We explore the power of local in the context of increased international media competition and tariffs. What has been the impact of Trump II on brand favourability, and how do long-loved U.S. brands respond? Whether buying your groceries or buying media, what is a good definition of ‘Canadian’? Is there a halo effect from advertising within Canadian-made content with ‘local’ stories and Canadian talent? What is the value of culturally diverse, minority-representative, regional and community TV to advertisers – and are there opportunities to build deeper connections? VOD catalogues in the EU/UK must contain 30+% European content, so would that work for Canada, too? Are we minded towards more regulatory protection for local media today vs one year ago? If Google, Meta and TikTok were Canadian owned, would we worry so much about the fate of ‘traditional’ media?