"Since the Trump administration first threatened a 25% increase in import tariffs on Canadian goods in February, The Great White North's sentiment toward its southern neighbor has been decidedly less neighborly. Thanks to a combination of consumer-led boycotts and government-imposed counter-tariffs, products like Florida orange juices and Kentucky bourbons (as well as other US-made liquors) have all disappeared from Canadian shelves."
"Tourism from Canada to the United States is similarly down. Although it's estimated that two-thirds of Canadians live within 100 kilometers (that's 62 miles, for those of us still stuck with the imperial system) of the border, car trips to the US have sharply declined for eight consecutive months and were down 34% in August 2025 compared to the same month last year."
"And yes, even Canada's media consumption habits are starting to change. Viewership is reportedly up 34% on Gem, CBC's ad-supported streaming service, and especially on Canadian-produced programs like "Schitt's Creek" and "Murdoch Mysteries.""
Canadian consumer boycotts and government counter-tariffs have removed many US products, such as Florida orange juice and Kentucky bourbon, from Canadian shelves. Cross-border car trips fell sharply for eight consecutive months and were down 34% in August 2025 compared to the prior year. Streaming viewership on CBC's Gem rose 34%, with stronger interest in Canadian-produced shows. Advertisers are reallocating budgets, with some cutting spend and others investing more in local publishers. Market behavior shows parallels to US advertiser responses under economic uncertainty due to shared advertising technology infrastructure. Creative strategies emphasize national pride messaging.
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