In this exclusive interview with CanadianSME Small Business Magazine, Tandy Thomas, Associate Professor and E. Marie Shantz Fellow of Marketing, at Smith School of Business, explores the growing influence of national pride on consumer behavior, particularly in the context of the “Buy Canadian” movement. With her expertise in consumer identity and behavior, Tandy delves into how shifting consumer attitudes, fueled by a sense of community and anger, have reshaped the marketplace. She also discusses how businesses can adapt to these trends, highlighting the importance of convenience, ethics, and environmental considerations in sustaining consumer loyalty. Tandy’s research provides invaluable insights for small and medium-sized businesses seeking to tap into the power of local movements and foster deeper customer connections.
Her research examines how the social and cultural contexts in which individuals are embedded impacts their consumption behaviors, with specific focus on media discourses, consumer identity, and consumer practices. Her work is published in the Journal of Consumer Research, the Journal of Retailing, the Journal of Advertising, and Consumption, Markets & Culture and has been presented at numerous international conferences. Tandy teaches Consumer Behavior at the undergraduate level and Qualitative Research Methods and Consumer Culture Theory in the PhD program.
How does national pride influence consumer decisions, particularly in the context of the “Buy Canadian” movement, and what role does anger play in this trend?
National pride is the key driver of the Buy Canadian movement. With the present threats on Canada from the United States, Canadians have experienced an almost unprecedented feeling of community. This, combined with a deep sense of betrayal and anger, have prompted Canadian consumers to band together and support their country using one of the few tools they can wield: their marketplace purchasing power.
In what ways does the “Buy Canadian” movement reflect broader shifts in consumer behavior and brand activism, and how do these shifts impact businesses?
Over the past decade or so, we have seen a steady increase in brand activism, driven by consumer desire to see brands support the values that they hold dear. In the past, companies held the view that they should not engage with deep social issues and are better off staying ‘neutral.’ This, however, has changed—consumers now expect brands to support social issues, and be vocal in doing so. This aligns with a broader societal trend where we see the marketplaces playing a vital and supported role in all aspects of social life – we no longer see a divide between ‘our lives’ and ‘the market.’ As such, brands are now expected to share the responsibility of citizens to make the world a better place.
What factors contribute to the longevity of consumer movements like “Buy Local” or “Buy Canadian,” and how can businesses adapt to these trends?
The longevity of the Buy Canadian trend will depend on two factors. First, the degree to which Canadians feel that Canadian products are ‘good enough’ to meet their needs – given the quality of many Canadian products, this will likely not be a major issue. The second factor is how easy it is for consumers to find Canadian products. This is really the crux of the issue: if Canadians have to work hard to find the products, they will quickly return to old habits. On the other hand, if retailers and producers make it easy to find and buy Canadian products, we could potentially see consumers making a permanent shift. Most shopping behaviour, in particular grocery shopping, is habitual – we buy the same thing week over week without thinking. At this specific point in time, consumers are rethinking their habits, which creates a tremendous opportunity for Canadian products to reach new customers. Keeping those customers, however, will require continued effort to make it easy for consumers so that new habits form. The goal is not to ‘return to normal’ once this crisis subsides, but to instead create a ‘new normal.’
As a final thought, what advice would you offer to small and medium-sized businesses looking to leverage consumer movements like “Buy Canadian” to enhance their brand and customer engagement?
The best thing that businesses can do is to make sure that it’s easy to identify their product as Canadian, and make sure that it’s easy for consumers to find and buy the products. Consumers will happily support Canadian companies, so it’s just a question of making it easy for them to do so.
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