In North America, Europe, and beyond, consumers are steering their wallets through churn and unease. This isn’t a crisis—it’s a pivot point. Brands that act with empathy, clarity, and substance will not just survive—they’ll thrive.

🇨🇦🇺🇸 What Canada and the US Reveal

A fresh report from FCB and Angus Reid reveals:

• 50% of Canadians and Americans are insecure about jobs
• Over half cite tariffs affecting their ability to pay for essentials
• 90% fear rising living costs
• Corporate trust is brittle—over half of Canadians feel disengaged or pessimistic
• A massive shift in loyalty is emerging: 78% of Canadians plan to buy more Canadian-made products; 59% plan to boycott US brands

Canadians are finding real meaning in local sourcing—not just patriotism. They want proof: origin, ownership, authenticity.

🇪🇺 What’s Happening in Europe

Europe mirrors the sentiment, even amid regional variation:

• BCG found 54% of consumers in nine EU countries are pessimistic about their national economies, up 7 points since mid‑2024
• 52% worry daily about personal finances
• Germany’s GfK index hit a low of −24.7 in March 2025; 62% view their economy negatively; nearly two-thirds fear political instability; 70% dread future price hikes
• In southern Europe (France, Spain, Italy), concerns extend to politics (57%) and environment
• Yet pockets of optimism exist: Spain saw rising discretionary spending and higher Gen Z interest in down‑trading

The EU’s flash consumer confidence edged up in May 2025, but remains well below average (−14.5)

What This Means for Brands

1. Consumers want more than deals
   Savings help—but brands must deliver meaning, agency, and emotional security. Canadians don’t just want low prices—they want brands that stand for them. Europeans aren’t just trading down—they want value aligned with values.
2. Local is credibility
   “Buy Canadian” isn’t nostalgia—it’s a trust signal. In Europe, private labels are rising as confidence sags
3. Trust trumps loyalty
   Consumers are demanding transparency in origin, supply chains, ownership, and purpose. Surface-level patriotism no longer cuts it.
4. Brands as civic actors
   Where governments falter, brands can step in—offering stability, practical support, tangible impact. But it must be authentic, purposeful, and sustained.

Brands must recalibrate across three vectors:

Strategy must:

• Acknowledge the stress—don’t sidestep it
• Offer honest value—not just promotions
• Demonstrate accountability—be seen, source clearly, support communities

Consumers are navigating storms.

Consumers are navigating storms. Their wallets and spirits are under pressure. They’re not just shopping—they’re seeking solidarity. Brands that act like citizens—not just companies—will flourish. Those that cling to outdated playbooks will fall behind.