In the face of escalating Canada-U.S. economic tensions, a powerful wave of consumer patriotism is sweeping the country coast to coast to coast.

The Live by the Leaf Index, a new national study from Petro-Canada in partnership with The Harris Poll Canada, reveals Canadians are quickly and increasingly taking decisive action to support their economy by nationalizing their purchasing behaviours.

According to the Index, an overwhelming 94 per cent of Canadians–of all ages, genders, regions and income levels–feel it’s critical to ‘buy Canadian’ and support local businesses, with 75 per cent believing it is “extremely or very important to do so”.

The rise in patriotic sentiment appears to extend beyond economics and rhetoric, with 76 pe rcent willing to pay a premium, 64 per cent prepared to travel further, and 72 per cent willing to wait longer for Canadian products and services.

The Index demonstrates a significant shift in consumer behaviour across the country: In the wake of recent U.S. threats, Canadians are making a renewed commitment to their national economy–and to each other.

“The dedication Canadians are showing towards supporting their local economies is remarkable,” says Sara Cappe, President of The Harris Poll Canada. “The Live by the Leaf Index underscores a newfound yet deep-seated sense of national pride, and a collective responsibility among consumers to support their fellow citizens and businesses with their purchases.”

National pride, both personal and communal, is the key factor driving this dramatic shift in consumer behaviour, with 90 per cent expressing pride in purchasing Canadian products and 53 per cent saying they’ve discussed the importance of buying Canadian with friends and family.

While the Index demonstrates a swelling tide of economic patriotism, it also shows the path to ‘buying Canadian’ isn’t always clear: 93 per cent acknowledge that identifying genuine ‘Made in Canada’ products and companies is a significant challenge.

Globalized supply chains, foreign-owned companies operating in Canada, unclear labelling, a limited supply of domestic alternatives, and higher costs of small-scale production all combine to make it a challenge for consumers to practice local loyalty.

“Consumers understand that ‘buying Canadian’ isn’t always easy and may require serious effort on the part of the consumer to research or source local products, and sometimes pay a premium for ‘Made in Canada’, but they feel strongly that it’s worth it,” says Cappe. “The pride and responsibility we feel as Canadians in choosing domestic products far outweighs the challenges because we know our collective purchasing power makes a real impact on the economy and sense of national unity.”

And Canadians aren’t deterred, they’re galvanized: 79 per cent have gone out of their way to ensure their purchases support Canadian businesses, and 34 per cent choose to substitute a product they normally would buy for a Canadian alternative. The sentiment is particularly strong in essential categories like groceries, where two-thirds actively prioritize local brands, and extends to sectors like news sources, gasoline, online retail, and dining.

“As ‘buy Canadian’ conversations gain momentum as the dynamic of Canada-U.S. relations changes, and more consumers turn words into action through their purchases, a collective movement is emerging,” says Cappe. “Canadians are uniting around their commitment to help local businesses thrive and build upon a growing feeling of nation-wide economic resilience and pride.”