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According to a new survey from One Twenty Three West and Innovative Research Group, which identifies a number of post-tariff consumer subtypes, a sizable number of Canadians still put price above politics.

The mid-March survey of 1,178 Canadians shows that 23% of respondents said that, because of inflationary and cost pressures, they will opt for domestic-made goods only if prices are the same as U.S. products.

The cohort the survey describes as “Price Before Politics” consumers is a mix of Liberal and Conservative voters, overindexes toward those 45 and older, is evenly split between genders, exists predominantly in the Prairies and Ontario and has lower-than-average household-income and education levels.

While many Canadians express a desire to support local businesses and buy Canadian-made products, the research shows that price indeed tops patriotic feelings for some consumers, creating a contradiction that can result in internal conflict and feelings of guilt.

An equal number of consumers are described in the survey as “Detached,” a group that is largely younger than 35. This demographic is not paying close attention to geopolitics, is largely Conservative, resides in Alberta and Ontario and is less educated.

So-called “Raging Canadians,” who make up 13% of respondents, vow to never buy American products again. This group favours the Liberals, NDP or Bloc Quebecois and slightly overindexes toward women. It is the survey’s best-educated cohort and has a household income higher than $100,000.

For “Raging Canadians,” 39% report that product origin is the most important purchase driver, far outpacing other consumer cohorts identified. Members of this group are most likely to brand switch (81%) to a Canadian item every time they can, whereas the “Resentful consumer” swaps items 61% of time.

The latter group, comprising 21% of respondents, aims to support Canada to the best of their abilities. This cohort overindexes toward women, predominately resides in B.C. and Quebec and has high household income.

“Conflicted Canadians,” comprising only 9% of respondents, are younger than average, reside mostly in the Maritimes and B.C, overindex toward men and have lower household incomes. As the name suggests, this group in unsure which path to take in the face of tariffs.

The numbers also reveal that while there’s plenty of acrimony aimed at our southern neighbours, there remains a number of consumers (12%) who are “Pro-American Canadians.” Members of this group are generally younger millennials, are largely Conservative and have lower-than-average educations and household incomes. These respondents are most likely to agree that “American products and their politics represent (them) better than most Canadian politics.”

Older Canadians, the survey finds, tend to prioritize purchasing Canadian-made products more than their younger counterparts. The generational divide is likely influenced by the ability to pay premium prices for domestic goods.

“We often hear about how Canada is united in its response to tariffs and its national pride, but our research shows the opposite,” says Jared Gill, strategy director at One Twenty Three West. “Canadians, especially in the post-tariff landscape, are more divided than we may realize. Understanding these nuanced consumer segments is critical for businesses and brands looking to make meaningful connections in this complex market.”