In the Alcohol industry, Canadian brands face a complex challenge: how to balance product appeal with perceptions of responsibility and trust. The top-performing brand in this category is Canadian Club, which scores well in key GCBI dimensions such as friendly, nice, and honest. While alcohol is a product inherently associated with leisure and indulgence, Canadian Club benefits from its longstanding legacy and national identity. As one of Canada’s most recognized whisky brands, its heritage-based storytelling and consistent quality have helped maintain consumer trust—especially important in a category where ethical and social concerns are never far from public discourse.

The Coffee industry in Canada, as captured by the GCBI, is defined less by innovation and more by comfort, familiarity, and approachability. At the top of the category is Second Cup, which earns the highest GCBI score among coffee brands. It performs especially well in friendly, nice, and respectful, with strong ratings in honest and tolerant as well. Second Cup’s relative success may reflect its recent repositioning efforts: a modernized store aesthetic, curated beverage menus, and an emphasis on local community presence have helped the brand reclaim ground in a competitive space. It is seen as warm and socially considerate—a brand that may not be trendy, but is consistently pleasant and reliable.

The Communications industry in Canada—encompassing telecom and wireless service providers—occupies a paradoxical position in the GCBI. It’s one of the most vital sectors in modern life, yet it consistently ranks near the bottom in emotional and moral brand perception. Among the better-performing brands in this category, Freedom Mobile stands out with comparatively stronger scores in friendly, nice, and honest. Its reputation as a disruptor in the telecom space, offering lower-cost alternatives and simpler pricing structures, seems to have earned it a degree of goodwill from consumers who are otherwise skeptical of big telecom.

The Dining industry in Canada is marked by an emotional mix of familiarity and modest expectations. The top-rated brand in this category is Montana’s BBQ & Bar, which scores highly on dimensions such as friendly, nice, and respectful. Montana’s has cultivated a brand identity rooted in comfort, casual dining, and a welcoming atmosphere—traits that strongly appeal to Canadian consumers. Its rustic, unpretentious branding and family-friendly positioning set it apart from trendier or more upscale dining options, suggesting that Canadians are drawn to dining experiences that feel genuine, dependable, and community-oriented.

The Entertainment industry is unique among all sectors in the GCBI in that it manages to balance boldness with social approval. At the top of this category is Cirque du Soleil, one of Canada’s most internationally recognized cultural exports. Cirque ranks among the highest-scoring brands across the entire index—not just within its industry—with standout ratings in adventurous, friendly, and nice. Its performances are known for creative risk-taking, global diversity, and artistic excellence, all of which seem to translate into strong perceptions of social warmth and moral credibility among Canadian audiences. The brand offers a rare combination of cultural prestige and emotional accessibility, positioning it as both iconic and relatable.

The Fast-Moving Consumer Goods (FMCG) category is dominated by a clear front-runner: Chapman’s Ice Cream. Not only is it the top-performing brand within the FMCG sector, but it also ranks #1 across the entire GCBI. Chapman’s scores exceptionally high on friendly, nice, and respectful, with similarly strong ratings in honest and tolerant. This result reflects Chapman’s long-standing image as a wholesome, family-run Canadian brand with deep community ties. But its success is not just about its product—it’s about its values. Chapman’s public stance on social issues, its inclusive hiring practices, and its vocal support for public health measures during the pandemic have all reinforced its image as a principled and morally consistent brand.

Among fashion brands in Canada, Roots emerges as the clear leader, holding one of the highest positions within its industry and maintaining a respectable standing across the entire GCBI. Its strong scores in friendly, nice, and respectful reflect its deep association with Canadian heritage, comfort, and national pride. Known for its premium loungewear and leather goods, Roots has successfully cultivated a brand identity that is both aspirational and grounded. Unlike many global fashion brands that project exclusivity or trendiness, Roots thrives by aligning with values Canadians hold dear: authenticity, inclusivity, and homegrown craftsmanship.

The Fast Food industry in Canada reveals an interesting interplay between emotional connection, cultural symbolism, and perceived quality. At the top of this category is BeaverTails, a brand that blends nostalgic appeal with strong scores in friendly, nice, and respectful. Unlike global fast-food giants, BeaverTails leans heavily into its Canadian identity—serving its iconic pastry at festivals, skating rinks, and tourist hubs across the country. Its GCBI success is a result of this unique positioning: it’s not just fast food, it’s a memory, a tradition, and for many Canadians, a moment of warmth tied to place and season.

The Financial industry presents a unique challenge in the GCBI: it operates in a space that demands trust, yet few brands in the category inspire strong emotional warmth. Among financial institutions, Laurentian Bank leads the pack in terms of overall GCBI score, performing moderately well in friendly, nice, and respectful. While it doesn’t reach the top-tier scores seen in categories like retail or entertainment, Laurentian’s reputation as a more regionally focused, customer-attentive bank may contribute to its relatively positive performance. Its smaller scale compared to Canada’s “Big Five” banks could lend it a perception of being more approachable and human-scale, which Canadians seem to appreciate.

The Gas industry stands as one of the more utilitarian sectors within the GCBI—essential to everyday life, yet emotionally distant for most Canadians. Among the gas brands evaluated, Petro-Canada emerges as the highest ranked, thanks in part to its strong national presence and deep integration into the Canadian landscape. Its scores are relatively moderate across the board, with slightly stronger performance in friendly, respectful, and honest, suggesting that consumers view it as a competent and somewhat dependable brand. However, even top performers in this category lag behind those in more emotionally engaging sectors like FMCG or Retail.

The Grocery industry is one of the most embedded in daily Canadian life, and the GCBI reflects that familiarity—though not always with high affection. The top-performing brand in the category is No Frills, which earns relatively high scores in friendly, nice, and honest. Its discount-focused branding and straightforward messaging resonate with Canadians who value affordability without the frills—literally and figuratively. No Frills has leaned into its underdog status, using self-aware, even humorous advertising campaigns to position itself as a relatable and transparent alternative to more polished but pricier grocery chains.

The News industry in Canada occupies a complex space within the GCBI. While news brands are often central to national discourse, they struggle to achieve the emotional warmth seen in other sectors. The top-performing news brand in the GCBI is The Globe and Mail, which leads the category due to relatively strong scores in respectful and honest. This suggests that Canadians view it as a serious, principled news source, even if it may not evoke the friendliness or approachability that characterizes higher-ranked brands overall. In an industry where trust and credibility are paramount, the Globe‘s perception as balanced and professional appears to give it an edge, particularly among more informed or urban audiences.

The Retail industry in Canada is home to some of the most trusted and respected brands in the GCBI, with MEC (Mountain Equipment Company) leading the category. With high scores across adventurous, respectful, and sustainable dimensions, MEC stands out as a brand that resonates deeply with Canadian consumers seeking purpose-driven retail experiences. Despite past financial struggles and its transition from a co-operative to private ownership, MEC has managed to retain a strong emotional connection with consumers—a testament to the brand’s longstanding values of community, environmental responsibility, and active living.

The Travel industry in Canada holds a unique position within the GCBI. While it may not be as emotionally salient as categories like Retail or FMCG, it is still central to how Canadians perceive national infrastructure, hospitality, and public service. Among the top brands in this category, VIA Rail ranks highest in overall brand perception. It performs particularly well in respectful, honest, and tolerant, indicating that Canadians view it as a service that prioritizes fairness and dignity, even if it doesn’t necessarily evoke strong feelings of friendliness or adventurousness. VIA Rail’s status as a publicly funded and historically rooted brand likely contributes to its aura of civic responsibility, which remains a key driver of its relatively positive GCBI profile.