Navigating the Trade War: Why Now Is the Time for Local Marketing in Canada
Canadians are often described as kind, polite, and even apologetic. I hear these things all the time. Sometimes, it feels more like a critique than a compliment. But should we toughen up or become rude just to be respected? Some may see kindness as a weakness, but that doesn’t mean we should change who we are. Instead, let’s take care of each other—with kindness. This isn’t just about marketing but how we run our businesses. Let’s choose Canada and embrace “Brand Canada” in everything we do.
The last five years have felt like fifteen for most businesses—pandemic disruptions, high inflation, a housing crisis, and now a trade war with our neighbor. As we navigate this new challenge, I want to offer some advice to help businesses adapt.
With the latest changes from the Trump administration, we see a shift in interprovincial trade policies designed to strengthen business within our borders. Shouldn’t it have been like this all along? Helping and supporting each other? That’s a discussion for another day. What matters now is adjusting your marketing tactics to attract and retain local customers.
Provincial Barriers: A New Opportunity
Governments are working to break down interprovincial trade barriers, creating opportunities for businesses to find new suppliers and customers within Canada. Supporting Canadian businesses means choosing Canadian suppliers in your supply chain.
Marketing Strategies
Recent comments from our American neighbors have struck a nerve with Canadians, sparking a surge in patriotism. Now is the time to align your marketing with this sentiment.
Clearly communicate that your business is Made in Canada or based in Canada by updating your Google profile, website, and social media.
Optimize your website for local search terms (e.g., “handmade furniture in NB” rather than just “handmade furniture”).
Run geo-targeted social media and Google ads to reach customers in your region.
Partnerships & Collaborations
New opportunities are emerging for Canadian businesses to collaborate. While partnerships and sponsorships have always been part of business, now is the time to be more selective—working with businesses that align with your values and contribute to strengthening Canada’s economy.
The Power of Social Media
Tell your story—why you started, how you operate, and who’s on your team. Authentic storytelling builds trust and helps customers connect with your brand. Share your process, your challenges, and your victories.
Key Takeaways:
Rework your marketing plan to focus on Canadian audiences.
Redefine your brand message to emphasize local value.
Allocate your marketing budget strategically to reach domestic customers.
Maybe this trade war is a wake-up call—a reminder that we need to prioritize kindness toward Canadian businesses first. Don’t just chase the cheapest or easiest option, because one day, that option might try to control you.
For those who don’t know me, I’m Anik Charbonneau, a Canadian Marketing Consultant based in Fredericton, NB. I’m passionate about helping fellow business owners succeed. By outsourcing your marketing tasks to me, you can focus on running your business while I take care of growing it—helping you achieve more than you ever imagined.
Book a complimentary consult: https://go.lumoscommunication.ca/complimentary-consult
