What Do Canadians Value?
What are the values that Canadians care about?
Friendly
Friendly reflects a brand’s ability to feel warm, welcoming, and approachable. Canadians tend to associate “friendly” brands with positive day-to-day interactions—whether it’s the tone of marketing, the service experience, or the general vibe a brand gives off. It’s not just about politeness, but about emotional accessibility: does this brand feel like a neighbour, not a corporation?
In a country where community spirit, kindness, and humility are core cultural traits, friendliness carries significant weight. Canadians expect brands to reflect the tone of their social norms—easygoing, inclusive, and pleasant to engage with. Brands that are seen as aloof or overly self-important struggle to resonate in this landscape. Friendly brands are not only liked; they’re remembered.
Respectful
Respectful reflects whether a brand is seen as acknowledging the dignity and needs of all people—customers, employees, communities. It’s not just about politeness or avoiding offense; it’s about whether a brand seems to genuinely care about how it treats others and how it shows up in social and cultural conversations.
Canadians place a high value on respect because of the country’s emphasis on multiculturalism, fairness, and social harmony. A respectful brand is one that seems to operate with cultural sensitivity, that knows when to speak and when to listen, and that avoids talking down to its audience. In a country where civility is seen as a civic duty, brands that are perceived as disrespectful—even unintentionally—can quickly fall out of favour.
Tolerant
Tolerant captures how inclusive, open-minded, and socially progressive a brand is perceived to be. It refers to whether a brand appears to welcome diversity—not just in marketing, but in its values and operations. Do they speak up for marginalized groups? Do they treat social issues with thoughtfulness and care?
Canada’s identity as a multicultural society makes tolerance a non-negotiable expectation. Canadians are acutely aware of equity, justice, and representation—and they watch closely to see how brands handle these themes. A brand that fails to acknowledge diversity (or handles it awkwardly) may seem out of touch. Tolerant brands don’t need to be activists—but they do need to signal that they are open, learning, and on the right side of history.
Nice
While often used interchangeably with friendly, Nice captures something slightly more subtle: a brand’s general pleasantness and good-naturedness. It’s about tone, intention, and how the brand seems to operate in the world. Canadians tend to interpret “nice” as “non-aggressive,” “considerate,” and “safe”—a quiet kind of goodness.
This matters because Canadian consumer culture values moderation and humility. Unlike markets that reward boldness or provocation, Canadians are more likely to reward brands that “play well with others.” A “nice” brand feels like it wouldn’t take advantage of you—it listens, adapts, and avoids conflict. It’s not just liked—it’s trusted to stay liked.
Honest
Honest reflects the extent to which a brand is seen as transparent, truthful, and straightforward. Canadians are wary of spin and corporate doublespeak—honesty is interpreted not only as telling the truth, but also as avoiding manipulation, exaggeration, or hidden agendas.
This dimension matters deeply in Canada, where trust in institutions is moderate but fragile. Brands that are perceived as hiding something, over-promising, or failing to take accountability face swift reputational consequences. By contrast, brands that “tell it like it is” and admit their limitations are often respected more than those that appear too polished. Honesty, in this context, signals integrity and courage, not just compliance.
Adventurous
Adventurous reflects whether a brand is seen as bold, creative, and willing to take risks. It captures innovation, cultural edge, and the ability to surprise—but in a way that still feels grounded and authentic. It’s about excitement without recklessness.
Although Canadians are known for modesty, they still admire brands that show confidence with humility. An adventurous brand that breaks the mold, introduces new ideas, or does something surprising—as long as it feels intentional and values-driven—earns admiration. Canadians don’t necessarily want shock value, but they do appreciate freshness, bold design, and creative leadership.
Sustainable
Sustainable measures whether a brand is perceived as caring for the environment and acting with long-term social responsibility. This includes actions on climate change, ethical sourcing, reducing waste, and supporting sustainable communities. It’s about more than greenwashing—it’s about perceived long-term commitment to doing good for people and planet.
Canadians are increasingly eco-conscious, and climate responsibility is now a political and moral expectation—not a niche concern. Brands that are seen as indifferent to sustainability risk appearing outdated or irresponsible. On the other hand, those that take clear, measurable actions—and communicate them transparently—gain reputational strength. Sustainability, for Canadian consumers, is a moral stance, not a marketing slogan.
Why values? Why are they important in shopping behaviour?
Values play a crucial role in shaping consumer attitudes and behaviours toward brands and products. They serve as stable, internal standards that guide preferences, judgments, and decision-making processes (Schwartz, 1992). Consumers are drawn to brands that reflect or reinforce their own values because such alignment provides psychological coherence, a sense of identity affirmation, and emotional satisfaction (Sweeney & Soutar, 2001). When consumers perceive that a brand stands for something meaningful—such as honesty, fairness, or environmental sustainability—they are more likely to trust, support, and remain loyal to that brand over time (Shepherd et al., 2015). This value alignment not only fosters brand affinity but also strengthens long-term customer relationships.
Empirical research confirms that values are strong predictors of brand and product choice, as well as purchase intentions. According to Ladhari, Pons, Bressolles, and Zins (2011), consumers are significantly more likely to choose brands that resonate with their personal or cultural values, especially in high-involvement categories or when ethical considerations are salient. In fact, value congruence between consumers and brands has been shown to predict not only choice behaviour but also satisfaction and advocacy (Allen, Ng, & Wilson, 2002). In today’s crowded and competitive marketplace, where functional differences between products are minimal, values provide a powerful differentiator. Brands that consistently demonstrate alignment with consumer values are more likely to inspire preference and loyalty—outcomes that are central to brand equity and business success.
References
Allen, M. W., Ng, S. H., & Wilson, M. (2002). A functional approach to instrumental and terminal values and the value–attitude–behaviour system of consumer choice. European Journal of Marketing, 36(1/2), 111–135.
Ladhari, R., Pons, F., Bressolles, G., & Zins, M. (2011). Culture and personal values: How they influence perceived service quality. Journal of Business Research, 64(9), 951–957.
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.
Shepherd, D. A., Patzelt, H., & Baron, R. A. (2015). “Thinking about entrepreneurial decision making”: Review and research agenda. Journal of Management, 41(1), 11–46.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.