Consumer confidence in Canada dropped to a historic low in March 2025 ( 45.5 according to Ipsos, or 44.2 according to the Conference Board of Canada). This is the lowest we’ve seen in over a decade, aside from the exceptional lows during the early pandemic months of April to December 2020. This is a sobering data point for anyone in marketing.
During times like this, even brand loyalty can start to erode as people reevaluate what really delivers value.
Add to this the current trade context, and it’s clear that Canadian brands need to double down on relevance. Marketers need to understand what matters most to their customers right now. That could mean emphasizing durability over luxury, or flexibility over features. It could mean shifting tone; less aspirational, more empathetic. Humility (like in this “Look for the leaf, even if it isn’t ours” campaign from Maple Leaf Foods) is likely to resonate.
This is a moment that calls for listening more closely, speaking more carefully, and delivering more meaningfully.
Image source: Retail Insider
Data sources: Ipsos, The Canadian Conference Board
Hello,
I’m Polina
I’m a professor, marketing expert, and children’s author passionate about the power of storytelling – whether it’s inspiring students in the classroom, helping brands connect meaningfully with their audiences, or sparking imagination in young readers. With years of experience in marketing education and industry strategy, I bring a thoughtful, creative approach to everything I do. I value curiosity, clarity, and connection, and I’m driven by a deep belief that good ideas, whether in business or books, deserve to be shared in ways that resonate and make an impact.
Leave a comment