In response to tariffs and sovereignty threats from the United States, many Canadians are shifting their consumer choices. An Angus Reid study from February found an overwhelming 85 per cent of Canadians are opting to buy more locally-made products. But are youth embracing the “Buy Canadian” movement to the same degree as their older counterparts?
Youth tend to hold strong degrees of brand loyalty and can be influenced by trends that oftentimes support American companies, rendering many unlikely to quickly alter their buying habits. Furthermore, youth simply aren’t a major buying demographic of some of the largest U.S. imports, such as groceries or new cars. Thus, we’re not always affected to the same degree as older demographics, and there may not be as much reduction in American buying to be had.
Despite being less impacted by rising consumer prices in some areas, youth are not immune to the effects of trade tensions. As we begin our adult lives, there are more serious long-term repercussions to consider. A trade war means economic uncertainty; with the effects of tariffs and counter-tariffs reaching essentially every industry, youth must consider fluctuating job prospects and a changing economic landscape as we enter the workforce. At the same time, the “Buy Canadian” movement can quickly become unaffordable for many young people who are already struggling with years of heightened inflation. Thus, some youth are finding other methods to support Canada and combat potential economic uncertainty, without the need to increase spending.
In response to not only the worsening economic relationship but also instability in ease of crossing the border, many Canadians are cancelling their plans to travel to the United States, and opting to spend their money instead on Canadian destinations. Another trend is the rise in second-hand shopping among youth, particularly during the past several years. This is driven not only by the recent push against purchasing American goods but also by budgetary constraints, stylistic preferences and environmentally-conscious consumption.
Yet, the effects of a trade conflict with the U.S. go beyond simply economic ramifications. It has caused a surge in national pride among all Canadians, with 75 per cent of those aged 18-34 now saying they are “proud to be Canadian” according to a Leger Marketing report from March, 2025. This renewed sense of identity has youth engaging with grassroots campaigns to support the Canadian economy, particularly on social media, where young people are highly active.
The threats from south of the border have forced Canadians, youth included, to reflect on the value of national pride and unity, which in a time like this, seems more important than ever.
Kilian Jungen is a student at Stelly’s Secondary School.
