Canadian Brands: Built on Values 2026 Report

This report explores how Conscious Individualism and rising Canadian Social Values are reshaping what trust, meaning, and relevance look like for Canadian brands in 2026.

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What makes Canadian Brands unique?

Canadian Brands: Built On Values is a Lifestyle & Culture report from Environics Research exploring how Canadian brands can build relevance, trust, and long-term growth in 2026 and beyond. As Canadian identity evolves, expectations of a Canadian brand are shifting from heritage to purpose — with consumers looking for brands that feel authentic, values-led, and human.

This report introduces the defining mindset shaping the market today: Conscious Individualism.

Woman on report cover for Environics Canadian Brands report

Zeitgeist: Conscious Individualism

Canada has entered a new cultural era shaped by Conscious Individualism — where Canadians still want choice and self-expression, but increasingly expect responsibility and real-world impact.

For Canadian brands, this is a moment of opportunity. Consumers are moving away from status branding and toward brands that feel authentic, accountable, and aligned with modern Canadian values.

This shift has been building for over a decade, accelerated by economic uncertainty, social change, and disruption — creating a more intentional form of individuality.

Context: Social Values

This shift is reflected in five rising Social Values shaping how Canadians evaluate Canadian brands today:

- Confidence in Small Business – trust is moving closer to home
- Brand Genuineness – actions matter more than claims
- Personal Expression – brands signal identity, not status
- Ethical Consumerism – responsibility is becoming mainstream
- National Pride – pride rooted in values, not nationalism

Together, these values help explain why some Canadian brands are gaining momentum while others struggle to stay relevant.

Action: Implications for Canadian brands

To connect with today’s consumer mindset, Canadian brands must align with how Canadians now define meaning, trust, and relevance. Brands best positioned to succeed get three things right:

- Meaning & Integrity - Purpose must be proven consistently — not just positioned.
- Responsible Impact - Sustainability and ethics are now baseline expectations, not differentiators.
- Modern Canadian Openness - Brands must reflect the diversity and lived reality of Canada through inclusion and cultural relevance.

In 2026 and beyond, the strongest Canadian brands will be built on values in action — helping Canadians express who they are through choices they feel good standing behind.