Is the Rise in Canadian Patriotism Impacting Your Company Culture?

By: Jessica Harrison

Have you noticed more maple leaves and “Made in Canada” labels on products lately? You’re not alone. A recent surge in Canadian patriotism is influencing consumer behaviour and, notably, impacting company culture. A Leger poll indicates that the number of people expressing pride in being Canadian has risen from 80% in November 2024 to 86% in March 2025. 

Gallup defines company culture as “how we do things around here.” Culture encapsulates an organization’s values, mindsets, and behaviours. With rising feelings of pride and protection in Canada, national values are being reinforced, and shifts in mindset and behaviour are likely to be felt across organizations.

As with any major shift, we see both opportunities and risks for leaders to consider.

Fostering Unity During Uncertainty

In times of uncertainty, many find comfort in being part of a group rather than going at it alone. In our work with teams, we often come across “Us vs. Them” dynamics within organizations. However, “them” can manifest in many ways—not just as another organization or competitor.

Currently, we are seeing a unifying “us,” with people and organizations coming together against a common foe. For leaders, this presents a unique opportunity to build and strengthen company culture by aligning organizational values with the broader national sentiment. When employees see their company proudly echoing the values that make Canada unique—such as inclusivity, resilience, and community spirit—they tend to develop a stronger emotional connection with their workplace.

Aligning Purpose With National Interests

Patriotism can provide a sense of purpose within an organization. When a company aligns itself with national interests, employees may feel a stronger connection to their work, believing their contributions have a broader impact.

This can foster deeper engagement and motivation among employees. Creating opportunities for employees to discuss how their work contributes to a stronger Canada can enhance these feelings of pride and connection.

Building Employee Pride Through Shared Values

Increasingly, employees are choosing to work for organizations that share their core values.  Research by Benefits Canada shows that 74% of Canadian employees would turn down a job offer if the company culture did not align with their personal values. As the focus on national interests increases, employees are more likely to feel proud working for organizations that support these shared interests. 

Team activities that give back to the community—such as volunteering, supporting local businesses, or engaging in sustainability initiatives—can deepen employee commitment to their employer while providing an opportunity to give back. 

Balancing Patriotism With Inclusivity

There is an important balance, as overemphasizing national pride at the expense of diversity and inclusion can alienate employees and leave them feeling disconnected from each other and the organization as a whole. This is an increased risk for multinational organizations with employees living and working in different countries. 

Leaders can prevent this by creating space for listening and learning while focusing on shared values. It’s important to celebrate patriotism in a way that is welcoming to all employees, regardless of their backgrounds.

Prioritizing Employee Well-Being During Tumultuous Times

Ultimately, a strong organizational culture places employee well-being at the center. We’re navigating challenging times where even a simple “how are you?” can feel complex to answer. If you’re a leader, consider how to provide mental health support, encourage work-life balance, and offer flexibility to employees where possible.

A culture of care not only helps employees navigate challenges but also strengthens their commitment to the organization. Oh, and it’s simply the right thing to do.

Leaders who create space for unity, purpose, and care will build stronger, more engaged teams. Reach out to learn more about how we help you design a culture with purpose and intent.