New Canadian Data: How Values Are Driving Consumer Behaviour Post-Pandemic

For Canadian consumers, actions speak louder than words when it comes to corporate values. According to new survey data from Salesforce Canada, the vast majority of Canadians (87%) want to shop with brands or companies that are open and honest about their values. Half of Canadians care so much about a company’s values that they’ll actively research them before deciding to shop from it.

Sustainability is a clear top priority (84%) for Canadians coming out of the pandemic. Brands now need to reassess to determine how they’ll prioritize their values, internally and externally, and communicate it back to their consumers. 

Other key stats include:

CANADIANS HAVE SPOKEN: COMING OUT OF THE PANDEMIC, CONSUMERS OVERWHELMINGLY WANT TO SHOP WITH BRANDS THAT ARE MAKING A DIFFERENCE AND USING THEIR BUSINESS AS A PLATFORM FOR CHANGE

The vast majority of Canadians (83%) want to support brands/companies that prioritize values and profit equally. 

  • Majority of Canadians (87%) want to shop with brands/companies that are open and honest about their values. 
  • Half of Canadians will even actively search for a brand/company’s values before shopping with them.

AUTHENTICITY MATTERS: CANADIANS EXPECT BRANDS TO DO MORE THAN DECLARE THEIR VALUES – THEY NEED TO WALK THE WALK

  • 91% of Canadians ranked Trust as one of the most important values to them coming out of the last year. They want to trust that the brands they shop with are acting in the best interest of society. 
  • 51% of Canadian shoppers said that brand can earn their trust by publicly acknowledging when they make mistakes or missteps
  • 45% of Canadian shoppers said that a brand can earn their trust by providing transparency when it comes to their supply chain (ie. the vendors, suppliers and partners they work with) 
  • 38% of Canadian shoppers said that brand can earn their trust by quantifying and sharing their efforts publicly 
  • 35% of Canadian shoppers said that brand can earn their trust by having transparent hiring practices

A CLOSER LOOK: SUSTAINABILITY IS A TOP PRIORITY FOR CANADIAN SHOPPERS COMING OUT OF THE LAST YEAR

  • 84% of Canadians say sustainability is their top priority coming out of the pandemic.
    • Boomers (55+) find it more important (86%) than any other generation
  • About 2 in 3 most Canadians (62%) say brands/companies have the greatest responsibility to address climate change.
  • 35% of Canadians would sacrifice shipping time in order to purchase a product that is more sustainable, over half (54%) would sacrifice nice packaging and 1 in 3 (29%)  would even be willing to sacrifice price. 
  • Five years ago, only 9% of Canadians made an effort to shop with sustainably minded brands. Today, that number has more than tripled with 34% of Canadians planning to spend their dollars with sustainable businesses over the next two years.

A GENERATIONAL LENS: MILLENNIAL AND GEN Z SHOPPERS ARE BOLDLY VOTING FOR VALUES WITH THEIR DOLLARS

  • A quarter (23%) of Millennials/Gen Z (18-34) started shopping with a brand because it openly supported a cause that mattered to them
  • When discovering that a brand’s values don’t align with their own, 1 in 4 Canadian millennials will unfollow the company on social media. Another 23% will actually stop buying their products.

About the survey: 

From June 18th to June 20th 2021 an online survey of 1,522 randomly selected Canadian adults who are Maru Voice Canada panelists was executed by Maru/Blue. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. The results have been weighted by education, age, gender and region (and in Quebec, language) to match the population, according to Census data. This is to ensure the sample is representative of the entire adult population of Canada. Discrepancies in or between totals are due to rounding.

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