Vincent Kwong

,

By

Vincent Kwong

·

Canadians in 2025

Over the past year, significant changes have occurred in Canada. Artificial Intelligence (AI) has transformed the way Canadians work. Trade tensions with the United States have increased tariffs on Canadian imports and exports. Meanwhile, on April 28, Canadians elected a new federal government. These changes have brought uncertainty to Canadians, but also opportunities for businesses.

Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians.

My company, Intuit Research, conducted a nationwide survey of 1,015 Canadian respondents between May 14 and May 29. This survey examines consumer sentiment, economic confidence, and AI usage among Canadians during this transformative period.

From the results, we can see the importance of several aspects as follows. (For further descriptions, read pages 33 to 35 of the full report below.)

  • Reassessing Canadians’ price sensitivity toward brands.
  • Understanding the consumer journey and adjusting the media spend to better reach consumers.
  • Incorporating AI in the communications plan and having an answer engine optimization (AEO) in place.
  • Enhancing brands’ distinctive assets to ensure brands stand out in a competitive landscape.
  • Delivering personalized messages to banking and insurance customers.

I hope this report inspires you on what your business should do next during this period with new possibilities.

Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Four major themes in this report: Polarized opinions on Canada's future, Making the smart choice, Ready to grow open to guidance, Canada signals openness to AI.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 1: Polarized opinions on Canada's future
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians have polarized opinions on the country’s future. 40% feel hopeful and 34% feel pessimistic.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians' top current concerns include inflation, economic growth, housing affordability and availability, as well as the healthcare system.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. The majority of Canadians do not feel financially secure. 60% are worried about their personal finances.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians' financial stress is mainly driven by inflation, rising rents and property prices, as well as high personal debt.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Besides spending less, Canadians work hard to look for extra sources of income during economic uncertainty.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 2: Making the smart choice
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. While Canadians consider price to be a more important factor when shopping, they do not compromise on quality.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadian shoppers have become savvier. Now, they pay more attention to loyalty points, free samples, discount coupons, and promotional flyers.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Changes in future spending on different products and services among Canadians. While spending less on many products and services, Canadians expect to spend more on groceries because they plan to cook at home more often.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Instead of going for cheaper options, Canadians tend to spend less on alcoholic beverages and fashion by buying less often.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians show stronger support for local brands than they did before. 68% agree that buying a local Canadian brand has become more important to them.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 3: Ready to grow, open to guidance
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians are eager to build their wealth. 73% often look for ways to grow their savings.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. While the majority of Canadians are confident in managing their personal finances, many are less familiar with financial products.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Only 32% of Canadians prefer to plan their finances well in advance. Less than half regularly monitor their spending.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Canadians are also less familiar with seeking professional financial advice. Only 33% agree that they know how they should seek professional financial advice.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Only 29% of Canadians are “Financial Stewards” who have good knowledge and discipline in personal finance management.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. What are the attitudes toward financial planning and management among different banking and insurance customers in Canada?
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. What actions do different banking and insurance customers in Canada take during economic uncertainty?
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. And, who are the different banking and insurance customers in Canada?
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 4: Canada signals openness to AI
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Many Canadians have experience with AI. 61% of Canadians have already used it, while 21% are open to trying it.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Information search, idea generation and receiving recommendations are common uses of AI among Canadians.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Besides curiosity, Canadians use AI because it is quick and convenient. They also believe AI can improve their work quality.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Meanwhile, some Canadians have no plans to use AI mainly due to their concerns about result accuracy and data security.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 5: Way forward
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Businesses should strike a balance between short-term demands and long-term objectives to ensure sustainable growth. Reassessing Canadians' price sensitivity toward brands. Understanding the consumer journey and adjusting the media spend to better reach consumers. Incorporating AI in the communications plan and having an answer engine optimization (AEO) in place. Enhancing brands’ distinctive assets to ensure brands stand out in a competitive landscape. Delivering personalized messages to banking and insurance customers.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Businesses should strike a balance between short-term demands and long-term objectives to ensure sustainable growth. Reassessing Canadians' price sensitivity toward brands. Understanding the consumer journey and adjusting the media spend to better reach consumers. Incorporating AI in the communications plan and having an answer engine optimization (AEO) in place. Enhancing brands’ distinctive assets to ensure brands stand out in a competitive landscape. Delivering personalized messages to banking and insurance customers.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. Section 6: About Intuit Research
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians. About Vincent Kwong, Director & Partner, Intuit Research, Toronto Vincent is a well-rounded strategic planner with a proven track record of delivering business success through consultancy, leveraging market research and data analytics. He has nearly two decades of work experience across Canada, Mainland China and Hong Kong. Before joining Intuit Research, he worked on the client side of the market research industry at well-known corporations, including Diageo and McDonald’s. Besides Consumer Insights, Vincent engaged in cross-functional projects such as product innovation, digital transformation and customer experience revamps. Before McDonald’s, Vincent worked on the agency side of the market research industry. His major clients included HSBC, PepsiCo, Pizza Hut, Danone, GSK, and The Estée Lauder Companies. Vincent also starts teaching the market research course at the master’s level at Schulich School of Business, York University in Canada in 2025.
Canadian outlook study 2025 by Intuit Research. Intuit Research conducted a nationwide survey of 1,015 Canadian respondents in May 2025 to examine consumer sentiment, economic confidence, spending changes, attitudes toward finances and AI usage among Canadians.

I hope you have enjoyed reading the report. If you would like to discuss any further, let me know.

Vincent

I am Vincent Kwong, a seasoned consumer planner with 18 years of market research and business planning experience on both the agency and client sides. Currently, I am Director & Partner of Intuit Research, a research agency specializing in multi-country market research projects. Companies that I have served in my career include McDonald’s, Diageo, PepsiCo, Estee Lauder, Heineken, GSK, Pizza Hut and HSBC.

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