic self-image and a future of heightened ethical expectations.

Loblaws: Where Inclusion Meets Everyday Consumption

If Tim Hortons is a symbol of unity through ritual, Loblaws reflects multiculturalism in practice. Across urban Canada, Loblaws offers grocery aisles filled with halal meats, Asian condiments, gluten-free options, and multilingual signage. The GCBI shows that Loblaws performs consistently across all values, with strong marks in honesty (65.2), respectfulness (67.5), and friendliness (68.1).

These strengths are more than customer service—they represent how a brand can serve as a conduit for integration. Urban sociologists have long noted that supermarkets function as everyday spaces of identity formation, where food, culture, and belonging intersect (Zenk et al., 2019). Loblaws’ commitment to product diversity signals not just responsiveness to demographics, but an affirmation of Canada’s pluralism. It’s one of the few places where multiculturalism isn’t just represented—it’s shelved, packaged, and made available for dinner.

Brand Values as Cultural Values

The GCBI doesn’t just capture how Canadians feel about brands—it reflects how Canadians see themselves. Drawing from Schwartz’s (1992) theory of cultural values, we can understand brand evaluations as expressions of deeper beliefs: benevolence, universalism, and security consistently guide Canadian brand preferences, particularly in diverse and urban populations. A brand that earns high ratings for sustainability or inclusiveness isn’t simply well-liked—it’s aligned with the Canadian moral imagination.

Tim Hortons, for example, still commands cultural affection, but its lower sustainability score signals a growing discomfort with legacy brands that lag behind on environmental and ethical leadership. Loblaws, on the other hand, resonates because it meets Canadians where they are—quite literally—and provides a model for how multiculturalism can be practiced, not just celebrated.

Quiet Tensions, Shifting Expectations

Despite its broad embrace, multiculturalism in Canada remains a work in progress. While public opinion surveys consistently show high levels of support for immigration and diversity (Environics Institute, 2022), GCBI data suggests that brand trust is earned, not inherited. Younger Canadians in particular demand authenticity, representation, and accountability. Brands that rely solely on nostalgic imagery or national symbolism may struggle if they fail to evolve.

This evolution isn’t just a marketing necessity—it reflects a deeper societal shift. Gen Z and Millennials are growing up in a Canada that is more ethnically, religiously, and linguistically diverse than ever before. Their consumer preferences, as reflected in GCBI scores, suggest they value brands that reflect and respect this reality.

Multiculturalism, Measured in Everyday Life

The story of Canadian multiculturalism isn’t always told in headlines or heritage months. Often, it’s found in the daily decision to grab a coffee or pick up groceries. Tim Hortons and Loblaws tell different, but equally important, versions of this story. One offers comfort and continuity; the other, adaptability and inclusion. Together, they suggest that multiculturalism in Canada is less about grand declarations and more about how well our institutions—and our brands—reflect who Canadians are, and who we are becoming.

References

Environics Institute. (2022). Focus Canada: Canadian values and national identity. https://www.environicsinstitute.org/projects/focus-canada

Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1–65.

Zenk, S. N., Powell, L. M., Rimkus, L., Isgor, Z., Barker, D. C., Ohri-Vachaspati, P., & Chaloupka, F. J. (2019). Prepared food availability in U.S. food stores: A national study. American Journal of Public Health, 109(10), 1643–1646.