Hopping on the “Made in Canada” train might get attention, but it often skips over the real stuff, like who actually gets to be seen as Canadian. Because the truth is: being Canadian isn’t one-size-fits-all. It’s messy, layered, regional, and full of nuance. There’s no single version of “Canadian culture,” and definitely no checklist.

So maybe the better question for brands isn’t how to seem more Canadian. It’s:

• Who are we centering in our stories?
• Are we listening to a diverse range of voices, or just the same few?
• Have we done the work to actually understand the communities we’re talking to?

If brands want to move beyond surface-level patriotism, it starts with listening more, staying curious, and setting aside assumptions. That means investing in meaningful research, not just numbers, but real conversations with people. It also means making space for Indigenous, immigrant, and marginalized voices that reflect the diverse realities of Canada today, rather than relying solely on familiar clichés and slogans.

Take Cheekbone Beauty, an Indigenous-owned Canadian cosmetics brand. Their recent Powwow Kit, created in collaboration with Cree artist Kent Monkman for National Indigenous Peoples Day, was more than a product drop. It was a meaningful blend of beauty, culture, and storytelling.

Then there’s the Toronto Tempo, Canada’s first WNBA team and an organization we’re proud to work with. Rather than defaulting to nostalgia or national symbols, they partnered with Lilly Singh, Sephora Canada, and You Can Play to launch a campaign rooted in equity, identity, and the vibrant culture of a city where basketball runs deep. It’s a reminder that using “Canadian” in a brand story isn’t just about symbols, it’s about tapping into something real. 

There’s so much richness in what it means to be Canadian, but it takes a willingness to dig deeper. When brands move beyond the surface and lean into the layered, authentic stories that reflect real people and communities, something powerful happens. It’s not just better marketing, it’s a stronger, more meaningful connection. And that’s where the real value lives.

Written by Aaliyah McLaughlin and Garthi Gobinathan, with contributions from Madisen Drummond and Brigid Savage.