This presentation reveals consumer attitudes towards buying Canadian and American brands (and visiting the US) throughout 2025 as the tariffs crisis unfolded, and outlines definitions of what makes a brand Canadian. The data comes from three waves of consumer surveys involving 1,000 people aged 20-65 in English Canada. It includes attitudes to subscribing to U.S. streaming services and spending time on American-owned social media. The study highlights the opportunity for Canadian brands to grow market share, and there is advice for how U.S. brands respond. It concludes with insights about our relationship with the U.S., plus consumer sentiment about personal finances.