Gas Brands in Canada

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.

One reason for this relatively tepid perception is that Canadians often interact with gas brands only in transactional, routine ways—filling up their tanks or grabbing a coffee on the go. There’s limited opportunity for meaningful emotional engagement, and most gas stations are perceived as interchangeable. As a result, brands in this industry struggle to differentiate themselves meaningfully in value-based dimensions like nice, tolerant, or sustainable. That last dimension—sustainability—is particularly challenging, given the environmental implications of the fossil fuel sector and increasing consumer awareness of climate issues.

Despite this, brands like Petro-Canada have made strides in trying to reposition themselves as more responsible energy providers. The launch of EV (electric vehicle) charging networks and its branding as “Canada’s gas station” aim to bridge national identity with forward-looking values. Still, skepticism remains high. Canadians are increasingly sensitive to greenwashing and expect more than symbolic gestures. If gas brands want to be seen as sustainable, they must invest in long-term infrastructure shifts and communicate those efforts transparently—especially in a country where climate change and resource management are politically salient issues.

To gain ground in the GCBI, gas brands must transcend their purely functional role and lean into authentic responsibility, clear communication, and community investment. Canadians don’t expect gas companies to become saints overnight—but they do want to see progress. Brands that engage in tangible environmental action, support local communities, and acknowledge the complexity of their role in Canada’s energy transition may be able to rebuild trust. In this category, the opportunity isn’t in pretending to be something else—it’s in owning what you are and actively working to be better.