“Donald Trump has stirred a wave of Canadian nationalism and pride that is rapidly changing the retail and consumer landscape. People want to buy Canadian-made products, they want to reward companies that reflect Canadian values, and they have become more inclined to punish companies they see as tied too closely to the U.S. market or political sphere. Brands would be wise to keep a close eye on this trend, clarify their origins, and adapt their messages to speak to both the head and the heart of Canadian consumers.”